How I ended up doing this
I started as a mechanical engineer in oil and gas, where a wrong number meant real consequences. Engineering leaves you with one habit that never goes away: don't trust the summary, go look at the thing itself.
After my MBA at IESE I spent three years advising more than 120 startups on financial modeling and fundraising, across SaaS, consumer, logistics, and healthcare. I built models founders raised on, tore apart models they wanted to raise on, and led due diligence at a UK investment agency that took equity based on my recommendations. The outcomes are public and they've aged well. See the track record →
In 2022 a small supplement brand hired me on Upwork to build their financial model. When they came back in 2024, bigger and bleeding cash, the work that followed became the anchor of everything I do now: a turnaround from a $2.7M loss to a company beating its cash-positive plan. That story is here →
Working across a hundred-plus business models is why I could see what ecommerce specialists missed: most subscription brands are SaaS businesses wearing an e-commerce costume.
Why I do the analysis myself
Most fractional CFOs sit on top of whatever the bookkeeper hands them. I go into the raw data: the Shopify exports, the cohort tables, the 3PL invoices. Partly because that's where the truth lives, and partly because I'm honestly better in the data than in a status meeting. I sit somewhere between financial analyst and CFO, and I stopped apologizing for that when it kept finding money that the org charts said someone else should have found.
The strategy I bring you is only as good as the numbers under it. So I check the numbers personally. That's the whole method.
What I'm not
I'm not your accountant, and I don't want to be. I work alongside your bookkeeper and accountant, not instead of them. I don't do books cleanup, audit coordination, or compliance. If that's the help you need, I'll say so on the first call and point you somewhere good.
Outside the spreadsheets: I cook Lebanese food with unreasonable seriousness, play chess built around isolated queen's pawn positions, and live in Dubai with my wife and two opinionated cats.