Business: Blue Mountain Advisory

Address: Naperville

Phone/website: 630-624-0221, www.bluemountainadvisory.com

Owners: Ashley and J.D. Elder, both 33, of Naperville

Years in business: Started this year

What does your business do? “We’re basically an advisory firm for any type of size business, the needs that they have whether on a short-term basis or a longer engagement,” Ashley Elder said.

“We just launched, so we just started marketing the company. Very new. That’s why we joined the (Naperville Area) Chamber (of Commerce) to get to know the business community and the lay of the land in Naperville.”

Why did you start this business? “It’s based on our backgrounds. My husband and I have been investors in companies, operators of companies. I’ve been in a family-owned business and a private equity-backed business. … As an operator, your day is filled trying to keep up with the business and grow the business, whether that’s a customer issue, trying to get new customers, all those types of things. … There’s a little time at the end of your day to thoughtfully plan for growth.

“If you’re looking at expanding a service line or a product line, all the research and economic analysis that goes into that, you are time slammed on a lot of that. The same goes for financial forecasting. That was how we felt operating companies, that’s when we felt if there was an interim service we could use, a pinch-hitter,” she said.

“That was the genesis for why we started the company and that’s a service we want to offer to business owners. Hey, if you’re not ready to invest in a full-time person, use us for different types of projects. We’d love to get to know you and your business and help you out on an interim basis whenever you need it.”

What’s sets you apart? “One service we have that I don’t think is out there is if you’re thinking of selling your business, and you don’t want to hire an investment banker/broker yet, there are a lot of things you can do to enhance the value of your business. … There are different elements buyers look to and will assign a higher value on your company. That’s a service we offer. We can come in, guide owners (and help) get the highest value for their company and make sure they’re preserving their legacy.”

What happens when someone contacts you? “We get to know about you, the fundamentals of your business, what drives you as an owner. What do you like about your business? Where do you want to be in the next year, the next five years?”

And if they want to sell? “Are you looking to sell soon? Are you crunched for time? Do you need a liquidity event? Timing is important based on the market. … It’s important to understand what’s important to the owner. … It’s helpful to have a guide who has you best interests at heart.”

How’s the business so far? “It’s good. … I’ve been reaching out to different contacts and different companies in the suburbs we think we’d be a good fit for.”

Is it a challenge? “It is. It’s fun. It’s something we’re very passionate about so that makes it worthwhile.”

Is it good to be based in Naperville? “It is. It’s such a great community. We’ve just scratched the surface by joining the chamber. … It’s a very robust business community.”

What do you like best? “It’s the chance to go and meet with different owners, to help them grow their business, be able to offer their employees something different, whether it’s more compensation or a new market, a new project or a new area to grow in.”

Is each plan different? “It depends on what the project is. There are certain fundamentals. If they need help managing their inventory or need cash flow forecasting, a lot of those tools are transferrable across industries. But if you want to grow your revenue by a certain time, obviously, that strategy will look different.”

Any negatives? “You never know when your next project is going to be and you’re continually marketing. The plus side of that is you talk to and meet more people.”

What’s your business philosophy? “Our mentality is to be partners. We want to give you tangible tools, strategies, financial data. … If you never need us again, that’s a win in our book.”

Any future plans? “Make great relationships in our community and see those businesses grow.”

What’s your advice for someone starting a business? “Start something you’re passionate about because then it does not feel like work. It’s something you’re excited to wake up early and do, something you think about in the shower at night.”

If you know of a business you’d like to see to profiled in Down to Business, contact Steve Metsch at metschmsfl@yahoo.com.

Steve Metsch is a freelance reporter for the Naperville Sun.