You've felt underpriced for months. But every bump risks losing the jobs that keep the crew busy.
We model your true cost-to-deliver, benchmark the market, and show exactly where you can move pricing without tanking close rates.
Fractional CFO for home-service businesses
Fractional CFO guidance before the next big call.
We help growing home-service businesses, typically $1M–$10M in revenue, make clearer decisions about pricing, hiring, cash flow, Profit First, and growth.
- Built for
- Home services
- Helps with
- Pricing, hiring, cash
- Based in
- West Chester, PA
What we do
The decisions we help owners make.
Most owners already have the data. We turn it into a clear model for the calls that affect cash, profit, people, and growth.
The calendar says yes. The bank account says maybe. Nobody wants to pull the trigger and regret it in 60 days.
We pressure-test your cash runway against the new payroll, pin the break-even revenue, and tell you when to hire — or why to wait.
The P&L says you're profitable overall. But some jobs feel like a grind for no return, and you can't prove which.
We break profitability down by service line, crew, and job size so you can double down on what's working and cut what's not.
Big-ticket decisions feel irreversible. One wrong move ties up cash you'll miss when the slow season hits.
We run the purchase through a cash-flow model and a payback calc so you know the ROI, the risk, and the timing before you sign.
Your call, not ours
We do not make the decision for you. We build the model, pressure-test the options, and give you a clearer next move.
Our story
We have sat on the owner side of the table.
Ellie co-founded and ran the financial side of a home-services business. Josh brings the automation background that keeps the numbers moving without adding another admin burden. Fire & Forge is the partner we wished we had when the calls were urgent and the numbers were murky.
Ellie Demi
Co-Founder & Head of Financial Strategy
Ellie co-founded Clean Peak Landscaping in 2019 and ran the financial and operational side through every growth stage. She brings operator experience, AR/AP depth, and Profit First discipline to every engagement.
- Penn State graduate
- Co-founder, Clean Peak Landscaping
- Profit First Professional
Josh Demi
Co-Founder & Head of Automation
Josh is a mechanical engineer with a decade in robotics and automation. He builds the reporting, dashboards, and workflows that make the numbers easier to trust and faster to use.
- Penn State graduate
- Mechanical engineer
- Automation and API integration
Our process
A simple rhythm: understand, plan, execute.
We start with the business in front of us, build the financial roadmap, then stay close enough to help the metrics move.
- 01
Discovery
Understand your business
A two-hour deep dive. We walk through how the business actually runs today, where the numbers feel murky, and what winning looks like twelve months out.
- 02
Roadmap
Build your custom plan
We analyze your financials, identify the gaps that matter, and deliver a tailored plan for cash flow, profit, and growth — with clear priorities, not a hundred-page deck.
- 03
Execution
Partner in the work
Monthly CFO reviews, automation of the painful stuff, and dashboards you actually use. We stay in the work with you until the metrics move.
Frequently asked
The details, when you want them.
The homepage stays short. The practical answers live here.
We act as your part-time financial leader. That means turning your books into useful decisions: pricing, hiring, cash flow, Profit First allocations, margin improvement, growth planning, and the monthly rhythm to keep it all visible.
Home-service businesses typically $1M–$10M in revenue: HVAC, plumbing, electrical, construction, landscaping, roofing, and similar owner-led companies. You have real decisions on the table and usable financial data, but you need sharper interpretation and a plan.
Bookkeeping keeps the records clean. Tax prep keeps you compliant. We help you use the numbers to run the business. If you need cleanup work, payroll processing, tax filing, or a one-time report, we probably are not the right first call.
Most clients start with a roadmap and move into an ongoing monthly partnership. The work usually includes financial strategy, pricing and margin analysis, cash-flow forecasting, Profit First implementation, decision modeling, reporting you will actually use, and a prioritized action list every month.
We run a consistent rhythm: an early-month sync to hear what changed in the business, mid-month prep where we pull the numbers and build the story, then a CFO review focused on strategy, goals, and the action list for the month ahead.
That is the goal. We focus on the levers that usually move profit and cash first: pricing, margin, overhead, service mix, owner pay, tax reserves, and clearer decisions before big spending or hiring commitments.
We price in flexible tiered packages sized to your revenue and scope. After the discovery call we send a custom proposal — no hidden fees, no annual lock-in you'll regret.
Send us a note and we'll reply within one business day. If there's a fit worth exploring, we set up a longer conversation to dig into the business and build your roadmap.
Let's talk
Tell us about your business.
A few lines or a paragraph — whatever makes sense. We read every inquiry and reply within one business day.