"I am the co-founder of UpCounting, an accounting and fractional chief financial officer firm focused on ecommerce. We handle everything from basic bookkeeping and transactional work to high-level needs, such as due diligence, back-office implementations, cash flow forecasting, and financial modeling. I am also a certified public accountant and previously ran both an ecommerce brand and a marketing agency. Most finance professionals lack hands-on experience in advertising or customer acquisition, but I have lived those challenges, and that background significantly shapes how I advise founders."
"So we structure our reporting, dashboards, and forecasting around the realities of ecommerce operations - not just accounting accuracy but actionable insights tied to contribution margin, customer behavior, marketing performance, and growth strategy. Bandholz: What is the most common financial mistake founders make? Syed: I see three major issues repeatedly. First, many founders track the wrong numbers. They monitor revenue or look at profit once a month, but rarely examine contribution margin or cash flow."
UpCounting provides accounting and fractional CFO services tailored for ecommerce, covering bookkeeping, due diligence, back-office implementations, cash flow forecasting, and financial modeling. The firm values hands-on advertising and customer acquisition experience when advising ecommerce founders. Marketing commonly represents the largest expense, so reporting and forecasting emphasize contribution margin, customer behavior, marketing performance, and growth strategy rather than only accounting accuracy. Common financial mistakes include tracking top-line revenue or monthly profit while ignoring contribution margin and cash flow. Ecommerce marketing growth often depends on creative volume, and many merchants have not fully exhausted channels such as Meta.
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