Why focus on e-commerce and CPG

Matt Putra is a fractional CFO and founder of Eightx, specializing in helping e-commerce and consumer packaged goods (CPG) companies scale profitably and sustainably. With over a decade of experience, Matt has supported businesses generating $5 million to $100 million in revenue, expertly managing cash flow, raising capital, and building financial systems that empower founders to make data-driven decisions confidently.

On this episode we talk about:

• Matt’s unconventional path to becoming a CFO, including working in manufacturing and private equity before founding Eightx​

• The challenges and strategies for scaling a business that heavily depends on personal expertise and trust​

• Why Matt chose e-commerce and CPG niches and how he built his client base primarily through LinkedIn and referrals​

• The importance of setting and tracking key financial metrics tailored to each business team for proactive management​

• Managing cash flow with weekly 13-week forecasts to foresee and handle financial challenges​

• Taking calculated financial risks as a founder and balancing ambition with cash flow realities​

• Advice for founders on understanding finance versus outsourcing critical financial functions​

• How Matt continues to build and scale Eightx with a growing team of CFOs, analysts, and accountants​

Top 3 Takeaways

1.  Key financial metrics and consistent cash flow forecasting are crucial tools for business longevity and scaling.​
2.  Scaling a fractional CFO business requires careful hiring and trust-building with skilled financial professionals.​
3.  Founders should focus on core finance understanding but outsource complex financial functions to experts like fractional CFOs.​

Notable Quotes

•   "If you can figure out your top 20 financial metrics, you’re very likely to succeed."​

•   "The most boring activity that exists in finance today is updating your 13-week cash flow forecast every week, but it makes you a better cash flow manager."​

•   "Charge enough to overdeliver for your customers because it will cost more to deliver on your promises than you expect."​

Connect with Matt Putra:

•   LinkedIn: https://ca.linkedin.com/in/mattputra​

•   Instagram: https://www.instagram.com/mattwjputra/​

•   Website (Eightx): https://eightx.co​

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