Founder @ Ops-in-a-Box | ♥ Rev Ops | Makes ♫♪ with Data

When I landed my first RevOps role, it was like coming home!!

I have been involved in sales my whole life, from selling newspaper subscriptions, to retail & restaurants... I eventually landed my first professional sales role in SaaS. 

While I loved direct selling, I always gravitated to the science of sales. I loved to listen to my peers and mentors on the phone, I'd spend endless hours perfecting my PowerPoint presentations, I'd follow around the marketing team trying to understand how people were responding to our messaging, and I'd snoop around our CRM trying to figure out how the top sellers managed their pipelines. 

Eventually, my CEO & Mentor identified that my skills could be put to use in Sales Operations… and I was hooked. Since then, I've been lucky to work and learn from some of the best C-Suite teams in the business, experience operations at the largest SaaS operator in the world (AWS), and most recently, launch my own RevOps SaaS Startup aimed at helping others analyze and manage their SaaS metrics.

Daniel Marcus

Chris Ortega

Fractional CFO 🔥 Finance Influencer | Entrepreneur | Founder | Strategic Advisor | Business Partner | Disruptor | Finance, FP&A & CFO Thought Leader ✉: ceo@freshfpa.com

I help small & mid-sized business (SMBs) CEOs, owners, and founders turn financial complexity into financial clarity, cash-flow confidence, and profitable growth.

Backed by 20+ years of CFO leadership, corporate finance, accounting and FP&A experience, and a track record of scaling multiple companies to successful exits, I founded Fresh FP&A to give SMBs access to CFO leadership without the $750K full-time CFO costs.

At Fresh FP&A (www.freshfpa.com), we partner with growing SMBs ($1M–$50M in revenue) to:

1️⃣ Gain financial clarity
2️⃣ Improve cash-flow confidence
3️⃣ Unlock profitable growth

Our core services include:

✅ Fractional CFO & Advisory Services for SMBs
✅ Financial Leadership, Budgeting & Strategic Planning
✅ Business Growth, Expansion & Exit Planning

We’re not another consultant, bookkeeper, or interim CFO.

We act as your long-term fractional CFO partner > leading your finance function, delivering clear insights, and providing the financial strategy you need to make confident, profitable decisions while you focus on running & growing your business.

My WHY: To become the best version of Chris E. Ortega, personally and professionally.

My PURPOSE: To use my passions, skills, talents and experiences to help others realize and achieve greatness.

📈 Ready to grow with financial clarity & confidence?

Get your Free Financial Checkup 👉 www.tiny.cc/FreshStart

Learn more about Fresh FP&A 👉 www.freshfpa.com

Chief Executive Officer

Fresh FP&A (www.freshfpa.com) provides expert fractional CFO and advisory services for SMBs (small to medium sized businesses) seeking financial clarity & growth.  Our team of seasoned finance professionals brings extensive experience in financial planning & analysis (FP&A), strategic planning, and financial leadership. We're problem-solvers, strategists, and detail-oriented with a proven track record of growing finance organizations for Seed to Enterprise companies, both domestic and multinational.

𝗛𝗼𝘄 𝗪𝗲 𝗦𝗲𝗿𝘃𝗲 𝗖𝗘𝗢'𝘀, 𝗢𝘄𝗻𝗲𝗿𝘀 𝗮𝗻𝗱 𝗙𝗼𝘂𝗻𝗱𝗲𝗿𝘀:
• Fractional CFO Services
• Strategic Financial Leadership
• Business Growth and Expansion
• Advisory Services

Lead with Financial Confidence! Free Consultation ☝️ (Click "Book an appointment" above) 

#finance #fpa #fpanda #cfo #ceo #owner #founder #fractionalcfo #virtualcfo #freshfpa #leadership #partner #business #growth

Put some respect on our name. We are Indiana University Bloomington 🔥🔥🔥🔥

7 - 35 Halftime 
22 - 56 Final

See you at the Natty!

Fractional CFO for SMBs ($1M–$50M in revenue) | Financial Clarity, Cash Flow Confidence & Profitable Growth | Finance, FP&A Leadership & Strategy | CEO & Founder @ Fresh FP&A

It is noisy in the world right now. 🌍

Let’s be real: between global headlines and local challenges, 

It is easy to feel the weight of it all. 

To be distracted.

But in moments like this......

I force myself to PAUSE.

I’m reminded of the people and the moments that paved the way for where I am today, CEO at Fresh FP&A.   

Here's what keeps my fire burning. 🔥

❓Who is your biggest inspiration?

Let me know below 👇

#FreshFPA #Leadership #Resilience #Inspiration #Gratitude #Mindset

Let's get back to work and here's why .....

Took time off from the gym during the holidays to rest my mind and body.  

Now I'm back in the gym stronger, faster and more focused.  

Working out is my outlet from Fresh FP&A. 

❓ What's your outlet from work? 👇🏾

"Clarity allows you to move fast. Confusion forces you to move slowly." - 🔥🔥🔥🔥

SMBs that win are the ones that have absolute financial clarity on their north star.

