Drop your store reports. Ask the hard questions. Get answers that actually move the needle.
Not charts. Not dashboards. The CFO conversation — structured data, the right context, decisions made faster.
Works with
Shopee
Lazada
TikTok Shop
Shopify
FinKnight CFO DashboardLive
Gross Revenue
$1.47M
↑ ~$3M annualised
Contrib. Margin
81.5%
↑ Strong DTC
Cash Runway
~18 mo
$1.24M position
LTV : CAC
7.1×
CAC $27 · LTV $193
Sep
Oct
Nov
Dec
FK
November Black Friday drove $498K — 2.2× your Sep baseline. CM% at 81.5%, LTV:CAC 7.1×. Q4 was your first profitable quarter.
How It Works
Three steps to your best CFO conversation.
No setup. No integrations. No waiting for the next board meeting.
1
30 seconds
Upload
Drop your Shopee, Lazada, or TikTok reports directly — PDFs, Excel, or CSV. Raw data, straight from the source, preserved at order and SKU level.
2
In plain English
Ask
Type your question the same way you'd ask a CFO in a room. "Why are my margins dropping?" "Which channel is actually profitable?" No filters. No dropdowns.
3
With confidence
Decide
Get sharp, structured answers grounded in your actual data — with the eCommerce context to make them meaningful. Then act.
Try It Now
Drop your reports. Ask anything.
The 10 core questions every eCommerce founder needs answered — and your AI CFO knows all of them.
Your Reports
0 uploaded
Drop Shopify / Online Files Here
PDF · Excel · CSV · Click or drag
Order ExportP&L ReportAd Spend
Drop Shopee / Lazada Files Here
PDF · Excel · CSV · Click or drag
Order ReportFinance ReportReturns
Drop TikTok Shop / Offline Files Here
PDF · Excel · CSV · Click or drag
Order ReportEvent SalesBank Statement
Processed Files
FinKnight CFO Advisor
Ready
Ask:
Profitable?
Best SKUs
ROAS / CAC
Runway
Channels
Discounts
No reports yet — upload your files to get started
FK
Hi! I'm your FinKnight CFO Advisor.
Upload your store reports on the left, then ask me anything. I won't just show you charts — I'll give you the structured, context-rich answers you'd get from a CFO who actually knows eCommerce.
P&L walkthrough
Break-even ROAS
Cash runway
SKU CM%
Discount impact
Top 3 actions
Financial Dashboard
Your numbers, structured and contextualised.
Upload your reports and every metric below updates instantly.
Sample data shown — Sep 2025 to Dec 2025 · ~$3M annualised DTC brand · Upload your reports above to replace with your real numbers.
Total Gross Revenue
$1.475M
↑ ~$3M annualised
Total Net Revenue
$1.203M
81.6% of Gross Rev
Total Orders
16,860
Online: 12,140 · Offline: 4,720
Avg Order Value
$87.50
↑ strong vs $65 target
Contribution Margin
81.5%
↑ Q4 first profitable qtr
Blended CAC
$27.10
LTV $193 · LTV:CAC 7.1×
Cash Runway
~18 mo
Based on $68K/mo avg burn
Cash Position
$1.240M
Bank + Term Deposits · AR: $48K
Gross Revenue by Channel — Monthly Trend
Online (Shopify) · Offline Events · Retail — Sep to Dec 2025
Sep
Oct
Nov ★
Dec
Online (Shopify)
Offline (Events)
Retail
Revenue Mix — Q4 2025
% of Gross Revenue (Sep–Dec)
Online (Shopify)
72%
Offline (Events)
18%
Retail
10%
SKU Contribution Margin Analysis — Sep to Dec 2025
Gross Revenue · Discounts · Net Revenue · COGS · Txn Fee · CM · CM% · Status
Product
Units
Gross Rev
Discount
Net Rev
COGS
Txn Fee
CM
CM%
Status
Product A — Signature Serum
6,200
$620,000
($124,000) 20.0%
$496,000
$74,400
$17,360
$404,240
81.5%
TOP
Product B — Daily Moisturiser
5,800
$508,000
($102,000) 20.1%
$406,000
$57,000
$14,210
$334,790
82.5%
TOP
Product C — Starter Kit (Bundle)
2,900
$203,000
($24,000) 11.8%
$179,000
$32,200
$6,265
$140,535
78.5%
WATCH
Product D — Eye Cream (New Launch)
1,800
$144,000
($22,000) 15.3%
$122,000
$17,080
$4,270
$100,650
82.5%
SCALE
TOTAL
16,700
$1,475,000
($272,000) 18.4%
$1,203,000
$180,680
$42,105
$980,215
81.5%
All values in USD. CM = Net Revenue − COGS − Transaction Fees. Discount % shown as % of Gross Revenue.
