Entrada: A Case Study
Entrada was founded in 2007 and bootstrapped for the first three years by an impassioned founding team. By 2010, it had acquired four clients and was generating around $10,000 monthly in revenue.
However, with six employees, the business was struggling with cash flow, and no one was drawing a consistent salary. The company realized it was not going to be able to take on new funding without building a deeper management team. In 2010, the company brought in Bill Brown as CEO to advance the organization to the next level.
The story of how Entrada went from a struggling startup into a $34M acquisition by NextGen in 2017 is detailed in the case study below.
It was here that I developed and refined The A2B Playbook. As a business, Entrada was focused on improving clinical workflows and creating opportunities for additional provider and patient engagement for the next generation of care delivery. As the CEO, I was determined to establish a culture which was founded on a process-driven approach that relied on measurement, transparency and execution.
One of the most important things that we did early on was to clarify our focus. We used a structured approach to identify and define what we could offer as a competitive market niche.
After this, we developed one year and three year goals as a business. This forced us to break down our objectives by quarter. and allowed us to drive departmental and individual accountability across the organization.
Read the rest of the “How the A2B Playbook Drove Entrada’s Success” case study by downloading it here.
“Entrada was a place where I was encouraged and pushed to grow and refine my leadership skills. Bill gave me the opportunity to not only “be in the room” but “lead the meeting,” even at early stages in my career.”