Download the Checklist “Is Your Business Financially Secure?”
To restore control and predictability, you need to establish a clear cash flow management process.
Below are three key steps that mark the beginning of effective money control in a local business.
Control
Create a unified base of financial data and add all your accounts — bank, cash, and card — into a single system. This allows you to see the full picture of money movement in real time. Record all transactions daily — income, expenses, and transfers between accounts. Regular updates help you avoid cash gaps and clearly understand how much money is actually available. Automate this process using bank integrations and automation rules — this will reduce manual work and increase accuracy.
In Finmap
You can create an unlimited number of accounts in different currencies; Connect integrations with the most popular banks and payment systems; Set up automation rules that allow the system to handle transaction entries for you, saving 60–70% of manual processing time.
Example of an auto rule in Finmap Analyze
Analyze by categories to see which expenses are increasing and which ones generate income. This helps you quickly identify inefficient cost items and make data-driven decisions. Track revenue dynamics — monthly or weekly — to spot patterns and seasonality. Separate business and personal finances to see real operational analytics , the company’s actual profit, and avoid situations where personal expenses “eat up” business resources.
The analysis process in Finmap takes place in the Analytics section, where all the main financial reports are collected.
Here, you can not only view standard dashboards but also create custom reports based on saved filters — by categories, counterparties, projects, or periods.
In particular, the Cash Flow report allows you to track all changes in cash movement and see which income and expense sources have the greatest impact on its fluctuations.
This helps you quickly identify problem areas and make decisions based on accurate data.
Forecasted cash flow in Finmap Forecast
Use the Payment Calendar to forecast 1–3 months ahead. Add all upcoming income and expenses to see projected balances by week or month — and avoid cash gaps in advance. Test different scenarios — basic, conservative, and optimistic: adjust the dates and amounts of planned transactions to see how it affects liquidity , net cash flow, and available balance. Create an income and expense plan based on scheduled payments and regularly compare deviations to keep liquidity under control and adjust the budget promptly.
In Finmap, the payment calendar is generated automatically based on your planned transactions and shows the forecast of the company’s financial status.
It immediately indicates whether a cash gap is expected or, on the contrary, there will be a surplus of funds. The calendar allows you to assess the balance both for the entire business and for each individual account.
All changes — in dates, amounts, or transaction statuses — are instantly synchronized, so you can immediately see how adjustments will affect your future cash flow.
Finmap Payment Calendar
When cash flow is under control, a business gains the most valuable thing — predictability.
You no longer live from one inflow to the next, make blind decisions, or panic over sudden cash gaps.
Problem №2. Hidden Factors That Undermine Financial Stability Sometimes financial instability arises not from declining sales or external factors, but from internal processes that quietly erode profits.
The cause isn’t always obvious: expenses grow faster than income, some money disappears into minor costs, and seasonal fluctuations only amplify the sense of instability.
To understand where exactly the business is losing profit , it’s worth paying attention to three factors that often go unnoticed but have a decisive impact on the financial outcome.
1. Seasonality: The Hidden Factor Affecting Revenue Stability Your store, office, or café operates year-round — the assortment doesn’t change, prices stay stable, and clients remain the same. Yet one month there’s enough money, and the next you have to cover expenses from personal funds or a credit line.
The reason often lies in untracked seasonality.
It’s not always obvious: changes in season, holiday periods, days of the week, or even customer behaviour can create hidden demand cycles.
To avoid financial “swings,” seasonality needs to be identified and managed — by building reserves in profitable months and planning cash flow in advance.
In Finmap Cash Flow report — where the main dashboard clearly shows the dynamics of all financial activity and reveals seasonal trends.
Seasonality chart in Finmap
In addition to the graphical view, a tabular format is also available, where you can analyze demand changes by products , services, or specific categories in percentage terms.
If you want to dive deeper into how to analyze and manage seasonality — read the article «From Seasonal Slumps to Steady Profit: How to Earn
All Year Round ».
2. Hidden Expenses: Small Things That Cost the Business Its Profit In local businesses, financial losses often hide not in large payments but in everyday small expenses that seem insignificant.
Coffee for the team, packaging, delivery, subscriptions, small purchases — none of them have a major impact individually, but together they make up a noticeable part of the budget that’s easy to overlook.
When these expenses aren’t recorded separately, the business loses the ability to control profitability and plan for growth.
To avoid this:
Record all expenses — even the smallest ones. This gives you a real picture of where your money goes.Review your expense structure every month. This way, you’ll see which cost items are growing without objective reasons.Optimize small payments. Eliminate ineffective services, review suppliers, or consolidate purchases to reduce costs.It’s the level of detail that opens up opportunities for optimization — allowing you to cut unnoticed expenses and free up resources for growth.
Cost structure of a test company in Finmap
How to Track Expenses in Finmap:
Use categories and subcategories for detailed tracking. This helps you see exactly where the money goes — from rent and advertising to office coffee.Record all expenses, even those that don’t go through the bank. Add cash transactions manually or via the mobile app to get the full picture.Set up automation rules even for small payments. Taxi rides, grocery purchases, or office supplies — everything will automatically be assigned to the right category with no extra effort.Finmap reports show the dynamics of each expense item, helping you quickly identify which ones are increasing and which can be optimized to preserve profit and maintain liquidity.
Expense analytics dashboard in Finmap 3. Inefficient Pricing: The Negative Impact on Margins Even a steady flow of clients doesn’t guarantee profit if prices don’t cover real costs.
Many local business owners set prices intuitively — based on competitors or customer expectations. As a result, some products or services generate minimal profit or even losses, while everything appears stable from the outside.
When the costs of materials, logistics, or labor rise but prices remain unchanged, margins gradually shrink.
To avoid this, pricing should be viewed not as a marketing decision but as a financial strategy.
Regularly analyze the profitability of each product or service category, review prices after cost changes , and check whether one area of the business is subsidizing another.
In Finmap:
Use tags to separate expenses into direct and fixed costs — this helps you see the margin of each product or service and understand which areas actually generate profit. Compare the percentage breakdown of expenses by category between months to track whether the cost of purchases, rent, or services is increasing.Use analytics comprehensively — compare profitability and sales volumes with previous periods, identify trends, and look for opportunities to optimize your cost structure and increase margins.Financial management is not only about income — it’s primarily about controlling the factors that quietly reduce profit.
Problem №3. Scattered Finances Due to Lack of Delegation In local businesses, financial processes are often handled by those who are directly “on the ground” — administrators, cashiers, managers, or salespeople. They’re the ones who receive client payments, make purchases, record expenses, and handle cash.
However, when financial information is collected through messengers, spreadsheets, or voice messages, the owner inevitably faces chaos in reporting.
The lack of systematic delegation leads to:
Time loss — you have to manually verify payments, clarify details, and consolidate figures from different sources. Errors and duplications — transactions are recorded multiple times or get lost entirely. Financial losses — incorrect or delayed entries distort the profitability picture. Lack of up-to-date information — the owner sees the situation with a delay instead of in real time. Risk of misuse — without clear roles and access levels, it’s nearly impossible to maintain financial discipline. Without a proper delegation system , finances become a constant source of stress. The owner loses agility in decision-making, and growth prospects become minimal.
The solution is to delegate financial management correctly.
Instead of collecting data manually, add employees directly to Finmap and set flexible roles and access levels. This way, team members can independently record income and expenses only for their areas of responsibility — without having access to the company’s full analytics.
This gives the business three key advantages:
Speed: data is entered into the system instantly, without manual forwarding. Accuracy: all transactions are recorded in one place, without duplication or errors. Control: the owner sees the full financial picture in real time, while employees work only within their area of responsibility.How to Set Up a Delegation System in Finmap
Step
Action
Why It’s Important
1. Create flexible roles In the Users section, create separate roles for managers, administrators, cashiers, or other team members.
This allows you to grant access only to the necessary accounts, categories, or projects — without the risk of exposing all financial information.
2. Review system roles Check Finmap’s default roles — with full access, view-only, or limited permissions.
This helps you quickly determine who needs full access (e.g., a partner or financial director) and who only requires partial access.
3. Test the role Register an additional email address and add it as a user with the desired role.
This lets you see exactly what information an employee can view and adjust access before publicly launching the system.
4. Add employees Add all colleagues to Finmap using their work emails and assign them the appropriate roles.
This launches the delegation process: employees will be able to independently record income and expenses within their area of responsibility.
5. Introduce the system to your team Hold a short onboarding session or send a quick guide on how to use Finmap . Teach them to use the mobile app.
This ensures prompt data entry even without computer access — financial information will update in real time.
Result: you no longer waste time manually compiling reports, and your team becomes transparently and responsibly involved in the financial process.
How Finmap Helped Dasha Katsurina Studio + Showroom Avoid Cash Gaps and Maintain Financial Control Even in a small business, financial processes can be more complex than they seem.
When there are several sales directions, different product categories, and part of the team works in another country — it’s easy to lose control without a unified money management system.
That’s why the team at Dasha Katsurina Studio + Showroom decided to build their financial management in Finmap from the very beginning.
Dasha Katsurina Studio + Showroom is a space about women, style, and Ukrainian craftsmanship. Located in the very heart of Warsaw, it brings together works of Ukrainian designers and artisans — from clothing and jewelry to tableware and books.
Photos by Dasha Katsurina Studio + Showroom
It’s a place where you can feel young Ukrainian energy, enjoy a coffee, relax, and connect with like-minded people — a space free from prejudice, where creativity, authenticity, and humanity come first.
The team had already worked with the platform in their Ukrainian company, so it was only natural to continue using the same tool for their Warsaw branch — to maintain a unified structure for financial processes and reporting.
Before systematization, the team faced typical challenges of local businesses:
cash gaps; delayed reports; lack of up-to-date information for decision-making. These issues slowed down financial processes and made cash flow planning more difficult.
With Finmap, finances became transparent , structured, and accessible at any time.Thanks to the configured system of categories, accounts, and reports, the team can now see the full picture of cash flow and react quickly to changes.
Now we clearly see where the money is, how much has been spent, and on what exactly. It saves time and helps keep the business under control. — Viktoria, team member at Dasha Katsurina Studio + Showroom Today, the financial system of Dasha Katsurina Studio operates smoothly:
all data updates automatically; reports are generated instantly; the structure of expenses and income has become transparent. This made it possible to avoid cash gaps , optimize financial processes, and focus on what truly matters — developing the brand and working with clients.
It’s important not to lose track of money and to see where it’s going. Without that, it’s impossible to understand how the business works. Financial management is the foundation of stability. — Viktoria, team member at Dasha Katsurina Studio + Showroom Stability Begins with Systematic Management In local business, every unit of money matters — that’s why it’s important not just to count money but to see the full picture.
When cash flow is under control, expenses are structured , and the team is involved in the process — finances stop being a source of stress and become a foundation for growth.
Finmap helps you build this system:
unites all accounts in one place; automatically records income and expenses; provides real-time analytics; allows you to delegate financial management without losing control. As a result, you gain not just numbers — but confidence and predictability in every decision.
Start today with Finmap so your business runs systematically tomorrow!
Frequently Asked Questions 1. Why is there not enough money even when sales are stable?
2. How can I tell if my business has a cash flow problem?
3. What should I do if several people manage finances and confusion arises?
4. How can I determine if my prices for goods or services are correct?
5. What first steps will help bring financial order to a local business?
unite all accounts in one system; record every transaction (cash, non-cash, small expenses); analyze the structure of income and expenses; create a payment calendar and a reserve fund. This will form the foundation for financial stability and predictability.
From Seasonal Slumps to Steady Profit: How to Earn
All Year Round
Discover how seasonality affects your company’s cash flow — and how Finmap helps you stay financially stable all year round
After every successful period comes a downturn — and you start looking for the reason again: clients seem less active, ads don’t work, the market has changed.
Sounds familiar? It happens even to experienced entrepreneurs.
But maybe the issue isn’t that your business is “unstable.” Maybe it’s simply seasonal — and you just haven’t factored that into your financial planning yet.
Let’s figure out what seasonality really is , why it affects your finances, and how to make demand fluctuations work for your business, not against it.
What Is Seasonality and Why It Affects Business Finances Seasonality is the regular fluctuation of sales, demand, or expenses that repeats throughout the year.
Almost every business feels it:
in retail — spikes before the holidays; in construction — activity in spring and summer; in services — vacation or holiday periods; in manufacturing — client order cycles; in e-commerce — peaks during sales and holiday campaigns. It’s a natural phenomenon, but it significantly affects cash flow , inventory, team workload, and profitability.
That’s why the main goal of a business owner is not to avoid seasonality , but to learn how to account for it.
Why Seasonality Can Be a Risk Many entrepreneurs ignore seasonal patterns , considering them “minor fluctuations.”
