WWYD if you were CFO at a Fast-Growing DTC Brand? – with Dan Major

Financial stability for fast-growing direct-to-consumer brands relies on establishing a single, accurate source of truth for data. By aligning sales figures across Shopify, marketing platforms, and accounting software like Xero or QuickBooks, founders gain the clarity needed to make informed decisions. Fractional CFO Dan Major emphasizes analyzing unit economics—specifically product, gross, and contribution margins—to identify inefficiencies and determine where to deploy capital. Rather than obsessing over perfect reporting, brands should prioritize reliable, actionable data to enable rapid course correction. Optimizing inventory by clearing dead stock and focusing on a core ecosystem of products further unlocks trapped cash flow. These strategies allow brands to move beyond defensive cost-cutting and instead use financial health as an offensive tool to outspend competitors and scale effectively.