Ad Spend & ROAS
Sep 25 — Dec 25 · Seasonality effect visible
Month
Ad Spend
Revenue
ROAS
Sep 25
$42,000
$230,000
5.5×
Oct 25
$46,000
$285,000
6.2×
Nov 25 ★
$58,000
$498,000
8.6×
Dec 25
$42,000
$462,000
11.0×
Total
$188,000
$1,475,000
7.8×
CAC vs LTV Analysis
Blended across all channels · AOV $87.50
Blended CAC
$27.10
Est. LTV (AOV × 2.2×)
$192.50
LTV : CAC Ratio
7.1×
Breakeven Analysis
Based on 81.5% contribution margin
BREAKEVEN ROAS
1.23×
= 1 ÷ 81.5% CM · far exceeded in Q4
BREAKEVEN MONTHLY REV
$177,800
✓ Exceeded all 4 months in Q4
Discount rate at 18.4% — but skewed to hero SKUs
Total discounts hit $272K over Q4 — 18.4% of gross. Products A and B (the two top sellers) absorb 83% of all discounting at 20% rates. Product C's bundle shows a healthier 11.8% discount rate. Every 1pp reduction across A & B = ~$11K in direct CM uplift.
Ask CFO how to optimise discounting →
Q4 was the first profitable quarter — held across all 4 months
Revenue exceeded the $177.8K breakeven threshold every month from Sep–Dec. November's Black Friday spike ($498K gross, ROAS 8.6×) alone generated $392K in contribution margin — covering ~5.7 months of average opex. The Q4 playbook is proven.
Ask CFO to model Q1 strategy →
Seasonality gap: Q1–Q2 revenue is ~40% of Q4 — plan now
Based on typical DTC seasonality, Jan–Jun revenue runs at 40–55% of Q4 levels — roughly $90–130K/month. With $68K/month average burn, breakeven is still achievable in off-peak months, but the margin is thin. Ad budget should be pulled back, not maintained at Q4 levels.
Ask CFO to plan the off-season →
Product D (Eye Cream) — new launch with 82.5% CM, scale it
Product D launched in Q4 with only 1,800 units but an 82.5% CM — matching the brand average with only 15.3% discount pressure. At $144K gross on minimal marketing support, the unit economics are validated. Increasing ad allocation here could yield strong returns without cannibalising existing SKUs.
Ask CFO how to scale Product D →
The Questions That Matter
10 questions. Every answer your business needs.
Click any question to ask your AI CFO directly.
Q1
Are we actually profitable?
"$500k sales — why does it feel like we're losing money?"
Q2
Which products make money?
"Which SKU is actually profitable?"
Q3
Are our ads profitable?
"ROAS looks good but we still lose money."
Q4
What ROAS do we actually need?
"How much ROAS to break even?"
Q5
Which channel wins?
"Shopee vs TikTok vs Shopify — which is best?"
Q6
What if we double ad spend?
"If I double ads, what happens?"
Q7
Why are margins dropping?
"Margins were 40% last year, now 25%."
Q8
What should we stop selling?
"Which SKU should we kill?"
Q9
Are discounts hurting us?
"Flash sales boost revenue — but are they worth it?"
Q10
What do we do right now?
"What's the biggest financial opportunity?"
Your partner in value creation.
Founded in 2023, FinKnight bridges the gap between raw eCommerce data and the strategic conversations that actually move businesses forward. We structure your data, add the right context, and make every CFO conversation count.
"Fin" — the evolving role of finance in your business. "Knight" — sharp insights, steadfast protection.
Passion
Intellectual Honesty
Curiosity
Integrity
Fractional CFO
On-demand CFO leadership — strategic, hands-on, and built for startups scaling fast.
Strategic Planning
Financial modelling, forecasting and scenario planning to make your next move count.
Data Analytics
Turn raw platform data into structured insight — at order level and SKU level, not just summaries.
Investor Relations
Pitch-ready financials and investor narratives that hold up under scrutiny.
Fundraising
End-to-end support from financial modelling through to closing your round.
M&A Advisory
Buy-side and sell-side advisory — due diligence, valuation and deal structuring.
Ready to ask the hard questions?
Upload your first report in 30 seconds. No setup. No integrations. Just answers.