Client Overview: Bloom Funding & Nu Metric
Bloom Funding (formerly Column Consultants Inc.), based in
Saint John, New Brunswick, is a specialized consulting firm
focused on helping innovative companies and nonprofits in
Atlantic Canada secure Science Research & Experimental
Development (SR&ED) tax incentives and fundraising support.
Led by founder and CEO Dr. Colúm Connolly, Bloom has helped
over 400 clients raise more than $13 million through CRA-
backed innovation programs. With a 99% SR&ED claim success
rate, the firm is a trusted resource for emerging businesses in
the region.
In partnership with the Decency Foundation, Bloom Funding developed Nu Metric, a self-assessment tool
designed to help micro- and small-enterprises improve their social sustainability. Originally built for the dairy
farming industry, Nu Metric has since evolved into a cross-sector framework measuring five dimensions of
impact:
Sustainable Internal Operations
Sustainable Business Model
Product Quality
Decent Work
Community Contributions
Unlike certifications such as BCorp, Nu Metric is designed to be actionable, adaptive, and impact-focused,
encouraging long-term change in small business operations without requiring formal policy revisions or
extensive reporting.
The Challenge: Market Entry Clarity & Competitive Positioning
Despite the innovation behind Nu Metric, Bloom Funding needed help navigating the go-to-market
complexities of launching a nontraditional, values-driven tool in a fragmented and certification-heavy
ecosystem.
Key challenges included:
Knowledge Gaps
Filling knowledge gaps on competitors,
prospects, and white space
Strategic Analysis
Conducting strategic analysis (internal and
external SWOTs, market trends, ICPs)
Revenue Pathways
Identifying ideal revenue pathways and
recurring revenue opportunities
Scalable Framework
Creating a scalable framework to align mission-
driven messaging with market realities
The Bloom Funding team engaged AGS’s GTM-IQ program to gain validated insights and create a data-
informed roadmap for growing Nu Metric.
Research Methodology
Primary & Secondary Research
- Primary Research: Interviews, competitor
audits, and surveys - Secondary Research: Industry data, policy
documents, and digital presence analysis - Mystery Shopping: Assessment of select peer
tools and onboarding processes
Strategic Frameworks Applied
- SWOT Analysis
- Customer Journey Mapping
- Market Mapping
- Competitive Positioning Grid
The comprehensive research approach allowed AGS to develop a holistic understanding of Nu Metric’s
potential market position and competitive advantages.
Impact on Client Strategy
Armed with AGS’s GTM-IQ insights, Bloom Funding is implementing several strategic initiatives:
Targeted Outreach
Launching targeted outreach to law and
financial services firms in Atlantic Canada
and New England
Network Leverage
Leveraging the Wallace McCain Institute’s
500+ business network
Strategic Repositioning
Repositioning Nu Metric as a complement or
alternative to certification-heavy ESG
frameworks
Product-Led Growth
Offering product-led growth options, such as
self-service versions of Nu Metric to drive
lead flow and community adoption
These strategic initiatives are helping Bloom Funding translate research insights into actionable growth for
the Nu Metric tool.
Competitive Advantage Clarified
The GTM-IQ process helped Bloom Funding clearly articulate Nu
Metric’s unique value proposition in the sustainability assessment
marketplace:
Custom, Non-Prescriptive Framework
Unlike rigid certifications that follow a one-size-fits-all
approach
Designed for True Behavior Change
Focused on decency culture, not optics or superficial
compliance
No Policy/Reporting Changes Required
Reducing barriers to entry for small businesses with limited
resources
These competitive advantages position Nu Metric as a practical
alternative for small businesses seeking to improve their
sustainability practices without the burden of traditional
certification processes.
Client Testimonial
“AGS helped us cut through the noise in a crowded
ESG and sustainability space. Their GTM-IQ insights
gave us the confidence to know where to focus, who
to target, and how to differentiate. We now have a
go-to-market strategy grounded in both our mission
and real market data.”
–  Colúm Connolly, CEO, Bloom Funding
The collaboration between AGS and Bloom Funding demonstrates how data-driven research can transform a
mission-driven tool into a market-ready solution with clear positioning and growth potential.
