Why I Started My Business 25 Years Ago

I started this business in 2000 while working as the Australian CFO for a large multinational organisation.

At the time, I held a senior role, but in reality, I had very little ability to influence outcomes in a meaningful or timely way. Almost every decision had to move through multiple layers before eventually reaching head office in the US.

I found that frustrating.

What I really wanted was to work directly with people who could make decisions. Business owners, founders and CEOs who were close to their businesses and willing to act.

That realisation led me to small, medium and start-up businesses. The challenge was that most could not justify the cost of a full-time CFO. So, I created a different model, offering CFO support on a part-time basis, giving businesses access to senior financial leadership without the full-time cost.

At the time, this approach was still relatively new in Australia. In many ways, I was among the first to offer outsourced CFO services in this way.

Despite how much the world has changed since 2000, the core financial challenges facing businesses have largely stayed the same. When I look back at my very first website in 2001 (which, by today’s standards, was very ugly), the key issues were:

• Inadequate or non-existent cash flow forecasting and business planning
• Inaccurate, unreliable or untimely financial reporting
• Poor or non-existent strategic planning
• Limited understanding of true product or service profitability
• The isolation of business owners and CEOs with no one to challenge or support their thinking

Twenty-five years later, these are still the same issues I see every day. The businesses change. The people change. The challenges do not.

That is why my outsourced CFO services remain focused on helping business owners, founders and CEOs scale with clarity, confidence and sustainable profitability.  All so they grow their business profitably.

If you want to access my 25 years of experience as a Real CFO, including time as CFO of two ASX-listed businesses, feel free to reach out.

Contact Wayne on wayne@arealcfo.com.au or 0412 227 052.

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Want a confidential discussion on your business situation, help with your grant application or to learn more about my Outsourced CFO Services, simply email me at wayne@aRealCFO.com.au or call me on 0412 227 052