For ecommerce operators doing $500K to $10M, I turn your books into a cash-flow model, channel-level profit, and a clear set of moves for the next quarter. You work with me directly, start to finish.
Every engagement starts with the decisions your numbers point to. These come up in most first calls.
I build a rolling 13-week cash-flow model so you can time inventory buys, payroll, and tax without guessing.
I break profit out by channel (DTC, Amazon, wholesale) so you know where the next dollar of spend belongs.
I model the buy against your cash position and supplier lead times, so a purchase order never outruns the bank.
I calculate contribution margin (what's left from a sale after the costs that rise with each order) down to the SKU.
I model the line of credit, SBA loan, or revenue-based financing against your cash and growth plan before you sign.
I prepare clean financials and the numbers a lender, investor, or buyer will ask to see, so you walk into the conversation ready.
The models stay current, and the read on your business stays close at hand.
A rolling 13-week cash model, maintained monthly, so you always know your runway.
Margin, CAC, MER, and cash in one scorecard you can read at a glance.
Profit by channel and by SKU, so pricing and spend rest on real margins.
Each month, a working session to walk through the numbers together, with direct access to me between calls.
A fixed-scope engagement for brands that already have models and reporting, and need them simplified, documented, and handed to the people who will run them.
Not every brand needs a CFO on retainer. Some need the finance function they already have to work properly, get written down, and belong to someone internally.
I audit what you are running today, simplify what has grown complicated, rebuild what is not holding up, then document all of it and train the people taking it over. You finish owning a system your leadership team operates without me in the room.
Because I arrive with working models rather than a blank file, the build takes weeks instead of months. Only the part that is genuinely specific to your business gets designed from scratch.
Start where it fits your business today. Each step can lead into the next, and most brands begin with the audit.
On Demand
$175â$250/hr
A single decision: a model, a financing review, a pricing question. Engage as needed, no commitment.
Best First Step
$1,500â$3,500
A forensic read of your margins, cash, and unit economics, with a prioritized roadmap.
Project
$3,000â$6,000
The finance function you don’t have yet: cash planning, management reporting, and true margins.
Ongoing
from $1,500/mo
Your finance function, run for you. I own the models and reporting, plan cash, and sit in on the decisions.
A short path from first call to a clear read on your business.
I look at your P&L and current numbers and find at least one thing worth fixing. If the fit is wrong, I'll say so.
I go deep on margin, cash, and unit economics, then hand you a prioritized roadmap with dollar values on every item.
I build the models, run the monthly cadence, and keep your numbers current as the next decisions come up.
Merchant Sheets is my finance practice for ecommerce operators, and I run every engagement myself, from the first call through each monthly session. You get senior financial judgment applied straight to your numbers, never handed down through a junior analyst.
My background pairs formal training with time in the seat. I hold the FMVA and FPAP designations from the Corporate Finance Institute, and I’ve built the models, placed the purchase orders, and sold on Amazon as an operator myself.
A focused read of where your margin and cash are leaking, and a plan to fix it. Book a 30-minute intro call to see if it fits.
Certified on the platforms your business runs on, and trained in the modeling behind every engagement.
Weighing your options? A 30-minute diagnostic is the fastest way to know if it fits.
A fractional CFO gives you senior financial leadership part-time. For an ecommerce brand that means a cash-flow model, channel- and SKU-level profit, pricing and inventory decisions grounded in real margins, and readiness for financing or a sale, without the cost of a full-time hire.
It depends on scope. Hourly advisory runs $175â$250. A one-time profit and cash audit runs $1,500â$3,500. Ongoing retainers start around $1,500 a month for a monthly cadence and scale up during a raise or turnaround. Most brands in the $500Kâ$5M range start with the audit and add a retainer once the roadmap is clear.
The common triggers are cash feeling tight while revenue climbs, an inventory or financing decision you want modeled before you commit, margins you can’t explain by channel, or a raise or sale on the horizon. If any of those are live, a fractional CFO pays for itself quickly.
A bookkeeper records what happened and an accountant files your taxes. A fractional CFO takes those numbers and decides what to do next: how to price, when to buy inventory, where to spend, and how to protect cash. The three roles work together, and clean books make the CFO work sharper.
Yes. I work across Shopify, Amazon Seller Central and FBA, wholesale, and multi-channel setups, and the models handle settlement timing, landed-cost margins, and channel-level profit for each.
The focus is ecommerce brands doing $500K to $10M in revenue. Below that, the hourly advisory or the audit is usually the better starting point.
