Matt Matros

Founder

National Cleaning Collective (NCC)

NCC is micro private equity providing capital and support to owner/operators in the commercial cleaning & janitorial industry.

Portfolio includes:
- Cleaning Pros of America (Bradenton, FL)
- American Flooring Solutions (Sarasota, FL)
- WeClean WestCoast (Sarasota, FL)

Founder and General Partner

BrandRock

BrandRock helps consumer brand founders and executives sleep better at night by making sure their business has the insurance coverage that they think they have. We read the fine print.

Co-Founder

McKinsey & Company

External advisor to client service teams and clients in consumer-based businesses with an emphasis on innovation.

Senior Advisor

Qurate Retail Group

'Acqui-hired' by CEO to build new digital businesses for global leader in vCommerce. And according to my final review, I "achieved what many thought was impossible."

SVP and Founder, Qurate Digital Ventures

Keurig Dr Pepper Inc.

Consulting for Keurig Dr Pepper on LIMITLESS and other innovation as part of exiting LIMITLESS in January 2020.

Consulting Entrepreneur

LIMITLESS® (acquired by Keurig Dr Pepper)

I started LIMITLESS® in March 2016 and sold the business to Keurig Dr Pepper (NASDAQ: KDP) in January 2020. I work with KDP on a consultative basis on LIMITLESS and other innovation. 

The LIMITLESS signature product - Lightly Caffeinated Sparkling Water - is helping people all over the country to #ditchdietsoda once and for all. Each can has zero calories, zero sugar, zero artificial flavors and 35mg of clean caffeine.

Available nationwide at Walmart and other fine retailers.

Protein Bar and Kitchen (acquired by L Catterton)

Founder and Board Director of healthy-food quick serve chain. I sold the business to private equity firm L Catterton in winter 2013. Protein Bar & Kitchen® (PBK) focuses on helping people everywhere live the healthy lifestyle they want to live through a balanced menu of blended drinks, wholesome quinoa bowls, salads, raw juices, and our signature Protein Bar-ritos.

Founder & Board Director

Shopflix

I dreamt up Shopflix as a "modern day QVC." Ultimately 'aqui-hired' by QVC parent company, Qurate Retail Group.

Kraft Foods

Sr. Associate Brand Manager

L'Oreal USA

Marketing Intern

Founder with 3 exits in B2C now playing two hands in B2B (insurance and commercial janitorial). | I post daily lessons & learnings that are your shortcuts.

Founder with two 8-figure exits plus an ‘acqui-hire’. My lessons & learnings are your shortcut.

Currently building unsexy B2B businesses in commercial cleaning and insurance. 

My inspirations are Scott Galloway and Fareed Zakaria and The Economist. 

I’d aspire to be the “Rick Rubin for entrepreneurs.”

These opinions are purely my own and not of any of the companies I am affiliated with.

NCC is micro private equity providing capital and support to owner/operators in the commercial cleaning & janitorial industry.

Yesterday in therapy, I admitted something I’ve been hiding for 28 years.

In 1997, when I was a freshman at USC, I did what a lot of freshmen do: I pledged a fraternity.

Two months into the semester, I got “dinged” — kicked out before initiation.

For almost three decades, I’ve told a different story:

 “I left the fraternity to take an internship at a sports agency. Always kind of regretted leaving…”.

That wasn’t true.

I didn’t leave.
I was asked to leave.
I don’t think my mom even knows that.

On paper, it’s a small moment in a long life. 

But for an 18-year-old who had lost his dad at 11, who was craving belonging and male connection, it was a setback.

Worse, there was no explanation. No feedback. No “here’s why.”

Just a brief conversation on a beer-stained floor where an older brother (dude name Blair, from Solana Beach) told me I didn’t belong.

So I filled in the gaps myself:

Maybe I was too chubby
Not attractive enough
Bad at drinking
Too awkward

Whatever the reason, the conclusion I absorbed was:

“You don’t fit in. And that’s your fault.”

