Fractional CFO · DTC E-com
Stop guessing. Start scaling your E-com brand with CFO-level clarity.
We run Finance function for Ecommerce brands. Clean books through CFO strategy, built for how DTC actually works.
shopkeeper · monthly operator review · oct 2026
Dux flagged · review in Mon sync
Cash Runway
11wks
+2.4 wks
Gross Margin
62.4%
+3.1 pts
MRR
$284k
+8.2%
CAC Payback
4.2mo
+0.4 mo
Cash position, 12 month rolling
Operating + reserve · forecast in dashed
$1.84M
vs $1.02M · YoY
Inventory burn
Days of cover per SKU class
76
days avg
eCommerce brands we've operated inside
Nutrition Kitchen
Hong Kong & Singapore
40%
Ingredient costs cut, 2× marketing spend
Copper Pearl
Utah, USA
6,000+
SKUs reconciled
Snuggle Me
Minnesota, USA
95%
In-stock rate, 40% COGS reduction
Plus 100+ eCommerce P&Ls across baby, beauty, food & nutrition, pets, jewelry & more.
Why founders work with us
Financial clarity isn't about more data. It's about better judgment.
Cash
Cash is tight and they need to understand their options
Inventory is eating working capital, POs are placed on gut feel, and there's no rolling forecast. We build the cash model and connect it to your inventory cycles so you can plan with confidence.
PROFITABILITY
Profit is inconsistent and they're unsure what to fix first
Revenue is growing but margins are shrinking and nobody can explain why. We build channel-level and product-level P&Ls that show exactly where value is created and where it leaks.
CAPITAL
They're weighing debt, equity, or a raise
Series A prep, debt facility negotiation, or a strategic investment conversation. We build the financial model, prepare the data room, and sit with you in investor meetings.
PERSPECTIVE
They're making big decisions without an outside read on the numbers
Sometimes you need someone who's seen 100+ eComm P&Ls and can tell you honestly where you stand relative to peers, not just what you want to hear.
What we do
Three tiers. One goal: clarity.
— 01
Bookkeeping
Clean books, on time, every month.
Monthly close
Categorized transactions
P&L, BS, cash flow
Sales tax & payroll
— 02
Controllership
Full operating picture for inventory-heavy brands.
Channel-level P&L
Inventory reconciliation
COGS & BOM analysis
Monthly operator review
— 03
CFO Support
Outside perspective for the team you already have.
Cash flow forecast
Capital strategy
Investor-ready data room
Sit-in for investor meetings
The system
From vibes-based to operator-grade in 90 days.
01
Days 1–14
QuickBooks
Shopify
3PL
Bank
Diagnostic audit
Two weeks. We open your accounting tool, your Shopify, your 3PL. We rebuild your P&L the way an operator reads it. The first time true gross margin shows up.
P&L rebuild
scanning…
Revenue
$4,182,000
COGS (true)
$1,985,400
3PL & shipping
$284,210
Payment proc.
$110,860
Returns
$71,250
True GM
54.2%
02
Days 15–30
Cash model
SKU margin
Operating model
We build the 52-week rolling cash model, the SKU-level margin map, and the inventory reorder logic. Lives in your Drive. Updated weekly. Yours forever.
13-week cash · forecast
+$1.04M
03
Days 31+
90-min session
No deck
4 decisions
Monthly Operator Review
A 90-minute working session. Not a deck. The four decisions that move next month's margin, cash, or growth, written down before you leave.
4 decisions · this month
Live
Cut SKUs at <0% contribution
Save $3.2K/mo
Raise price on Cap, Sage by $4
Lift GM +1.8 pts
Reorder Core Tee before Nov 14
Avoid $18K stockout
Pause Meta on Joggers, Onyx
Save $9K test budget
04
Day 90 ↻
Re-forecast
Cut waste
Pick the bet
Quarterly reset
Re-forecast. Strip waste. Pick the one growth bet for the quarter and push toward funding- or exit-readiness. Every 90 days, sharper than the last.
Quarterly cycle
Q1 → Q4
Q1
Audit
Q2
Model
Q3
Operate
Q4
Optimize
Each cycle: tighter forecasting, leaner waste, sharper bets. Toward funding- or exit-readiness.
Case studies
See how we've helped eCommerce brands optimize their financial operations.
HK & Singapore
Nutrition Kitchen
The pain
No monthly cash production view. Couldn't tell what was earning and what was leaking.
The work
Built channel-level P&L, rebuilt COGS at ingredient level, modeled CLV by cohort.
The outcome
Clean month-end close, ingredient costs cut 40%, marketing spend doubled.
Utah, USA
Copper Pearl
The pain
Spot analysis on inventory, 250+ days of stock on the floor, COGS approximated.
The work
Full inventory reconciliation. Focused replenishment cadence.
The outcome
Inventory right-sized, clean monthly reporting, working capital deployed into growth.
Minnesota, USA
Snuggle Me
The pain
No monthly inventory reconciliation. Severely out of stock on key products.
The work
Reconciled inventory, analyzed BOM line-by-line, re-sourced vendors.
The outcome
95% in-stock on top SKUs, COGS cut 40%, on-time monthly close.
Categories we've helped
We've sat with 100+ eComm P&Ls across consumer brands.
Baby. Food. Beauty. Jewelry. Apparel. Different categories, same financial challenges. Inventory eats cash, margins drift, and nobody's running the math weekly. The processes we've built work across any DTC category, because the fundamentals don't change.
Baby
Food & beverage
Beauty
Jewelry
Apparel
Common questions
Asked by every founder on the call.
Which tier is right for us?
Bookkeeping for startups and brands that just need clean books on time. Operating Layer for eCommerce companies with real inventory complexity. CFO Layer if you already have a Director of Finance or CFO and want an experienced outside perspective, or you're preparing for funding.
What does it cost?
Plans start at $3,500/month for Basic. Pricing depends on the package, your business complexity, and your current processes, plans and services can be customized. We'll scope the right engagement and give you a flat monthly number on the first call.
Do you replace our bookkeeper?
Sometimes. Often we work alongside an existing bookkeeper, they handle transactions, we own the controller and CFO-level work. We'll tell you honestly on the first call which structure makes sense for your size.
Which categories have you worked with?
Baby, food delivery, beauty, jewelry, and more. Across 100+ eCommerce P&Ls. The pattern repeats: inventory is eating cash, margins are drifting, and nobody is running the math weekly.
Can you help us prepare for funding?
Yes, our CFO Layer tier covers Series A prep, debt facility negotiation, and strategic investment conversations. We build the financial model, prepare the data room, and sit with you in investor meetings.
How quickly do we see results?
Within the first month most clients see clean monthly close and a real cash forecast. By month three, the kind of outcomes our case studies describe, 40% COGS cuts, 95% in-stock rates, doubled marketing spend, start showing up.
Get started today
Let's talk about your brand.
Tell us about your business and where you are today. We'll scope the right engagement and give you a flat monthly number on the first call.
Fractional CFO services for $1M–$50M DTC e-commerce brands. Margin, cash, growth, exit.
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