A Primary Advisor (PA) is someone who has been there and done that, multiple times. The PA is a serial entrepreneur who has deep understanding of what it is like to take an idea from the spark of innovation and move it into a fully functioning business. They think like an MBA and have the heart of an entrepreneur. They have experience running (real) companies, and know the pains of normal problems - like first hires, preparing for a board meeting, when to hold on to a strategy and when to pivot.
In addition to all of their own knowledge and experience, a PA is also very well networked. So, when she/he anticipates a problem on the horizon, she can scan her rolodex for the resources necessary to overcome virtually any obstacle.
For example, you just hired your 5th employee. The Primary Advisor recognizes this as a state change in the company, suggests an HR review and selects 2-3 vetted vendors to come in to your office anticipating the ‘normal’ and inevitable HR problem. An issue that could hijack many days and many dollars. This is the same with financing vendors, legal advisors, capital strategies, leadership programs and the 1,000 other things experienced entrepreneurs know are vital - but have not time to implement - and first time entrepreneurs frequently do not anticipate.
Primary Advisors call clients on a weekly basis to check in, make strategic plans, write the quarterly Delta Awesome Equity Review, and ensure that clients have what they need to usher their company through the Good Luck Wasteland.