Have you ever had to slow down your business because you didn’t have the cash to keep going, even though your marketing was working and your inventory was flying out the door? I’ve seen it happen more times than I can count. That’s why I wanted to bring Ciaran MacWhite on the show, because so many founders are making one of the most common startup funding mistakes without even realizing it.

In this chat, Ciaran breaks down why giving up equity just to cover short-term expenses is a move that can cost you big; like control of your business, decision-making power, and future profits. He talks through smarter alternatives, including what his company WayFlyer is doing to help brands get fast, unsecured working capital without dealing with banks or handing over a slice of the business. If you’re in eComm, especially apparel, beauty, or health, you’re gonna want to hear this.

We also get into the mindset shift that happens when a side hustle turns into a multi-million dollar operation. You start off doing everything yourself, but there comes a point where bringing in expert help, like a fractional CFO, can save you a lot of headache. And when it comes to money, knowing your options is everything.

So if you’re in that messy middle of growth and debating how to fund your next step, don’t miss this one. We talk through real stories, real numbers, and real lessons to help you avoid the most common startup funding mistakes that trip founders up again and again.

EPISODE HIGHLIGHTS:

00:00 - Introduction

01:22 - What does Wayflyer do and how does it support eCommerce brands?

04:32 - What are the biggest mistakes founders make with funding?

07:18 - Why is negotiating supplier terms so important for cash flow?

10:05 - Why using equity for short-term expenses is a bad move

12:04 - When should founders bring in fractional experts like CFOs or CMOs?

15:32 - What are the warning signs that a business might be in financial trouble?

17:32 - What does the average WayFlyer client look like?

19:32 - How Wayflyer helped brands like True Classic and Daniel Patrick scale

21:28 - What trends are shaping the future of eCommerce funding?

ABOUT OUR GUEST:

Ciaran MacWhite is a Funding Manager at WayFlyer, where he partners with eCommerce founders to provide non-dilutive capital solutions that support business growth without sacrificing equity. Specializing in bridging cash flow gaps and enabling inventory scaling, Ciaran works closely with brands to tailor financing strategies that align with their unique needs. His approach emphasizes flexibility and speed, helping clients overcome traditional funding hurdles and achieve sustainable expansion. Through his role, Ciaran contributes to WayFlyer’s mission of empowering consumer brands with purpose-built financing solutions.

CONNECT WITH CIARAN MACWHITE:

• LinkedIn https://uk.linkedin.com/in/ciaran-macwhite-826093bb

• Website https://wayflyer.com/

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