Strategic finance at the moments that matter most
Embedded financial leadership for e-commerce founders outgrowing intuition
Built for founder-led e-commerce and Shopify-based businesses in the $2M-$20M range that need clearer cash visibility, sharper decisions, and a partner willing to help execute the plan.
Where we help most
These are the service lanes we lead with most often when founder-led e-commerce businesses need better financial judgment, clearer capital options, and stronger transition readiness.
Additional service areas
We also step into a smaller set of situations when the fit is right, particularly for early-stage teams and businesses under pressure.
How we engage
Three ways we can engage, depending on how embedded we need to be
Support typically moves from lean visibility work, to weekly finance partnership, to embedded finance leadership inside the operating rhythm. The right fit depends on how much decision pressure and execution load sits in front of the business.
Lean support
Starting at
$5K/month
Strategic Finance Support
Sharper visibility and weekly founder rhythm
Get clearer cash visibility and steadier weekly decision-making before inventory cycles, channel mix, and working capital start running ahead of the business.
- EBITDA focus
- Analysis and initiatives targeting $100K in annual EBITDA improvement.
- Best fit
- Best for founder-led e-commerce businesses that need sharper visibility across Shopify revenue, gross margin, and cash flow without a fully embedded finance buildout.
What this typically includes
- A consistent founder rhythm for reviewing priorities, tradeoffs, and performance
- Recurring forecast refreshes and variance review tied to cash and margin
- KPI visibility that turns reporting into action, not hindsight
Weekly partnership
Starting at
$7.5K/month
Strategic Finance Partnership
Weekly finance partner across operating decisions
Build the operating visibility and execution support needed to improve inventory planning, channel economics, and leadership accountability as the business scales.
- EBITDA focus
- Analysis and initiatives targeting $200K in annual EBITDA improvement.
- Best fit
- Best for brands moving through growth complexity and needing embedded finance support across Shopify revenue, gross margin, and working capital decisions.
What this typically includes
- A tighter operating cadence with weekly finance and leadership decision support
- Deeper scenario planning and initiative management across the quarter
- Hands-on support translating financial insight into cross-functional follow-through
Finance leadership
Starting at
$12.5K/month
Value Creation Partnership
Finance leadership inside the operating rhythm
Create sharper priorities, stronger execution, and stronger EBITDA improvement potential when the business needs deeply embedded finance leadership across inventory, pricing, and channel decisions.
- EBITDA focus
- Analysis and initiatives targeting $350K in annual EBITDA improvement.
- Best fit
- Best for companies facing high-stakes growth, transition, or stabilization work where leadership needs a partner inside the operating rhythm every week.
What this typically includes
- Embedded leadership support across planning, stakeholder alignment, and operating follow-through
- Multiple concurrent scenario tracks to support urgent decisions and longer-horizon planning
- More active ownership of the initiatives driving margin, cash flow, and value creation
Who We Fit Best
We tend to be most useful for founder-led e-commerce brands in the $2M-$20M range that have outgrown intuition, but do not yet need or want a full-time CFO.
Founder-led e-commerce businesses where inventory, working capital, or channel complexity is outpacing current financial visibility
Teams that need more than bookkeeping: forecasting, KPI discipline, gross margin visibility, and cash clarity across Shopify, DTC, or B2B channels
Operators who want an embedded partner willing to challenge assumptions and help execute the right next move across inventory planning, pricing, and growth investments
Companies at real inflection points, including scale-up moments, financing decisions, owner transitions, and stabilization work affecting cash and channel performance
Proof from recent partnerships
Our work spans founder-led brands, operating businesses, and companies under meaningful change. These case studies show how the service lanes above translate into real financial and operational outcomes.
Need the right partner for the next move?
We are selective about where we engage, because the goal is real value creation, not generic advisory. If you are facing a meaningful decision or transition, let's see whether the fit is there.
See if we're a fit