My name is Paul Whitley, and I help businesses grow exponentially. I am a strategic Fractional CFO and Transformational Technology Leader with extensive experience in creative problem solving, operations management, coaching, mentoring and training. I’m a Servant Leader with a real passion for helping both large and small companies’ setup and implement financial, operational and digital transformation initiatives that improve processes, reduce expense and drive bottom-line profits….

1. CEO Money Matters
READY TO BOOST THE IMPACT OF
YOUR BUSINESS?

2. CEO Basics: Making more of your
Financials
 CEO Basics: Making more of your Financials
 Simple Comparisons
 Metrics & Dashboards
 Title Inflation – What really is a CFO vs Controller etc.
 External F&A SME
It’s not you, it’s them

3. CEO Financial Management Basics
 Understanding the bigger picture
 Income statement: How fast are you going
 Balance sheet: Is the body healthy – can it stay in the
race
 Cash Flows: It answers the why on cash
 Where should you be looking
 Income Sandwich: Revenue & Net Income
 Balance sheet basics:

4. CEO Information Needs – “Start with Why” Simon Sinek
 Are we okay?
 Are we going where/how we expect
 Is there something I or Leadership needs to do
 If So:
 What?
 By Whom
 WHAT DECISIONS NEED TO BE MADE!!!

5. Critical factors in reviewing you Financials
 Trends are the key
 Know your margins & Fixed Expenses
 Breakeven point
 Profit does NOT = Cash
 Balance sheet basics

6. 6
C-Suite Support – Where We Focus
C-Suite contract executives provide companies like yours
with the skills and experience you need to:
⇾ Analyze Current State of your Business
⇾ Review Key Performance Implement new
initiatives,
⇾ Develop new strategies for growth,
⇾ Carry out organizational or cultural change,
⇾ Manage complex projects, or
⇾ Fill business-critical roles currently vacant.

7. Essentials of what to Measure,
Monitor, Expect & Demand
7
Need more Money,
Better View of Performance Indicators,
Higher Profits, Reduced Risks
All combined to grow your business exponentially
We look at businesses differently to drive changes for you, not just
prepare financial statements as your CPA firm normally does.

8. Which is your business…
…we focus on helping you have straight line up!

9. 9

10. 10
8/9/2019
C-Suite Analysis
DEFINE the
OPPORTUNIES
TECHNICAL
ANALYSIS
FINANCIAL
ANALYSIS
ECONOMIC
ANALYSIS
DEVELOP
and
PLANNING
CEO Basics:
Making more of
your Financials:
Simple
Comparisons,
Metrics &
Dashboards
Income statement:
How fast are you
growing
Balance sheet:
Is the body healthy –
can it stay in the race
Cash Flows:
It answers the why on
cash
Where should you
be looking
Income Sandwich:
Revenue & Net
Income
Balance Sheet basics
Are we okay?
Where are we going?
How do we expect to
arrive there?
Is there something
Leadership needs to
do?
If So: What?
By Whom?
WHAT DECISIONS
NEED TO BE MADE?

11. 11

12. Breakeven – Simple and Critical
➝ Fixed Costs
➝ Divided by Gross Margin
⇾ Possible Gross Margin AFTER SELLING &
MARKETING
➝ “Days to Breakeven”
8/9/2019 12
$23
$21
$20
$18 $19
$19 $19 $19 $19 $19 $19 $19
$18
$17 $17 $17 $17
$16 $16
$15
$13 $13
$12
$11 $11
$9 $9
$10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $10 $9 $9 $9 $9 $9 $9 $9 $9 $9 $8 $8
$0
$5
$10
$15
$20
$25
May
15
Jun
15
Jul
15
Aug
15
Sep
15
Oct
15
Nov
15
Dec
15
Jan
16
Feb
16
Mar
16
Apr
16
May
16
Jun
16
Jul
16
Aug
16
Sep
16
Oct
16
Nov
16
Dec
16
Jan
17
Feb
17
Mar
17
Apr
17
May
17
Thousands
GP $/Hd VS Comp $/Hd
GP / Head Comp / Head TTM GM / Hd TTM Comp / Hd

13. 13

14. Strengths, Weaknesses, Opportunities, and Threats
SWOT Analysis
W O
S T
Strength
Strengths describe
what an organization
excels at and what
separates it from the
competition: a strong
brand, loyal customer
base, a strong balance
sheet, unique
technology, and so on.
Weaknesses stop an
organization from
performing at its
optimum level. They are
areas where the
business needs to
improve to remain
competitive: a weak
brand, higher-than-
average turnover, high
levels of debt, an
inadequate supply
chain, or lack of capital.
Opportunities refer to
favorable external
factors that could give
an organization a
competitive
advantage. What does
your brand,
competition or
product lines provide
for opportunities to
grow?
Threats refer to
factors that have the
potential to harm an
organization.
Common threats
include things like
rising costs for
materials, increasing
competition, tight
labor supply and so
on.
Weakness Opportunity Threat

15. 15

16. 16

20. The Symphonic Effort
20

21. Thanks!
Any questions?
You can find me at
➝ https://www.linkedin.com/in/paulwhitley/
➝ pwhitley@c-suitesupport.com
➝ 214-477-6039 or 817-841-9175