Listening and truly understanding are the foundations for good guidance. Rob runs a Virtual CFO company and has >10 years’ experience in Finance and entrepreneurship. Co-founded 4 clean-tech companies in China. Strong listener that understands Finance, Strategy and the perspective of a business owner. Focus is on the strategic role of finance: investment decisions, fundraising, cash flow forecasting and scenario planning. Next to running his own business, Rob has been advising and mentoring companies in Software, eCommerce and Professional Services industries, with a geographic focus on Greater China, South East Asia and Western Europe.

On this episode you'll learn:

* Rob's Background

* The reason people start a business

* Why does starting a business matter

* The bug impacts of having a goal

* The key things that go on a business

* The vulnerable areas on a business

* What are the signs you’re doing this

* The no 1 place to cut costs

*  A strategic reason for keeping a loss-making SKU on

* How to make the business more profitable