In some key industries — including retail, tourism, and agriculture — up to 70% of annual revenue comes from just a few months of peak season. — SCORE, official partner of the U.S. Small Business Administration (SBA) This means that just a few months can determine the financial outcome of the entire year.
If seasonality is not factored into planning , a business risks losing stability even after its most successful period.
As a result, companies face typical financial problems:
Cash gaps. During sales downturns, income isn’t enough to cover fixed expenses — rent, salaries, taxes. Even a profitable business can temporarily run out of funding. Excess purchases or product shortages. Without demand forecasting, you can either overstock (and freeze money in inventory) or run out of goods during peak sales. Team overload or downtime. During high season, the team can’t keep up; during low season, it’s underutilized — but salaries still need to be paid. Poor management decisions. Looking at finances only month by month, without considering seasonal cycles, can lead to wrong conclusions — like cutting the budget just when it’s time to invest in preparing for peak sales. Missed growth opportunities. Without seasonality analytics, a business focuses only on survival instead of using peak months for scaling — launching new products, increasing average check, or attracting investments.Why It’s Important to Account for Seasonality in Financial Management
For forecasting. Seasonality helps anticipate in advance when income will rise or fall — and prepare for it financially. For planning. Knowing when a downturn is expected allows you to create reserves in advance, adjust budgets, and avoid cash gaps. For expense optimization. Analyzing seasonal fluctuations shows which costs can be temporarily reduced and which should be strengthened during peak periods (for example, marketing, logistics, or procurement). For stability. A business that understands its financial cycles doesn’t react chaotically but manages cash flow consciously. This means less stress, more predictability, and a clear financial strategy for the entire year. For data-driven decision-making. When seasonal trends are recorded in numbers, management decisions stop being intuitive. The owner sees the full picture — which months bring the main profit, when to scale, and when to control spending.How to Check How Much Your Business Depends on Seasonal Fluctuations Seasonality can manifest in different ways, and business owners often notice it only after the fact — when there’s suddenly not enough money in the account and the number of clients drops.
That’s how financial stress begins — the kind that could have been predicted if you knew exactly when your business depends on seasonal fluctuations.
Don’t wait until the numbers tell you that something’s wrong.
Take a quick test and find out:
whether your business has seasonality; how much it affects your money; and how you can influence it. Does Your Business Depend on Seasonality? Answer “yes” or “no” to the following questions to determine how much your business depends on seasonality.
At the end, count the number of “yes” answers — the result will show your level of seasonal dependency and help you understand how to plan your finances more effectively.
Area
Self-Check Questions
Tip / Interpretation
1. Client Work
1. Do you notice sudden fluctuations in the number of clients without changing your ads?
The answers help you analyze whether your demand has a seasonal nature.Finmap by comparing monthly revenue in the Cash Flow report.
2. Team
1. Does your team’s workload change throughout the year?
Find out if your team’s workload follows seasonal cycles.
3. Purchases and Inventory
1. Do order quantities change from time to time?
Identify whether your purchases have seasonal patterns.Finmap to see how much money gets frozen in stock.
4. Cash Flow
1. Are there months when income drops but expenses stay the same?
Control your cash more systematically.Finmap helps you forecast cash flow and avoid liquidity gaps.
5. Marketing and Strategy
1. Do you run promotions or discounts during slow periods?
If your marketing adapts to certain periods of the year, your business has seasonality.Finmap to see which season brings the best ROI.
How to Calculate the Result
0–4 “yes” — minimal seasonality . Your business has stable demand and steady sales throughout the year.
Recommendations:
Keep a record of income and expenses to track long-term trends — markets and customer behavior change over time. Monitor your margins to understand the real profitability of each business direction. Automate your financial management in Finmap avoid errors and save time on manual calculations. 5–9 “yes” — moderate seasonality. Your business partly reacts to seasonal changes or events, so it’s important to plan your cash flow in advance.
Recommendations:
Create a financial forecast at least 3 months ahead. Build a reserve fund to cover low-sales periods. Analyze your revenue trends in the Cash Flow report in Finmap to clearly see when peak and “quiet” months occur. 10+ “yes” — high seasonality . Your business shows strong demand cycles. Without financial flow planning, regular cash gaps are likely.
Recommendations:
Create a quarterly budget with income and expense forecasts. Allocate part of your profit to reserves for fixed costs (rent, salaries, taxes). Use the Plan/Fact report to spot deviations from your budget in time. Review your marketing strategy: maximize sales during peak months, and focus on efficiency during slow periods. Financial Management Features for Seasonal and Non-Seasonal Businesses Seasonality is not only about sales — it’s about how cash flow changes throughout the year.
In financial management, the difference between a seasonal and a stable business is significant — it determines the strategy for planning, budgeting, and building reserves.
How Financial Management Works in a Seasonal Business
Irregular cash flow. Profits come in waves: peak months (holidays, tourist season) alternate with “quiet” ones. That’s why the owner needs to forecast cash to cover expenses during downturns. Planning by periods, not just by income. In Finmap , it’s important not only to record transactions, but also to forecast when income and expenses are expected. This allows you to allocate profit wisely — part for growth, part for reserves. Reserve fund as a must. In seasonal businesses, profitable periods should cover the off-season. The key metric is not monthly profit, but annual average profitability . Separate fixed and variable expenses. This helps you see which costs remain constant even during slow months (rent, utilities, admin salaries) and plan reserves accordingly. Analyze seasonal trends. The Cash Flow chart in Finmap helps visualize recurring sales peaks and adapt purchasing, inventory, and marketing plans.How Financial Management Works in a Non-Seasonal Business
Stable cash flow. Income and expenses remain consistent throughout the year, allowing for simpler budgeting without the need for large reserves.Focus on efficiency. Such businesses prioritize the profitability of each direction, margin control, and cost optimization.Reserves are still necessary, but smaller. Even with stable sales, short-term disruptions can occur — for example, client payment delays. A reserve covering 1–2 months of expenses is enough to create a safe operational buffer.Strategic growth through analytics. In non-seasonal businesses, there’s more room for detailed analytics: comparing profitability across directions, identifying the most effective sales channels, and optimizing expenses.Continuous focus on marketing. Without natural seasonal demand spikes, marketing must run continuously. Owners should regularly analyze campaign performance to maintain stable sales levels and avoid gradual decline.Comparison: Seasonal vs. Non-Seasonal Business
Criterion
Seasonal Business
Non-Seasonal Business
Cash Flow
Uneven: alternating peak and quiet periods, requires a financial reserve.
Even throughout the year, allowing predictable income and expenses without major fluctuations.
Budgeting
Planned by periods and seasons. Part of the profit should be set aside for “quiet” months.
Planned by business areas and expense categories. Focus on accuracy and optimization.
Reserves
A key survival element: covers fixed costs during low seasons.
Minimal reserves — enough for emergencies.
Expense Management
Focus on separating fixed and variable costs to control cash gaps.
Focus on reducing inefficiencies and improving margins.
Financial Data Analysis
Important to track revenue cycles, sales peaks, and declines.
Focused on stability, profitability by segment, and long-term trends.
Marketing
Activity concentrated around peak periods to maximize profit.
Continuous marketing to maintain steady demand without natural spikes.
Main Accounting Goal
Anticipate fluctuations, maintain liquidity, and avoid cash gaps.
Improve efficiency and profitability, automate financial control.
Finmap Helps
Analyze seasonal trends, forecast cash flow, plan reserves.
Optimize regular processes, track profitability, and monitor marketing performance.
Seasonality is not a threat — it’s a sign of a mature business.
Those who can anticipate their cycles turn peaks into profit and slow periods into opportunities for growth.
Which Tools Help Track Seasonality To understand how your business changes throughout the year, you need not just numbers — but dynamics: seeing when sales grow , expenses increase, and cash gaps appear.
In Finmap seasonal fluctuations from different perspectives.
1. “Cash Flow” Report The main tool for identifying seasonal patterns. The chart clearly shows how cash movements change month by month — income, expenses, and balances.
If certain months consistently show a rise or decline, that’s a clear indicator of seasonality.
Regular analysis helps you identify which periods are the most profitable and when it’s time to build up reserves.
Seasonality chart in Finmap 2. “Inventory” Account For businesses that manage stock, seasonality often appears in purchasing patterns and inventory levels.
By tracking inventory in monetary terms , you can see when cash is “frozen” in stock and when active sales occur.
This helps not only to control inventory turnover , but also to plan purchases for seasonal demand — without losing liquidity.
3. Planned Payments and Payment Calendar Payment planning helps you prepare for the off-season in advance . The calendar shows when major expenses or inflows are expected and allows you to assess whether there will be enough funds to cover them.
This enables the business to distribute cash flow more evenly throughout the year and avoid liquidity gaps.
Payment calendar in Finmap 4. “Plan/Fact” Report Comparing planned figures with actual results helps identify how seasonality affects budget performance.
If income in certain months significantly deviates from the forecast , this may indicate a seasonal factor.
Analyzing such deviations allows you to adjust your financial plan and better predict similar fluctuations in the future.
Tips for Businesses with Strong Seasonality Seasonality isn’t just about revenue changes — it’s about shifts in the overall rhythm of the business.
When demand rises , you need to scale quickly ; when it falls, you need to stay efficient.
To maintain balance between peaks and slow periods, it’s essential to have a systematic approach to finance, marketing, and operations.
Key Areas, Actions, and Management Decisions for Seasonal Businesses
Area
What to Do
Example of a Management Decision
Marketing Build your marketing strategy around demand cycles: scale reach during peak months, and focus on loyalty during off-season.
A furniture retailer reduces ad budgets in January–February but launches content campaigns to maintain brand visibility and attract long-term leads.
Assortment & Procurement Analyze sales dynamics by category and adapt your assortment to seasonal trends.
A fashion brand places spring collection orders in autumn, using previous years’ sales data to avoid stock shortages.
Financial Planning Build reserves during peak months to cover fixed expenses during slow periods.
A travel agency includes a mandatory reserve fund equal to two months of expenses after the summer season.
Team & Operational Efficiency Prepare your team for peak periods and schedule training or workload balancing during off-season.
A manufacturing company conducts process audits and staff training (e.g., on inventory planning) during off-season before the next surge in orders.
Analytics & Forecasting Analyze financial reports by month and year to identify demand patterns.
A retail chain compares 3-year sales dynamics in Finmap’s Cash Flow report to forecast next year’s revenue.
You can’t eliminate seasonality — but you can calculate it , anticipate it, and turn it to your advantage.
When financial decisions are based on data rather than intuition, seasonality stops being a risk and becomes part of your strategy.
That’s exactly why Finmap was created — to help entrepreneurs see the full picture of their cash flow , plan ahead, and stay stable in any season.
Connect Finmap and turn seasonality from a source of stress into a source of growth!
Sales ≠ Profit: How to Stop Margin Bleed in 10 Minutes a Day
Sales don’t equal profit. Learn how to spot hidden leaks, regain control of your margins, and make data-driven business decisions daily.
How many times have you thought: “A month of crazy sales means everything is great”? And then — a zero in the final line. Sofia Rozhko, founder of The Body School and a Ukrainian beauty coworking space in Valencia, went through the same thing: painful investment decisions, expensive “gurus,” double renovation, and regulatory surprises.
Each financial blow led her back to one thing — systematic and daily accounting . That’s what turned “the feeling of success” into controlled product economics , helped her avoid diluting her niche with complementary ideas, and taught her to invest only after closing the month , not “on emotions”.
This case is about how to count to earn — and how to make decisions when your cash flow is at stake.
I truly became an entrepreneur when I started to systematically manage my money and accurately calculate my profit. — Sofia Rozhko, serial entrepreneur, guest of the podcast “Wish I’d Known This Earlier” What You’ll Learn from This Case Where the entrepreneur’s maturity point begins. How not to blur your niche by adding complementary products. Why “an expensive specialist” ≠ a strategy , and what remains your responsibility as a founder. How to avoid double website costs : technical specs, sales logic, roles. How to act when local regulations “break” your offline business. Why marketing is measured quarterly–yearly , not monthly. Why cash flow ≠ profit and how quarterly thinking brings peace of mind. Lesson 1. Count and Control: Daily Accounting Ensures Profit Entrepreneurship doesn’t start with a “spark” or turnover — it starts when you see real numbers every day: how much came in, how much went out, what’s left as profit , and where your limits are. After that, decisions become sober, and risks — manageable.
