Key Takeaways
Finding Wellness in a Bustling World: How a high-stress career fueled Sheena's search for personal well-being, leading her to discover the power of tea.

• More Than Just a Tea Company: Tease Wellness offers functional tea blends designed to seamlessly integrate into everyday life.  
• Overcoming Barriers as a Woman Entrepreneur: Sheena sheds light on the challenges women face in accessing capital.
• Debt Financing for Growth: Sheena shares her experience using debt financing, an often-overlooked strategy, to scale Tease.
• Strategic Debt Financing: Sheena shares the benefits of leveraging debt financing instead of giving up equity and highlights how timing and planning are key when securing business loans.
• Financial Knowledge for Entrepreneurs: Understanding financial health through cash flow and balance sheets is crucial for avoiding pitfalls, especially when planning for an exit.
• Empowering Women Entrepreneurs: Sheena founded the Founders Fund to help women entrepreneurs access funding, mentorship, and education, focusing on financial literacy and business growth.

Episode Highlights

• [03:50] Transition from Hospitality to Wellness: Sheena shares how unhealthy habits and burnout from her hospitality career led her to create Tease Wellness, a brand focused on wellness through tea.
• [08:50] From Layoff to Launchpad: Sheena's experience of being let go from her corporate job became the catalyst for building Tease.
• [12:45] Financial Challenges Faced by Women Entrepreneurs: Sheena reflects on systemic barriers, particularly around debt and credit history, and how this shaped her path to growing Tease.
• [19:20] Avoiding Equity Investment: Sheena discusses how she avoided equity investment for 11 years and strategically used debt financing to scale Tease, emphasizing the importance of knowing when to seek a loan.
• [23:10] Factoring Financing Costs into Direct Product Costs: Sheena explains how businesses should treat financing costs as part of their direct costs when pricing products.
• [25:50] The Role of Financial Literacy: Sheena and Christina discuss how cash flow management and understanding the balance sheet are key to preparing for a healthy exit and long-term business success.
• [28:50] Plan an intentional Exit Plan:  The importance of financial literacy for women  founders not only to maintain healthy finances but to build an exit strategy with a strong foundation.
• [33:20] The creation of Founders Fund: This organization supports women entrepreneurs through funding, mentorship, and education, with a focus on financial literacy, mental health, and business growth.

Connect With Profit Reimagined

• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn
• Subscribe to our podcast on your favorite platform.
• Discover if our Fractional CFO Services Are Your Perfect Fit with this simple quiz.

We hope you enjoyed this episode! Tune in for more inspiring stories and practical insights from incredible women leading the way in business. 

In this episode of Her CEO Journey, we’re joined by Lisa Curtis, the dynamic founder and CEO of Kuli Kuli Foods. Lisa’s journey began during her Peace Corps service in Niger, where she struggled with finding nutritious food. A group of local women introduced her to moringa, a superfood that helped tackle malnutrition—and that simple solution later became the foundation of her thriving business. 

Recognizing the potential of moringa as both a powerful source of nutrition and a way to support the livelihoods of small farmers, Lisa began her journey in partnership with these farmers. She set out on a mission to introduce this superfood to the global market. As Kuli Kuli grew from a grassroots effort to an international brand, Lisa Curtis faced challenges such as consumer education and fundraising for her mission-driven company. 

Key Takeaways

• Aligning your company's mission with both profit and purpose is crucial for long-term success, especially in the CPG industry.
• Finding a product that resonates with your passion and values helps create a more meaningful and mission-driven business.
• How Kuli Kuli collaborates with women farmers in developing countries to create positive change in the food industry. 
• Achieving scale in the CPG industry is essential to drive cashflow positivity and optimize economies of scale across supply chain and manufacturing.
• Kuli Kuli leveraged a variety of financing strategies—crowdfunding, angel investors, grants, and customer loans—at different stages of growth, each tailored to the company's needs at the time.

