Hey everybody, welcome to The Cash Flow CFO podcast, the show that explores the financial side of running a business for people who want to maximize profitability and scale with confidence.
If you want to make smart financial decisions based on data and put more of your hard-earned profits into your pocket, this is the podcast for you.
The Cash Flow CFO Podcast is brought to you by The Cash Flow CFO. Did you know that, on average, business owners have up to 84% of their personal net worth tied up in their business? Our team of virtual CPAs and CFOs, as well as accounting and bookkeeping experts empower business owners just like you to make big leaps that help them maximize profitability and scale with confidence.
Debt, Identity, and Rebuilding a Business That Feels Like You; with Alex Pursglove
Season 2 · Episode 83
Monday, April 21, 2025 • Duration 41:09
"You can evolve your business without throwing everything away. You get to keep what still fits and let go of what doesn’t."
- Alex Pursglove
Welcome back to a new episode of the Cash Flow CFO Podcast! Today’s conversation is with Alex Pursglove. Alex helps women break through limitations, embody their worth, and become fully expressed to elevate in business growth and soulful alignment—all while living with more fulfillment in their daily lives. As a master coach, she has supported hundreds of women worldwide in accelerating in business and most importantly, learning how to accept and love their true selves.
Join us to learn the whole story!
"I had to walk away from a successful business because it didn’t feel like me anymore."
- Alex Pursglove
Following Your Heart in Business
In this episode, I talk with Alex Pursglove about how our businesses grow and change as we grow and change. We share stories about how things can feel out of place when we keep doing something that no longer fits who we are. Alex tells us how she had to make some big changes when her business didn’t match her values anymore. She chose to follow her heart, even when it meant losing clients and income.
A Real Talk About Debt
We also talk about money and debt — and how not all debt is bad. Some debt can help you grow if you use it wisely. But there’s also debt that can hurt you if you’re not careful. Alex opens up about the time she took on a lot of debt, not from a place of power, but from stress and fear. She learned a lot from that time and now helps others make smarter choices.
Changing With Life
As women, we often feel pulled in many directions. Kids, family, business — it can be a lot. I share how my life changed when I became a full-time carpool mom, and how our business models need to change with us. We talk about why it’s important to trust yourself and follow your own path, not just copy what others are doing.
Trusting the Journey
This is a deep, honest conversation about listening to your gut, trusting your journey, and building a business that feels true to who you are. I hope it helps you feel more confident in making the changes you need to grow — as a leader, a parent, and a whole person.
"When you feel out of alignment with what you’re doing, your body and energy will let you know."
Letting Go to Grow: Step Out to Let Your Business Thrive with Tina Forsyth
Season 2 · Episode 82
Monday, April 14, 2025 • Duration 41:24
"My job now is to lead the vision and support the people who are out there doing the work."
- Tina Forsyth
Welcome back to a new episode of the Cash Flow CFO Podcast! I sit down with Tina Forsyth, founder of Certified OBM® and a true pioneer in the world of certification and licensing. We talk about what it really takes to scale a business beyond yourself, why systems matter more than you think, and how to create programs that keep your values and vision intact—without burning out. Whether you're a service provider, coach, or visionary entrepreneur, Tina drops gems you won’t want to miss.
Join us to learn the whole story!
"Certification is about creating a ripple effect—you teach one person, and they go out and help ten more."
- Tina Forsyth
How Tina Built a Big Business Without Doing It All Herself
In this episode, I talked with Tina Forsyth. She’s the founder of the Certified OBM (Online Business Manager) program. A few years ago, Tina made a big change—she stopped running all the trainings herself and started letting licensed trainers do it instead. This helped her grow the business without doing all the work alone. Now, she spends more time supporting her team and planning big-picture stuff.
Taking Herself Out of the Center
Tina shared how she turned her business from something all about her into something that could stand on its own. It used to be that people signed up because it was Tina’s program. Now, it’s about the OBM brand itself. That shift gave her more freedom and helped the business grow even bigger. It wasn’t always easy, but it was totally worth it.
Your Money Should Serve Your Values, Not the Other Way Around with Constance Wannamaker
Season 2 · Episode 81
Monday, April 7, 2025 • Duration 42:23
“Profit is not a dirty word. It’s okay to want your business to make money.”