For 28 years, I’ve chased belonging in different forms — companies, groups, labels, titles, achievements. 

I’ve also found myself in places where, again, I just didn’t fit: big PE firms, large public media companies, YPO, certain rooms where I felt a little “off.”

Yesterday, finally saying this out loud, I arrived at a different conclusion:

It’s okay not to fit.

“Fit” is not a moral judgment. It doesn’t mean you’re broken. 

It just means that environment, that group, that culture wasn’t built for you — and maybe you weren’t built for it.

The strange irony is that, as an entrepreneur, I’ve had to make these same “fit” calls about employees, vendors, even customers (not to mention ex-girlfriends). 

I’ve told people, “This just isn’t the right fit” — without always appreciating how loaded that phrase can feel on the other side.

I’m 46 years old and just now using a LinkedIn post to say:

I got dinged.
I felt ashamed.
I lied about it for years.
And I’m finally okay with not fitting in.

If this resonates with you: you’re not alone, and you’re not broken.

Sometimes, it’s just the wrong room.

Oh - and in case you were wondering, my usual "Therapy Thursday" was yesterday because of the holiday lol 

📷 Me as a 19 or 20 year old with my closest buddies from USC. It wasn't part of a fraternity, but we def belonged in Vegas that weekend lol

Founder with 3 exits in B2C now actively buying SMBs | I post daily lessons & learnings that are your shortcuts.

One of the big myths American entrepreneurs love to repeat:

“Saudi Arabia (and the Gulf) are overflowing with capital just waiting to be invested in U.S. startups.”

Reality is almost the opposite.

The serious money in Saudi — whether it’s private investors or sovereign wealth vehicles like the PIF — is overwhelmingly focused on Saudi Arabia itself.

It’s not a giant ATM for the rest of the world. 
It’s fuel for a national transformation.

The mandate is clear:
- Build infrastructure.
- Create jobs.
- Support a young, fast-growing population.
- Enable a real middle class and family formation inside the Kingdom.

That means capital going into housing, logistics, tourism, entertainment, healthcare, education, advanced manufacturing — all the pipes and platforms a modern economy needs.

So if you’re an American founder dreaming of “Saudi money,” here’s the mindset shift:

Don’t think, “How do I get Saudi capital to fund my idea back home?”

Think, “How can my company bring capabilities into Saudi — technology, know-how, jobs, training — and help build what they’re trying to build?”

Saudi Arabia isn’t just a pool of capital. 

It’s a country in the middle of a massive buildout. When I was there it made me imagine what it was like in America in the early 1900s. 

If you stop treating it like a checkbook and start treating it like a partner, the conversation changes very quickly.

📷 My in Riyadh last year with the Saudi Ministry of Investment, which oversees the Saudi sovereign wealth fun (PIF)

#entrepreneurship #SaudiArabia #emergingmarkets #startups #mbs #vision2030

The CPG CFO®

Serving innovative and #betterforyou CPG (consumer packaged goods) brands with monthly and project-based fractional CFO services: financial modeling, cash flow forecasting, and finance leadership

Fractional CFO & Founder

Mentor for a diverse group of innovative brands and dynamic founders in the pet, beauty, and food & beverage categories.

Mentor

DFW CPG

Schedule and co-host virtual huddles with educational content to support growth for emerging CPG founders on the 2nd and 4th Thursdays of most months - join us!

