About me
Hi
I'm Frank — a Fellow CPA with over 30 years of senior finance experience, and the founder of CFO Direct.
My career has taken me through some of Australia's most demanding industries — logistics, transport, construction, infrastructure, manufacturing, and aerospace — working at CFO and executive level across businesses ranging from fast-growing SMEs to large multi-entity operations.
Why I Started CFO Direct
I started CFO Direct because I kept seeing the same problem: businesses between $2m and $30m that were too complex to run on gut feel and a quarterly accountant visit, but not yet ready — or not willing — to carry the cost of a full-time CFO. That gap is where I work.
Why Work With Me?
I don't consult from a distance. I embed in your business, work alongside your team, and focus on what matters right now — whether that's cash flow, a system that's failing you, a deal you're trying to close, or simply getting clear on where the business is actually heading.
What Sets CFO Direct Apart?
No Corporate Fluff
I work in your business, not just on it—becoming a trusted extension of your team.Flexible By Design
From short-term interventions to ongoing partnerships, I tailor my approach to your needs.You Get Me - not a team of juniors
Every engagement is led by me personally. You're not on boarded and handed off.Finance That Connects To The Whole Business.
Cash flow lives in operations.Margin lives in your pricing decisions.
Risk lives in your contracts.
I work across all of it — not just the month-end numbers.


FAQ
01 What size businesses do you work with?
We typically work for businesses with a turnover of $3m to $25m.
We find SMBs in this range are (or were) mostly family run businesses. These businesses have the potential to scale up at a rapid pace, or have reached a point where they need to gird themselves against foreseeable events. Either way, they need help.
These businesses inherently have a flat organisational structure allowing us to immediately and effectively work within the entire organisation. Being able to work within a company is a satisfying experience. It means we are a member of your team.
02 What industries do you specialise in?
Whilst we are committed to guiding all our clients – whatever industry sector they operate in – we have a particular focus on the industries below:
Manufacturing
Road Transport
FMCG
Infrastructure
Engineering
Construction
Events
Services
Aerospace
The rapid pace these industry sectors operate means that finding the right professionals can be a challenge. This is where we come in. Our concentration in these areas means we have both the capability and capacity to play a pivotal role within the operational success of your business.
03 What types of management reporting do you put in place for your clients?
We tailor management reporting to meet each client’s specific needs, focusing on providing clear, actionable insights that drive informed decision-making. Typical reports include:
Financial Performance Dashboards: Monthly or quarterly overviews of key metrics like revenue, gross margin, EBITDA, and cash flow.
Budget vs. Actual Analysis: Comparing planned financials against real performance to identify variances and guide course correction.
KPI Reporting: Custom key performance indicators aligned with business objectives, such as customer acquisition costs, churn rates, or project profitability.
Cash Flow Forecasts: Short- and long-term projections to support liquidity planning and strategic investment decisions.
Scenario & Sensitivity Analysis: “What-if” models to help leadership understand the financial impact of different business decisions.
Departmental or Segment Reporting: Breakdowns by business unit, product line, or geography to highlight performance across the organization.
And many others
All reports are designed to be digestible, visual, and aligned with the strategic goals of your business—delivered regularly and discussed in detail to support proactive management.
04 What types of systems have you implemented?
The systems we implement depend entirely on the needs, size, and complexity of the business. We’ve worked across a broad spectrum—from lightweight accounting platforms like Xero, through to full-scale ERP systems such as JD Edwards, MFG/PRO, and other enterprise-grade solutions.
Our role varies based on the project: we can provide oversight and guidance to internal teams, or take the lead as full project managers—working with vendors, ensuring timely implementation, and making sure the system aligns with your operational and strategic objectives.
Ultimately, our focus is on ensuring any system implemented becomes a powerful enabler of efficiency, visibility, and better decision-making.
05 What is a business process improvement exercise?
BPI is focused on fine-tuning the operations that keep your business running smoothly. By breaking down your organisational resources and processes, you can uncover ways to improve efficiency and free employees to focus on other matters.
This is achieved by mapping each process, analysing each process, redesigning the process, implement the change, and followed by a review process.
This is a must in any business that is introducing change or undergoing rapid growth, or simply wanting to manage costs.
30 years of CFO experience by a real Fellow CPA.
Working directly in your business.
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