-Constance Wannamaker
Welcome to a brand new episode of the Cash Flow CFO Podcast. Join me on this episode as I have an insightful conversation with Constance Wannamaker.
Join us to learn the whole story!
“A plan gives you peace of mind. When you know what’s coming, you stop reacting and start leading.”
-Constance Wannamaker
Finding Purpose Through Law
Constance Wanamaker’s path into law stemmed from a passion for social justice and helping underserved communities. While working with migrant farm workers during college, she experienced firsthand the severe conditions they endured. This sparked a realization: while social service work provided temporary relief, legal advocacy could offer lasting systemic change. That insight led her to pursue law school with the intent of becoming a farm worker attorney—a mission she followed through on.
The Critical Role of Due Diligence in Acquisitions
Beyond the financials and legal contracts, it's vital to assess how the business functions on a daily basis and whether the team in place can continue operations without the owner. Often, sellers misrepresent their businesses as “professionally managed” when they are actually heavily dependent on the owner. Understanding the roles of existing staff, identifying leadership gaps, and knowing how work is distributed are essential in ensuring a smooth transition and long-term sustainability post-acquisition.
Acquisitions vs. Organic Growth: The Strategic Advantage
Why Your Tax Professional Should Be Your Business Partner, Featuring Greg Gosman
Season 2 · Episode 80
Monday, February 3, 2025 • Duration 35:44
"Taxes are just a complex math problem. Two plus two, whether you do it or an MIT doctor does it, is still four."
- Greg Gosman
In this episode of The Cashflow CFO Podcast, I had the pleasure of sitting down with Greg Gosman, an experienced tax professional who has spent over 14 years helping businesses thrive. With a background in finance, accounting, and a master's in taxation, Greg’s unique approach goes beyond tax preparation—he’s all about being a strategic partner for his clients. We talked about his journey, his passion for teaching, and how he helps business owners navigate the complex world of taxes while planning for long-term success.
Join us to learn the whole story!
"The biggest mistakes people make are setting up their business wrong from the start and not surrounding themselves with the right professionals."
- Greg Gosman
Why Regular Engagement with Your Tax Professional Matters
Greg shared incredible insights into what sets great tax professionals apart: the ability to educate, connect, and make the process less intimidating for clients. He emphasized the importance of engaging regularly with your tax preparer—quarterly check-ins can prevent surprises and lead to better results. We also discussed how a strong partnership with your tax professional can help you protect and grow your biggest asset—your business—by staying proactive and strategic with financial planning.
The Importance of Smart Business Setup and Professional Guidance
One key takeaway was Greg’s advice for setting up a business properly from the start. He covered essential topics like choosing the right entity structure, selecting the right accounting method, and surrounding yourself with the right professionals. These decisions can make a huge difference in how your business operates and how much tax you end up paying. Greg also explained why being intentional about these choices can save you time, money, and stress down the line.
Building E-Commerce Success with Neil Twa of Voltage Holdings
Season 2 · Episode 79
Monday, January 27, 2025 • Duration 37:19
“With any business startup, if you're in the entrepreneurial space already, you need to be saying next 3 to 5 years, where could I be if I'm doing something now that no one else is willing to do?”
- Neil Twa
Welcome to a brand new episode of the Cash Flow CFO Podcast. Join me for a savvy conversation about e-commerce with Neil Twa, CEO and co-founder of Voltage Holdings. Neil benefits from more than 17 years of experience in online and offline business development, and focuses on maximizing e-commerce platforms like Amazon FBA. He’s successfully launched multiple brands, generating eight-figure revenues, and helped thousands of entrepreneurs build profitable businesses. Neil and I revisit his journey, from the corporate setting of IBM, to entrepreneurship, to consulting.
Join us to learn the whole story!
“There's really four things we focus on: the time, energy, attention, and money aspects of building these businesses correctly because they are assets. It is like building a house and you wouldn't go out and just skimp on the cheapest lumber for your house and expect it to live for 40 years.”