Episode Highlights

• [04:20] – Lisa’s Peace Corps journey and discovering the power of moringa to found Kuli Kuli Foods.
• [10:05] – The early challenges of building Kuli Kuli and securing funding.
• [14:45] – The challenges and rewards of introducing a new superfood to the U.S. market. 
• [17:20] –  Developing a successful pricing and margin strategy to achieve growth and profitability while staying true to the mission. 
• [19:30] – Understanding each retailer's game and creating a pricing strategy for each one. 
• [20:30] – Unexpected direct costs that undermine the margin and Kuli Kuli’s ability to learn from experiences around distributor’s fees. 
• [25:00] – How to create and maintain an ethical and impactful supply change and the value of high-chain diversification to manage quality.
• [28:15] –  How Kuli Kuli integrates social impact into its business model working closely with each group of local farmers.
• [29:50] - Expand and grow Kuli Kuli’s business model to other superfoods.
• [31:20] - Lisa discusses the challenge of reaching profitability in the CPG sector, emphasizing how difficult it is to make money when you're a small business.
• [31:48] -  Lisa shares how Kuli Kuli navigated financing challenges by using a mix of different financing paths. 
• [36:20] - Negotiating loan terms and finding investors that align with your mission. 

Resources

• Kuli Kuli Foods website: kulikulifoods.com
• Lisa Curtis' LinkedIn
• Connect with Christina Sjahli on LinkedIn

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Key Takeaways

• The Importance of Financial Planning: While Sarah enjoys branding and marketing, her experience highlights how vital financial planning is to long-term success. Early lessons from fundraising helped her keep profitability front and center as she built Chiwis.
• Understanding the CPG Landscape: Entering the CPG industry comes with its own set of challenges. Sarah delves into the importance of knowing your margins, pricing strategies, and building strong relationships with key players like brokers and retailers. 
• Strategic Decision-Making for Growth: Data-driven choices are at the heart of Chiwis' success. Even when a product like the mango chip line was popular, Sarah discontinued it because of slim margins—a clear example of making tough calls for long-term gain.
• Building a Scalable Brand with Purpose: Building a scalable brand takes thoughtful planning. For Sarah, partnering with the right co-manufacturers and leaning on industry expertise has been instrumental in positioning Chiwis for sustained growth.
• Balancing Growth & Profitability: Goodman’s strategy focuses on identifying the optimal balance between rapid growth and sustained profitability Working with large retailers like Costco allowed her to achieve both goals.
• Managing Cash Flow: Understanding cash flow is critical in the CPG industry, especially when working with large retailers with extended payment cycles. Sarah shares strategies for managing these gaps and building strong relationships with vendors.
• Shifting Funding Priorities: As investors shift their focus towards profitability, Sarah advises founders to come prepared. Know your numbers, track your costs, and be ready to present a compelling story around your product’s value and potential..

Episode Highlights

• [3:50] Sarah discusses her early career in the music industry and her transition to the nutrition space, ultimately leading to the creation of Chiwis.
• [7:10] Challenges faced in the early stages of Chiwis, including R&D costs and achieving profitability.
• [11:30] Importance of margins over markup and how collaborating with sales brokers and distributors is crucial for scaling a CPG business.
• [19:30] Finding a co-manufacturer during the pandemic and the complexities of scaling production while maintaining product quality.
• [23:10] She explains her decision to partner with co-manufacturers rather than own a production facility, allowing her to focus on brand building.
• [27:30] Growth strategy and Chiwis vision, including potential acquisition opportunities.
• [30:40] Insights on managing cash flow, margins, and negotiations with partners in the CPG industry.
• [35:50] Sarah reflects on the changing investor landscape and the importance of being prepared with a pitch deck when seeking funding.

Resources

• Chiwis website: chiwis.co
• Follow Sarah Goodman on LinkedIn
• Connect with Christina Sjahli on LinkedIn

Connect With Profit Reimagined

• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn
• Subscribe to our podcast on your favorite platform.
• Discover if our Fractional CFO Services Are Your Perfect Fit with this simple quiz.

