191. Cash Flow Mistakes Killing Ecom Brands with Rob te Braake

In this episode of Mastering eCommerce Marketing, Eitan Koter welcomes Rob te Braake, founder of Insight Matters, to talk about how eCommerce brands should really think about finance.

Rob works with founders as a fractional CFO, helping them set up accounting and reporting in a way that supports real decision-making. He’s also been an operator himself, which shows up throughout the conversation. He understands the pressure of choosing between ads, inventory, payroll, and growth, because he’s lived it.

Together, they talk about why revenue alone doesn’t tell the full story, how cash flow problems often start with inventory and financing costs, and why many brands rely on numbers that aren’t built for management decisions. Rob explains what founders should look for in their P&L, how forecasting improves over time, and why trying to automate thinking with AI can miss the mark.

They also cover exit planning, what makes a business attractive to buyers, and why trust in the numbers matters more than anything else.

This episode is a grounded conversation for founders who want clarity, fewer surprises, and a better handle on how money actually moves through their business.

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Guest: Rob te Braake, Founder at Insight Matters

Rob te Braake’s LinkedIn | Insight Matters

Is your financial setup holding back your eCommerce Growth? Find out here: http://financeinsightmatters.com/masteringecommercemarketing

Takeaways:

• Freedom is a core driver for entrepreneurship.
• Values are essential for meaningful work.
• Management accounting is crucial for e-commerce success.
• Financial data should be used for decision-making, not just compliance.
• Sales forecasting is key to optimizing cash flow.
• Clean financial records build trust with potential buyers.
• Understanding the cost of financing is vital for profitability.
• E-commerce businesses need to prepare for exits well in advance.
• Data-driven insights can steer companies toward success.
• Founders must engage actively in financial management.

Chapters:

00:00 Introduction to Strategic Financing and Management Accounting

01:50 Rob's Journey and Entrepreneurial Spirit

03:45 The Importance of Management Accounting

05:27 Understanding Management vs. Tax Accounting

07:33 The Three Tiers of Financial Management

09:02 Prioritizing Data for Business Decisions

10:27 The Financial Hierarchy of Needs

12:01 Preparing for an Exit: Key Considerations

13:39 The Importance of Clean Financial Records

16:50 Profitability vs. Cash Flow Management

18:41 The Operator's Advantage in Finance

19:57 Revenue vs. Profitability: The Ongoing Debate

21:08 Case Study: Turning Around a Struggling E-commerce Business

22:53 Immediate Financial Recommendations for Founders

23:58 Facilitating Financial Management for Founders

25:32 Engagement Models and Initial Steps