- Neil Twa
Fail Forward
Neil shares how pivoting through failures and embracing his entrepreneurial spirit led him to the world of e-commerce. From selling services to building physical product brands, Neil reveals the strategies he’s honed for success in a rapidly evolving marketplace. He discusses the importance of combining digital and physical product ecosystems, adapting to industry changes, and the mindset shifts necessary to thrive as a brand builder.
Staying Nimble
We also explore the state of e-commerce today, from Amazon's evolving landscape, to navigating supply chain challenges, to newer players like TikTok Shop and Tmall. Neil emphasizes the importance of focusing on profitability, creating value-driven brands, and targeting the right customer segments to differentiate from low-cost competitors.
Clean Books, Big Deals: Insider Tips for Selling Your Business, Featuring Geoff Bruskin
Season 2 · Episode 78
Monday, January 20, 2025 • Duration 39:22
"Selling your business without a broker is like signing a complex legal document without consulting an attorney—it’s not worth the risk."
- Geoff Bruskin
Hi, it’s Andrea Jenson here, and welcome to The Cashflow CFO Podcast! In this episode, I had an eye-opening conversation with Geoff Bruskin, a mergers and acquisitions (M&A) specialist who works with CPA and accounting firms—and businesses across industries—to help them successfully sell or transition ownership. Geoff shared fascinating insights into how M&A trends are shaping the financial landscape, especially in service-based industries. If you’re a business owner thinking about the future of your company, this one’s for you.
Join us to learn the whole story!
"The demand for businesses right now is unprecedented; whether you’re a half-million-dollar firm or a $50 million company, there’s opportunity waiting."
- Geoff Bruskin
The Importance of Clean Financials
Geoff dove into the critical role of having clean, proactive financials when preparing for a sale. It’s not just about having accurate books; it’s about knowing your cash flow, identifying profit drivers, and presenting your business as a polished, valuable asset. We also discussed why having a professional team on your side—whether it’s a fractional CFO like me or a dedicated broker—is essential for reducing risks and maximizing the value of your business.
The Second Bite of the Apple
A big highlight of our chat was Geoff’s advice on the second bite of the apple. Selling your business doesn’t always mean walking away entirely. In fact, staying involved post-sale can open up opportunities for even bigger financial gains down the road. We talked about how partnerships and strategic mergers can allow owners to leverage resources they wouldn’t have on their own, making their companies—and their returns—grow exponentially.
Ten Strategies for Managing Cash Flow in a Scaling Business
Season 2 · Episode 77
Monday, January 13, 2025 • Duration 54:17
“If you have a business model that is profitable and you have identified, why am I in a cash flow problem? Do not go throwing good money at a bad problem because it's only going to get worse and that hole is just going to keep getting deeper and deeper for you.”
- Andrea Jenson
Welcome to a brand new episode of the Cash Flow CFO Podcast. Join me for this presentation I gave on cash flow management for scaling businesses. We dive into ten actionable strategies that will help you anticipate and manage cash inflows and outflows effectively. From professional services to retail and coaching, I discuss challenges like late supplier payments, maxed-out credit lines, and missing growth opportunities due to cash shortages. If you’ve been feeling the squeeze, don’t worry—you’re not alone, and there are solutions!
Join us to learn the whole story!
“If you feel like you need to hire more team because you can't deliver on what you're selling, then that tells me you've got a pricing issue because you should have plenty of money if the sales are humming along.”
- Andrea Jenson
Looking Forward Not Backward
I highlight the importance of having a cash flow forecast to fill the void between your profit and bank balance. This tool helps you anticipate shortfalls by tracking all cash activities, including debt servicing and equity draws, and is essential for managing seasonality in your business. We also discuss ways to enhance cash inflows by invoicing promptly, improving collections, and offering incentives to encourage early payments.
Keep Your Cash
We explore strategies to slow down outflows, such as negotiating with vendors, prioritizing expenses, and conducting regular reviews of subscriptions and services. For businesses with inventory, adopting a just-in-time model can free up cash tied to unused stock. I also share how to boost profit margins by optimizing pricing, negotiating supplier rates, and finding efficiencies in delivering your products or services.
Marketing Outside the Box: John Dwyer Says Your Customers Deserve a Happy Meal Toy
Season 2 · Episode 76
Monday, December 30, 2024 • Duration 27:53
“Look, if you don't have an organic wow factor, then you have to come up with one.”
