Upstream Advisory I Performance

Case Study

The Pure Goat Company

Change Better. We support companies to structurally improve their business…


The Pure Goat Company is a start-up with organic certified infant goat milk and follow on formulas. TPGC has operations in the Netherlands with international disruptive ambitions.


Food & Agriculture



Our goal was to successfully close an early stage capital raising process.

  • After the initial series A capital raising process of The Pure Goat Company in December 2018, Capital successfully secured the first round of bank financing.

  • In close cooperation with management, we carved out the business plan, financial model and financing strategy.

  • Please don’t underestimate the importance of sufficient preparation prior to every roadshow.

  • Make investors and/ or banks compete to provide you with funding.

  • Its not all about the sum of money, don’t underestimate (flexible) terms and conditions.

  • This project underlines our capability to successfully close the capital raising process of an early stage company.

…with our head in the sky and feet in the mud