Richard Perrin

Providing CFO services and Business Transition Services in Wisconsin


About Rick

Richard Perrin Provides CFO Services

Rick Perrin

Madison, WI CFO

37 Years of Experience

Direct Contact



University of Colorado - Boulder

B.S. Business - Accounting

University of Wisconsin - Madison

MBA - Corporate Finance

Certificates & Licenses:

Certified Cash Manager (CCM)


Madison Area Business Consultants

Exit Planning Network

Contact Rick Perrin and receive a free Discovery Analysis™

  • A confidential meeting with the business owner(s), then interview company staff.
  • Look at the company’s financial information and computer systems.
  • Benchmark financial information against industry averages.
  • Create a confidential report of our findings in The Strategy Gameplan™

Rick’s Bio

Rick has over 35 years of broad-based financial and operations experience in manufacturing, retail, construction, software, non-profit and service firms, and as a CPA and consultant. He has extensive experience leading companies through high growth, and is particularly adept at driving increased sales, operational improvement and profitability. Rick is also a Certified Business Transition ExpertTM and helps business owners to successfully transition their businesses to new owners, family, or employees.

Rick provides CFO services and is the trusted advisor for a number of small and mid-market businesses in the Madison, WI, Mauston, WI and surrounding areas, where he helps them with all aspects of financial management, operations and profitability improvement, strategic planning and growth strategies. Rick uses unique planning and financial tools to increase his client's sales and profits and turn around struggling companies. He serves a variety of clients including manufacturers, distributors, contractors, medical, software, consulting, non-profit and specialty service companies. Rick also helps companies with interim needs, mentors Controllers and other CFO's and helps larger companies hire the right CFO.

Rick knows that many business owners are planning on exiting their businesses in the next few years but many don't know how to maximize the value they will receive on exit, nor do they have a plan for a successful transition. As a Certified Business Transition ExpertTM, Rick helps owners maximize their exit value and uses B2B CFO®'s proprietary process to help lead them through a successful transition. This includes helping the owner determine the best exit, including selling for the highest price, selling to employees (management buyout or ESOP), sell to a Private Equity Group, or other alternatives.

Rick understands that the best run and most profitable companies have great planning processes. He helps companies develop their strategic, operational and marketing plans, and then helps them put together a Profit Plan (Budget) around these plans to set, monitor and achieve stretch financial goals.

Rick has managed warehouse operations and large IT and purchasing departments and consults on Supply Chain Management, purchasing and negotiating strategies. Rick has extensive HR experience and helps companies with compensation, benefit and incentive programs.

Prior to joining B2B CFO® in 2005, Rick was Vice President Finance/CFO at a complex manufacturer where he played a lead role in driving sales from $45 to $80 million, reducing costs over $3 million, and leading the launch of two new divisions including a manufacturing operation in China. Rick managed the accounting, IT, Purchasing, Quoting and Logistics departments, and was instrumental in the acquisition and financing of $22 million of new capital and the quoting and successful launch of $25 million in new products. Rick also implemented new costing systems and management tools for improving profitability. Prior to this, Rick was VP Finance of a six-plant manufacturing company where he played a lead role in doubling sales to $40 million and led teams in the acquisition and implementation of ERP Manufacturing, Accounting and HRIS systems. Rick was also Controller of a $100 million retail chain and Corporate Accounting & Treasury Manager of a $350 million manufacturer.

Rick earned a B.S. in Business-Accounting from the University of Colorado-Boulder where he graduated in the top 10% of his class. He also holds an MBA in Corporate Finance from the University of Wisconsin Madison. Rick became a CPA (Certified Public Accountant) in 1984 and is a CCM (Certified Cash Manager), having received one of the top five scores on the 1995 Treasury Management exam. Rick is also a Certified Business Transition ExpertTM. In 2004 the Association for Financial Professionals (AFP) selected Rick from a list of over 100,000 financial professionals as one of the 300 most outstanding professionals in the finance and treasury industry. Rick lives in Madison with his wife Darcy and has two daughters, Erica and Haley, and enjoys boating, skiing, golf and biking.

