The situation
Revenue was at £700k and growing. Cash flow was positive. But product line profitability was unknown. Margin by product wasn’t available. The founder had no reliable month-end reporting schedule, making growth decisions difficult.
Business decisions on hiring, discounting, and customer acquisition cost required clear financial data that wasn’t available quickly enough to support rapid scaling.
What we did
Revenue tracking by product line and segment
Billing data mapped to product lines, revenue streams, and customer segments. Margin visibility provided across all product lines and customer cohorts.
Management accounts delivered 5 days before month-end
Fixed schedule established for month-end close: full management accounts including P&L by product, cash flow forecast, headcount costs, and unit economics delivered 5 days before close every month.
Board-level reporting and SaaS metrics
Investor-ready reporting provided with SaaS-specific metrics: burn rate, CAC, LTV, churn, cohort analysis. Updated throughout the month and available on request.
The outcome
“We went from £700k to £2.5m in nine months and Annabel was the reason I could actually make decisions through that growth. Margin by product line, cash forecast, month-end delivered 5 days early. Every month.”