Poynt faced a liquidity crisis after losing its three largest customers within weeks. This sudden loss left the marketing and communications company with a rapidly depleting cash position. Founder and CEO Susanne Todnem stated that the firm lost a six-figure amount in monthly revenue, exacerbating their financial strain following the depletion of one million kroner from their reserves.
Initially, when the major clients departed, Poynt had four employees, leading to one layoff and another voluntary departure. Todnem recognized that her delays in making tough decisions worsened the financial impact. To stabilize the company, the remaining team quickly pivoted to a new business model focusing on digital products and memberships. They developed their new membership systems using existing software and incorporated AI assistance.
Ultimately, these changes enabled Poynt to recover to previous revenue levels, even as each customer now contributes less than the substantial clients lost. The restructuring illustrates the critical nature of timely leadership decisions during financial distress.