Contact Rick (608) 576-3773


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Success Stories



  • $36MM Manufacturer/Distributor: $2+MM saved in two days:  Saved the company over $2 million in the first two days on site by analyzing the business and halting a huge financial mistake.  Created a complex financial model to save a contract and line of business.  Created a financial model which identified financial drivers and provided the CEO and CFO with a roadmap to profitability and stop $150K+ in monthly losses.
  • Professional Services Firm:Provided financial and advisory services to help turn the company around.
  • Multi-Location Warehouse/Services Firm: Built a financial and costing model to identify financial drivers and calculate overhead rates resulting in improved pricing decisions and profitability.
  • $30MM Manufacturer/Distributor:Managed financial aspects of transition from a joint venture to a stand-alone operation.  Secured financing, set up systems and directed accounting operations.
  • Engineering Consulting Firm: Installed a complete financial management program including product line profitability statements, development of overhead rates, quoting and pricing programs, monthly operations and staff productivity reports, forecasting tools and a tax management program. Owners gained a complete understanding of the financial dynamics of their company to compete better and increase profitability.
  • Non-Profit Operator of 3 Medical and 3 Dental Clinics: Developed a financial model to analyze financial operations and calculate financial metrics for improving company profitability.  Revamped numerous accounting practices to improve accuracy and efficiency and help their CEO, CFO and Controller gain a much better understanding of operational profitability.  Developed a site model for creating pro-forma P&L’s for new potential locations.  Identified and recovered over $250,000 in billings not paid by the State. Provided valuable insight and advice to the CEO.
  •  Financial Services Company: Completed a customer/pricing analysis with recommendations, leading to new pricing strategies and increased sales.  Built a profitability model and a model to analyze acquisitions.
  • $9MM Specialty Contractor:  Developed and implemented job costing strategies and programs for analyzing and improving profitability, a financial reporting system for better understanding profitability and improving cash flow and implemented a perpetual inventory system to control inventory.
  • Commercial Contractor: Created a financial model to analyze operations and automatically calculate overhead rates for improved pricing decisions.  Built a sophisticated model to improve the quoting process which gave management a better understanding of the financial and cost impact of jobs bid.
  • Manufacturing Company:  Provided business advice to the owner, developed financial analyses, job costing and reporting systems, assisted with financings and multiple product line acquisitions.  The work helped the company to reach the Inc. 5000 several times, one of the fastest growing firms in the U.S.
  •  Large Health Care Provider:  Analyzed the entire purchasing function of the multi-site organization and provided recommendations leading to efficiency improvements and cost reduction.
  • Multi-State Document Security Company: Designed and implemented management reporting systems and budgets, assisted with strategic planning and financial strategies for roll-ups with synergistic companies.
  • As the financial team member of 3GoodQuestions, helped several well known Madison organizations develop their important goals and annual business plans.

Every Company, Regardless Of Its Size, Needs A CFO®  Who is your CFO?

2 Similar Businesses



Both companies manufacture, sell and service the same products.

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Financial Results
Annual Sales $20,000,000 $15,000,000
Operating Profit $450,000 $750,000
Operating Profit % Sales 2.25% 5.0%
Management Team and Strategy
Sales/Marketing Team & Strategy Strong Strong
Operational Team & Strategy Strong Strong
CFO/Financial Team and Strategy Weak Strong
Quality and Customer Satisfaction High High

Financial teams make a difference. Most Controllers and many CFO’s are not skilled in Financial Strategies.  Rick Perrin of B2B CFO® helps management understand HOW WHY and WHERE they are making or losing money. He knows how to develop detailed PLANS and FINANCIAL STRATEGIES to improve the business and drive up profitability for all size companies.


