Virtual CFO for D2C brands
Growth that makes money, not just headlines.
For D2C founders selling on their own website and on marketplaces. We show you what each order really earns after marketing, logistics and returns, and keep enough cash to fund the next stage.
What we see in D2C brands
Problems we fix every month
Healthy gross margin, losses at order level
A strong gross margin can leave very little per order once marketing, shipping, payment fees and returns are counted. Most brands never see CM2 and CM3 by channel.
Payouts that do not reconcile
Marketplace and gateway settlements net off commissions, fees, returns and penalties. Without line-by-line reconciliation, revenue and receivables are guesses.
CAC rising faster than revenue
Spend scales quickly, but payback and LTV are rarely tracked by channel or cohort, so the wrong channels keep getting budget.
Inventory tying up cash
Growing catalogues mean slow movers, stock spread across warehouses and marketplaces, and cash stuck on shelves.
Books that close in 30 to 45 days
By the time last month is known, this month's spend decisions have already been made.
GST across states and channels
Multi-state registrations, marketplace TCS and returns make GST reconciliation easy to get wrong.
Channel-wise contribution margin
CM1, CM2 and CM3 by channel, SKU and marketplace, refreshed every month.
Settlement reconciliation
Gateway and marketplace payouts matched to orders, fees and returns.
CAC, LTV and payback dashboards
Unit economics by channel and cohort, so budget follows profitable growth.
A 7 to 10 day close
A monthly close calendar with owners, so numbers arrive while they still matter.
13-week cash forecast
A rolling view of cash that shows inventory and ad-spend crunches weeks early.
Client impact
What this looks like in practice
Business names are withheld for confidentiality. The outcomes are from actual engagements.
7 days
D2C brand: monthly close cut from 45 days to 7
Growth was hiding poor unit economics. We reconciled gateways and marketplaces and built CAC, LTV and channel margin dashboards. The founders now see profit and cash every week.
The founders replaced gut-feel with a live view of channel and product profitability, CAC, LTV and cash.
You deal with the principal, not a junior.
Amit Tiwary
Founder-Director, ProCFO
Amit has spent 20+ years in corporate finance and advisory, and has guided 100+ businesses through fundraising, CFO services, operational finance and M&A. He leads every ProCFO engagement personally, backed by a multi-qualified team of accountants, company secretaries and analysts, with maker-checker review on every deliverable.
He is a Chartered Accountant, Cost and Management Accountant and Company Secretary, with an Advanced Diploma in Management Accounting from CIMA, London.
How we can help
Services that fit D2C brands
Managed CFO Office
Your entire finance department as a service, from daily books to the board pack. See the tiers
CFO Services
Planning, MIS, profitability, cash and working capital, led by a senior CFO. Learn more
Accounting, Tax and Compliance
Accurate books, reconciliations and every statutory filing, on time. Learn more
FAQ
Frequently asked questions
What is contribution margin and why does it matter for D2C?
Contribution margin shows what each order earns after variable costs. CM1 is after product cost, CM2 after fulfilment, shipping, payment fees and returns, and CM3 after marketing. It is the clearest view of whether growth is making or losing money.
Can you reconcile marketplace and payment gateway payouts?
Yes. We reconcile marketplace and gateway settlements against orders, fees, returns and TCS, so revenue and receivables in your books are real.
Do you work with early-stage D2C brands?
Yes. The Foundation tier is built for early-stage brands getting finance right from day one, and it grows with you.
Can you help us prepare for a fundraise?
Yes. Investors look closely at unit economics, cohort retention and cash burn. We get those numbers clean and defensible before you start conversations.
Your next step
Find out what each order really earns.
One conversation will show you your CM2 and CM3, and what to fix first.
+91 97314 05575
info@procfo.co.in