Case studies
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Structuring and scaling up a $1M Food & Services business
Industry : Food & Beverage
Category : Production, Retail & Wholesale
Location: New-Brunswick
AVEL Consulting supported a New-Brunswick-based specialty coffee roaster in scaling its B2B sales operations. Founded in 2019 by two passionate entrepreneurs, the company quickly grew into a recognized roastery and café serving premium coffee locally. Quickly, the company branched out to B2B distribution, targeting offices and hospitality clients at first.
To support rapid wholesale growth, AVEL supported the design of a structured B2B sales process, trained the team, and implemented performance governance. Within 18 months, sales rose from $190K to $450K annually, alongside $50K in cost savings and a scalable commercial foundation.
Problem
The client had rapidly expanded its B2B customer base, achieving a 350% year-over-year growth in wholesale sales in 2022. However, this success led to operational strain:
- The sales process was person-dependent, undocumented, and lacked scalability.
- The primary owner of customer knowledge was scheduled to leave the organization.
- No KPIs were in place, resulting in poor visibility into sales trends, performance, and customer satisfaction.
- Disconnection between sales and operations led to miscommunication, inefficiencies, and customer frustration.
- Annualized revenue lost was estimated at over $100,000 due to poor service levels and missed opportunities.
Approach
Solution
Key interventions implemented:
- Built and rolled out a standardized, documented B2B sales process.
- Developed and deployed a custom sales funnel web application.
- Created KPI dashboards and integrated tracking into weekly governance routines.
- Revised sales documentation and customer-facing materials.
- Set up a daily management board and trained staff on continuous improvement principles.
- Reallocated time for key roles, optimizing time spent on high-value sales activities.
Results
Within 18 months, the following results were fully achieved:
- Revenue Growth: B2B sales increased from $190K to $450K per year, representing a 2.5× increase.
- Profitability: The client realized approximately $50K in annualized bottom-line savings through improved process efficiency and reduced waste.
- Operational Efficiency:
- A complete B2B sales process and funnel were designed, implemented, and adopted.
- Commercial teams were trained and equipped with performance KPIs.
- Weekly KPI surveillance and structured daily management governance were institutionalized, allowing the team to quickly address potential issues and revenues gaps.
- Sales Team Enablement:
- Clear roles and responsibilities defined.
- Time previously spent on low-value tasks reallocated to higher-impact sales activities.
These improvements positioned the client to sustainably grow its wholesale business while reducing dependency on individual contributors and enabling scalable, data-driven decision-making.
Sales increased from $190k to $450k (x2.5)
$50k/year bottom-line saving
Sales process and funnel designed, implemented, and adopted (with metrics & tools)
Time previously spent on low-value tasks reallocated to higher-impact sales activities
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AVEL Consulting applied a structured improvement methodology: