Most founders dream of a historic exit.
Most brands will fail.
I work with founders and CEO's to ensure that your "big win" doesn't become your final act.
20 Years of Financial Leadership.
I am a Principal for growth-stage companies. My background includes an MBA, board advisory roles, and experience as a founder with national retail accounts (Target). I have managed multi-million-dollar budgets for global institutions and led financial strategy at every stage of the business lifecycle.
Strategic Finance for Founders.
I help founders move from daily operations to high-level leadership. I combine the technical rigor of two decades in finance with the ability to lead hard conversations and manage investor relations. I bring stability to the numbers and the boardroom.
How I Help
I’ve Lived the Scale: I architect the cash flow bridges and supply chain financing that helped me scale my own brand to Target, ensuring your "big win" is profitable, not fatal.
I Bring Institutional Rigor: I install the same fiscal frameworks I used to manage $300M portfolios, providing the data-backed confidence required for Board-level approval.
I Build the Roadmap: I align your mission with a rigorous financial engine, modernizing internal controls and overhauling P&Ls to protect your operational integrity.
Where You Are
The "Retail-Ready" Anxiety: You've landed a national contract with major retailer, but are staring at a 50,000-unit PO without a capital strategy to fund it.
The Governance Gap: You have investors and Board members demanding $100M-level transparency, but your current financials are built for a seed-stage startup.
The Operational Friction: Your technical roadmaps and product visions are disconnected from your P&L, leading to "leaky" growth and shrinking margins.
Build for the next stage.
From Advisory to Architecture
Most $5M–$50M brands reach a tipping point where they have outgrown the transactional nature of bookkeeping, yet cannot justify the $400k fully-loaded cost of a permanent CFO.
Over 20 years as a Principal and Board Advisor, I have watched this "messy middle" cost founders their margins—and eventually their equity—to unmanaged complexity.
I founded Endure CFO Labs to close that gap.
By providing institutional-grade governance and modern financial tools, we give growth-stage brands the same technical architecture I’ve implemented for $1B+ global organizations.
We protect the foundation, so you can lead the brand.
Frequently asked questions
How is a Fractional CFO different from my current bookkeeper or CPA?
A bookkeeper records what happened to your money, and a CPA ensures you are compliant for tax season. As a Fractional CFO, I sit above those functions to provide leadership and architecture. I don’t just report the numbers; I use them to build your capital stack, manage your margins, and represent your interests in the boardroom. I manage your existing accounting team so that their output meets the institutional standards required for a $5M–$50M brand.
At what revenue point does a founder typically need your help?
Most of my clients are in the "Danger Zone" between $3M and $15M in revenue. This is the threshold where your operational layers have grown too complex for spreadsheets, and the cost of a mistake—like a mismanaged retail rollout—can be fatal to the business.
We just landed a national retail contract. Why do I need a liquidity forecast now?
National retail is a different financial game—it is capital-intensive and timing-sensitive.
Scaling into big-box retail often creates a "success gap" where your cash is trapped in inventory and accounts receivable long before you see a profit. A 13-week liquidity forecast is your early warning system. It allows us to model the impact of chargebacks, distribution fees, and payment terms before they create a crisis. My goal is to ensure that your biggest win doesn't become your biggest liability. We build the architecture so you can fulfill the contract without compromising your equity.
What does "Board-Ready Reporting" actually mean?
As you scale, you aren't just answering to yourself; you're answering to investors and board members. I translate your raw financial data into high-level, strategic insights. I ensure that when you sit down with your Board or Investment Group, you are presenting strong financial modeling to support your brand vision.
Is a Fractional CFO worth the investment if we aren't "huge" yet?
A full-time CFO with my level of institutional experience costs upwards of $400k+ per year. By bringing me on fractionally, you get that same $300M institutional rigor for a fraction of the cost. Think of it as an insurance policy: the cost of my services is significantly lower than the cost of a failed scale-up or a rejected capital raise.
Get in touch
Growth is a liability without structure. Let’s stress-test your current financial foundation before you take the next step.
sherelle@sherellereed.com
© Sherelle M Reed LLC 2026. All rights reserved.
Strategic Leadership
Financial Inteliigence
Modern AI-Driving Solutions
Capital Architecture & Structuring
M&A Readiness & Due Diligence
Fundraising Strategy & Execution
Board Advisory & Governance
Investor Relations & Advocacy
13-Week Cash Flow Forecasting
KPI Design & Metric Tracking
Unit Economics & Margin Analysis
Profit Optimization Strategies
Systems Stress-Testing & Controls
Cash Flow Management & Forecasting
Management, Board, & Investor Reporting
Financial Performance & Expense Analysis
Headcount & Hiring Planning
Financial Scenario Planning
Revenue Intelligence
Fundraising Preparation
Bookkeeping Quality Review & Validation