Sponsored by Highbeam – The financial operating system built for founders. Highbeam is the modern banking and cash management platform designed specifically for CPG and ecommerce founders. Get real-time visibility, earn 4% yield on idle cash, and gain financial clarity to make better business decisions.

In 2019, TeaSquares was starting to finally gain traction. Distribution was expanding, and buyers were starting to reach out rather than the other way around. On the surface, we were scaling fast. But under the hood, the story was different. Cash was constantly tight. Every new PO created a deeper hole: production costs went out immediately, but retailer payments didn’t come in for 60+ days. Our $350,000 of investment funds withered in our bank account everyday. 

I was burning out—not because the product wasn’t working, but because the finances weren’t. I didn’t need more revenue—I needed a financial foundation.

My story isn’t unique. In fact, it’s one of the most common patterns in growing CPG brands. Which is why now, more than ever, mastering your cash flow is the first step toward long-term profitability.

Why Profitable Brands Start with Financial Discipline

Too many founders treat financial strategy as a reactive task—something to figure out after you’ve grown, raised, or scaled. But the most successful brands treat finance as core infrastructure. Profitability isn’t a milestone to reach “someday”—it’s a mindset and a set of systems that guide how you build.

Start with these key financial practices:

• Build in profitability from the beginning. Plan what it will take to make your business profitable in year 1. 
• Track your burn rate weekly—not just monthly. Understanding your actual net outflow helps you identify problems faster.
• Monitor gross margins by SKU and channel. You need to know where profit is being made—and where it’s being eroded.
• Build a 13-week cash flow forecast that gets updated consistently. This rolling forecast is your early warning system for cash shortfalls.

One important note: financial discipline doesn’t mean cutting costs blindly. It means being intentional with every dollar and aligning spend with strategic growth.

Smarter Cash Flow in Practice

Cash flow isn’t just about survival—it’s about control. Founders who manage their cash strategically make better decisions: they time production runs efficiently, negotiate from a stronger position with suppliers, and avoid the panic of last-minute borrowing.

This is where tools like Highbeam come in. I just signed up for free banking  this year for Foodbevy. Their platform offers real-time cash visibility and financial tools that are actually designed for startup founders—not accountants. A few standout practices include:

• Centralizing your accounts to track cash movement across bank accounts, payment processors, and spend platforms.
• Highbeam AI builds live forecasts, answers operational questions on demand, actively moves money to maximize your yield and reduce your interest expense, categorizes your transactions, and reconciles your accounts in real t
• Cash flow optimization through automated treasury, free same-day ACH to get extra days on your supplier terms, and cards with either cash back or extended terms to match your cash flow.

Rather than waiting until you hit a wall, platforms like Highbeam give you a dashboard to steer from—so you’re driving, not reacting.

Building a Financial Foundation That Scales

When should you start building your financial system? The best time was yesterday. The second-best time is now.

Setting up solid financial practices will make scaling dramatically easier. It also makes you more attractive to investors, who increasingly want to see how you’ll achieve profitability—not just that you’ve raised your next round.

You need to “treat cash like a product”—something that requires iteration, management, and smart systems. That means:

• Making financial clarity part of your weekly rituals
• Building a buffer—not just for peace of mind, but for power
• Investing in tools that give you visibility without friction

Final Thoughts

A profitable brand isn’t built on hype or hope—it’s built on a healthy cash flow engine. As a founder, the choices you make today about how you manage money will shape your ability to scale tomorrow.

Sign up for Highbeam. Reach out and we’ll connect you with their team directly.  Get yield on your idle cash, reduce interest expenses, and save time with AI powered workflows that anyone can use.