- John Dwyer
Welcome to a brand new episode of the Cash Flow CFO Podcast. Join me for this interview with John Dwyer, who’s built quite a global reputation for his extraordinary marketing strategies. Founder of the Institute of Wow, John is a direct response marketing expert known for his outside-the-box thinking. He made waves when he brought Jerry Seinfeld out of retirement to promote an Australian bank with a record-breaking free vacation campaign. This brilliant approach turned heads in the banking industry and set new standards for incentive-based marketing.
Join us to learn the whole story!
“My advice to small or medium sized businesses is stop price discounting. Use a Happy Meal toy philosophy to actually distinguish your products or services from the competitors, and you just watch what happens.”
- John Dwyer
What’s My Reward?
In our conversation, John shares his philosophy: businesses must “wow” their customers to stand out. From small businesses to corporate giants like Disney and KFC, John has crafted incentive-driven campaigns that drive measurable results. He explains how businesses can use platforms like Facebook and Instagram to run creative, targeted campaigns—turning contests and giveaways into lead-generation gold. He highlights that most businesses miss opportunities to incentivize customers, often defaulting to price cuts instead of using compelling rewards to boost engagement.
Everyone Should Get a Toy
John breaks down his Happy Meal-inspired strategy: providing low-cost, high-value incentives like vacations that customers perceive as valuable. Whether you’re running a plumbing business or selling braces, these incentive-driven campaigns attract highly interested leads who are ready to buy. John also explains the practicality of these techniques, which keep promotional expenses well in check, despite outwardly seeming big giveaways.
From Risk to Reward: How Chris Williams Scaled Success Through Acquisitions
Season 2 · Episode 75
Monday, December 23, 2024 • Duration 31:42
“If you can take your business from an owner-operated one to a professionally managed one, you might double your multiple—and that doesn’t come overnight.”
- Chris Williams
Welcome back to a new episode of the Cash Flow CFO Podcast! Today’s episode is all about growing your business, especially through acquisitions. I’m joined by Chris Williams, CEO of System Six, a fully-remote outsourced accounting firm serving over 200 customers and 40 team members nationwide. Chris acquired the firm in 2021 and is thrilled to spend his time growing the firm organically and through strategic acquisitions while importantly protecting its mission to become the best place to work in remote accounting. Oh, and exciting news—Chris is about to become a dad!
Join us to learn the whole story!
“I either want to start a business or go buy a business, decided I was better to sort of take something that was existing, buy it, and then try to grow it.”
- Chris Williams
The Power of Acquisitions
Chris dives into what it takes to grow through acquisitions. He explains how buying a business can speed up growth but comes with risks, like managing new clients and team members all at once. We also talk about making businesses “professionally managed” instead of relying on the owner for everything. Chris shares how this change can double the value of a business!
Staying Focused and Efficient
We discuss why focus and efficiency matter. Chris shares examples of businesses that thrived by sticking to their strengths and others that struggled when they chased trendy ideas. Plus, we chat about how technology and AI can help save time and money. Little changes can add up to big savings and give you more resources to grow.
Scaling Your Business Smarter
The Six Financial Metrics Every Business Owner Must Track for Success
Season 2 · Episode 74
Monday, September 9, 2024 • Duration 22:58
“If you could only look at six numbers, here's the most important ones for you to keep an eye on. They're going to help you understand the health of your business and how things are going in relation to where you are and the activities that your business is undergoing to get you to that end result of what it is that you are trying to achieve with the business."
- Andrea Jenson
Welcome back to a new episode of the Cash Flow CFO Podcast! Today, we're diving deep into the six key numbers every business owner should focus on at the end of each month. These metrics are crucial for understanding the health of your business, and I want to make sure you know exactly what to look for. We’ll break down each number so that you can confidently review your financial reports and make informed decisions.
Join us to learn the whole story!
“There are some crazy statistics out there that nearly 30% of the businesses that go under do so because of cash flow problems, and the number one source of cash flow problems generally leads back to a bad business model and too high of a percentage of cost of goods sold."
