I love helping business owners take control of their finances, but sometimes they come to me with expectations that don’t match financial reality. They want to scale, grow profits, or even sell their business, but they don’t always have the financial foundation to make those moves.

So before we jump into a strategy session, let me share some of the key things every business owner should understand before calling a CFO or financial expert. Trust me, knowing these will save you time, money, and maybe even a few headaches!

Your Revenue Is Not Your Profit (And No, You’re Not a Millionaire Just Yet)

Revenue means nothing if your profit margins are razor-thin. Business owners love talking about revenue, but profit is what truly matters. If you’re making seven figures in sales but spending six and a half on expenses, you are not rolling in money, you’re barely staying afloat. Stop celebrating revenue alone, start tracking your profit margins. Cash flow is king, not just flashy sales numbers.

Your Business Is Not Worth What You Think It’s Worth

The value of a business is based on what buyers see, not what owners feel. Many owners overestimate their business value because they focus on emotions instead of financials. A business is only worth what someone is willing to pay for it. Buyers care about profit, sustainability, and scalability, not just hard work. If you want to sell your business one day, start thinking about value growth strategies NOW. A profitable, well-structured company with repeatable revenue is way more attractive to buyers.

A Fractional CFO Is Not Just an Expensive Bookkeeper

A bookkeeper records history. A CFO builds the future. Business owners sometimes assume a CFO is just a fancy bookkeeper, but CFOs focus on strategy, scaling, and profitability. A CFO (or Fractional CFO) helps build a financial roadmap, increase valuation, and make data-driven decisions, not just organize receipts. If all you need is bookkeeping, don’t hire a CFO. But if you want to build a money-making machine that works for you, that’s where I come in.

Your Business Finances and Personal Finances Are Not the Same Thing

Banks and investors see sloppy finances as a red flag. Many business owners mix personal and business finances, creating chaos in their books. Running personal expenses through your business is a one-way ticket to financial disorganization, tax problems, and lost opportunities. Pay yourself (salary or otherwise), keep business and personal accounts separate, and stop using your business like an ATM.

If You Only Call Me When Things Are Bad, We Have a Problem

The best financial strategies happen before a crisis. Too many business owners wait until they’re drowning in financial problems before seeking help. A CFO’s job isn’t just fixing problems, it’s helping you avoid them in the first place. Work with a CFO before things get bad. A good CFO helps you plan ahead, manage risks, and position your business for long-term success.

Let’s Do This Right

If you made it this far, congratulations! You’re already a step ahead of most business owners. You now know the truth about revenue vs. profit, business valuation, financial roles, and why you need to separate your personal and business money.

And if you’re serious about taking your business from “just surviving” to “thriving,” let’s talk. Not because you’re in a financial emergency, but because you’re ready to build something powerful, profitable, and actually worth something.

Until then, run your numbers, respect your profits, and, if you must, pour yourself a strong cafecito ☕ before looking at your financial statements. You’ve got this! 💃🏽