Your business looks successful.
So why does it still feel so uncertain?

You're making decisions every day that affect your cash flow, your team, your family , and you're making most of them without the financial clarity you actually need. That's not a personal failure. It's a gap nobody talks about when running your own business.

Your business looks successful
So why does it still feel so uncertain?

You're making decisions every day that affect your cash flow, your team, your family , and you're making most of them without the financial clarity you actually need. That's not a personal failure. It's a gap nobody talks about when running your own business.

You're tired. Frustrated. Probably both.

You work 60+ hours a week. You take the business home with you. You can't fully switch off , because the financial uncertainty is always there.

Black restroom person icon standing with hands on hips on a white background

Your revenue might be growing but your take-home hasn't changed


And none of the financial professionals around you are connecting the dots.

Black silhouette of a person with a question mark above their head

You make your best guess. On hiring. On pricing. On timing.


And you've never said this out loud , but sometimes you wonder: Am I actually making money? Or am I just surviving at a higher level?

Black icon of a person in a suit with a lightbulb for a head, symbolizing an idea or innovation

You don't need another accountant. You need a CFO


The person who brings the forward-looking, strategic, what-is-actually-going-on-with-my-money conversation that nobody is having with you right now.

What's the catch?

I'm looking for 20 SA business owners who are willing to be honest about their finances.


My name is Delene Odendaal. I'm a fractional CFO based in Pretoria and I'm completing my MBA thesis on exactly this gap , the space between a bookkeeper and a full-time CFO that thousands of South African SMEs are stuck in right now.


I need real conversations. Not polished answers. The real ones.


In exchange for 60 minutes of your honesty, you receive a  Financial Health Assessment of fractional CFO advisory at no cost which would cost you R15,000 – R35,000.


 Financial Health Assessment of fractional CFO

01

Profitability

Are you actually making money?

Not just revenue. Real profit after all costs, owner drawings, and tax provisions. Many businesses look busy but are quietly losing money.

  • Gross margin per product/service
  • True net profit after owner costs
  • Where margins are leaking
  • Pricing vs cost reality

02

Cash Flow

Where is the money going?

Profit and cash are not the same thing. A business can be profitable on paper and still run dry. This looks at the timing and predictability of cash moving in and out.


  • Cash conversion cycle
  • Debtor collection days
  • Creditor payment patterns
  • Seasonal cash gaps
  • Working capital adequacy

03

Tax position

What's the real exposure?

VAT, provisional tax, income tax, PAYE. Are you compliant? Are you overpaying? Are there missed deductions or a SARS liability building quietly in the background?


  • Provisional tax estimate
  • VAT compliance
  • Missed deductions
  • Business structure efficiency
  • SARS correspondence status

04

Financial systems

Can you trust your numbers?

If the underlying bookkeeping is unreliable, everything else built on it is unreliable too. This checks whether the data coming out of your accounting system is actually accurate.


  • Bank reconciliation status
  • Chart of accounts accuracy
  • Software fit for the business
  • Reporting lag time

05

Business structure

Are you set up correctly?

Is the legal and tax structure of the business (sole prop, Pty Ltd, trust, group) still the right one for where the business is today , and where it's going?


  • Entity structure review
  • Profit extraction strategy
  • Personal vs business finance separation
  • Succession readiness

06

Forward view

Do you know what's coming


A health assessment isn't just a look backwards. It should tell you what the next 3–6 months look like based on current trajectory, and flag risks before they land.


For your business’s success, it costs one honest conversation.

Is this the right fit for me?

  • Your business turns over between R3M and R64M
  • You have an accountant , but no one thinking proactively about your money
  • You make financial decisions on gut feel more than you'd like to admit
  • You want to feel in control , not just hope the numbers work out
  • You're willing to be genuinely honest for 60 minutes

Is this the right fit for me?

  • Your business turns over between R3M and R64M
  • You have an accountant , but no one thinking proactively about your money
  • You make financial decisions on gut feel more than you'd like to admit
  • You want to feel in control , not just hope the numbers work out
  • You're willing to be genuinely honest for 60 minutes

20 Spots Available

Three questions. Three minutes. I review every application personally and respond within 48 hours.