In this episode of Her CEO Journey, we sit down with Venessa Stonehouse, the founder of Mindful FÜD. Venessa’s journey from running a food truck to creating a successful plant-based brand is nothing short of inspiring. Mindful FÜD isn’t just about tasty vegan products—it’s about making a positive impact with every bite, including their unique honey alternative made from upcycled apples. 

Join us as Venessa shares her insights on scaling a business in  the CPG industry, building a brand that’s both sustainable and innovative, and securing crucial partnerships with major retailers. Whether you're just starting out or looking to level up, Venessa’s tips and stories are packed with insights you won’t want to miss.

Discover the story behind Mindful FÜD, the challenges Venessa has overcome, and her vision for the future of plant-based food.

Key Takeaways

• Entrepreneurial Journey: Venessa Stonehouse's entrepreneurial journey started at a young age with a food truck business and has evolved into her current venture, Mindful FÜD.
• Challenges in the Food Industry: Venessa faced various challenges, including finding a co-packer, scaling the business, and navigating the complexities of the food industry.
• Financial Planning: Financial planning is essential for CPG businesses. Venessa discusses bootstrapping and using financial modeling tools.
• Co-packing Partner: Finding the right co-packing partner is crucial. Venessa's experience highlights the importance of careful selection and negotiation.
• Margins: Understanding margins is essential in the low-margin CPG industry. Venessa emphasizes factoring in all costs before setting prices.
• Retail Relationships: Building relationships with retailers can lead to significant growth. Venessa's experience with Save-On-Foods demonstrates this.
• Rejecting Deals: Saying no to deals that don't align with your business goals is important. Venessa turned down offers from Costco and IGA.
• Marketing Strategy: A strong marketing strategy is essential for CPG brands. Venessa uses Amazon as a marketing tool and reinvests profits into marketing.
• Investor Alignment: Finding an investor who aligns with your vision is crucial. Venessa focuses on partnering with investors who offer more than just funding—they bring valuable expertise and connections to the table.
• Financial Discipline: Strong financial discipline is essential for entrepreneurs. Venessa learned this from a young age.
• Data-Driven Decisions: Utilizing data and financial tools is crucial for making informed business decisions.

Resources

• Mindful FÜD website: mindfulfud.com
• Mindful FÜD on Instagram: @mindful_fud
• Follow Venessa Stonehouse on LinkedIn
• Investment platform FrontFundr
• Connect with Christina Sjahli on LinkedIn 

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The Power of Upcycling: Kimberle Lau on Sustainable Food Production

In this episode of Her CEO Journey, we sit down with Kimberle Lau, the inspiring founder of Bake Me Healthy. Kimberle shares her journey from management consulting to the beauty industry and ultimately, her passion project of creating a sustainable, plant-based baking company.

Key Takeaways

• Sustainable Entrepreneurship: Kimberle's journey demonstrates how personal experiences can fuel entrepreneurial ventures with a sustainable mission.
• Social Impact through Food: Bake Me Healthy's commitment to using upcycled ingredients and fighting food waste highlights the positive impact businesses can have on society.
• Navigating the Food Industry: Kimberle's insights into the challenges and rewards of starting a food business offer valuable lessons for aspiring entrepreneurs.
• Financial Strategies for Startups: Learn from Kimberle's experiences with pricing, distribution, and fundraising as she navigates the complexities of scaling a food business.
• The Power of Personal Passion: Discover how Kimberle's love for baking and her commitment to sustainability have driven her entrepreneurial success.

Episode Highlights

Kimberle Lau's Entrepreneurial Journey:

• [04:00] From management consulting to the beauty industry and ultimately, founding Bake Me Healthy.
• [05:52] Motivated by personal health challenges and a desire to create healthier baking options.
• [08:55] Committed to sustainability and using upcycled ingredients.

