Running an e-commerce business isn’t easy—especially when it comes to finances. Here are some of the biggest challenges business owners like you face:

Making money feels harder than ever.

• With more competition and a weaker economy, staying profitable is a challenge.

• Your bank account doesn’t match your expectations.

• Revenue is growing, but somehow, the money isn’t adding up the way you thought it would.

• Inventory is piling up. Managing stock is tricky, and you don’t want cash tied up in products that aren’t moving.

 
You know your business has financial issues, but you can’t put your finger on them.

• You don’t have the time or confidence to dig into the numbers.

• You’re already stretched thin managing everything else.

• You're not sure where to start

 
Spending decisions feel like a guessing game.

•  How much should I charge for my products?

•  What’s a healthy profit margin?

•  How much should I spend on marketing, employees, and paying myself?

•  Is debt okay, or is it a mistake?

You feel stuck. 

• You love your business, but financial strategy isn’t your strong suit.

• Scaling sounds great, but not if it means more financial headaches.

• There’s endless generic financial advice out there, but it's hard to tell if it applies to your specific business

​

If any of this sounds familiar, you’re not alone—and you don’t have to figure it out by yourself.

I know what you need because I’ve been in your shoes AND I have a strong financial background.

• You’re not just getting financial strategy—you’re getting guidance from someone who understands e-commerce inside and out.

• I have a Master’s in Accounting and a CPA, so I know bookkeeping and accounting.

• I’ve worked in big tech finance (Dell) and helped scale a high-growth startup (Instructure) to an IPO.

• I co-founded an e-commerce baby product company (Copper Pearl) and helped grow it to a multi-million dollar exit.

• I’ve had e-commerce wins, losses, and everything in between. I didn’t just get lucky once—I’ve lived the ups and downs firsthand.

• As a fractional CFO, I’ve realized my passion lies in helping businesses build a strong financial foundation.

No one-size-fits-all solutions.

• I take the time to understand your business and tailor advice specifically to your needs.

• No drowning you in complex charts, financial models, or endless PowerPoints—just the key numbers that truly impact your business.

• My first step is always digging into your business so I can help create an actionable financial strategy catered to your business.

I see things from your perspective—because I’ve been there.

• I know the tough trade-offs business owners make because I’ve had to make them.

• I’ve experienced the challenges of hiring and firing firsthand.

• I understand the stress of cash flow struggles and financial uncertainty.

I’m here to add value

• No long-term contracts—just month-to-month work. If I’m not adding value, you shouldn’t have to keep paying me.

• I won’t take on a client unless I’m 100% confident I can generate a strong return on investment.

• If at any point I think you’d be better off with a different pricing tier or even pausing services, I’ll be the first to suggest it. Money isn’t my main motivator—helping you succeed is.

I dive deep into your business to uncover financial insights and create a strategy that makes sense for you. Here’s what that looks like:

Full financial audit to initially assess profitability, cash flow and general financial health

• General profitability and cash flow analysis. 

• Inventory sell-through analysis.

• Spend analysis by department.

• Ensuring bookkeeping is structured to provide clear financial insights for your business.

Core financial analysis to give more detailed direction

• Pricing analysis to apply indirect costs to each product and identify true winners and losers - Understand which products are driving profit and where adjustments are needed.

• Financial forecasting so you have a clear picture of where your business is headed - Gain confidence in spending decisions, investments, and scaling.

• Financial breakdowns by sales channel and product line - Identify which products and channels are truly contributing to your bottom line.

• Marketing analysis to determine if marketing spend is actually working - Are we getting the right ROAS to support expenses? How do LTV and AOV impact your specific business?

Custom ad-hoc analysis—because every business has unique questions

• Should we launch a subscription box? What factors should we consider? 

• Should we offer free shipping? At what order amount does it make sense? 

• Was our recent promotion profitable? How do we measure success? 

• Is wholesale a good move for us? What’s the right pricing and investment strategy? 

• Should we scale affiliate marketing? What commission structure makes sense? 

• When is the right time to move from a fulfillment center to our own warehouse? 

• How do we get better at inventory management to free up cash? 

• If we want to sell the business one day, what should we be doing now to prepare?

Provide financial support for all issues you face and decisions you make

• Being an owner is lonely and tough decisions are hard to make

• I can help push you to a decision when it all feels like gray area

I’m here to help you make confident, informed financial decisions—without the fluff or confusion.

Here's the process:

1. Let's chat about your business. Book time with me here and we can learn more about each other and make sure it's a good fit.

2. Based on the scope of your needs I'll send out a proposal. Engagements with me are typically $5,000 - $10,000 per month. I limit how many clients I work with at one time. All work is month to month. I'll only work with you if I'm positive your investment will be worth it. 

3. We'll schedule our kickoff meeting and I'll do a deep dive on your your company's financials, as well as order data through Shopify or whatever e-commerce platform you use. I'm only helpful to you if I can understand your business at a detailed level. This takes 2-4 weeks depending on your business. I'll likely have recommendations along the way, but I'll be mostly focused on understanding.

4. Once I understand your business, we'll get to everything else

   • Communication: 1 - 3 calls per month (information gathering, reporting findings and working through things together) and unlimited Slack communication through private Slack channel

   • Access to me for financial insight on any issues you're facing or decisions you're making

   • Monthly or quarterly Profitability and Cash forecasts

   • Pricing analysis

   • P&Ls by product and sales channel

   • Inventory Analysis

   • High level financial audit

   • Marketing Spend Analysis

   • Other Adhoc Analyses mentioned above

5. It's typically a fluid relationship and I focus my time and energy on what is most important to you in the present  

No worries. Book time with me here and I'm happy to answer any questions and help you understand how I would help your company specifically. No pressure if you're not ready or it's not a good fit. Always happy to connect with e-commerce businesses.