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Defy Proforma Development

Cindy B., Canopy Business Strategy Consultant


Defy, a new CBD Beverage company co-founded by former Denver Broncos running back and Pro Football Hall of Famer Terrell Davis, needed to develop proforma financials. The company was in startup mode and was preparing to launch in 6 months.


Canopy finance expert, Cindy, quickly assimilated into the Defy team and began working to help formulate the proforma.  She helped the team develop a framework for the startup’s financials, make assumptions around volume, price, cost estimates, and worked with the many constituents involved such as vendors and other stakeholders to put together what would ultimately represent the estimates for the business performance for the first 4 years. Additional work was performed around pricing the product and its impact on distribution capabilities. Cindy’s support quickly led her to become a key team member in the overall launch of the Defy product, and she continues to function in an operating role at Defy.

Defy COO, Megan Bushell, noted, "Cindy has been a terrific addition to the DEFY team. Her expertise, professionalism, and collaborative approach have been invaluable as we navigate the landscape and challenges of an emerging industry.”

DEFY is the world’s first mainstream hemp extract performance beverage built specifically for athletes. Formulated to aid in rapid muscle fiber recovery and clear-headed, hyper-focused training, DEFY delivers naturally-derived performance, recovery and rejuvenation for every kind of athlete.

To learn more about Defy or to purchase product go to

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