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Our mission
Fire and Forge Business Solutions helps small businesses reclaim their businesses through clear financial understanding. Fractional CFO services go beyond basic bookkeeping to deliver key financial metrics that empower business owners to make informed decisions with confidence.
Your money is a mess, and you know it. Stop bleeding profits and get your finances in order in just 30 days with our simple, no-BS 3-step process.
Our process is 3 simple steps
Discovery meeting
Understanding your business
We start with a conversation. This is your time to share your challenges, goals, and vision. I’ll listen, ask the right questions, and gather key insights to understand where your business stands today and where you want to go.
Strategic Roadmap
Crafting your custom plan
After our meeting, I’ll analyze the information and develop a tailored financial and operational strategy. This roadmap will outline clear steps to optimize your business, improve cash flow, and drive growth.
Execution & partnership
Moving forward together
We meet again to review your customized plan and begin implementing the strategies. Whether it’s automation, key metrics, CFO guidance, or controller services, I’ll work alongside you to ensure your business thrives.
Our process is 3 simple steps
1. Discovery meeting
Understanding your business
We start with a conversation. This is your time to share your challenges, goals, and vision. I’ll listen, ask the right questions, and gather key insights to understand where your business stands today and where you want to go.
2. Strategic roadmap
Crafting your custom plan
After our meeting, I’ll analyze the information and develop a tailored financial and operational strategy. This roadmap will outline clear steps to optimize your business, improve cash flow, and drive growth.
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3. Execution & partnership
Moving forward together
We meet again to review your customized plan and begin implementing the strategies. Whether it’s automation, key metrics, CFO guidance, or controller services, I’ll work alongside you to ensure your business thrives.
Our services
What does a CFO do?
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Financial Strategy & Planning – Developing financial roadmaps to support business goals.
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Cash Flow Management – Ensuring the business has sufficient liquidity to operate and grow.
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Profitability & Pricing Strategies – Analyzing margins and pricing to optimize profitability.
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Financial Forecasting & Budgeting – Creating models to predict future financial performance.
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Risk Management & Financial Oversight
Outsourced CFO Consulting
Big picture, high level oversight
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What does a controller do?
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Financial Reporting & Analysis – Ensuring accurate and timely financial statements.
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Bill payments
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Month-End & Year-End Close – Managing accounting processes to maintain clean books.
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Internal Controls & Compliance – Implementing processes to prevent fraud and ensure regulatory compliance.
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Expense & Cost Management – Tracking and optimizing business expenses.
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Implementing financial systems for better efficiency
Controller services
Managing day-to-day financial operations
Key Metrics
Revenue
The total cash your business brings in from sales or services. We’ll show you how to grow it and spot where you’re leaving money on the table.
Cost of Goods Sold (COGS)
The cash you spend directly on jobs (like materials or wages). We’ll help you figure out if you’re spending too much and how to price smarter.
Gross Profit
What’s left after job costs, before other bills. We’ll break it down so you know if your projects are worth it or need a tweak.
Gross Profit Margin
The chunk of each sale that’s profit after job costs, as a percentage. We’ll guide you to boost this so every dollar works harder for you.
Operating Expenses
Your everyday bills—like rent or utilities—not tied to jobs. We’ll help you keep these in check so they don’t eat your profits.
Net Profit
The real cash you keep after all expenses. We’ll show you why it’s low and how to turn more sales into money in your pocket.
Net Profit Margin
The percentage of sales that’s yours to keep. We’ll explain if you’re working too hard for too little and how to fix it.
Current Ratio
Checks if you can cover bills due soon. We’ll help you avoid cash crunches and keep things running smoothly.
Debt-to-Equity Ratio
Compares what you owe to what your business is worth. We’ll guide you to manage debt so it doesn’t drag you down.
Average Job Size
How much you typically earn per job. We’ll show you if small jobs are holding you back and how to land bigger ones.
Number of Jobs
Counts your total projects. We’ll help you see if you’re missing out on work and how to fill your schedule.
Revenue by Season/Quarter
Shows how your income changes over the year. We’ll plan with you so slow months don’t leave you broke.
Cash Flow Metrics
Tracks cash coming in and out. We’ll make sure you’ve got enough to pay bills, no matter the season.
A/R Turnover
How fast customers pay you. We’ll speed this up so slow payers don’t tie up your cash.
Costs in Excess of Billings
When you’ve spent more on a job than you’ve charged. We’ll stop you from working for free and keep jobs profitable.
Backlog
The value of jobs you’ve locked in but haven’t started. We’ll use this to plan your growth and secure your future cash.
Overhead Ratio
How much of your sales goes to regular bills. We’ll cut the fat so more money stays with you.
