About — Dovetail CPG

I've sat in every seat at the table.

From the factory floor to the deal room.
Alok Advani
Alok Advani
Founder & Managing Partner
Why "Dovetail"

An avid woodworker and woodworking teacher, Alok named Dovetail CPG after the strongest joint in woodworking. No nails. No screws. Just two pieces cut so precisely that the geometry holds them together. The harder you pull, the tighter they lock.

This is our philosophy for how to build. Strategy and finance, interlocked. Your vision and our experience, cut to fit. And made even stronger under pressure.

Five Seats
What if your fractional executive knew what it’s like to troubleshoot equipment at a plant? What if he used to help decide which brands Kroger cut in, and knows exactly how retail works from the shelf back? What if he has led and launched dozens of new product innovations across brands, channels, and temperature states? What if he also brings M&A experience from one of the largest CPG companies in the country?
That kind of range is exactly what young brands need, and almost never get in one partner. Until now.
The Floor

Costing, freight, logistics at the world’s largest bakery. For clients, I take unit economics down to the plant level to drive profit. The details most fractional CFOs have to Google, I lived.

The Shelf

Category finance at Kroger. This lets me bring the shelf-back view to every client I work with.

The Big Game

The stakes are high when you spend $18mm on a 0:30 Super Bowl spot. But they are even higher for founders deciding where to place a life-changing bet on their brand. We help with surgical marketing so you can build with clarity and conviction.

The Deal Room

Evaluated dozens of potential acquisitions, integrated and led acquired brands. When it’s time to raise capital, I know every diligence question because I used to be the one asking.

The Board Room

CEO of SuckerPunch, from #137 to Top 10 in market share. I know the stress of trying to make payroll on a Friday when the bank balance is zero on Thursday. I’ve stared at the same ceiling you’re staring at. And I’ve hired many fractional CFOs to be my partner, so I know what great looks like.

The Floor

Costing, freight, logistics at the world’s largest bakery. For clients, I take unit economics down to the plant level to drive profit. The details most fractional CFOs have to Google, I lived.

The Shelf

Category finance at Kroger. This lets me bring the shelf-back view to every client I work with.

The Big Game

The stakes are high when you spend $18mm on a 0:30 Super Bowl spot. But they are even higher for founders deciding where to place a life-changing bet on their brand. We help with surgical marketing so you can build with clarity and conviction.

The Deal Room

Evaluated dozens of potential acquisitions, integrated and led acquired brands. When it’s time to raise capital, I know every diligence question because I used to be the one asking.

The Board Room

CEO of SuckerPunch, from #137 to Top 10 in market share. I know the stress of trying to make payroll on a Friday when the bank balance is zero on Thursday. I’ve stared at the same ceiling you’re staring at. And I’ve hired many fractional CFOs to be my partner, so I know what great looks like.

What We Believe
Exceptional outcomes start with exceptional teams.
Before we look at a P&L, we look at who's in the room.
Exceptional teams need exceptional clarity.
The team doesn't organize itself. The data doesn't clarify itself.
Exceptional clarity is designed.
A little data structure doesn't constrict. A lot of guessing does.
Fractional doesn't mean fractional commitment.
Sleeves up. If the model's broken at midnight, we're in the spreadsheet at midnight.

Ready to see how the pieces fit?

Get in Touch