Executive Board Member & Huddle Chair

Kilgore College

Accounting Advisory Committee

RSM US LLP

- Full-cycle accounting: Balance sheet reconciliation, financial statement preparation, and variance analysis for ~20 clients including multicurrency, multi-entity, global subsidiaries - up to 6 direct reports
- NetSuite client onboarding leadership: Process documentation and standardization for ~30 clients – chart of account, dimension & reporting design, transaction process guidance, close tasks & reconciliations – consistently on-time & profitable
- Consumer Products, Life Science, Not-for-Profit, and Tech industries
- Experienced both as an auditor and in audit support
- Consistently rated as “Game Changer” 
- Facilitated acclaimed CPE-eligible seminar for 22 team members, increasing retention and camaraderie
- Recognized as subject matter expert on NetSuite - host bi-weekly NetSuite Power Hour practice-wide

Manager, Finance & Accounting Outsourcing

Consulting Supervisor, Finance and Accounting Outsourcing

Senior Consultant, Finance and Accounting Outsourcing

Associate Consultant, Finance & Accounting Outsourcing

Implement Dynamics 365 for Finance & Operations, Finance focus
Advise clients on Dynamics functionality and how to produce desired results
Test various scenarios to determine general ledger effect
Train end-users and produce user guides
Experience with data migration, sales tax setup, and security areas

Associate Consultant, Dynamics 365 for Finance and Operations

Recognized for adding value to project due to Microsoft Dynamics software knowledge and
ability to communicate effectively with clients
Create work papers in accordance with MCAP and audit program guides; complete audit
sections as part of financial statement audit teams, providing guidance to interns

Assurance Associate

Pendas Wargo, PLLC

Bookkeeping for domestic clients and US subsidiaries in a diverse range of industries including engineering, consulting, construction, and digital products using QuickBooks
Tax return preparation, research and advising for payroll, sales and use, and income
Involved in financial statement preparation for loan acquisition and visa renewals
Business consulting on improving profitability, software, hiring and training
GAAP research memos

Senior Consultant

Dynamic Systems, Inc.

Chosen for implementation team for new Viewpoint: Vista software and completed setup
A/R, A/P, and payroll
Programmed dynamic collections reporting Excel file to reduce time to pay

Office Manager

TNT Crane & Rigging, Inc. (Formerly Turner Bros.)

Chosen as super user company-wide and pilot branch for new software rollouts
Wrote reports as needed and developed a billing system to increase accuracy and timeliness
Automated profitability analysis in quoting by programming a dynamic Excel document
Responsible for managing A/R, A/P, and payroll with three clerks
Managed month-end close at the branch level and calculated accruals

Accounting/Office Manager

Constructors & Erectors

Full charge bookkeeping, accounting, A/R, A/P, payroll with an assistant
Coordination with auditors and accountant
Tax form preparation for sales, off-road fuel, and payroll
Profitability reporting by project
Bank statement reconcilitation

Bookkeeper

Drug & Alcohol Testing of East Texas

Completed collections of various specimens for testing
Took calls for new companies and set up accounts for them according to their testing needs
Entered and reported results

Certified Forensic Collector

I help emerging CPG know their numbers | Your Brand Deserves a Long Shelf Life™ | Fractional CFO/Controller | Growth & Community

We help emerging, better-for-you and sustainable CPG (consumer packaged goods) brands know their numbers and Win what we call the CASH FIGHT™. We are strategic finance partners - like having a co-founder who is a numbers person.

Community and Growth drive everything I do. I support growth for CPG founders by establishing and optimizing finance & accounting processes and software so they can feel confident that their business is in the right position. I build community in my work through empathetic leadership, and engagement and volunteering in the larger better-for-you and sustainable CPG movement.

I have served brands offering beverages, chocolate, keto snacks, superfood powders, face creams, dental picks, pet food, pet supplements, athletic apparel, home goods, drink mixers, intimates, eggs, pancake mix, and one beloved Texas quick-service restaurant that will always have a place in my heart. 

I have never met an ERP I didn't like, but NetSuite is my favorite. I have extensive experience with technology including Advanced Excel (Vlookups, Pivot Tables, Macros), Word, PowerPoint, QuickBooks, ViewPoint (Vista), Intacct, Blackline, Floqast, Bill.com, Tallie, Expensify and Microsoft Dynamics (AX, 365 for Finance and Operations, Great Plains/Project Accounting).

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Matt Matros

Abby June Richards, CPA-TX

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Abby June Richards, CPA-TX

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