Creating a Plant-Based Baking Company:

• [11:00] Developed a range of allergy-friendly baking mixes, including brownie, pancake, and waffle mixes.
• [11:38] Used coffee cherries as a unique and sustainable ingredient in her brownie mix.
• [15:23]  Used ugly produce that farmers and stores were going to throw away as a way to fight food waste.
• [17:35] Faced challenges with pricing, distribution, and payment terms, especially when working with larger retailers.
• [19:50] Clarifies the misunderstanding around upcycling food, it is not necessarily cheaper. 
• [22:10]  CPG margin in the food industry.

Lessons Learned:

• [27:30] The importance of carefully selecting retail partners and negotiating favorable terms.
• [27:50] The challenges of scaling a food business, including cash flow management and distribution logistics.
• [34:53] The value of building relationships with investors and industry professionals.
• [40:00] The importance of staying true to your brand's values and mission.

Resources

• Craving a delicious and healthy treat? Discover Bake Me Healthy.
• Tired of food waste? Download Too Good To Go App
• Interested in food science and sustainability? Learn more about the Drexel University Food Lab Program
• Connect with Christina Sjahli on LinkedIn 

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• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn
• Subscribe to our podcast

Welcome back to Her CEO Journey, the podcast empowering women entrepreneurs to build thriving businesses that make a difference!

Throughout this season's Finance for Change series,our host Christina Sjahli has been breaking down complex financial concepts and translating them into actionable strategies for mission-driven founders like yourself. 

As a founder with a social impact mission, you understand the importance of financial health. It's the foundation that allows you to turn your passion into a powerful force for good. But managing the financial side of things can feel overwhelming, especially as your business grows.

In today's episode, Christina is going to explore a solution that can change the game: the power of a fractional CFO. 

Many founders mistakenly believe their accountant or bookkeeper can handle everything. While these roles are essential, a fractional CFO brings a whole new level of strategic expertise to the table.

Key Takeaways:

• A fractional CFO is a strategic financial partner, not just a bookkeeper. Think of a fractional CFO as your financial confidant, someone who can translate your vision into clear financial roadmaps. 
• Fractional CFOs provide cost-effective expertise, allowing you to focus on your mission.
• Fractional CFOs can help with cash flow management, financial statement analysis, budgeting, and problem-solving.

Episode Highlights

• [01:15] The Difference Between a Fractional CFO and a Bookkeeper: A fractional CFO translates your strategy into financial roadmaps, while a bookkeeper focuses on record-keeping.
• [02:55] Proactive Cash Flow Management: A fractional CFO helps you forecast and manage cash flow, preventing financial disruptions.
• [03:55] Financial Analysis – Deeper Insights: They can help you decipher financial statements and identify potential issues.
• [05:00] Data-Driven Budgets and Forecasts: Fractional CFOs use their expertise to create financial roadmaps for informed decision-making.
• [06:05] Collaborative Problem-Solving: Working together, you can analyze metrics, test strategies, and address challenges proactively.
• [08:10] Improved Efficiency and Resource Allocation: A fractional CFO handles financial reporting, freeing you to focus on core mission-driven activities.
• [09:16] Risk Mitigation for Sustainable Growth: They can identify and assess potential risks to safeguard your financial health.
• [10:23] Unique Financial Expertise: Gain access to specialized knowledge in areas like mergers and acquisitions or investor relations.

So, whether you're feeling overwhelmed by cash flow management, struggling to decipher financial statements, or simply want a strategic partner to guide your growth, a fractional CFO could be the missing piece you've been searching for.

Resources

• Connect with Christina Sjahli on LinkedIn 
• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn

Enjoyed This Podcast?

Each review you write helps us reach more women in business. Your insights are invaluable—share this with your friends and amplify the impact! 

Connect With the Profit Reimagined

Ready to turn purpose into profit? Transform your financial strategy and embark on a journey toward a sustainable and thriving business. Schedule a chat with the team today!