Bid-Hit Ratio
The percentage of job bids you win. We’ll tweak your bids to win more work without wasting time.
Days Sales Outstanding (DSO)
How many days it takes to get paid after a job. We’ll shorten this so cash flows faster.
Days Payables Outstanding (DPO)
How long you take to pay suppliers. We’ll stretch this smartly to keep cash handy without ticking anyone off.
EBITDA Margin
The percentage of sales left after regular costs (before taxes and loans). We’ll boost this to show your business’s true strength.
Quote/Marketing Analysis
Figure out your average customer value, your churn rate, how many quotes you should be doing/week/day, etc, your lead acquisition cost, etc.
Revenue
Cost of Goods Sold (COGS)
Gross Profit
Gross Profit Margin
Operating Expenses
Net Profit
Net Profit Margin
Current Ratio
Debt-to-Equity Ratio
Average Job Size
Number of Jobs
Revenue by Season/Quarter
Cash Flow Metrics
A/R Turnover
A/P Turnover
Costs in Excess of Billings
Backlog
Overhead Ratio
Bid-Hit Ratio
Days Sales Outstanding
(DSO)
Days Payables Outstanding
(DPO)
EBITDA Margin
Quote/Marketing Analysis
Let's connect
Our story
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Ellie spent years managing the financial and operational sides of the landscaping business, mastering accounts receivable, accounts payable, and profit first principles. Through her experiences, she built a solid financial foundation—knowledge she now uses to help other business owners take control of their numbers.
Ellie and Josh both grew up in West Chester, attended Penn State, got married, and now raise their four kids in the same town. Their mission is simple: to help small business owners understand their numbers so they can make smarter decisions and build financially strong companies.
Learning the hard way to help others
A shared mission, rooted in community
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A business born from experience
In 2019, Ellie joined her brother in starting a landscaping business, Clean Peak Landscaping. Through hands-on problem solving, she quickly learned that interpreting financials and reports provided by accountants and bookkeepers was challenging and confusing. These frustrations led to another solution—one that transforms financial data into a clear roadmap for success.
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Engineering financial efficiency
Josh, a mechanical engineer with a background in robotics and automation, saw how inefficient financial systems could hold businesses back. By integrating automation and API-driven processes, he helps Fire and Forge streamline workflows, improve accuracy, and create better financial strategies for clients.
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Let’s take the guesswork out of business finances together.
FAQs
A fractional CFO is a part-time financial expert who works with you on a flexible basis to guide your business's financial strategy, improve profitability, and drive growth. By leveraging their expertise, you can make better financial decisions, improve cash flow, and put systems in place for long-term financial health—without the cost of a full-time hire.
As a small business owner, your time is precious. A fractional CFO frees you up from managing financial complexities, allowing you to focus on what you do best—running your business. We dive deep into your numbers, identify areas for improvement, and implement strategies to help you grow profitably. Using Profit First principles, we’ll help you prioritize profits and ensure your business runs efficiently.
YES! We use a revolutionary method that flips traditional accounting on its head. Instead of treating profit as what’s left over after expenses, we recognize it before all the other costs that go into running your business. We help you ensure that you see and protect your company’s profits.
Yes! Having begun as a landscaping business owner, I (Ellie) understand the need to not “talk over your head”. You will receive instruction that actually makes sense to you and you can carry with you as you daily run your business.
By breaking down your P&L, balance sheet, and cash flow in an easy-to-understand way, we make sure you’re confident in your financial decisions. With a focus on your unique needs, we’ll guide you step by step to understanding the numbers that drive your business.
We aim to help you take control of your finances and grow your business profitably. Through tailored financial strategies, you can expect:
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Improved cash flow and profit margins
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A clear understanding of your financials and Reduced financial stress and confusion
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A solid foundation for growth and long-term financial health
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Consistent updates on the financial health of your business with instructions on what to adjust if needed.
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While we specialize in helping small businesses in the home service industry, our services are applicable to any business that wants to take control of their finances and increase profitability. Whether you’re in construction, HVAC, plumbing, or another service-oriented field, our goal is to provide financial clarity and strategic advice that works for your business.
Our pricing is based on the level of service you need. We offer flexible, tiered packages that are designed to fit the unique needs of your business. Whether you need ongoing financial strategy, monthly reporting, or one-time consultation, we tailor our services to provide the most value for your specific situation. Contact us to discuss your needs, and we’ll create a customized plan that aligns with your goals.
To get started, we offer a free consultation where we’ll review your current financial situation, understand your goals, and discuss how we can help. From there, we’ll create a customized strategy to help you increase your profitability and implement systems that will keep your business on track for long-term success.