How CPG Founders Work with Us
The financial decisions you face as a founder change as your business grows.
Sometimes you’re trying to answer one big question - and you need help quickly. As you grow, you need
ongoing support to deeply understand what’s happening in the business and what to do next.
We do both. Whether it’s a single decision, a longer-term partnership, or temporary support for a few months,
we meet you where you are and help you move forward with confidence.
Strategic
CFO Support
One-time finance support for a
specific decision or inflection point
For founders who need answers quickly - or are early stage and not yet ready to commit to ongoing work.
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Focused CFO-level advisory to tackle your
biggest business question(s) -
Live, real time working session and application
of your actual numbers -
Pressure-test decisions around pricing, channel growth, cash, margins, and fundraising
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Scenario planning and forward-looking strategy
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Walk away with clear next steps and a practical framework for ongoing use
We deliver this via our CASH FIGHT Decision Model - click to learn more.
Best fit for navigating a high stakes decision or for a quick sanity-check
Ongoing
CFO Partnership
Fractional CFO services
for growing CPG brands
For founders who want consistent financial leadership and decision support.
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Build and maintain your financial model and/or cash flow forecast
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Recurring CFO advisory calls with forward-looking strategy and data interpretation
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Cash planning, fundraising readiness, and capital structure
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Monthly results, forecasts, and scenario planning
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Financial structure, consistency, and accountability
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Flexible scope - short-term build out or long-term partnership
Best fit for help with ongoing decision-making
Note: Established bookkeeping or
accounting is often required.
Frequently Asked Questions
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What if I’m not ready for ongoing CFO support?
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That’s common. Many founders start with one-time support or a targeted project (structured as a short-term retainer). Others wait until the business reaches a point where a long-term retainer for ongoing CFO partnership makes sense. Either way, our monthly retainer engagements are flexible (you're not locked in!) and we’ll recommend the level of support that fits your situation.
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Do you require a monthly retainer to work with a fractional CFO?
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No. We offer one-time CFO support and have short-term options available. Not every founder needs ongoing support - we don’t force a single path.
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Do I need a bookkeeper to work with you?
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For comprehensive models and ongoing support, yes. Our work builds on clean, reliable bookkeeping. If you already have a bookkeeper, great. If you don’t, we can help you choose one and get the basics in place before moving into CFO work.
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Do you offer bookkeeping or accounting services?
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No. We focus on CFO-level strategy, interpretation, and decision support. Most of this work is dependent on having solid underlying numbers. We can recommend CPG specialized service providers, if you need to dial in the basics first.
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Do you have partnerships or referral relationships?
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We regularly collaborate with other providers across accounting, tax, operations, and growth. We don’t accept referral fees or kickbacks. If a referral arrangement ever includes compensation, we ask that it's passed directly to you as a discount. This means you can be confident that our recommendations are always made with your best interests in mind.
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How do I know if this will be worth the investment?
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Our work is designed to support higher-quality decisions around cash, growth, and fundraising. That might look like:
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avoiding a bad hire
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raising the right amount of capital at the right time
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spotting cash issues earlier
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or pressure-testing a plan before it becomes expensive
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...if these decisions aren’t relevant yet, it may be too early - and we’ll tell you that.
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What makes your approach different from other fractional CFOs?
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We don’t measure our value by hours worked or reports delivered. We measure it by whether founders see issues earlier, understand consequences, and make decisions they don’t regret. That’s why our work focuses on interpreting the numbers, not just producing them - especially around cash, growth, and fundraising.
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Our Clients Say
“Modeling is a (mostly) technical pursuit but Abby and team see context and nuance, which is where the real results come. Working with her was not only fruitful from a business perspective but enjoyable and thorough. Highly recommend her and the team for anyone looking to understand the real drivers and levers of their CPG business. Focus and experience matter. Hire The CPG CFO as soon as you can.”
