Logica GTM brain

category

market profile

• text: Midmarket finance teams need collaborative planning without spreadsheet version conflicts or heavyweight enterprise software.
• text: Budgeting and forecasting depend on finance coordinating assumptions with department leaders.

personas

• title: CFO or VP Finance
  pains:

  • Planning cycles become bottlenecked by conflicting files and manual reconciliation.
  • Enterprise planning systems can add cost and process overhead.
• title: FP&A Director
  pains:

  • Broken spreadsheet references and duplicated versions undermine forecasts.
  • Comparing scenarios across departments requires repeated manual work.
• title: Fractional CFO
  pains:

  • Managing multiple clients' forecasts in disconnected spreadsheets makes collaboration difficult.

icp

• text: Midmarket organizations with cross-functional budgeting and growing model complexity are the explicit target.
• text: Smaller businesses and fractional CFO or accounting firms are also listed as target segments.

message pillars

• text: Scale planning beyond fragile spreadsheets.
• text: Keep financial logic connected as assumptions change.
• text: Support collaboration while finance retains control.

objections

• objection: Our spreadsheets are flexible and familiar.
  response: Position Logica as retaining model flexibility while connecting assumptions and version history; validate a representative model in a demo.
• objection: Implementation will burden department leaders.
  response: Test cross-department assumption ownership with a focused planning cycle before a broader rollout.

competitors

• name: Sturppy
  why: Financial modeling and forecasting for smaller companies.
• name: LiveFlow
  why: Spreadsheet-based financial reporting and planning serves similar finance workflows.

keywords

• FP&A software mid market
• collaborative budgeting software
• financial forecasting software
• spreadsheet alternative financial planning
• scenario planning software
• fractional CFO financial modeling

voice

• practical
• finance-oriented
• direct

signals

• text: ERP transition or finance transformation creates an opening to modernize forecasts.
• text: Hiring FP&A staff or expanding department-level budgeting can signal spreadsheet coordination problems.

pricing

motion

channels

• LinkedIn
• SEO
• customer stories

confidence

Founders

• name: Carissa Castro
  title: Founder
  role: Founder
  bio: Carissa Castro is the co-founder and CEO of Logica, a visual, collaborative financial modeling platform for dynamic planning and forecasting. Prior to this, she spent 10 years at Cargill in management and operations roles, and has extensive experience with financial modeling & analysis. She graduated from the University of Nebraska-Lincoln with a BS in Chemical Engineering, and more recently completed an online certification in software development.
• name: Leandro Castro
  title: Founder
  role: Founder
  bio: Leandro is the co-founder and CPO of Logica, a software startup for visual financial modeling (YC-W21). Leandro was the co-founder and CEO of a deep tech engineering software company that was acquired by Siemens. He became an advisor to Anzu Partners, a VC/PE firm focused on breakthrough industrial and life sciences technology companies, and a member of Pipeline, a network of high-performing, midwestern, entrepreneurs.