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The High Performance 
CFO 
2014 SaaS Founder Meetup - SFO
Agenda 
Intro 
Part 1: The Essentials 
Part 2: Advanced Topics 
Wrap up: 
Good vs. Great CFOs 
© StartupCFO Enterprises In...
introduction 
© StartupCFO Enterprises Inc. 
mark macleod 
CFO 
Advisor 
Investor
Part 1: The Essentials 
© StartupCFO Enterprises Inc.
What a CFO does… 
• Act as a right hand to the CEO 
• Capitalize the company and preserve financial strength 
• Monitor, m...
What do they look like? 
© StartupCFO Enterprises Inc.
CFO Role Evolution 
© StartupCFO Enterprises Inc.
When should you hire a CFO? 
© StartupCFO Enterprises Inc.
Where do you find them? 
 Investors 
 Your lawyer 
 Other entrepreneurs 
Look for: 
 Recent exits 
 True startup peop...
Part 2: Advanced Topics 
© StartupCFO Enterprises Inc.
SaaS Math 
© StartupCFO Enterprises Inc.
Financial Reporting 
Do: 
•Report in $000s 
•Compare to budget 
•Show month on month trends (numbers, graphs) 
•Report KPI...
Finance Org Design 
© StartupCFO Enterprises Inc. 
Blue functions are in place today. Others are coming
Runway 
Why do startups die? 
•No cash 
Implications: 
•Always have $ 
How much should you raise? 
•$ to get to the next v...
CFOs & Marketing 
Old School New School 
Hard to measure. Easy to cut 
© StartupCFO Enterprises Inc. 
spend 
Directly tied...
CEO leverage 
•CEO has the toughest job in the building 
•Only CFO can come close to seeing what the CFO sees (360 view) 
...
Titles: VP vs. CFOs 
Considerations: 
•Stage 
•Experience needed 
•Ambitions (public) 
© StartupCFO Enterprises Inc. 
VP, ...
Good vs. Great CFOs 
© StartupCFO Enterprises Inc. 
Good Great 
Funding the business Diligence readiness. 
Build great fin...
© StartupCFO Enterprises Inc. 
Questions?
thank you 
© StartupCFO Enterprises Inc. 
mark macleod 
@startupcfo 
startupcfo.ca
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The High Performance CFO - everything you need to know

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Slides from my talk at Point Nine Capital's 2014 SaaS Founder event

The High Performance CFO - everything you need to know

  1. 1. The High Performance CFO 2014 SaaS Founder Meetup - SFO
  2. 2. Agenda Intro Part 1: The Essentials Part 2: Advanced Topics Wrap up: Good vs. Great CFOs © StartupCFO Enterprises Inc.
  3. 3. introduction © StartupCFO Enterprises Inc. mark macleod CFO Advisor Investor
  4. 4. Part 1: The Essentials © StartupCFO Enterprises Inc.
  5. 5. What a CFO does… • Act as a right hand to the CEO • Capitalize the company and preserve financial strength • Monitor, measure and continually propose improvements to the performance of the company • Maintain a deep command of business fundamentals and financial performance, including comparison to relevant benchmarks • Maintain deep relationships with key external stakeholders (directors, investors, lenders, bankers, analysts, competitors, industry peers) © StartupCFO Enterprises Inc.
  6. 6. What do they look like? © StartupCFO Enterprises Inc.
  7. 7. CFO Role Evolution © StartupCFO Enterprises Inc.
  8. 8. When should you hire a CFO? © StartupCFO Enterprises Inc.
  9. 9. Where do you find them?  Investors  Your lawyer  Other entrepreneurs Look for:  Recent exits  True startup people For part time: Avoid double part time © StartupCFO Enterprises Inc.
  10. 10. Part 2: Advanced Topics © StartupCFO Enterprises Inc.
  11. 11. SaaS Math © StartupCFO Enterprises Inc.
  12. 12. Financial Reporting Do: •Report in $000s •Compare to budget •Show month on month trends (numbers, graphs) •Report KPIs •Add management commentary •Ship in a timely manner Don’t: •Send your entire chart of accounts •Expect much reaction Audits: •Just go ‘big 4’ © StartupCFO Enterprises Inc.
  13. 13. Finance Org Design © StartupCFO Enterprises Inc. Blue functions are in place today. Others are coming
  14. 14. Runway Why do startups die? •No cash Implications: •Always have $ How much should you raise? •$ to get to the next value creating milestone with wiggle room Avoid: •Having to raise •Tiny seed rounds © StartupCFO Enterprises Inc.
  15. 15. CFOs & Marketing Old School New School Hard to measure. Easy to cut © StartupCFO Enterprises Inc. spend Directly tied to growth. Need to work together Today’s reality: •Data-driven marketing •Tons of measures. Short on insights •Finance needs to partner with marketing •Challenging concepts for finance. i.e. “lift”
  16. 16. CEO leverage •CEO has the toughest job in the building •Only CFO can come close to seeing what the CFO sees (360 view) •Best CFOs will provide leverage to the CEO to help scale & sanity © StartupCFO Enterprises Inc.
  17. 17. Titles: VP vs. CFOs Considerations: •Stage •Experience needed •Ambitions (public) © StartupCFO Enterprises Inc. VP, Finance CFO Focus Minding the ship (reporting, controls, budgeting) Fundraising, deals, growth Experience Senior finance leader but never been CFO Prior CFO experience or rock star who’s ready Differentiator Can go beyond finance Experience & networks for raising capital
  18. 18. Good vs. Great CFOs © StartupCFO Enterprises Inc. Good Great Funding the business Diligence readiness. Build great financial models & reporting Has the relationships & experience to find great investors Strategy Supports strategy through models, etc. Directly contributes to and sets strategy Deals Provides finance & legal support Actively sources, supports & closes key deals Execution Supports through reporting, etc. Raises the bar by helping all departments execute better Focus Excellent finance leadership Running the business
  19. 19. © StartupCFO Enterprises Inc. Questions?
  20. 20. thank you © StartupCFO Enterprises Inc. mark macleod @startupcfo startupcfo.ca

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