- Andrea Jenson
By focusing on these six metrics, you'll have a comprehensive view of your business's financial health. They’ll help you make informed decisions, adjust strategies as needed, and ultimately steer your business toward success. So, take some time each month to review these numbers, and you'll be well on your way to running a thriving business.
One thing I love about Tina’s story is how she used certification to make a bigger impact. Over 1,100 people have gone through her program and become Certified OBMs. Those OBMs have gone on to help thousands of business owners. That’s the power of teaching others—you can reach way more people than you ever could alone.
Tips for Starting Your Own Certification
If you’ve ever thought about starting a certification, Tina has some great tips. Make sure your process works and that you’ve used it for at least a few years. Get your systems, legal stuff, and training plan in place first. It’s not something to rush. But if you do it right, it can be a powerful and lasting part of your business.
"I was the bottleneck. Everything had to go through me. And that was never going to scale."
Constance and I highlight the advantages of acquisitions over organic growth. Launching a new office from scratch involves finding space, furnishing it, hiring staff, and building brand awareness—an expensive and time-consuming process. Acquiring an existing firm, on the other hand, provides instant infrastructure, client base, and revenue. She also notes the market opportunity in acquiring law firms led by retiring attorneys, especially those still operating with outdated methods. These businesses can be quickly modernized for greater efficiency and profitability.
Turning Business Expenses into Profit Centers
Rather than continually outsourcing services such as software development or call center support, businesses could consider acquiring companies in those verticals. This approach not only reduces long-term costs but can create new revenue streams. It’s a model that encourages building an ecosystem of interconnected businesses, optimizing customer lifetime value, and increasing operational control—a strategy relevant to entrepreneurs across industries.
“The best time to get control of your money is today—not when you’re bigger, or busier, or making more.”
Finally, we dove into the bigger picture of building trust and communication with your financial team. Greg shared how he approaches client relationships with a teaching mindset, helping business owners feel confident about their finances rather than overwhelmed. Whether it’s understanding tax planning, maximizing profit margins, or preparing for the future, this episode is packed with practical advice to help you take your business to the next level. Don’t miss it!
"It's about understanding the bigger picture of your business and how taxes fit into that. It's not just about what you owe, but about planning for what’s ahead."
Neil leaves us with invaluable advice: think long-term, build your business as an asset, and focus on purpose plus value to achieve sustainable profits. He tells us this remains true, whether you’re just starting out, or deep into scaling your business. Neil says purely profit-seeking entrepreneurs, who are indifferent toward their products, and don’t care about relationship building, fail “99% percent of the time.”
“…profits should not beget purpose and value. And I think a lot of people forget that aspect when they start businesses because they're solely bent on the idea of how much money it can make.”
Finally, we explored the booming demand in the M&A space. Geoff shared how today’s buyers aren’t just private equity firms—they’re also strategic players looking to expand into complementary industries. If you’ve ever considered selling or merging your business, now might be the perfect time to explore the possibilities.
"Clean books aren’t just a requirement for selling your business—they’re the foundation for telling the story of your success."
We talk about personnel management during cash flow crunches, such as delaying hiring and optimizing existing team utilization. I touch on financing options, like lines of credit, but only when your business model is profitable and you’ve identified the root cause of cash flow issues. Remember, with the right tools and strategies, you can confidently navigate cash flow challenges and position your business for sustainable growth.
“…you either need to increase your prices or you need to find a cheaper way to deliver on what it is you're selling.”
If you’re looking to supercharge your marketing and outshine competitors, this episode is packed with actionable advice. Tune in to hear how simple tweaks in your marketing approach can deliver exceptional results and keep your business thriving.
“…if you give someone something like a vacation…three, four, or five nights to Vegas or Orlando or New York…and it's worth $1,000 but it only cost you $50, that's when you've got the winner.”
This episode provides a roadmap for business owners looking to scale, whether through acquisitions or by optimizing their current operations. From the importance of building a solid management team to leveraging technology for better margins, Chris and I cover actionable steps to make your business more efficient and profitable. You’ll learn how focusing on core strengths, cutting unnecessary expenses, and planning for the long term can set your company up for sustainable growth and success.
“It’s riskier, but it moves the needle faster... We can move the needle faster towards our goals. It just means a little more risk. And I was willing to take that risk on.”
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