Forecasting is naturally imperfect.

It is imperfect because businesses are always changing, and economic conditions are always shifting.

So, as a founder, you have to be ready to adapt and deal with uncertainty.

Today, our host Christina Sjahli will take you into the world of forecasting.

In this episode, Christina will guide you through the art of forecasting by breaking down the key steps to creating an intentional forecast, even with the understanding that things can change along the way.  

She talks about why forecasting is essential for any business.

Whether you're a seasoned entrepreneur or just starting out, grasping the essence of forecasting can serve as a formidable asset in ensuring your business's success.  

Keep in mind, forecasting isn't just about predicting numbers; it's about shaping the future of your business with purpose and clarity.

Let's jump in!

Key Takeaways:

• Benefits of a good forecast:
  • Early identification of deviations from predictions (positive or negative).
  • Understanding the cause of these deviations.
  • Ability to adapt quickly based on potential scenarios.
• Forecasting can help you:
  • Predict future resource needs to support your mission-driven initiatives.
  • Stay ahead of the curve and adapt to unexpected situations.
  • Align your financial growth with your social impact goals.
  • Make strategic investments that fuel both profitability and positive change.
• Start with Impact: Define the impact you aim to achieve so you can prioritize accordingly.
• Gather and analyze data:  Analyze historical financial data and consider historical operational data. Understand what happened and the reasons behind it. Then assess potential future scenarios based on external factors (economy, market, marketing efforts). Finally, determine how to achieve goals without compromising your values.
• Utilize a Forecasting Tool: Input the gathered information and assumptions into a financial forecasting tool.
• Regularly Update the Forecast: A forecast is a living document that improves over time with updates.

Episode Highlights

• [02:30] Forecasting is an imperfect process.
• [03:33] Start with impact - Why you started this business in the first place.
• [05:12] Gather information - historical financial and operational data
• [06:34] Analyze the Data
• [07:10] Build Assumptions
• [08:05] Utilize a Forecasting Tool
• [08:30] Regularly Update the Forecast

Resources

• Connect with Christina Sjahli on LinkedIn 
• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn
• Discover if our Fractional CFO Services are your perfect fit by taking this quiz.

Enjoyed This Podcast?

Each review you write helps us reach more women in business. Your insights are invaluable—share this with your friends and amplify the impact! 

Connect With the Profit Reimagined

Ready to turn purpose into profit? Transform your financial strategy and embark on a journey toward a sustainable and thriving business. Schedule a chat with the team today!

If you're building a mission-driven business, there's one particular number you definitely need to check. Understanding this number will quickly pinpoint any issues in your business and determine if you're building a sustainable, profitable venture.

In this episode of Her CEO Journey, we demystify the significance of this essential metric for business vitality: Gross Margin.

Join our host Christina Sjahli as she unveils the power of this metric, teaches you how to calculate it in minutes, and explains what it tells you about your pricing, costs, and overall financial sustainability.  

Access the path to informed decision-making and build a thriving business that resonates with your purpose!

Listen and move from panic to power. 

Key Takeaways:

• Gross Margin Explained: It's a profitability indicator representing revenue minus the direct cost of delivering your service or product.
• Calculating Gross Margin Percentage: Revenue minus Cost of Goods Sold divided by Revenue.
• Interpreting Your Gross Margin:
  • Below 30%: Potential issues with pricing or cost of goods sold (too high or too low).
  • Too High Cost of Goods Sold: May indicate missing costs or unadjusted pricing.
  • Too Low Cost of Goods Sold: May indicate incorrect pricing not reflecting all costs.
• Resources for Further Exploration:
  • Listen to our Pricing Series (Episodes 160-163) on Her CEO Journey
  • Profit Reimagined's Fractional CFO Services

Profit Reimagined CFO services can be a game-changer when it comes to understanding and optimizing your gross margin and pricing strategy. 

