Service Focus: CFO Pulse Four-Stage Model
Growth Stage: Seed to Series A
Client Profile:
Direct-to-consumer (D2C) HealthTech startup offering diagnostics and personalized treatment plans online.
Challenges:
- Founders had limited visibility into unit economics and burn rate
- No monthly cash flow planning; investor reports were manual and delayed
- Pricing decisions were not data-backed, leading to underperforming SKUs
- Difficulty in measuring performance of customer cohorts and campaigns
CFO Pulse Approach:
🔰 CFO Shield
- Reorganized financial data into structured chart of accounts
- Standardized revenue recognition and expense classification for investor-readiness
- Fixed inconsistencies in cost allocation across marketing, logistics, and fulfillment
📊 CFO Dashboard
- Built real-time Power BI dashboards tracking MRR, CAC, CLTV, conversion rates, and cohort performance
- Automated reporting for investor updates, eliminating Excel chaos
- Created SKU-wise margin dashboard highlighting low-yield offerings
🔍 CFO Lens
- Conducted cohort-level profitability review: helped reduce churn by focusing on high-retention services
- Identified 2 services with negative gross margin and discontinued them
- Instituted monthly burn rate reviews and created a 15-month cash runway forecast
🧠 CFO Brain
- Developed pricing framework based on contribution margin per unit
- Modeled 3 funding scenarios for Series A to support valuation negotiation
- Aligned performance metrics with investor expectations (MoM growth, EBITDA loss trajectory)
Tangible Impact:
- Increased gross margin by 9% by repricing underperforming services
- Extended cash runway from 7 to 14 months
- Enabled investor-ready monthly dashboards with key KPIs
- Identified a 22% improvement opportunity in CAC:LTV ratio
- Enabled smarter capital deployment, reducing wasteful spends by $1.8mn/quarter
