Services
What you actually get.
Not reports. Decisions.
The results
True profitability by SKU
Landed cost, fees, shipping, returns, and ad spend allocated properly, so you know which products carry the business and which are along for the ride.
Cash flow forecasting
Built around inventory purchasing cycles and payout timing, not a generic month-by-month P&L.
Inventory and working capital planning
How much to buy, when, and what it costs you to hold it.
Ad spend economics
Contribution margin after ad spend, blended ROAS versus MER, and which channels actually clear the bar.
Marketplace fee reconciliation
Finding what the platforms are taking that you haven't accounted for.
Monthly decision review
A working session on what the numbers mean and what to do about them.
Where a CFO fits.
We don't file your taxes or give tax advice. That's CPA territory, without exception.
A CFO isn't a bookkeeper either. A bookkeeper tells you what happened last month. A CPA makes sure the filing is right. A CFO sits above both and answers a different question: given these numbers, what should you do next?
If what's underneath the numbers needs attention, that comes up in the assessment.
How engagements work.
Every engagement starts with a Financial Health Assessment. It is a real deliverable, not a sales call — you get a clear read on your margins, your cash position, and the two or three things most worth fixing. If a retainer makes sense afterward, we talk about it. If it doesn't, you keep the analysis.
FAQ
Common questions
What does a fractional CFO actually do for an e-commerce brand?
Four things, mostly: works out what each product truly earns after landed cost, fees, shipping, returns and ad spend; forecasts cash against inventory purchasing and payout timing; sets inventory and working capital levels; and evaluates ad spend on contribution margin rather than blended ROAS.
How is this different from what my accountant already gives me?
Your accountant produces accurate statements. This turns those statements into decisions — which SKUs to cut, when the cash gap opens, how much inventory to buy and when. A profitable company can still fail on cash-flow timing, and that failure never shows up on a P&L.
What does a fractional CFO not do?
Tax advice and tax returns — that's CPA territory, without exception. Day-to-day bookkeeping isn't the job either; a CFO reads the statements rather than producing them. What matters is whether those statements can be trusted, and that gets assessed before any analysis is built on them.