A fractional CFO brings deep financial expertise to the table by analyzing your financial data to pinpoint areas where your cost of goods or services sold might be inflated or where your pricing might not be fully capturing your value. 

Having a fractional CFO will help you develop strategies to streamline your operations, negotiate better deals with suppliers, and implement data-driven pricing models that ensure you're covering your costs and generating healthy profits.

Episode Highlights:

• [00:54] Introduction to the importance of a single number for business health.
• [01:33] Understanding Gross Margin.
• [02:45] Calculating Gross Margin Percentage and why it is important.
• [03:25] Interpreting Your Gross Margin: What a low percentage tells you.
• [05:20] Resources for further exploration on pricing and financial solutions.

Resources:

• Connect with Christina Sjahli on LinkedIn 
• Check out Profit Reimagined's Fractional CFO Services
• Turn your purpose into profit, visit our Website and  LinkedIn
• Discover if our Fractional CFO Services are your perfect fit by taking this quiz.

Enjoyed This Podcast?

Each review you write helps us reach more women in business. Your insights are invaluable—share this with your friends and amplify the impact! 

Connect With the Profit Reimagined

Ready to turn purpose into profit? Transform your financial strategy and embark on a journey toward a sustainable and thriving business. Schedule a chat with the team today!

Do you ever find yourself feeling anxious, even though your business is profitable? 

Perhaps this unease stems from uncertainties about your cash flow – a crucial financial aspect that often confuses many mission-driven CEOs.  

Fear not!  

This episode of Her CEO Journey serves as your comprehensive cash flow masterclass, equipping you with the knowledge and strategies to confidently manage your business's financial health.

Join our founder, Christina Sjahli, as she delves into practical techniques for closely monitoring your operating cash flow.

Christina will walk you through the art of cash flow management, empowering you to take proactive control of your business's financial well-being.

By the end of this episode, you'll be a cash flow pro, ready to:

• Extend your runway and breathe a sigh of relief.
• Make sound decisions based on real financial data.
• Prioritize effectively and stay true to your mission.

Are you ready to become a cash flow master? Let's get started!

Bonus: We've got a Practical Guide for Busy Founders like you with even more cash flow wisdom and common forecasting mistakes to avoid. Grab it in the show notes!

Key Takeaways:

In this episode, you'll learn:

• Profitability is a crucial indicator of a healthy business, but it's not the only factor for financial stability. Efficiently managing cash inflows and outflows is the secret to maintaining healthy cash flow.

1. Profitability Matters: Profit is important, but it doesn't guarantee a business will have enough cash on hand to operate smoothly.
2. Cash Flow Management is Key: The real "core principle" is in managing cash flow effectively. This involves ensuring a steady stream of incoming cash (inflows) while minimizing unnecessary outgoing cash (outflows).

• The 3 types of cash flow every CEO should understand (investing, financing, and operating - we'll focus on the big kahuna: operating cash flow)
• How to monitor your cash flow and discover your runaway date (the day the well runs dry!)
• The power of cash flow modeling: play "what-if" with your finances and prepare for anything!

Episode Highlights

• [00:54] Cash Flow as a concept and a process 
• [01:15] Big mistake: use bank balances to manage cash flow
• [02:44] The three types of Cash Flow: investing, financing and operating.
• [03:38] Three Operating Cash Flow steps
• [04:00] Monitor Cash Flow and find your runaway date
• [04:30] Manage Cash Flow
• [05:30] Model Cash Flow

Resources

• Connect with Christina Sjahli on LinkedIn 
• Check out Christina’s Fractional CFO Services
• Explore Profit Reimagined and discover how you can turn purpose into profit: Website and  LinkedIn

Enjoyed This Podcast?

Each review you write helps us reach more women in business. Your insights are invaluable—share this with your friends and amplify the impact! 

Connect With the Profit Reimagined

Ready to turn purpose into profit? Transform your financial strategy and embark on a journey toward a sustainable and thriving business. Schedule a chat with the team today!