Grow your ecommerce brand without running out of cash.
I'm a Chartered Accountant who left finance to build a 7-figure ecommerce business. Now I help founders see their real numbers and fix the margin, cash and systems problems that growth tends to hide.
Example brand from the free template: record sales in November, still short of cash, because stock and ads are paid weeks before payouts land.
Sales are up. So why does cash feel tight?
Most ecommerce brands don't have a sales problem. They have a profit, cash or systems problem that growth makes worse.
Revenue isn't cash
Stock deposits, payout delays and ad spend all hit the bank before the sales money does. Your best month can be your tightest.
Your best seller may be your least profitable
Once you take off ad spend, returns, fees and storage, the product everyone talks about is often not the one making you money.
The business runs through you
Every decision, approval and fire lands on your desk. Growth stalls at the edge of your calendar.
A CFO's view of your business, from someone who runs one.
I work on three things, in the order that usually moves the bank balance fastest.
Profit
Know what you really make on every product, channel and customer.
- Contribution margin by product and channel
- Pricing and discount decisions
- Ad spend tied to profit, not just ROAS
Cash
See your lowest cash point months ahead, and plan around it.
- 13-week rolling cash forecast
- Stock buying and supplier terms
- Funding before you need it
Systems
Build the reporting and workflows that take you out of the bottleneck.
- A weekly numbers dashboard
- Clear KPIs and owners
- Practical AI and automation
Start with a free call. Go further if it helps.
Every engagement is remote and works across time zones.
Profit & Cash Review
- We look at where margin or cash is leaking
- You leave with the 2 or 3 things I'd fix first
- No obligation, no pitch deck
Profit & Cash Diagnostic
- Contribution margin by product and channel
- A 13-week cash forecast built with your numbers
- Your top 5 fixes, ranked by cash impact
- A 60-minute walkthrough of the results
Fractional CFO & Growth Partner
- Monthly numbers review and rolling forecast
- KPI dashboard your team actually uses
- Stock, pricing and ad budget decisions
- On call for the big decisions
“Finance tells you what happened. Operating tells you why. You need both to build something profitable.”
Nkanyiso Ntanda, CA(SA)Founder, EcomVelocitiWhy a Chartered Accountant who runs an ecommerce business?
I spent 15 years in finance and tax as a Chartered Accountant. Then I left corporate and built an ecommerce business from scratch, learning sourcing, Amazon, PPC, SEO, logistics and hiring the expensive way.
That business now does seven figures across multiple markets. What I learned building it is that the numbers alone don't tell you what to do, and running a business without them is guesswork.
Most advisers know one side. Accountants know the numbers but not the business. Marketers know growth but not cash. I've had to do both, with my own money on the line.
Start with the 13-week cash flow forecast.
The same structure I use in my own business. Built for ecommerce, with payout delays, supplier deposits and ad spend already modelled. Works in Excel and Google Sheets.
Get the free template
Good to know
Where are your clients based?
Anywhere. All the work is remote, calls are on Google Meet, and I work across UK, US, Europe, Middle East and African time zones.
Which platforms do you work with?
Shopify, WooCommerce, Amazon and other marketplaces, plus wholesale. If you sell physical products online, the principles are the same.
Do you do bookkeeping or tax returns?
No. I work alongside your bookkeeper and accountant. They keep the records right; I help you use the numbers to make better decisions.
What size of business is this for?
Usually founders doing roughly $500k to $10M a year. Smaller than that, the free template and my LinkedIn posts are a good place to start.
What happens on the free call?
You tell me how the business is doing, we look at where margin or cash is leaking, and I tell you what I'd fix first. If it makes sense to work together, we'll talk about it. If not, you still leave with a plan.
Ready to grow profitably, not just bigger?
Book a free 30-minute Profit & Cash Review. You'll leave knowing what to fix first.
Book your free call