Fractional CFO
A monthly review of your actuals against budget, with a plain explanation of what moved and what to do about it. Weekly check-ins on the metrics that move fastest.
- Monthly reviews
- Owner reporting
- Slack updates
Your numbers, explained in time to act on them.
Fractional CFO and financial planning for e-commerce and service businesses. We build the budget, the cash-flow forecast and the dashboards, then tell you what changed, why it changed and what to decide next.
- Top Rated on Upwork
- 100% Job Success
- 62 projects completed
- On Upwork since 2018
March review
Example| Line | Budget | Actual | Variance |
|---|---|---|---|
| Revenue | 412,000 | 438,500 | +6.4% |
| Ad spend | 96,000 | 117,200 | +22.1% |
| MER | 4.3 | 3.7 | −0.6 |
| Contribution margin | 31.0% | 28.4% | −2.6 pts |
| Cash runway | 7.5 mo | 6.8 mo | −0.7 mo |
What changed. Sales beat budget, but each dollar of ads brought in less. Two prospecting campaigns drove most of the extra spend.
What to decide. Cap those two campaigns until they return at least 2.5 ROAS, and review again in two weeks.
Services
We don't close the books and stop there. We work from your numbers to the decisions behind them.
Budgets and cash-flow forecasts
A 12-month budget built from your last 12 months, and a rolling cash-flow forecast you can run the business from. We question the spending and look for margin.
- Google Sheets
- Excel
- Xero
KPI dashboards and BI
One reliable monthly view of performance, risks and opportunities, built on the KPIs that matter for your business. For e-commerce that means CAC, MER, ROAS and contribution margin.
- Power BI
- Advanced Excel
- SQL
- Python
Working capital and financing
Inventory planning, cash cycles and financing that fits the business, from lines of credit to supplier terms. We also handle payment disputes and contractor cost models.
- Inventory
- Lines of credit
- Stripe disputes
Recent work
-
Sporting goods brand
About US$5M a year in sales, manufacturing in China
We manage cash flow and inventory planning, and moved the company onto a revolving line of credit that fits its seasonal cycle better.
-
Online art gallery
E-commerce
Ongoing fractional CFO work: monthly reviews, budgeting and forecasting.
-
Growing online business
United States
Stripe dispute cases, financial analysis, a contractor cost model and daily reporting for the founder.
How we start
Review your books
We go through your statements and last 12 months, and flag anything that doesn't add up.
Pick the KPIs
We agree on the handful of numbers that actually drive your business.
Build in your tools
Budget, forecast and dashboard, in the sheets and software you already use.
Review every month
What changed, why, and what to decide next. In writing, and on a call when you want one.
Founders
Antonio Martínez
Co-founder, Fractional CFO
Leads financial strategy, forecasting and cash-flow planning for e-commerce clients. His background is in business analytics for banking, and he builds the models and dashboards behind our monthly reviews.
- MBA
- Master's in Finance
- Power BI, SQL, Python
Stephano Kosak
Co-founder, Finance and Client Operations
Runs budgets, financial analysis and the day-to-day relationship with each client. He started his career in client service, which is why our clients always know where their work stands.
- Master's in Finance
- Budgeting
- Client operations
Our accounting team
We work with a team of accountants and bookkeepers who keep your books clean, so every analysis starts from numbers you can trust. You get one point of contact and one monthly review.
- Bookkeeping and bank reconciliations
- Month-end close
- Accounts payable and receivable
- Coordination with your CPA at tax time
Contact
Tell us about your business and what you need from your numbers.
We work remotely on US business hours, in English or Spanish, and meet over Zoom, Google Meet or Teams, whichever you use.