TRU to Entrepreneurs and TRU to Customers
- Confidential 1
BE TRU Overview

BE TRU, LLC was created by long-time friends Brandon Halcott and Erik Abraham
to partner with Entrepreneurs and Companies with the goal of accelerating their
growth through strategically executing business plans and new ventures

BE TRU has a fundamental understanding of rapidly growing entrepreneurial
businesses through the experience of the founders:
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Growing a cosmetic vehicle repair company from inception to over $3mm in
annualized revenue in less than one year
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Co-founding a private equity firm with six portfolio companies representing
combined sales over $200 million and over 1,000 employees with >$30
million of equity deployed
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Institutional private equity investing and investment banking M&A experience

Advanced understanding of web development and internet marketing tools
through Google search / analytical products
Most importantly, the founders of BE TRU are like their partners, entrepreneurs by
birth who love to solve their customer’s problems
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TRU TRIBE
Exit
Capital
Marketing
Legal
Mfg
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Underlying Thesis

BE TRU was born with the underlying thesis that certain markets / revenue
opportunities exist that are difficult for existing businesses to penetrate

Opportunities for accelerating growth revolve around:
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Understanding market size and competitive nature / trends within an industry
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Intense focus on unlocking creativity and expanding marketing vision to
acquire customers

Advanced online sales / marketing strategies
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Leveraging expansive professional network to tap into new opportunities with
the right team
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Revolving 90 day growth plans and focus on tactical execution
BE TRU has found that many entrepreneurs have created a great business, but
are unable to take growth to the next level due to lack of time / resources or other
outside factors
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BE TRU Partner Backgrounds
Brandon Halcott

Erik Abraham
Co-founder / CEO of Dent Recon, mobile
cosmetic car repair Company
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Raised $200k of startup capital that
allowed Company to grow into 17 vehicle
and 20 person team with run-rate of over
$3 million in annual sales
Received 3 term sheets for $1 million
Series A round of financing

COO at nation ’s first hybrid fleet livery car
service, Planettran

3 years of private equity and investment
banking experience at KRG Capital Partners
(Denver, CO), William Blair & Co. (Chicago, IL)
and Goldman Sachs & Co. (New York, NY)

5 years of entrepreneurial private equity
experience through co-founding CITG Capital
Partners (Troy, MI) and with KRG Capital
Partners (Denver, CO)

At CITG, managed 5 portfolio companies
and created investment strategy /
objectives for start-up private equity firm

At KRG, responsible for platform
investments in the distribution and
healthcare services industries

Sizes ranging from $2 – $85 million
Two years of investment banking experience at
Citigroup in the Energy Group (New York, NY)
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MBA from Harvard Business School

AB with honors in Economics and minor in
Egyptology at the University of Chicago

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Completed seven equity, financing and
M&A transactions totaling over $25 billion
BBA with high distinction from the Ross School
of Business at the University of Michigan