I truly switched on as an entrepreneur when I moved from intuition to systematic accounting and precise profit calculation. — Sofia Rozhko, serial entrepreneur How You Reach “Maturity” with Money Reality hits: expectations don’t match numbers — frustration appearsDecision time: you start tracking income/expenses clearly to see real profit , avoid cash gaps reserve .Control achieved: you plan investments only after closing the month, understanding payback and your “risk ceiling.”When you understand turnover and your own financial limits, decisions become much easier. — Sofia Rozhko, serial entrepreneur What Accounting Changes
Before
After
“Sales are booming — so everything’s fine”
Sales ≠ profit: you see margins and net results
Emotional investments
Invest only after monthly closing and ROI calculation
Mixed personal and business money
Clear separation: transparent profit and safety cushion
Chaotic actions
Consistent cycle: data → insight → action → check
Daily 10-Minute Ritual Ten minutes a day is enough for the system to work. — Sofia Rozhko, serial entrepreneur Daily: record all transactions by category (even “small things” — that’s where gaps appear most often).Weekly: review expense categories — ads, consumables, small recurring costs.Monthly: close the month, calculate profit, set investment limits for the next period.
Minimum Set of Metrics
Metric
Purpose
Income/Expenses by category
Understand structure and “leak points”
Product/Direction margin
Know what to scale and where to save
Regular obligations (salaries, rent, etc.)
See how fixed costs affect margin
Reserves and limits
Protection from cash gaps and bad bets
Common Mistakes — and How to Avoid Them Mixing personal and business funds → separate accounts and access.Evaluating turnover instead of profit → focus on margin and net result. Spending/investing before month closing → close first, then invest Accounting and saving are a way to live calmly: you see the picture and control your steps. — Sofia Rozhko, serial entrepreneur Once you move from “feelings” to daily calculations and start making decisions based on data , you stop playing business — you start managing it .
Lesson 2. Don’t Dilute the Niche: Add a Complementary Product Only When It Solves a Specific Problem Adding a “complementary” product doesn’t always mean strengthening the business. If the new addition dilutes your niche , makes clients take extra steps (logistics/time), and drags you into a broad funnel of competitors , you risk ending up with lots of operational hassle and zero in the final line .
When I added a physical gym to my niche product, I basically started competing with any gym near the client’s home. The focus blurred — and profit didn’t increase. — Sofia Rozhko, serial entrepreneur Why This Happens Market expansion → diluted positioning. The niche product becomes “just another” among giants.Lower convenience → lower conversion. If clients must travel far, visit rates drop.CapEx and OpEx eat up margins: rent, equipment, team — and a “great” month turns into zero.The training spot must be close to home; one extra step often ‘kills’ attendance. —Sofia Rozhko, serial entrepreneur How to Decide on a Complementary Product 1. Start with the problem, not the form.
First, define the problem you want to solve. For our community, occasional large training events at interesting locations were more effective than a permanent gym. — Sofia Rozhko, serial entrepreneur Read more about financial accounting for sports clubs
2. Check the 4T of the new idea.
4T Test
Ask Yourself
You’re Looking For
Task What client pain does this exact format solve?
One clear problem instead of “everything for everyone”
Target Who buys it? Is it the same segment?
Narrow, specific audience
Trip What extra effort does the client make (travel/time)?
Minimal friction, proximity, or one-time event
Trade-offs What is at risk — brand, margin, focus?
Don’t sacrifice the core for “wow”
3. Assess the competitive funnel. As soon as your product requires a fixed location , you enter the “near home” market. If you can’t win on convenience — don’t enter that format.
4. Choose the easiest format for the goal. Focus on the “community” goal → monthly events : strong emotional impact, low CapEx, lots of content and upsells.
Simpler Alternative
Option
What It Gives
When It’s Appropriate
Permanent space (gym)
Presence, process, fixed location
Only if convenience = 10/10 and you’re safe from price competition
Monthly community events
“Festival” effect, content, upsells, predictable costs
When the goal is to unite people or boost engagement without CapEx
Partner locations
Flexibility, test hypotheses without investment
When testing demand and formats
I always aimed for a narrow niche: the sharper the focus, the easier it is to promote the product. — Sofia Rozhko, serial entrepreneur Mini-Playbook: How to Test a Complementary Product Painlessly Formulate one task — e.g., “Increase engagement and upsells through an offline event once per month.” Make a one-time event , not permanent infrastructure. Set KPI for one iteration: registrations, show rate, upsell/repeat purchases after the event, NPS. Define kill criteria: if 2 cycles in a row < X% show rate or upsell below threshold → shut it down . Package the content: video/UGC to boost your digital funnel without extra budget.Don’t touch the core: name, positioning, and message stay unchanged — the new format highlights , not replaces.“Red Flags”: When Not to Launch an Add-On You can’t clearly state what single problem it solves. The format requires travel/planning/waiting — and the value doesn’t compensate. You’re entering a field where convenience and price dominate — and you lack an advantage. It requires CapEx that eats margin even in a “good” month.
Decision Table: What to Do Instead of the “Expensive” Idea
Goal
Expensive Idea
Simpler Alternative
Why It Works
Community
Own gym
Monthly event / partner space
Tests demand without CapEx
Loyalty
Club subscription with premises
Series of themed meetings + online support
More touchpoints for less money
Content
Permanent studio
“Shoot during the event” + participant UGC
Content boost without fixed costs
Lesson Conclusion Before adding anything — name the problem. If the form blurs your niche or makes the client take extra steps, it will almost certainly eat your margin. — Sofia Rozhko, serial entrepreneur In short: first — the task and the focus, then the easiest form, and only after small tests with clear KPIs — scale. If a decision does not strengthen your niche and the client’s convenience, you do not need it.
Lesson 3. You Can Delegate Routine, But Not Vision: You Are the Chief Marketer of Your Business An expensive specialist or agency will never replace you in the main thing — the vision of the product, the niche, and the growth strategy . Delegate execution, but the “what, for whom, and why ” will always remain your area of responsibility. Otherwise, you pay for the illusion of control, not for the result.
I started investing in a systematic approach only after admitting that the best marketer for my business is me. Strategy is my responsibility, not someone else’s. — Sofia Rozhko, serial entrepreneur Why an “Expensive Specialist” Won’t Save You Without Your Vision (The Failure Mechanism) Responsibility vacuum: you expect them to “show the way,” while the contractor expects direction from you — no one takes responsibility for the meaning.Substitution of strategy with tactics: they launch “hands-on” work (creatives, ads), but without clear positioning, it’s just moving air .Default disappointment: you expect a “breakthrough” without your involvement → expenses grow, but results don’t.I invested, hoping someone would tell me how to run my business. But it turned out to be my responsibility — the vision and the decisions. — Sofia Rozhko, serial entrepreneur What Always Remains Yours (Non-Delegable)
Your Area
Essence
Result
Vision and positioning Who our client is, what value we deliver, how we differ
Clear message and niche focus
Product strategy Which products/packages, for which segments, in what order
Connected lineup with strong margins
Priorities and boundaries What we do now/later, what the budget and risk limits are
Aligned expectations and pace
Success criteria KPIs, measurement horizons, kill-criteria
Timely “scale or shut down” decisions
A team works best when everyone knows their area, and the founder sets the direction and holds the frame. — Sofia Rozhko, serial entrepreneur What to Delegate (and How to Do It Safely)
Delegated Area
What Contractors Do
How to Ensure Results
Media buying / Advertising Launch and optimize campaigns, test hypotheses
Brief with ICP, offer, budget, KPIs, and kill-criteria
Production / Creative Videos, visuals, landing pages
Unified tone of voice and TOV/UGC guideline pack
Analytics / Dashboards Data collection and visualization
You interpret data and make decisions
Operational content Content plan, posts, moderation
Content matrix from you — not “whatever happens”
Founder’s Mini-Playbook: How to Work with Contractors / Team Before anything: write on one page your ICP, problem, offer, promise of results, and USP.One-page brief: campaign goal, segment, channels, budget/limitations, KPIs, kill-criteria , deadlines, and responsible people.Sprint 2–4 weeks: don’t stretch it. A clear list of hypotheses → launch → record metrics.Weekly review (30 min): 1) What did we launch? 2) What did we learn? 3) What do we cut? 4) What do we scale?After the sprint: make the decision to “double down / rework / turn off” based on data, not mood.Decision log: record why you made a decision — it disciplines you and saves money in future cycles.
Roles Without Confusion (Who Is Responsible for What)
Role
Responsible For…
Not Responsible For…
Founder Vision, positioning, priorities, budget limits, final decisions
Daily targeting and “buttons”
CMO / Marketing Lead Campaign planning, hypothesis schedule, brief quality, cross-channel sync
Inventing the product instead of the founder
Agency / Contractors On-time delivery, quality creatives, testing discipline
Brand vision and business strategy
“Red Flags” Showing You Delegated Authority Where You Shouldn’t “We’ll do everything without your participation ” — means there’s no vision or brief. No agreed-upon KPIs or kill-criteria — means no one will turn off the unprofitable. The contractor suggests rewriting the product/positioning instead of “how to sell what exists” You don’t see raw data or access — which means you make decisions “by feeling”. Promises of “guaranteed sales ” — dishonest rhetoric in a risk-based market. Founder Maturity Test (5-Minute Check) Can I explain in 60 seconds who we sell to and what value we deliver? Do I have a short tech brief for any contractor? Do I know the KPIs and measurement horizon for each channel? Do I sign off kill-criteria before starting the sprint? Do we have a weekly 30-minute metrics review ? When the team understands zones of responsibility, and I set the direction — even difficult periods pass calmly and sustainably for the business. — Sofia Rozhko, serial entrepreneur Lesson Conclusion Expensive specialists can enhance, but never replace the founder as the bearer of vision. Delegate the hands — not the responsibility for meaning. — Sofia Rozhko, serial entrepreneur In short: you define the vision and the framework — the team executes . That’s how marketing stops being “magic” and becomes a manageable, profit-generating system.
Lesson 4. A Website Should Sell, Not Just “Look Pretty”: Technical Specs, Conversion Logic, and Roles — So You Don’t Pay Twice If there’s no clear technical task, sales logic, and role division, you’ll end up with a “beautiful picture” that doesn’t sell , endless edits, and a double budget for rework.
We handed the website to two teams — technical and ‘branding’ — but without a unified conversion logic. It turned out beautiful, but the product wasn’t revealed, and we had to redo everything. — Sofia Rozhko, serial entrepreneur Why Failure Happens No single vision owner (product owner from your side) → “gray zone” between design and development.The tech brief = “make a website” → no sitemap, conversions, states, integrations, SEO/analytics.Branding detached from sales → site looks nice but doesn’t answer “what/for whom/why now.” “Taste-based” approval → without KPIs or acceptance criteria, any edit seems “logical,” and deadlines stretch forever.When you start without agreed rules and a clear list of deliverables, you’re basically signing up for extra costs. — Sofia Rozhko, serial entrepreneur What Must Exist BEFORE Starting (Otherwise Don’t Start)
Block
What to Define
Why
Goal and KPI Target actions (leads, demos, signups), target CR, time to first lead
To guide design with numbers
ICP / Offer Who the page is for, key pain, offer, proof
To make content and blocks work for conversion
Sitemap IA, templates, hierarchy, user journey
To avoid scope creep
Conversion Flow What CTAs, where, what forms, success/error states
Without flow, there’s no measurable funnel
Content Plan Text sources, deadlines, owners
To avoid “we’ll write later” chaos
RACI by Roles Who is responsible / approves / executes
To prevent “everyone and no one”
Acceptance Criteria List of page-level and project-level requirements
To replace “taste” with measurable metrics
Now I always ask for the full list of what’s included in the job — otherwise, revisions turn into a second development. — Sofia Rozhko, serial entrepreneur Technical Task Skeleton That Saves the Budget
Section of the Tech Spec
Minimum Required
Architecture Sitemap, list of templates, responsive breakpoints UX Flow User journey, CTA map, forms + all states Content Tone of voice, messages, block structure, trust elements (cases, social proof) SEO Basics Titles/meta, H-structure, internal linking, robots, sitemap Analytics Event plan, goals, CRM/analytics integrations, UTM standard Speed/Performance Lighthouse/PageSpeed thresholds, media weight, lazy load, caching Accessibility Contrast, alts, focus states, keyboard navigation Security HTTPS, cookie/privacy policies, form protection CMS / Editing Editable fields, access roles, team training Acceptance UAT checklist, regression, bug report, SLA for fixes Post-release 14–30 days metric monitoring, quick-fix plan
Roles and Responsibilities
Role
Responsible For…
Not Responsible For…
Product Owner (you/CMO) Vision, KPIs, priorities, final “go/no-go”
Drawing buttons/pixels
UX/UI Flow, mockups, design system
Business goals instead of PO
Dev/QA Implementation, speed, integrations, testing
Content strategy
Content/SEO Messages, structures, optimization
Server setup
Analytics Event plan, dashboard, data validation
Creating the offer
Sprint Process with “Gates” Discovery (1–2 weeks): goals, KPIs, ICP, sitemap, content skeletons.Gate A: all signed → proceed.UX/Wireframes (1–2 weeks): flow, prototypes, CTA/form map.Gate B: approved on user tasks → proceed.UI/Design System (1–2 weeks): layouts + adaptive, states.Gate C: “pixels” tied to KPIs → proceed.Dev + QA (2–4 weeks): build, integrations, performance, analytics.Gate D (UAT): checklists, Lighthouse ≥ X, events tracked correctly.Go-live + 30-day monitoring: A/B small tweaks, stabilization.Checklist of a Page That Sells Hero: clear offer, target audience, 1–2 strong proofs, visible CTA above the fold.Problem → Solution → Proof: cases, reviews, logos, certifications.CTA on every screen: one primary action, one secondary.Forms: short, with error/success states, autofill, validation.Mobile-first logic: large tap targets, easy navigation, speed.Analytics: events on clicks/scrolls/submissions, real-time tracking.“Red Flags” — Stop Signals Before You Start Brief sounds like “make us a website/landing” — no goals or KPIs. “We’ll design first, write later” (no content skeleton). No analytics/event plan or acceptance checklist. 5+ people “approve the design” — means there’s no single PO. Blurred responsibility — unclear who owns what in RACI. Mini-Playbook: How Not to Pay Twice Prepare a 1-page brief: goal, KPI, ICP, offer, CTA. Approve sitemap and flow with CTAs/forms and all states. Create content skeletons before design (headlines, theses, proofs). Define RACI and acceptance criteria before starting. Measure speed and analytics as part of acceptance (not “later”). Keep a decision log: what/why was approved to avoid infinite revisions. Start with an MVP landing page , collect data, then scale with templates and sections. Lesson Conclusion A website is a sales tool. If you start without a tech spec, conversion logic, and defined roles, you pay twice — with money and time. — Sofia Rozhko, serial entrepreneur In short: start with the goal and flow, then design and development . One decision owner, strict acceptance criteria, measurable KPIs. That’s when the website is not just “beautiful” — it makes money.
Lesson 5. Offline in a New Country: Ethics, Reinvestment, and Space Planning Against Losses When an offline location “breaks” against local regulations, you face three temptations: to “somehow keep working,” to shut down everything, or to rebuild the model ethically and stronger. Sofia’s decision: don’t go into the “gray zone,” agree with a co-investor on reinvestment, and choose a better space where the planning itself increases potential revenue .
I chose a path that lets me sleep peacefully: not to work where it goes against the rules, but to find another place — even if that means doing the renovation twice. — Sofia Rozhko, serial entrepreneur What an Offline Crisis Looks Like Non-compliance of the space with regulations → either “somehow work” or stop and rebuild .Unplanned costs (second renovation, search) → raises the issue of reinvestment .Client experience suffers (noise / open zones) → value and price drop.My rule is to sleep peacefully. If the format forces me to break internal ethical norms — it’s not my path. — Sofia Rozhko, serial entrepreneur Decision Matrix
Option
Pros
Cons
Conclusion
“Somehow keep working” in the old place No extra spending now
Norm violations, risks, poor service
Reject (ethics/risks)
Close the coworking Stop losses
Lose investment / community / brand
Not profitable long-term
Change location + second renovation Legal compliance, better planning
Extra investment, time
Chosen path
“I calculated: closing would cost more than reinvestment. My co-investor agreed — better to add funds and come out stronger.” — Sofia Rozhko, serial entrepreneur Why New Planning = Better Economics The problem with the old space was “incomplete” rooms (noise, no privacy). The new location allowed separating areas with doors and creating full-value rooms for higher-priced procedures.
Before
After
Economic Effect
2 “incomplete” rooms
3 full rooms ↑ number of rentable slots and revenue per area
Noise / sound leakage
Isolation, privacy
↑ booking conversion and loyalty
Compromised UX
Professional experience
Ability to maintain higher prices
When I saw that the new layout added one more full room in the highest-priced segment, the economics clicked instantly. — Sofia Rozhko, serial entrepreneur Anti-Crisis Algorithm (Step-by-Step) Ethics > “Somehow work” — immediately discard any option that breaks regulations.Quick partner call: honestly outline the “close / reinvest” scenarios, amounts, and motives.Unit economics on a napkin: calculate number of full workplaces × rate × utilization — before / after .Aggressive search: view several properties daily; pre-define criteria for “handshake and sign.” Trusted local manager: delegate authority to sign immediately if checklist is met.Renovation done right the first time: include insulation, zoning, and process requirements upfront.We viewed 3–4 spaces every day for several weeks. When my manager saw the right one, I allowed her to sign the contract on the spot — I trusted her. — Sofia Rozhko, serial entrepreneur Space Selection Checklist (for Beauty / Office-Room Format) General requirements derived from the case:
Zoning / isolation: separate doors for each room, no noise transfer between floors/zones.Procedure privacy: no “staircase” half-zones — only full rooms.Capacity for economics: sufficient number of full rooms in “premium” categories.Legal compliance: meets technical and licensing requirements for your activity.Operational logistics: water / electricity / ventilation, restrooms, convenience for staff and clients.Lease terms: flexible entry/exit, clear deposit, realistic renovation deadlines.Mini-Playbook for Reinvestment Define your “point of no return” — how much you’d lose if you stopped today.Calculate “after relocation” — number of full workplaces × ARPM (average revenue per month).Negotiate with your co-investor: amount, stages, repayment/dividend terms.Make a cash plan: separate budget for the second renovation + 10–15% buffer.Create an urgent timeline: search (days), signing (hours), renovation (weeks). Communicate with team/clients: clear deadlines, “why this is better,” relocation plan.I wasn’t down to my last money — I lived off another business, so I could invest more. But I still made the decision based on numbers and principles. — Sofia Rozhko, serial entrepreneur “Red Flags”: When to Stop and Rethink The space fails to meet regulations — “somehow” options are rejected. “Incomplete” workplaces that hurt UX and pricing — such a location can’t sustain the economics. No “safety cushion” or co-investor — build a financial plan first, then act. Contract offers no flexibility (rigid terms / penalties) — risk level is too high. Quick Location Evaluation Formula Revenue/month ≈ (Number of full rooms × average price × average occupancy) − (rent + salaries + operations + monthly repairs/amortization).
If the new layout adds even 1–2 full rooms in a high-ticket segment — that’s often the difference between “zero” and “profit.”
Lesson Conclusion Never compromise on ethics and compliance — it always costs more. It’s better to reinvest and move to a space where planning and rules work for you. — Sofia Rozhko, serial entrepreneur In short: ethics as a filter, numbers as the argument, planning as a profit lever . That’s how an offline business not only survives — it becomes stronger.
Lesson 6. Marketing Is Measured Over the Long Term: LTV, “Long Tails,” and the Quarter–Year Horizon A monthly snapshot often lies. A channel that “didn’t bring” sales in 30 days can return them later due to a long customer path — and look strong on a quarterly or yearly horizon . Therefore, decisions to “turn off / scale” must be made by LTV and cohorts , not by yesterday’s ROAS.
We switched to counting every single number. Over a short stretch some channels looked weak, but over a year they were the ones that ‘pulled’ sales through the funnel. — Sofia Rozhko, serial entrepreneur Why a Month Misleads Long decision cycles. People don’t see you once: touch → subscription → event → purchase. Part of purchases gets attributed to other channels if you look only at last click .Upsells and cross-sells. A product that starts “modestly” can pay back through upsell/cross-sell in subsequent months.Community and content effect. Investments into the “top of the funnel” work with a delay; their revenue is visible on cohorts , not in a single report.What looked ineffective in the monthly report ended up delivering sales. Conclusions should be drawn over a wider interval. — Sofia Rozhko, serial entrepreneur
Horizon
What You Watch
What You Decide
Week CTR/CPM, first leads, traffic quality
Technical campaign health, minor corrections
Month CAC/CPA, stage-by-stage conversions
Tactical relaunches, budget reallocation
Quarter–Year LTV by cohort , payback, share of upsellScale / freeze the channel, change the mix
Payback can be longer — look for your ‘20%’ at large scale, not in a short slice. — Sofia Rozhko, serial entrepreneur Minimum Set of Metrics (No Fanaticism, But Daily)
Metric
Why
CAC/CPA (acquisition cost)You see how much you pay for a customer right now
LTV (lifetime value)You understand the real return of a channel over time
Payback period When investments return (month/quarter)
First-touch cohort You track “late” sales and long tails
Upsell/cross-sell rate Channels that “ignite” subsequent purchases
Assists (assisting touches)You don’t “kill” top-of-funnel channels
Mini-Playbook of Channel Analytics Open an “annual ledger.” Evaluate any channel in three windows: week / month / quarter–year.Build cohorts. Fix the month of first touch and watch how that cohort buys at 30/60/90/180 days.Track upsell/cross-sell. Tie additional purchases back to the initial channel.Set payback boundaries. What payback term is acceptable for you? Decide within those bounds.Don’t mix “hands” and strategy. A channel doesn’t live by creatives alone; if the message and offer are off-target — change the vision, not just the creative.We started counting every number — and that showed it was too early to cut a channel by the month. Some stories pay back later. — Sofia Rozhko, serial entrepreneur Table: Channels × Evaluation Horizon
Channel
Key Metrics
Recommended Horizon
Paid performance (Meta/Google/YouTube)
CAC/CPA, payback, assists
Month → Quarter
Community / events
Leads, show rate, post-event upsell
Quarter
Content / SEO
Traffic → inquiries, brand share
Half-year–year
Partnerships / PR
Lead quality, mentions, brand search
Quarter–year
“Red Flags”: When Your Numbers Deceive You You evaluate a channel by last click and cut the top of the funnel. No cohorts — you see only “today’s” sales. You confuse turnover with profit : scaling eats margin. Kill-criteria are undefined — unprofitable campaigns live for months.No clear test budget — you either “pour everything in” or fear trying. Clear Decision Rules Scale if over a quarter the cohort hits LTV/CAC ≥ your threshold and payback is within bounds.Freeze/rework if the month is “red,” but there are signs of assists and upsell — recalc offer/creative and give the channel one more cycle.Turn off if two cohorts in a row fail to reach the LTV/CAC threshold and there are no assists.Don’t cut a channel prematurely: for us it was the ‘long’ stories that made the result when we looked at a year, not a month. — Sofia Rozhko, serial entrepreneur Daily Discipline (So All This Works) 10 minutes daily — log the numbers and check campaign “health.” Weekly — a short review : what we launched / what we learned / what we switch off / what we scale. Monthly — close the month and recalc limits. Quarterly — cohorts and LTV , decisions on the channel mix. Lesson Conclusion You have to count everything — and for long enough. Only then is it clear what truly works and what eats the margin. — Sofia Rozhko, serial entrepreneur In short: look beyond a month . Measure LTV and cohorts, keep test discipline, and make decisions by numbers, not mood . That’s how marketing starts to earn , not just “look impressive.”
Lesson 7. Cash Flow ≠ Profit: Think in Quarters, Invest Only After Closing the Month A “hot” month with explosive sales can end at zero or in the red because ads, labor hours, and operating costs ate the margin. A “quiet” month, on the contrary, can yield a clear plus thanks to upsells and lower expenses. Therefore, make investment decisions only after you’ve closed the month , and evaluate effectiveness on a quarterly horizon.
I clearly realized: the number of sales in a month does not equal profit. From that moment I invest only after month-end closing and look at results by quarters. — Sofia Rozhko, serial entrepreneur Why Cash Flow Gets Confused with Profit High turnover ≠ high margin. As sales grow, variable costs (ads, team hours, logistics) grow too — the net result “thins out.”Upsells lag in time. “Quiet” months make up margin via upsells, subscriptions, repeat purchases.Emotional investments. On the wave of “everything’s flying,” it’s easy to spend in advance — and fall into a cash gap.We had months that felt like ‘bomb-sales,’ but the final line was zero. The next month, without overdrive, turned out more profitable — thanks to upsells and lower costs. — Sofia Rozhko, serial entrepreneur Working Frame: Month = Control, Quarter = Evaluation
Horizon
What You Do
Why
Monthly (closing)Fix income/expenses, calculate profit , set investment limits for the next month
Invest from a sober base, not “on emotions”
Quarterly (evaluation)Look at margin by product , upsells, the effect of “quiet” months
Make strategic decisions without the noise of monthly swings
I switched to thinking in quarters — decisions become calmer and more accurate. — Sofia Rozhko, serial entrepreneur Signal → Cause → Action
Signal
Possible Cause
Action
Sales are growing, profit is not
Ads/team hours ate the margin
Slow the pace, optimize cost structure, move some activities to “slow” mode
A “quiet” month yielded a plus
Upsells, lower variable costs
Fix the pattern: strengthen upsell/repeat-purchase mechanics
You feel like investing “today”
Emotional effect of turnover
Wait for month-end closing, set a limit and payback conditions
Cash tightens at high turnover
Prepayments, inflow timing gap
Plan cash ahead, spread payments, level out prepayments
I invest money only into the next month — after I’ve closed the current one and seen the real numbers. — Sofia Rozhko, serial entrepreneur Your “Monthly Closing” Ritual (60–90 min) P&L by products: revenue, cost of goods, margin, contribution to profit.Cash flow: what came in/went out, taxes/salaries/rent, risk of gaps.Decisions for month +1: test/investment limit, what we pause, what we scale.Action log: why you made the decision (so you don’t “bounce” back and forth).When you see turnover, limits, and real profit — decisions are much easier, and your mind is calm. — Sofia Rozhko, serial entrepreneur “Red Flags” — When You’re Playing with Fire You make investment decisions before month-end closing. You judge success by turnover , not by margin/profit. You don’t track upsells and their contribution to the quarterly result. You mix personal and business money — there’s no real picture. Finance is not a verdict about you as a person. Every business has failures and investment periods. What matters is to know what’s happening and choose your steps consciously. — Sofia Rozhko, serial entrepreneur Mini-Playbook: How Not to Burn Profit in a Successful Month Fix the rule: no new spending until the month is closed. At the peak, direct part of cash into reserve/cushion . Any investment must have a limit and payback conditions . Check that “fast” revenue hasn’t broken quality and service (or it will roll back the next months). Lesson Conclusion When I close monthly and evaluate quarterly — I run the business without panic: I decide by numbers, invest on time, and don’t confuse turnover with profit. — Sofia Rozhko, serial entrepreneur In short: close the month → set a limit → invest ; evaluate results by the quarter . That’s how you keep cash flow and profit under control.
Control the Numbers — and You Will Control the Business
If you boil all the lessons down to one principle — count and act from data, not from feelings . That’s what gives peace of mind, faster decisions, and a healthy margin.
Frequently Asked Questions 1) Where should you start financial accounting if you haven’t counted anything before, and how do you keep a 10-minute daily discipline?
Start with simple and regular.
Separate money: separate accounts/cards for personal and business.Set categories: income/expenses by directions, salaries, rent, ads, consumables, etc.Daily ritual (10 minutes): log all transactions for the day — even the “small stuff.” That’s where it leaks.Once a week: review what “ballooned” (ads, consumables) and tweak immediately.At month’s end: close the month, calculate profit, fix the investment limit for month+1, top up the reserve .Iron rule: no new spending until the month is closed.
2) How to understand that a complementary product is diluting your niche, and what to replace it with without large CapEx?
Check the idea by 4T :
Task: what single customer problem are you solving with this add-on?Target: is it the same segment where you are strong, or “everyone”?Trip: does the client have to travel/plan/spend time? Any extra step — minus conversion.Trade-offs: are you sacrificing focus, margin, positioning?
If at least two points are “red” — don’t go into infrastructure . Replace with lighter formats:
One-off community events instead of a permanent location.Partner venues instead of your own space.Small tests with KPIs (registrations, show rate, upsell) before any scaling.
3) How to work with expensive specialists/agencies without “draining” the budget: what you must keep, and what to delegate?
Your responsibility:
Vision/positioning, priorities, budget boundaries, KPIs and kill-criteria. Final decisions based on sprint results.
What to delegate to contractors:
Media buying, production/creative, analytics/dashboards, operational content.
How to work in a process:
1-page brief: who it’s for, offer, goals, budget, KPIs, kill-criteria, deadlines.Sprint 2–4 weeks with a clear list of hypotheses.Weekly review (30 min): what we launched → what we learned → what we turn off → what we scale.Decision log: briefly record why you made a decision — this saves money in the next cycles.
Red flags: “we’ll do it without your participation,” no KPIs/kill-criteria, no access to raw numbers.
4) How to launch a website that sells: which tech spec and roles do you need so you don’t pay twice?
Don’t start without these basic blocks:
Goal and KPIs: inquiries/demos, target CRs, time to first lead.ICP + offer: who the page is for, what value and proofs you provide.Sitemap + UX conversion flow: CTAs, forms, “success/error” states.Content skeletons before design: headlines, theses, social proof.RACI: who is responsible/approves/executes.Acceptance criteria: list of requirements and metrics (speed, analytics, events), UAT checklist.
Roles:
Product owner (you/CMO): vision, KPIs, “go/no-go”.UX/UI: flow, mockups, design system.Dev/QA: implementation, integrations, speed, testing.Content/SEO/Analytics: messages, semantics, events, dashboard.
Start with an MVP landing page, collect data, then build out.
5) When to switch off or scale a marketing channel: how to count LTV, cohorts, and payback — and not confuse cash flow with profit?
Look at three horizons:
Week: technical health (CTR/CPM/first leads).Month: CAC/CPA, stage-by-stage conversions.Quarter–year: LTV by cohort, payback, upsell/cross-sell and assists .
Decision rules:
Scale if over the quarter LTV/CAC ≥ your threshold and payback is within bounds.Freeze/rework if the month is “red,” but you see assists/upsell — give the channel one more cycle with a revised offer/creative.Turn off if two cohorts in a row don’t reach the threshold and there are no assists.
And remember: cash flow ≠ profit . Make investment decisions only after closing the month , and evaluate channel effectiveness by the quarter — otherwise, you risk shutting down channels that show results in the long run.
How an LED Lighting Importer Turned Financial Chaos into a System with Finmap
Is financial chaos hindering growth? Finmap brings back control and transparency.
At a certain stage of growth, a successful business faces a critical choice : to remain at the level of intuitive management or to move to a systematic approach.
This is especially true for finances, where every mistake can be costly. A company that has been in the LED lighting and illumination business for 16 years found itself at just such a turning point. They needed to do more than just keep accounts; they needed to see the full financial picture , learn to model the future , and prepare for European standards .
We decided to build a financial model — the pillars of financial reporting: P&L, Cash Flow, Balance Sheet — to see the whole picture of our ecosystem. — Alexander Kravchuk, Chief Financial Officer of an LED lighting import company What You Will Learn From This Article In this case study, we will examine how a company in the LED lighting market began its transformation from entrepreneurial chaos to systematic financial management:
What problems the business faced before making this decision; how they found Finmap experts what insights they gained during the implementation phase; how the vision of the business changes when a transparent financial system appears; what advice the company gives to other entrepreneurs who are hesitant about implementing financial tools . About the Client's Company The company is an importer of LED lighting and backlighting with a 16-year history ; it operates at the intersection of B2B/B2C and sees lighting as an emotional tool for space, not just a technical product.
The business is entering a phase where scale requires a system : instead of "heroism" — regulations, instead of assumptions — numbers, instead of "no one's" tasks — specific responsibilities.
During this time, the company has grown from a small entrepreneurial project into a powerful business with its own ecosystem of areas of focus . However, with growth came the typical challenges of a mature company: it is difficult to see the full picture of finances , decisions are often made "on intuition," and new areas of focus require clear calculations .
There are now many of us, and we are currently in a phase of transformation. Based on the Adizes model, we are somewhere between an entrepreneurial company and a systemic one. — Oleksandr Kravchuk, Chief Financial Officer It was at this point that the team realized that further development required a financial system that provided transparency and manageability . The goal was not just to "count profits," but to see the full financial picture of the company : where the funds come from, where they go, which areas are really profitable, and how to plan the next steps.
We urgently need to track financial flows. We are transitioning to European legislation. We need to understand our capitalization and our value so that we can be evaluated. — Oleksandr Kravchuk, Chief Financial Officer Why Is This Necessary for Business To create a systematic financial model with clear pillars: P&L, Cash Flow, and Balance Sheet.To prepare for the transition to European accounting standards , which require transparency and regularity.Calculate new business directions in advance through unit economics and scenario modeling.To identify the person responsible for finance — the "pillar" of the process that maintains financial discipline.
The company did not simply decide to "create a financial model," but laid the foundation for systematic management . For growing businesses, this is always a turning point: it is here that the ability to not only earn money, but also to understand one's own value, capitalization, and potential for scaling is formed.
Difficulties and a Turning Point The company grew to a point where its scale began to require a system . Intuition and "manual math" no longer yielded results — rules of the game, accountability, and reliable figures were needed to make decisions.
What Hurt in Practice Finances without a complete picture. P&L, cash flow, and balance sheet reports are not consolidated into a single model → it is difficult to see the company's "ecosystem."Risky scaling. We wanted to open new areas, but without unit economics and scenario modeling, this threatened mistakes and losses.Regulatory pressure. The transition to European legislation required transparency, regularity, and standardization of data.Blurred responsibility. Without an "owner" of the process, finances stalled — decisions were made slowly, and data was collected unevenly.We want to move forward and explore new areas. And in order to avoid making certain mistakes, we decided that it was time for a business model. — Oleksandr Kravchuk, Chief Financial Officer How the Decision Was Made The need to implement a financial model had been on the radar for a long time, but the conscious transition began in the fall. Then there were about nine months of action: internal discussions, understanding the risks, and searching for an approach.
We wanted to implement a financial model quite a long time ago. It happened last fall, and we worked toward it for nine whole months. — Oleksandr Kravchuk, Chief Financial Officer Events that triggered systemic changes:
Expertise of the Finmap financier. The team saw a practical approach to financial management in a sprint."Pillar of responsibility." We brought in a CFO so that one person could track the model and data on a daily basis.The decision to build a financial model. Launching work on P&L, Cash Flow, and Balance Sheet as a basis for forecasts and scenarios.We entered the sprint and saw the Finmap financier. Then we already had a CFO. And with the emergence of the pillar of responsibility, we decided that we could apply the financial model. — Alexander Kravchuk, Chief Financial Officer This turning point is not about "pretty tables" but about decision-making : when each next step is confirmed by a model, not by the hope that "somehow it will work out."
Searching for a Solution and Collaborating With Finmap When the team finally realized that it was risky to move forward without a systematic financial model , they began to look for a solution. The task was clear: not just to get a table or a tool, but to build a financial foundation for the business — a model that would show what was happening inside the company, provide forecasts, and help make informed decisions.
How They Found an Expert The decisive moment came when the team participated in a finance management sprint, where Alexander became acquainted with Kateryna Suprun's expertise. It was then that they realized they needed not just consulting, but the deep involvement of a specialist who would build a model based on the company's real processes .
Finmap
development of a financial model with three main reports — P&L, Cash Flow, Balance Sheet;systematic data logic — when all indicators are combined into a single ecosystem;involvement of a CFO as a "pillar of responsibility" who keeps processes running on a daily basis.How the Collaboration Went The work was done entirely online , with clear security rules, deadlines, and scheduled meetings. This became a separate insight for the team — the quality of service does not depend on the format .
At the first meeting, we discussed security and who owned the resources, and we agreed. Subsequent meetings were held without delays. The service was top-notch. The quality online was the same as offline. — Alexander Kravchuk, Chief Financial Officer In fact, the company has built a new financial cycle :
regular financial meetings with updates on key indicators; standardized data collection processes; a single reporting format where all departments work with the same figures. The ultimate goal of this collaboration is not just to create a model, but to make finance a manageable element of growth rather than a pain point.
Changes That Have Taken Place During the Collaboration Although the project is still in progress , the company has already achieved tangible results in the organization of finances, data transparency, and the quality of management decisions.
The financier highlighted the aspects we need to pay attention to. He allowed us to look at the financial history from different angles. We came to understand how to collect unit economics. — Alexander Kravchuk, Chief Financial Officer 1) Visibility of weaknesses → priority actions
Was: intuitive suspicions about "where it hurts." Now: a specific list of risk areas with priorities for elimination (what we are doing now/in the next sprint).
2) Unified logic of data and reports
Was: fragments in different tables. Now: a model framework with three pillars (P&L, Cash Flow, Balance Sheet ) and agreed rules for collection/reconciliation.
3) Understanding unit economics
Was: overall margin without details. Now: a clear approach to "how to collect" units, which drivers to count, how to make decisions at the SKU/channel level.
4) "Pillar of responsibility"
Was: blurred role, financial tasks "hanging in the air." Now: the CFO tracks data and models on a daily basis.
5) Quality of service and process (online)
Was: doubts about the remote format. Now: agreed security, clear meetings without delays; quality is not inferior to offline . In my opinion, 10 out of 10! Finmap service is top notch. — Oleksandr Kravchuk, Chief Financial Officer Transformation of the Financial System
Area
Before
After (in progress)
What it means for the owner
Diagnostics Impressions and hypotheses
List of weak points with priorities
Fast, precise actions
Data Fragmented spreadsheets
Unified P&L/CF/BS framework
“Single source of truth”
Units Not collected
Methodology + collection plan
Margin control at the unit level
Roles No owner
CFO manages the process
Discipline and consistency
Format Concerns about online format
SLA, security, rhythm
Transparency and predictability
Advice for Entrepreneurs This is a concise set of practices that stem from the team's experience and can be applied to your business right now.
1. Assign a "responsibility pillar" before you start
Without an internal owner (CFO/controller), the financial model becomes nothing more than a pretty file. The owner is responsible for collection, reconciliation, updating, and regularity.
2. Start with a minimum scope v0
Three reports: P&L, Cash Flow, Balance Sheet (12-month history). 10–15 drivers (price, conversion, average check, cost, payment terms, exchange rate, etc.) with designated responsible parties.3 scenarios: base/growth/stress . Weekly financial rhythm: brief review of actual vs. planned and adjustment of assumptions. 3. Formalize data and security rules
At the first meeting, record: who owns the artifacts, where the model is located who has access, how backups are made, and what SLAs are in place for updates.
4. Measure usefulness, not the "beauty" of reports
Key metrics of system maturity:
response time to "what if?" (hours → minutes); model update frequency (times/week minimum); accuracy of forecasts vs. actuals; percentage of decisions made based on the model. 5. Don't scale chaos — count units before growth
Launch a new direction/SKU only after calculating the margin, sensitivity to price/exchange rate/payment terms, and testing in three scenarios.
6. Use "feedback outside the technical specifications"
Ask an expert about weak areas, even if they are not included in the basic list of tasks — this is often where the main value lies.
7. Online = offline in terms of quality — if there is a process
Set a schedule for meetings, deadlines, and responsibilities. Discipline makes remote collaboration no less effective.
These steps do not require ideal conditions — just management decisions and discipline. This is where controlled growth begins.
Frequently Asked Questions 1. How long does it take to implement a financial model in an average business? It depends on the size of the company and the quality of the data. In this case, it took about three months from the start of the sprint to the first working version of the model (P&L, Cash Flow, Balance Sheet ). If the data is chaotic, it can take up to six months to prepare.
2. Who should be responsible for the financial model? The key is the "pillar of responsibility ." In this case, it was the CFO, who tracks data daily, checks reports, and is responsible for regular updates. Without such a role, the model does not "live" — it turns into a useless file.
3. Can a financial model be implemented remotely? Yes. The online collaboration format works just as effectively as offline if security rules, deadlines, and communication format are defined from day one. In the case study, the company worked completely remotely — without delays and with high-quality processes.
4. What are the first results that can be seen after launching the model? Even at the creation stage, the model provided insights into the weaknesses of the business , allowed us to review financial flows from different angles, and begin to form a unit economy . This is not just "reporting," but a new level of business vision .
5. Where should an entrepreneur who wants to systematize their finances start?
Step by step:
Appoint a person in charge (CFO/controller). Determine the minimum set of financial reports—P&L, Cash Flow, Balance Sheet . Collect key drivers (10–15 indicators that affect profit). Start with a baseline scenario , then add "optimistic" and "stress" scenarios. Set the frequency of financial meetings (weekly or biweekly). financial model is the owner's "coordinate system": it shows where the business is going and at what cost.
How to Choose Financial Management Software: Excel, 1C, or Finmap?
We compare Excel, 1C, and Finmap — choose financial management software that helps you track where the money goes and automate full control over your cash flow
Do you run a business, but do you really manage its money ? How much is currently in the accounts? How much will you earn in a month? Will you be able to pay salaries if a major client delays payment?
If there is no answer — the business is already playing against you. Excel with twenty tabs shows only part of the picture, and accounting reports are more like a “snapshot of the past” than the real state of affairs. Forecasting? Usually it happens intuitively, not according to a plan.
Almost every entrepreneur goes through this chaos in finances . The question is not whether there are mistakes, but how much they cost.
Today you can choose different tools: from familiar Excel spreadsheets, to 1C accounting systems, and modern online solutions. And the right choice determines how confidently you will control your business .
In this article, we will compare three of the most popular solutions:
Excel — flexible, but manual;1С — a solid system for accounting;Finmap We will look at them based on key parameters that matter to a business owner:
how much time financial management takes; how easy it is to work without an accountant; the level of automation in financial accounting and integration with banks/CRM; forecasting and planning capabilities; cost and value for the business. After reading, you will be able to choose the best software for your business — the one that truly works for you.
Excel — a Flexible and Familiar Tool Excel — the first step for most entrepreneurs into the world of financial accounting.Spreadsheets are simple, clear, and accessible to everyone.But as the business grows, Excel can turn from a helper into a headache.
Excel specifications:
creating any tables and reports; full flexibility in structures and formulas; availability on every computer; ability to work online through the cloud.
Advantages:
quick start without investments; full control over formulas and report appearance; flexible customization to your needs; free alternatives (Google Sheets).
Disadvantages:
100% manual work that takes hours every week; risk of errors and broken formulas; no integrations with banks or CRM; difficulties with teamwork; no forecasts or warnings about cash gaps. Risks: loss of files, outdated data, chaos as the business grows, hidden time costs.
Best for: startups, freelancers, microbusiness. But if transactions start to pile up, it’s worth looking for an alternative to Excel.
1C — a Powerful Tool for Accounting 1C is a complete “combine” for accounting: from finances to inventory and payroll.It ensures compliance with legislation and automates a wide range of processes.
1С specifications:
handles accounting, tax reporting, and management accounting; can be local or cloud-based; flexibly customized for the business (but with the help of a programmer); regularly updated to meet tax authority requirements.
Advantages:
single database for data and documents; automation of financial accounting and reporting; powerful analytics and detailed expense tracking; built-in compliance with legislation.
Disadvantages:
complexity of use without an accountant; high cost of licenses and support; slow with changes and additional integrations; not always a convenient tool for an owner who wants quick answers. Best for: medium and large businesses that have an accounting team and need official reporting and advanced analytics.
Finmap — a Modern Online Tool for Business Owners Finmap is not just another financial management software, but a dashboard that shows what’s happening with your money right now. It’s true automation of financial accounting that gives you control without unnecessary routine.
24/7 online access from any device; integrations with banks, CRM, and payment systems; convenient cash flow visualization; forecasting of cash movements and alerts about possible cash gaps; a simple interface for the entrepreneur.
Advantages:
transparency and speed in decision-making; automatic import of most transactions; teamwork without the risk of data loss; forecasting of future expenses and income.
Disadvantages:
requires internet access; has a subscription fee, but it quickly pays off through time savings and error prevention. Best for: small and medium business owners who need daily control, quick answers, and the ability to manage finances online.
Comparison: Excel vs 1C vs Finmap
Parameter
Excel
1C
Finmap
Time for accounting A lot of manual work
Medium, partial automation
Minimal, data is imported automatically
Clarity Simple for basic reports
Difficult without an accountant
Intuitive even without financial education
Automation Almost none
Exists, but requires configuration
Maximum, integrations with banks/CRM
Forecasting None
Partial (additional modules)
Cash flow forecasts and alerts available
Accessibility Files can be opened online, but there’s a risk of version conflicts
Local/server version
Online financial management 24/7
Cost Free or one-time purchase
High: licenses, support
Affordable subscription that pays off through time savings
Scalability Becomes complicated as the business grows
Good for large companies
Ideal for small and medium businesses
What to Choose? There is no universal solution — only the one that fits you right now:
Excel — the basic option if you’re just starting out and want to simply track expenses. 1C — the choice for businesses with large transaction volumes and an accounting team. Finmap alternative to Excel for entrepreneurs who want transparent online financial management, automation, and confidence in tomorrow.Choose a tool that not only sums up the past but also helps plan the future.
Frequently Asked Questions 1. Is Excel enough for managing business finances? an alternative to Excel .
2. Why do entrepreneurs choose 1C? powerful tool for accounting . It allows you to automate document flow, generate reports, manage payroll and taxes. It’s suitable for medium and large businesses with an accounting team. However, for daily financial control by the owner, the system may be too complex.
3. How is Finmap different from Excel and 1C? online financial management tool that combines the simplicity of Excel with the automation of 1C. It automatically pulls data from banks, payment systems, and CRMs, shows real-time cash flow, and helps prevent cash gaps. It’s convenient financial automation without unnecessary bureaucracy.
4. How much do these solutions cost?
Excel — free (or a one-time license purchase). 1C — an expensive system that requires spending on licenses, support, and specialists. Finmap — subscription-based, but it saves time and reduces the risk of errors, so it pays off.
5. What is the best software for business?
If you’re just starting — Excel is enough. If you have complex accounting and a team of accountants — 1C. If you need clear and simple online financial management , daily control, and forecasting — Finmap is the best solution for your business . One Click Instead of 4 Hours of Routine Every Day: Gold Kitchen's Financial Breakthrough with Finmap
Instead of hours generating reports, you get full transparency of your business finances in seconds. How Finmap helped Gold Kitchen save time and money.
Imagine: you run a business selling goods in several areas — wholesale, retail, online orders. Every day, dozens of payments come in from customers, transfers go out to suppliers, salaries are paid to the team, and expenses are incurred for advertising and logistics. And all this happens simultaneously.
Instead of a clear picture of your finances, you have chaotic spreadsheets and endless banking apps. Roman, owner of Gold Kitchen , a company that sells professional equipment for HoReCa , spent several hours every day manually adding up numbers to understand what was happening with his money.
I spent four hours a day just reviewing and "dragging" funds from one month to another. — Roman, owner of Gold Kitchen This is not just a routine — it is time that could have been spent on development: launching new directions, working with clients, scaling. But instead, the business lived "on feelings":
it was unclear which sales direction was more profitable; financial flows were fragmented; decisions were made without data, "by eye". This was the daily reality of a company that had outgrown its small business status and required a systematic approach.
Everything changed when Roman decided to get out of this financial chaos: he connected Finmap an experienced financial expert
In this article, you will learn:
how Roman transformed chaotic accounting into a systematic financial model ; how Finmap saved hours of manual work ; what insights he gained and how it influenced his business decisions . Read on to see how transparent finances can become a growth point for your business.
About the Client and His Business Roman is a Ukrainian entrepreneur who develops a business in the field of goods sales . His company operates in several areas:
retail sales; online orders; wholesale deliveries to partners. This is not a start-up or a hobby — it is already a business with a team of employees and stable turnover. The work format is completely remote , because after 2019, the company gave up its office, and this creates additional challenges: financial control must be carried out in such a way that each participant in the process has access to up-to-date information in real time .
Features of Roman's Business Several sales channels — it is important to see which one brings the most profit.Various sources of income — bank transfers, cash, online payments.Many transactions every day — dozens of payments from customers and suppliers.Team — several employees who work remotely and need transparent processes.Why It Matters When a business grows, it is the speed and transparency of financial accounting that determine whether it can scale further. In Roman's case, there was no management accounting at all , and decisions about expenses and investments were made based on intuition.
I didn't know what my turnover was or which areas were profitable. I just had a rough idea of the figures. — Roman, owner of Gold Kitchen This meant that:
the owner did not see the real picture for each area of the business , he spent hours manually compiling data from various banks and Excel spreadsheets, could not predict cash gaps and plan payments. Financial Problems and the Turning Point The growth of Roman's business brought not only higher turnover but also serious financial challenges. The more customers and sales areas appeared, the more chaos arose "behind the scenes."
The problem was that there was simply no financial accounting. — Roman, owner of Gold Kitchen Main Financial Difficulties
Challenge
Impact on Business
Lack of management accounting The owner could not see the real financial results by business lines
Manual reports and summaries 4 hours daily wasted on routine instead of growth
Dispersed cash flows Impossible to make quick decisions and respond to changes
No forecasts No payment planning, risk of cash gaps
Owner overload Strategic growth and scaling were hindered
The Turning Point The culmination was that the business began to grow faster than the owner could control the finances.
This point is growth, i.e., an increase in financial burden. Finances force you to turn to specialists like you. — Roman, owner of Gold Kitchen Every day spent on manual operations was a day when the business did not move forward. It was then that Roman realized he needed a system that would collect all the data in one place, automate routine tasks , and allow him to see the financial picture of the business at any moment .
Implementing Finmap and Working With a Financial Expert To overcome the chaos, Roman decided to take a systematic approach. He connected Finmap financial expert
The financial expert is top-notch. I am very pleasantly surprised. Knowledge is key. — Roman, owner of Gold Kitchen How the Implementation Took Place Analysis of financial flows — the expert helped describe all sources of income and expenses and divide them by area.Finmap configuration — the system was adapted to the specifics of the business: categories were created for each area, and rules were set for automatic accounting.Data synchronization — integrations where possible and file imports where automation is not available.Training the owner and team — so that Roman could quickly analyze data and make decisions without manual reports.Challenges and Solutions
Challenge
Impact on Business
Lack of management accounting The owner could not see the real financial results by business lines
Manual reports and summaries 4 hours daily wasted on routine instead of growth
Dispersed cash flows Impossible to make quick decisions and respond to changes
No forecasts No payment planning, risk of cash gaps
Owner overload Strategic growth and scaling were hindered
Why It Worked Expertise : the financial consultant didn't just set up the system, but explained how to use it for decision-making.Systematic approach : Finmap became the single system for all financial data.Speed : instead of hours of manual work, a few clicks are enough to see the real picture.How the Business Changed After Implementing Finmap After implementing Finmap a single accounting system that shows the financial picture in real time.
One second is a huge time saver; you can see all your finances at any time of the day or year. — Roman, owner of Gold Kitchen Key Results The time spent on financial management has been reduced tenfold — instead of 4 hours a day, a few clicks are enough.Complete transparency — all income and expenses are visible, broken down by category.Clear analytics — you can evaluate the profitability of areas and see expenses down to the penny.Preparation for forecasting — a customized database for planning cash gaps and payments.Easier decision-making — the owner no longer relies on intuition but works with data.
Before
After
Lack of management accounting
A unified financial accounting system that works for the owner
4 hours daily on manual reports
1 second — and all figures are visible in one place
Approximate understanding of profitability
A clear picture for each business direction
Decisions based on intuition
Decision-making based on data
No ability to forecast
Ability to plan payments and avoid cash gaps
The most valuable thing is the experience of how to solve a particular financial or accounting problem. — Roman, owner of Gold Kitchen Roman emphasizes that the key to implementation was not only the system, but also the consultant's expertise , which helped to correctly distribute areas, set up processes, and teach the team to work with numbers.
The Current Situation and Plans for the Future Today, Finmap
the current financial picture every day and spends a minimum of time on routine tasks.
I understood more clearly how much each month cost. Everything is shown here, down to the penny. — Roman, owner of Gold Kitchen Current Status The basic model is set up — all income and expenses are divided into categories.Business areas are separated — now you can analyze which area brings the most profit.Single point of truth — all finances are collected in one place.The team is involved — some processes have been delegated, and the owner has freed up time for strategic decisions.Plans for the Future Use Finmap's features to forecast cash flow gaps . Optimize expenses by area to increase margins . Use Finmap as a basis for strategic financial decisions . Scale the business by opening new sales channels with already established management accounting.Insights for Entrepreneurs This case study is not only about software implementation, but also about changing the mindset of the business owner .
Management accounting is not a luxury, but a necessity during the growth stage.System + expert = quick results. Professional support reduces implementation time and minimizes errors.Transparency brings peace of mind. When you see data in real time, you can make decisions with confidence.The owner's time is the main resource. Automation frees up hours that can be invested in development.Before, there was accounting that worked more for the state. After, there was management accounting that works for the company. — Roman, owner of Gold Kitchen Roman's story: Chaos in finances is not a death sentence. It is a signal that the business has grown to a new level and needs systematization.
Finmap helped:
bring all financial flows together in one place, free up time from manual work,see the big picture in each area , prepare the ground for scaling and strategic decisions . Now we have more than just accounting for reports; we have management accounting that shows the real picture of the business. — Roman, owner of Gold Kitchen Ready to get your finances in order? It's time to stop running your business based on gut feelings. Try Finmap for free and see how transparent finances can become a growth point for your business.
Frequently Asked Questions 1. Can I use Finmap on my own? Yes, but the Gold Kitchen case study shows that working with a financial expert significantly speeds up the process. An expert helps you set up categories, divide business areas, and teach your team to work with data without errors.
2. What if the bank or service is not integrated? Finmap supports file import. In the case of Gold Kitchen, this is how NovaPay was connected and accounting for Monobank accounts was set up. This allows you to see all transactions in one place even without direct integration.
3. How long does implementation take? On average, a few weeks. It all depends on the number of accounts, business areas, and sources of income. After the initial setup, you can see the financial picture and save time on manual reporting.
4. Do I need to spend time updating the system? Yes, Finmap, like any CRM, requires attention: you need to update data and control categories. But the benefits are enormous: the owner gets a complete picture of their finances in seconds, instead of spending hours on manual reporting.
How Viora Build Freed Up 20 Hours a Week for the Operations Manager and Focused on Scaling the Business
From financial chaos to clarity: how Viora Build turned control into a growth driver.
Financial management in the construction business is a constant game with dozens of variables: you need to account for material costs, contractor payments , team salaries, taxes , purchases, advances, and completion certificates.
Any mistake in the numbers can cost the company its margin, missed deadlines , and the nerves of the entire team.
This is exactly what Viora Build faced when the number of projects and the volume of work began to grow rapidly . Financial management was done in Google Sheets, but the growing business demanded something more.
We tracked all expenses manually, and this constantly led to mistakes. We needed a system that gives a clear picture and helps plan growth. — Simon, Operations Manager at Viora Build The solution was the implementation of Finmap financial manager financial planning .
In this article, you will learn:
how the company completely changed its approach to finances and freed up 20 hours a week for the operations manager; how automation helped avoid cash gaps what became the decisive factor for scaling the business and what insights the team gained from this process. Read on — and you will see that finances can be simple, and business management — predictable.
About the Client: Who Is Viora Build Viora Build is a construction company from Portugal that specializes in building premium and luxury villas , as well as multi-story residential buildings.
The company works with private investors and developers who expect not only high construction quality but also transparency in financial processes .
A key feature of Viora Build’s business is its project-based work format . This means that several projects with different budgets, contractors, payment schedules, and financial plans are managed simultaneously.
In such a situation, it is very easy to lose control :
each project has separate purchases, completion certificates, and payments; changes in material costs directly affect profitability; it is necessary to ensure that there is always enough money in the accounts to settle with suppliers and staff. The main driver of change was Simon. As an operations manager, he is responsible not only for controlling construction processes but also for the financial side: from budget allocation to profitability analysis.
However, despite having a professional team, before working with Finmap the company’s financial management was far from ideal.
Before Finmap
What It Meant for the Business
Google Sheets for all expenses
Data scattered in different places, duplication and errors
No P&L and Cash Flow reports
Impossible to see real project margins
Manual bookkeeping
Wasted time of the manager and specialists on routine tasks
No payment calendar
Constant risk of cash gaps
Simon recalls that he felt the need for a system from the very first days at work, but changes could only be implemented once the company had grown.
When we grew, we had capital, we realized that we could afford it, and immediately hired a financial manager. Because without this person, there could be no talk of rapid business development at all. — Simon, Operations Manager at Viora Build Thus, Viora Build reached the point where financial chaos began to hold back business growth — and it was time to act .
What Held Viora Build Back from Growing When the company began to scale, it became clear: the old approach to finances no longer worked. Accounting in Google Sheets, manual data entry, and lack of systematization created chaos that slowed down growth.
We managed all expenses through Google Sheets… and none of it was automated, which naturally led to mistakes. — Simon, Operations Manager at Viora Build Main Challenges
Problem
How It Looked in Practice
What It Led To
Manual bookkeeping in Google Sheets
All expenses were entered manually, each transaction categorized separately
Constant errors and data inaccuracies
Lack of P&L and Cash Flow
No clarity on profitability for each project
Decisions made “by eye,” without a clear picture
No financial planning
No cash flow forecast or payment schedule
Risk of cash gaps and unforeseen expenses
Heavy workload on the team
Managers spent hours entering and checking data
Less time left for project control and strategic tasks
Difficult to calculate margin
No allocation of expenses by projects in real time
Project margins calculated retrospectively and inaccurately
The situation was complicated by the fact that the company was managing several large projects at the same time, and any mistake in calculations could cost tens of thousands of euros.
We needed a person who could prepare proper P&L and Cash Flow reports, make breakdowns by months and quarters, handle financial planning, and prepare commercial proposals for investors. — Simon, Operations Manager at Viora Build Why Change Became Inevitable The company understood the need for automation from the very beginning, but as Simon says, everything came down to resources.
This moment became a turning point : financial chaos began to directly affect the speed of decision-making and the company’s growth.
How Viora Build Put Its Finances in Order To get out of financial chaos, the company decided to act comprehensively. Hiring a financial manager , automating processes, and gradually shifting to more strategic management — these three steps became the key to transformation.
We always understood that this was necessary. It just always came down to resources. When we grew and had capital, we decided that the time had come. Because without this person, rapid business growth would have been impossible. — Simon, Operations Manager at Viora Build Hiring a Financial Manager The company hired a financial manager who took over management, preparation of P&L and Cash Flow reports, financial planning , and commercial proposals for investors.
Over time, he became the financial director and began performing more strategic tasks .
At first, we worked in the format of a financial manager: he categorized all operations, built reports. And now we are working on a deeper level in the format of a financial director, when he executes strategic decisions and provides us with reporting. — Simon, Operations Manager at Viora Build Automation with Finmap All financial operations were transferred from Google Sheets to Finmap. The system made it possible to manage operations by categories , see account balances, and get P&L and Cash Flow at any moment.
Delegating financial management to the financial manager was the only expectation — and he handled it. Now even more — he took the initiative and is also setting up an ERP system for us. — Simon, Operations Manager at Viora Build ERP System Launch The next step is integrating finance, procurement, and cost estimation into a single ERP system .
This will make it possible to fully synchronize purchase planning, cost control, and issuing completion certificates.
We started implementing ERP because without it the financial director finds it difficult to work. There must be coordination between the estimation department, procurement, and finance — otherwise it’s hard to develop the direction. — Simon, Operations Manager at Viora Build
What Was Done
Effect
Hired a financial manager (later CFO)
Freed the manager from operational routine, gained a person responsible for finances
Transferred accounting to Finmap
Data automation, fewer errors, faster reporting
Built P&L, Cash Flow, and a payment calendar
Gained control over cash gaps and clear planning
Set up project-based reporting
Accurate calculation of margins and profitability
Launched an ERP project
Synchronization of finance and procurement, preparation for business scaling
What Viora Build Gained After Implementing Finmap Already within the first two months of cooperation, the company felt significant changes . Financial management stopped being chaotic, and the management team received a clear picture across all projects.
Now we have an automated financial management system. We have a financial director who can answer any question at any moment. We control whether there will be a cash gap and can plan our finances without driving ourselves into a corner. — Simon, Operations Manager at Viora Build Tangible Benefits for the Team Working with the financial director freed up at least 20 hours a week for me in finance. — Simon, Operations Manager at Viora Build Now we can accurately calculate our project margins and, thanks to this, net profit. — Simon, Operations Manager at Viora Build Control and predictability: We have a payment calendar. We clearly understand what is happening with the projects and which completion certificates need to be issued. — Simon, Operations Manager at Viora Build Department coordination: Readiness for Scaling The company now has not only control but also the tools for growth .
The next step is the launch of an ERP system, which will allow even more accurate cost forecasting and improve profitability.
This frees up time both for our director and for me as a manager. Now I can focus more on developing the company rather than on routine. — Simon, Operations Manager at Viora Build Insights and Advice for Other Businesses Collaboration with Finmap and the financial director became a turning point for Viora Build. The team not only organized the numbers but also saw how finances can become a strategic tool for growth.
Simon shares the key takeaways:
If there are any doubts about working with Finmap, I can say that communication is at a high level, the work is at a high level — so I can confidently recommend this company. Insights from Viora Build
Insight
What It Means for Business
Automation = time savings
Managers got back 20 hours a week, which they now invest in company growth
CFO is a strategic partner
Not just a “bookkeeper,” but a person who helps plan the future
Transparency = peace of mind
No more “by eye” decisions — only data and analytics
ERP is the key to scaling
When finance, procurement, and estimations are synchronized, growth becomes predictable
The earlier, the better
Don’t wait for chaos: financial systematization helps avoid costly mistakes
Advice for Entrepreneurs Don’t postpone financial systematization. If the business is growing, “manual” spreadsheets will sooner or later start slowing down development.Delegate finances to professionals. This frees up the manager’s time and gives the team clear rules of the game.Invest in analytics. P&L, Cash Flow, and the payment calendar are not just numbers — they are your growth plan.Look ahead. An ERP system and a CFO will help not only count money but also forecast the future.What’s Next for Viora Build The company is finalizing the implementation of its ERP system and preparing to scale the business into new regions.
Transparent finances and strategic management make it possible to take on larger projects without the fear of “getting lost” in the numbers.
Now we can plan our finances without driving ourselves into a corner. This gives confidence and freedom for growth. — Simon, Operations Manager at Viora Build Frequently Asked Questions How long does it take to see the first results? Is a financial director necessary if there is already an accountant? Is it difficult to implement automation within the team? Does the investment in Finmap and a financial director pay off? What are the next steps after implementing financial management? How Finmap Helps Marketing Agencies Bring Financial Order
Discover how Finmap helps marketing agencies avoid cash gaps, control client debts, and see the real profitability of the business.
A marketing agency can grow rapidly : new clients, campaigns, budgets. But when finances are chaotic — all this growth turns into risk.
Fact: almost 50% of invoices in the marketing field are paid late . Add to this the dependence on a few large clients and the absence of P&L — and your agency becomes a hostage to others’ decisions.
In this article, you will find answers to three key questions without which it is impossible to reach a new level of financial management.
Why does an agency operate uncontrollably without cash flow forecasting? In marketing agencies, the primary problem starts not even with clients, but internally. Incomplete or outdated reports, lack of discipline in financial management — and the owner sees the real picture only after the fact.
At that moment, there may already be no money left for salaries or payments to contractors.
Without up-to-date data, it is impossible to forecast cash flow. And without a forecast, the agency operates uncontrollably: spending more than it earns, delaying payments, and disrupting budgets.
Accurate financial management helps executives see trends and problems before they become a threat to the business. — Plymouth University Quality data is not bureaucracy, but the key to profitability and peace of mind for the owner.
That’s why we recommend creating or choosing a single system where all financial data will be collected. Ideally, this tool should be as automated as possible : it will save time and reduce routine.
With such a system, you will be able not only to react after the fact, but also to forecast revenues and cash flow , which will open the way to stability and growth.
What a Forecasted Cash Flow Provides Early detection of cash gaps. Ability to make informed decisions. Scenario analysis. Transparent communication with the team and investors. Reduced stress for the owner. Take a short checklist — and in a few minutes, you’ll understand whether control over cash flow in your agency is really in your hands:
Question
Signal
Do clients ever delay payments by more than 15 days?
Risk of cash gaps
Do you have an accurate forecast of account balances for 1–2 months ahead?
Lack of planning
Is it tracked how many team hours are actually paid for by the client?
Revenue leakage
Do you know how increased expenses (on advertising or contractors) will affect profit?
Lack of scenario analysis
Is there a single system managing all finances, or is it Excel + messengers + notes?
High risk of chaos
Do you ever pay contractors or media platforms earlier than you receive money from the client?
Potential cash flow gap
Do currency fluctuations affect your budgets and margin?
Hidden losses
Does one client bring in more than 40% of your revenue?
Dangerous concentration
Is there a gap between planned and actual team utilization?
Lost income
If you recognized your agency in this checklist, it means the problem with cash flow planning is already affecting the profitability and stability of your business.
The next step is to understand how exactly you can bring order to your finances and get the tools for forecasting.
Key Finmap Tools for Financial Planning If you chose Finmap foundation for financial management, you received more than just a convenient register of transactions . It’s a tool with bank integrations, the ability to import statements, automation through auto-rules , and delegation of responsibilities.
But most importantly — Finmap allows not only to see cash flow in real time but also to forecast it. For this, the system provides several key tools.
1. Upcoming Payments In Finmap, you can add transactions with a future income or expense date. This turns regular record-keeping into planning : you can see in advance how account balances will change on a specific day.
This approach allows you to control liquidity and avoid situations where expenses overlap with delayed client payments.
Future payments to the marketing agency in Finmap 2. Payment Calendar In Finmap, the calendar is generated automatically based on upcoming transactions. It shows when the company may face a cash gap
Thanks to this, the owner can negotiate a prepayment with the client in advance, postpone internal expenses, or plan a reserve fund .
Finmap Payment Calendar 3. Toggle “Include Future / Exclude Future” This tool allows you to view finances from two perspectives with a single click. In the “with future” mode, you see a forecast : whether there will be enough funds for salaries, contractors, and taxes if all planned transactions are executed. In the “without future” mode, you see the actual situation as of today .
It is the comparison of these two views that gives the manager key information : how far the company is deviating from the plan and where risks arise.
Forecasted cash flow in Finmap
Together, these tools transform financial management from a reactive process into proactive control .
This gives a marketing agency a number of tangible advantages :
Systematic approach instead of chaotic spreadsheets and messengers A single source of truth about the company’s money Predictability of finances weeks and months ahead Optimal use of team resources and time Clear benchmarks for financial decisions Why is the business at risk without control over receivables and payables? In marketing agencies, financial risks often arise not from the lack of clients, but from payment delays . The work is done, invoices are issued — but incoming funds have to be waited for weeks.
The British publication Financial IT
For the marketing and advertising industry, the level of overdue invoices is about 49% — that is, almost half of invoices are paid later than the established deadline. An additional risk factor for marketing agencies is the concentration of income on a few key clients .
Studies in recent years indicate that about 15% of agencies receive more than a quarter of their income from a single client, and this is already considered a critical signal for financial stability.
Now ask yourself:
Can you clearly name the TOP-3 clients who bring the most profit? Do you know which client most often delays invoice payments? Can you currently see the amount of debt for each client? Do you know which client owes your agency the most? Do you analyze what share of total revenue is generated by your TOP clients, and how safe this is for the business?
If you cannot answer these simple questions — it means that mutual settlements in the agency are running out of control .
And until there is a system that shows this picture in real time , your business depends on chance, discipline, and the goodwill of clients.
How Finmap Restores Control over Mutual Settlements To ensure that mutual settlements no longer remain a “blind spot,” Finmap offers two key reports that give the agency owner transparency and real-time control.
The Accounts Receivable report shows which clients owe money right now, how much, and which payments are still pending. This allows timely response to debts, control over client discipline, and avoidance of unexpected cash gaps. Example of a Debtor report in Finmap The Accounts Payable report helps track obligations to contractors, freelancers, or services. Thanks to this, the owner understands which payments need to be prioritized and can plan expenses without the risk of disruption. Example of an Accounts Payable report in Finmap
Additionally, Finmap offers analytical reports that allow you to assess profitability for each client . This makes it possible to determine which customers generate the main share of income and how dependent the business is on them. In this way, the owner can timely identify the risk of dangerous concentration and make decisions about portfolio diversification.
Customer analytics and profitability analysis in Finmap Bonus: Invoicing in Finmap In addition to controlling receivables and payables, Finmap has another useful tool — creating invoices for clients. You can generate an invoice for your services directly in the system and, if necessary, immediately send it to the client by email.
Example of an invoice created in Finmap
This is not the core function of financial management , but a pleasant bonus: invoices are generated quickly, in a unified style, and always remain under control within your financial system.
Why is it impossible to assess the real state of the business without P&L? Financial management will not be complete as long as the agency owner only sees the movement of money in the accounts. The main question is not how much money came in, but how and when exactly this money was earned and what result it brought .
To move from operational control to strategic vision, a P&L — Profit and Loss statement
It shows:
The origin of income. Which projects, clients, or channels generated revenue, and in which period.The real financial result. Net profit (overall and by projects) after accounting for all expenses, not just account balances.The efficiency of the operating model. Whether the business generates profit or is limited to simply moving funds between accounts.The structure of expenses. Where the company’s main costs are concentrated — staff, contractors, marketing, or administrative expenses.The dynamics of development. How profitability changes month by month and whether the company is truly moving toward growth.
Cash Flow and P&L do not compete with each other — they complement one another. In the table below are practical questions that concern every agency owner and the report where you will find the answers.
Where to Find the Answers: Cash Flow or P&L?
Typical Question for an Agency Owner
Report
Why This One?
Will there be enough money next month for salaries and contractor payments?
Cash Flow
Shows account balances and upcoming payments, allowing prediction of cash gaps.
What profit did the agency make this quarter?
P&L
Determines net profit for the selected period after accounting for all expenses.
Which expenses most often exceed the budget and how critical is it?
P&L
Details the structure of expenses and shows deviations from the plan.
Which projects or clients are truly profitable?
P&L
Allows distribution of income and expenses by direction and assessment of profitability.
Can the advertising budget be increased without risking a cash gap?
Cash Flow
Makes it possible to check whether current liquidity can handle increased expenses.
How is the agency’s financial result changing month by month?
P&L
Reflects profitability trends and business development over time.
Cash Flow shows whether there is enough money for daily obligations. P&L answers whether the business is profitable and in which direction it is developing. Only together do these two reports provide you with control in the present moment and a strategic vision for the future .
How Finmap Helps Build a Complete P&L In Finmap, the Profit (P&L) report is generated automatically based on the company’s data. It works on the accrual method : income and expenses are attributed to the period when the contract was signed or obligations were fulfilled.
The report is flexible and multi-level. With filters, you can analyze not only the overall picture but also profitability by clients, projects, directions, or even individual campaigns.
It is also important that Profit in Finmap has several visualization formats : charts, tables, and diagrams. This allows you to look at the same figures from different perspectives — from overall dynamics to a detailed structure of expenses and income .
Example of a Profit report in Finmap Example of a Profit report in Finmap Example of a Profit report in Finmap Example of a Profit report in Finmap
This approach reduces the errors inherent in simple cash-based accounting and provides managers with a tool for strategic decisions .
Why P&L Matters for a Marketing Agency
Understanding true margin. In an industry with retainers and project-based payments, it becomes clear where the business earns and where resources are being spent.Transparency for investors and partners. It is easy to show the real financial result Scenario comparison. You can evaluate how profitability will change with a budget increase or the launch of a new client.Identifying hidden unprofitable clients. If payments come in regularly but expenses exceed income — this is immediately visible in the P&L.A basis for strategic decisions. Expanding the team, entering new markets From Chaotic Spreadsheets to Transparent Finances: The Case of MURAHA Marketing Agency MURAHA Marketing Agency helps businesses grow by developing marketing strategies and conducting audits. The team also manages targeted and contextual advertising , and when needed, takes on website development or involves trusted partners.
The MURAHA Marketing Agency team and values
Such a flexible model makes it possible to work with clients of different scales and collaborate with external contractors, which generates a significant volume of financial operations . At the same time, each area has its own specifics : regular monthly payments for marketing and one-time payments for website development.
Learn more about how financial management makes project-based businesses
All this creates a constant cash flow and requires a clear system of financial control.
Starting Point: Chaotic Excel When COO Artem Tsokov joined the company and took over financial management , he inherited an Excel file where financial data was kept.
The spreadsheet turned out to be chaotic and created more problems than benefits :
dozens of tabs without logic; broken formulas that distorted data; no systematization of expenses and income; delayed transaction entries; constant risk of losing part of the operations. Artem quickly realized that it was impossible to manage finances this way and started looking for a tool to systematize all the data. That solution was Finmap.
A New Approach with Finmap For Artem, switching to Finmap was not just about replacing Excel but about finding his own ideal model of financial management .
He went through several simple stages:
Experiments with data visualization Support from Finmap experts Testing different scenarios Transparency and Planning as a Result The implementation of Finmap became a turning point for MURAHA Agency. If previously financial data was chaotic and unreliable, now the company has gained a transparent picture of cash flow and the ability to plan for the future.
Automatic integrations. Thanks to integrations with banks, the risk of losing transactions or failing to record expenses on time disappeared. All payments are automatically pulled into the system, and the team can immediately check who is responsible for what. Systematized accounting. A convenient structure with tags, categories, and projects appeared. This made it possible to separate different areas of activity, understand which ones generate the most revenue, and which need optimization. P&L and Cash Flow reporting. These reports gave the agency the ability to see both actual and planned performance on a daily basis: how much money is in the accounts, which expenses and incomes are planned, and where there is a risk of a cash gap.In addition, the company started using the payment calendar. Thanks to it, it became easier to forecast financial workloads and prepare for strategic sessions with a clear budget for the coming months.
Every day I see how much money we have now and which payments need to be made. If I see that expenses are higher than income — I can react in advance. — Artem Tsokov, COO of the agency. As a result, the team gained not just a tool for accounting but a real foundation for growth :
reduced risks; optimized time; tactical and strategic planning; confidence in financial decisions. Advice for Other Agencies Artem Tsokov, COO of MURAHA Marketing Agency, advises other founders and managers of marketing agencies not to waste time on chaotic Excel spreadsheets:
There’s no point in even starting to manage finances in Excel, because that’s a path to chaos. It’s better to immediately define which expenses, income, and tags you want to track, and set it up in Finmap. This way you’ll save time, avoid rework, and get a transparent picture for analysis. His main message is simple: prepare the structure in advance and implement a modern tool right away to get results faster and avoid unnecessary mistakes .
A Financial System as the Key to Agency Growth The key to stability and development is not the number of clients or projects, but a financial system that shows reality.
Forecasted cash flow, control over mutual settlements, and P&L — three pillars without which no agency can confidently build a strategy .
Finmap helps bring everything together:
see the real state of finances at any moment; forecast future payments and avoid cash gaps; control client debts and payment discipline; analyze business profitability by clients, projects, or directions; No more chaotic decisions — only strategic development based on facts.
Try Finmap — and see how your agency can reach a new level of financial order!
Frequently Asked Questions How often should financial data be updated in an agency? What is the difference between Cash Flow and P&L? How to assess dependence on a single client? Which expenses are most often overlooked? How to avoid cash gaps in a marketing agency?
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