Our job at Fresh FP&A isn't to complicate things with jargon and complex models. 

It's to turn financial complexity to clarity, so you can grow with confidence.

Keep your eyes on the destination. 

Let financial clarity guide your path.

Let's get to work! 

#Focus #BusinessClarity #Entrepreneurship #FinanceTips #FreshPerspective

SMBs: The biggest lie your P&L is telling you right now.....

You look at monthly P&L. It shows a healthy net profit. 

You high-five 🖐 your team..... 

Breathe a sigh of relief......

and plan that next big purchase.......

Then you log into your bank account.

The balance is near zero.

🤔 How is this possible?

Here's the hard truth every SMB owner needs to accept: Profit is not Cash.

❌ Your P&L is a scorecard of "what happened" (accounting). 

✅ Your Bank Account is the reality of "what is happening" (survival).

If your profit is stuck in:

1. Unpaid invoices (Accounts Receivable)
2. Slow Moving Inventory
3. Debt Payments, Misaligned payment terms, etc. 

...so you are "paper rich" but cash poor. And paper profits don't pay payroll on Friday. 

The Fix: Stop managing your business solely off the Income Statement. 

🔥 You need a 90-Day Cash Flow Forecast. It’s the only tool that tells you if you can survive the next quarter.

❓ When was the last time you looked at your Profit to Cash conversion? 

#FreshFPA #Insights #SmallBusiness #CashFlow #HardTruths #FinanceStrategy #FractionalCFO

The "Holiday Hangover" nobody talks about? It’s not the headache. It’s......

CASHFLOW. 

Let’s be REAL.

You’re back at the desk. The team is back. But have you checked your bank account?

Here's the reality for most SMBs:

😲 The AR Freeze: Your clients were OOO for two weeks. Invoices sat in inboxes. No checks were cut.

😬 The Expense Spike: You likely paid out bonuses, holiday parties, or year-end vendor prepayments in December.

😨 The Gap: Expenses went out. Cash didn’t come in.

This is the "Cash Flow Gap." And if you aren't careful, it sets the tone for a stressful Q1.

Don't panic. 

Execute.

Here is the Fresh FP&A rapid response plan: 

✅ The "Smile & Dial" Sprint: 

Email doesn't work this week. Everyone is digging out of 1,000 unread messages. Call your top 3 overdue accounts. 

✅ 90-Day Cash Flow Forecast: 

Stop guessing. Map out exactly your cash daily for the next 3 months. Visibility kills anxiety. 

✅ Delay the "Nice-to-Haves": 

Pause that new software, discretionary spend or non-critical hires until February. Let your cashflow baseline reset.  

Profits are Dream but Cash is a reality. 🔥  

Manage the NOW.

Be honest > is your cashflow list looking a little scary right now? 👇

What Is Your Business Worth? What's is your Number? Every SMB CEO, Owner or Founder should know this...... 📉📈

I talk to founders every week who have zero clue on their value. They know their revenue. They know their cash balance. But they don't know their Valuation.

The biggest myth in the SMB world? 

"I only need a valuation when I'm ready to sell."

WRONG. 

You might need to raise capital, plan your exit, or just understand if you're building an value. 

But you don't always need a $10K - $15K valuation. Match the method to your current goal.

Here is the Valuation Ladder from "Quick & Dirty" to "Deal Ready":

1. The "Rule of Thumb" 
(Low Cost / Low Complexity)

✅ What it is: Applying a standard industry multiple (e.g., "2x SDE" or "1x Revenue") to your numbers.

✅Cost: Free (or the price of a coffee).

✅Best For: Curiosity, quick "napkin math," or setting a rough baseline.

✅The Risk: It ignores your specific risks, customer concentration, and secret sauce. It's a guesstimate, not a guarantee.

2. Calculation & Software 
(Mid Cost / Mid Complexity)

✅What it is: Using valuation software or a calculation engagement with a fractional CFO. We plug your clean data into models (DCF, Market Comps) to get a data-backed range.

✅Cost: Affordable ($ - $$).

✅Best For: Strategic planning, internal buyouts, seeking bank financing, or tracking annual growth.

✅The Risk: Garbage in, garbage out. If your books are messy, the software won't save you.

3. Certified Appraisal or Firms  for Quality of Earnings 
(High Cost / High Complexity)

✅What it is: A full forensic deep dive by a certified valuator (CVA/ASA). This is a 50+ page report that stands up in court.

✅Cost: Expensive ($$$$).

✅Best For: IRS disputes, divorce, litigation, or a complex M&A exit.

✅The Risk: Overkill for 90% of day-to-day business needs. Don't buy a Ferrari to drive to the grocery store.

Fresh FP&A Perspective: Start in the middle. Get a calculation that gives you a range without breaking the bank.

Know your number. Grow your number.

👇 Which level is your business at right now? Napkin math or deal-ready?

#FreshFPA #FractionalCFO #BusinessValuation #SMB #FinanceTransformation #KnowYourNumber

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Chris Ortega

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