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Do Your Brand's Financials Feel Wrong? Here's the Fix
www.FreeToGrowCFO.com
đ GET ACCESS TO OUR FREE CASH FLOW 101 COURSE
https://mailchi.mp/freetogrowcfo.com/ftg-cash-flow-course-sign-up
đ GET A FREE CFO ANALYSIS
https://freetogrowcfo.com/free-cfo-analysis
đ§ JOIN OUR WEEKLY FREE TO GROW CFO NEWSLETTER
https://freetogrowcfo.com/newsletter
đ§ââïž WHO IS FREE TO GROW CFO
Outsourced CFO and Bookkeeping services for profit-focused DTC brands.
Scaling a DTC brand is stressful.
With messy books and no CFO on your team you run the risk ofâŠ
-Hiring too quickly
-Buying too much inventory
-Scaling ad spend unprofitably
-Running out of cash
And that leads to stressful, sleepless nights. We donât want that for you.
Free to Grow CFO has given hundreds of DTC brands a plan for scaling alongside healthy profit and cash flow. Our plan will work for you too.
đ WANT TO INCREASE PROFIT AND CASH FLOW AS YOU SCALE?
Book a Call Now â https://freetogrowcfo.com/book-a-call
đ€ CONNECT WITH JON BLAIR ON LINKEDIN
https://www.linkedin.com/in/jonathon-albert-blair/
đ„ FOLLOW FREE TO GROW CFO ON YOUTUBE
https://www.youtube.com/@FreetoGrowCFO
đ€ EPISODE DESCRIPTION
Episode Summary
In this episode of The Free to Grow CFO Podcast, Jon Blair sits down with Free to Grow CFOâs Head of Accounting, Ruben Galindo, to break down one of the most commonâand most dangerousâissues in DTC: inaccurate financials that lead to bad decisions.
They walk through where most brands go wrong with revenue recognition, including why booking deposits as revenue distorts your P&L and how missing components like refunds, discounts, fees, and sales tax can completely misstate your margins. Jon and Ruben also unpack the complexity behind reconciling multiple payment processors, and why most accounting setups fail to capture the full picture of whatâs actually happening to your cash and expenses.
The conversation then shifts into the hidden challenges inside merchant accounts like Shopify, PayPal, and Amazonâwhere fees, ad spend, and vendor payments often get missed or misclassifiedâcreating gaps between reported profit and reality.
This episode is a practical look at why accurate financials arenât about accountingâtheyâre about having numbers you can trust to make better decisions as you scale.
Key Takeaways
-If your numbers arenât accurate at the line-item level, you canât trust them to guide growth decisions.
-If youâre not reconciling payment processors properly, youâre missing real expenses hitting your business.
-Booking cash deposits as revenue hides refunds, fees, and timing issues that distort your P&L.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Ruben Galindo- https://www.linkedin.com/in/rubengalindo241086/Free to Grow CFO - https://freetogrowcfo.com/
Transcript
~~~
00:00 Intro to The Free to Grow CFO Podcast
00:36 Common E-commerce Accounting Challenges
01:40 Common Issues in Revenue Recognition
06:05 The Complexity of Payment Reconciliation
17:36 Understanding Inventory Accounting
21:36 The Importance of E-commerce Expertise in Accounting
22:10 Final Thoughts
View all episodes
By Jon Blairwww.FreeToGrowCFO.com
đ GET ACCESS TO OUR FREE CASH FLOW 101 COURSE
https://mailchi.mp/freetogrowcfo.com/ftg-cash-flow-course-sign-up
đ GET A FREE CFO ANALYSIS
https://freetogrowcfo.com/free-cfo-analysis
đ§ JOIN OUR WEEKLY FREE TO GROW CFO NEWSLETTER
https://freetogrowcfo.com/newsletter
đ§ââïž WHO IS FREE TO GROW CFO
Outsourced CFO and Bookkeeping services for profit-focused DTC brands.
Scaling a DTC brand is stressful.
With messy books and no CFO on your team you run the risk ofâŠ
-Hiring too quickly
-Buying too much inventory
-Scaling ad spend unprofitably
-Running out of cash
And that leads to stressful, sleepless nights. We donât want that for you.
Free to Grow CFO has given hundreds of DTC brands a plan for scaling alongside healthy profit and cash flow. Our plan will work for you too.
đ WANT TO INCREASE PROFIT AND CASH FLOW AS YOU SCALE?
Book a Call Now â https://freetogrowcfo.com/book-a-call
đ€ CONNECT WITH JON BLAIR ON LINKEDIN
https://www.linkedin.com/in/jonathon-albert-blair/
đ„ FOLLOW FREE TO GROW CFO ON YOUTUBE
https://www.youtube.com/@FreetoGrowCFO
đ€ EPISODE DESCRIPTION
Episode Summary
In this episode of The Free to Grow CFO Podcast, Jon Blair sits down with Free to Grow CFOâs Head of Accounting, Ruben Galindo, to break down one of the most commonâand most dangerousâissues in DTC: inaccurate financials that lead to bad decisions.
They walk through where most brands go wrong with revenue recognition, including why booking deposits as revenue distorts your P&L and how missing components like refunds, discounts, fees, and sales tax can completely misstate your margins. Jon and Ruben also unpack the complexity behind reconciling multiple payment processors, and why most accounting setups fail to capture the full picture of whatâs actually happening to your cash and expenses.
The conversation then shifts into the hidden challenges inside merchant accounts like Shopify, PayPal, and Amazonâwhere fees, ad spend, and vendor payments often get missed or misclassifiedâcreating gaps between reported profit and reality.
This episode is a practical look at why accurate financials arenât about accountingâtheyâre about having numbers you can trust to make better decisions as you scale.
Key Takeaways
-If your numbers arenât accurate at the line-item level, you canât trust them to guide growth decisions.
-If youâre not reconciling payment processors properly, youâre missing real expenses hitting your business.
-Booking cash deposits as revenue hides refunds, fees, and timing issues that distort your P&L.
Episode Links
Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/
Ruben Galindo- https://www.linkedin.com/in/rubengalindo241086/Free to Grow CFO - https://freetogrowcfo.com/
Transcript
~~~
00:00 Intro to The Free to Grow CFO Podcast
00:36 Common E-commerce Accounting Challenges
01:40 Common Issues in Revenue Recognition
06:05 The Complexity of Payment Reconciliation
17:36 Understanding Inventory Accounting
21:36 The Importance of E-commerce Expertise in Accounting
22:10 Final Thoughts