Startups are messy.
Before working with a new client, I have them complete a "Current State" survey
One of the questions asked is : WHAT DO YOU WISH WAS GOING BETTER IN YOUR BUSINESS?
This was a response from a prospect:
"I wish I had a COO, CFO, CMO, CIO one or all of these positions. I am not good at doing all of this at the same time and for that reason the business is suffering."
Needless to say, this prospect was waaaaaay in over their head with expectations higher than their revenue to pay for help.