What a rare CIM taught me about sustained growth—and why product and sales can’t stall.
I’ve reviewed hundreds of Confidential Information Memorandums (CIMs). Most are bloated with inflated projections, aggressive add-backs, and wishful thinking. But every once in a while, one comes along that’s grounded, realistic—and still impressive.
Recently, I read a CIM that fit that mold. The business had quietly delivered 20% net profit for five straight years. Add-backs were clean, taking that up to 25%. No fluff. No games. Just a well-run company in a specialized niche: precision manufacturing of consumable products for pharmaceutical clients.
Their model was strong:
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Wide customer diversity
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Locked-in commercial contracts
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Resilient post-pandemic rebound
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100% made-in-USA supply chain—no tariff risks
You could say this company was “firing on all cylinders.”
And yet, that’s exactly the moment when most leadership teams get too comfortable.
If It Ain’t Broke… Look Closer Anyway
There’s a saying I love: If it ain’t broke, don’t fix it.
That applies—until it doesn’t.
The business in this CIM is rock solid. But if the CEO stops pushing, growth will stall. I’ve worked with too many founder-CEOs who learned that the hard way.
When you’re under 100 employees and below $100M in sales, here’s what you can’t ignore:
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Sales Penetration
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Product Innovation
You need both—even when everything’s working.
Sales Penetration: Don’t Ride the Wave, Build a Bigger One
This company has pharma clients on lock. That’s great. But there are clear adjacent markets waiting to be explored—biotech, medical devices, diagnostics, maybe even specialty packaging.
Here’s how I’d tackle expansion using the Apex CEO Playbook:
Step 1: Map Adjacent Markets
Pick 2–3 nearby verticals where your expertise still applies. Look for high trust barriers—your pharma reputation gives you a head start.
Step 2: Build a Focused Sales Initiative
Assign ownership. Set KPIs. Track weekly. Your existing case studies give you leverage, but you still need precision targeting. Start with one vertical and land 1–2 major accounts in six months.
This isn’t about scaling fast—it’s about expanding smart.
Product Innovation: Don’t Fix It, Evolve It
Once you enter a new vertical, innovation becomes your competitive edge.
The best companies stay obsessed with product. Not because something’s broken—but because staying relevant means constantly evolving.
Here’s the Apex roadmap:
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Interview new clients in the target segment
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Set up a real-time feedback loop
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Rapidly prototype solutions tailored to their needs
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Focus on incremental innovation—small wins that compound
Even minor improvements can unlock major growth if you’re building them for the right customer.
Final Word
Complacency creeps in when profits are high and customers are happy.
But that’s the exact moment you need to push harder—not coast.
Sustained growth comes from two things:
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Expanding who you serve
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Improving what you sell
This business nailed its foundation. Now the opportunity is to layer disciplined growth on top of it—without disrupting what’s already working.
Want to build a roadmap that keeps your momentum going?
Let’s talk.