Clients and Industry Experience


Animal Genetics & AG Products Engineering Firms:
Armored Car and ATM Servicing * Civil
Brewing * Electrical
Commercial Cleaning
Convenience Stores Manufacturing:
Consulting * Circuit Boards
Contract Packaging * Water Treatment Equipment
Digital Imaging and Data Collection * Counter Tops
Digital Printing for Autos and Boats * Farm Equipment
Document Storage and Shredding * Machine tools
Financial Services and Credit Cards * Metal Fabrication
Health and Dental Care Clinics * Plastics Thermoforming
IT Managed Services * Specialty Fuels
Marina, Boat, Pier Sales and Service * Structural Steel
Processing -Food and Pharmaceutical Industries
Products for Retail/In-Store Advertising Manufacturing and Distribution:
Professional Employer Organization and HR Consulting * Animal Products
Real Estate Development * Specialty Gems
Restaurant * Highway & Traffic Control Products
Specialty Products for Children with Disabilities * Wood Moldings & Specialty Products
Strategic Planning for Senior Management
Warehousing and Cold Storage Non-Profit:
Web Design * Banking
* Emergency Services
Contractors: * Food Distribution
* Garages * Large State Service Programs
* Home Builder
* Large Buildings Packaging:
* Lighting * Contract
* Remodeling * Pharmaceutical
* Restoration
* Roads and Utilities Retail:
* Waterproofing * Convenience Stores
* Wiring * Farm and Outdoor Equipment Sales
* Photography
Distribution: * Specialty Foods
* Specialty Water Sports Products
* Specialty Papers – Wholesale and Internet Software:
* Gaming
* Medical – Enterprise Systems

Recent Articles

Sep 1Richard Perrin

Next Year’s Planning Season – Are You Ready?

Sep 1Richard Perrin
Planning for Next Year

One of the most important roles of the CEO is to champion the annual planning process with his/her CFO or outside facilitator. This usually starts in September or early October and finishes up by mid-December. Therefore, it is time to get it going. Are you ready? Here are some ideas to help you plan better and make next year the best year ever for your firm.     Planning is a process where the management team works together to identify and document

Increase The Value of Your Company

The most successful business owners go through an annual strategic planning process and then create an annual budget or profit plan to set and drive sales, profitability, operational and other business goals. There are a number of ways to plan; the important thing is to set goals and then have detailed financial and operational plans and timelines to achieve them. While many business owners set and follow a budget, very few think about the higher goal; the value of their company.

Companies That Benefit From a B2B CFO®

Businessman With Dollar-Bill Head

Strong, Growing Companies Cash is tight due to growth Growing but not profitable Profitable but need financial strategies/systems/processes/controls to continue Struggling Companies Have constant cash struggles Poor profitability Are profitable but can’t improve from year-to-year Need new ideas to “break out” Need help immediately or they may “go under” (turnarounds) Need to reduce expenses and/or increase sales Companies/Owners Nearing Transition  Owners looking to sell or transfer their companies in the next 5 years Owners who want to sell their companies

Apr 1Richard Perrin


Apr 1Richard Perrin
Key That Unlocks Money Lock

Small and Mid-Market Companies Complimentary Financial Assessment Most Owners of small and mid-market companies could increase their sales and profits by better using their financial information: Their current financial reporting does not help them gain full insight to their true product, service and business line profitability.  This insight is needed to improve profits. Financial strategies using cost accounting and other tools will increase sales and profits. Bookkeepers, accountants, controllers and CPA’s don’t have the training, operational experience or time to help Owners

For the fourth consecutive year, B2B CFO© ranks among America’s fastest growing companies

  B2B CFO NAMED TO INC. 5000 LIST FOR FOURTH CONSECUTIVE YEAR Company’s Founder and CEO Jerry L. Mills to Speak at Inc. 500|5000 Conference on Exit Strategies MESA, ARIZ. – (August 29, 2013) – B2B CFO, the leader in CFO services for mid-market companies, today announced that it was named to the 32nd annual Inc. 500|5000 list. This marks B2B CFO’s fourth consecutive appearance on the prestigious list. Companies such as Microsoft, Oracle, Timberland, Vizio, Intuit, Jamba Juice and