Leadership

Gregory Coleman

Managing Director

Colonel, USAF (Ret)

Joel Van Brunt

Principal

Colonel, USMCR

Advisors

Former AFWERX Military Deputy Director & Defense Innovation Unit Director of Defense Engagement

Aneel Alvares

Senior Advisor

Colonel, USAF (Ret)

Duayne Norman

Senior Advisor

Former CIA Senior Inteligence Service

5Side Strategy operates at the intersection of defense, technology, and capital.

Our team has led from C-suites, cockpits, command posts, and boardrooms. We've taken venture-backed companies from idea to internationally recognized brands, served in senior military command, and shaped millions of dollars in non-dilutive investment decisions inside the Defense Innovation Unit (DIU), National Security Innovation Network (NSIN), and National Security Innovation Capital (NSIC) portfolios. That perspective, as both founder and institution, operator and investor, informs everything we do.

We work with founders building consequential companies in defense and dual-use technology. The engagements vary, but the pattern is consistent: a federal contracting strategy that has to hold up, an SBIR or OTA transition that has to land, a capital raise that needs the right structure and the right investors, and a team that needs sharpening before the next inflection. We're brought in when the stakes are real, and the path forward isn't obvious.

On capital, we help founders think clearly about the choices in front of them — dilutive versus non-dilutive, strategic versus financial, defense-aligned investors versus generalists. We've sat on every side of the table: as founders raising rounds, as investors writing checks, and as advisors structuring the path between them.

Our philosophy is simple. Effective solutions usually are. But arriving at them takes discipline and judgment — pattern recognition earned by living in the rooms where decisions get made.

That's what we offer. Not frameworks. Not playbooks. Practical, hard-won counsel that meets founders exactly where they are and helps move them where they need to be.

If your aim is to turn the Department of Defense/War from a black box into a customer, and to raise the capital that gets you there, 5Side is built for you.

Keep our clients top of mind

Without successful clients, we don’t exist. Therefore we keep them top of mind in everything we do. We must understand their needs and perspectives so that we can build actionable solutions that work.

Our Values

Simplify when possible.

Simplicity is not simple. It requires a thorough and nuanced understanding of the challenge. When we truly understand the problem, we can develop intuitive and successful solutions.

Keep the main thing the main thing

We focus on first principles thinking. What are we trying to accomplish? What do we know to be true? What are the assumptions we need to test? How has the operating environment changed.