“Not Just a Checklist”: How One CPG Founder Found Peace in the Shutdown Process

No founder dreams of shutting down their company. Yet, for many, it becomes an inevitable part of the entrepreneurial journey. When it does, the process can feel isolating, overwhelming, and emotionally taxing. That’s why we built Starcycle — to walk beside founders at this exact moment.

The following is an account from a CPG founder we had the privilege to support. Their story offers a candid glimpse into what this chapter can feel like — and what’s possible when the right help shows up at the right time.

"Winding down a company is never something a founder expects to have to do..."

Winding down a company is never something a founder expects to have to do. It’s also one of the loneliest parts of the founder journey. At that stage, many investors have checked out. The team is likely no longer around. And you’re left facing a mountain of work—legal, tax, operational—that you’re not equipped to handle, especially after the emotional toll of the preceding months. Starcycle felt like a real solution for getting through that period—and they ended up being so much more than that. There are three reasons I think they’re a truly special partner:

First, their approach is incredibly human.

As I mentioned, this is a deeply isolating experience. Most of the other solutions I looked at felt formulaic—just a checklist to follow. Starcycle felt different. They were responsive, thoughtful, and comforting. It felt like they were helping me shut down my specific company, and they were with me every step of the way, not just as service providers, but almost as friends. That meant a lot.

Second, they were extremely efficient.

I never had to wait on them for anything. Even when things lagged on my side, Starcycle kept things moving. They were proactive and on top of every step.

Third, I was constantly impressed by their breadth of knowledge.

No matter how specific my question was—whether legal, financial, tax-related, or operational—they had an answer, or they helped me think through it and find the right next step. I built a huge amount of trust in them through that process.

Starcycle saved me thousands of dollars—but more importantly, they saved me days and days of time. They made me feel like I was going to get through this, do it the right way, and be able to move on. I honestly don’t know if I could’ve done that without them. I find myself recommending Starcycle more often than I’d like, just given the state of the industry and how many friends are now facing these tough decisions. But I’m always glad to be able to refer them, because they’re exactly who you want by your side in a moment like this.

Navigate Your CPG Shutdown with Confidence and Compassion

This founder's story reflects exactly why we do what we do. We help founders navigate the complex and emotionally charged process of shutting down with discretion, clarity, and compassion.

We believe this chapter doesn’t have to be the end — it can be a springboard. If you’re at a crossroads, let’s build your path forward together.