Can't see the big picture
When you can't see the bigger financial picture, you're limited to partial data.
DTC FINANCIAL STATEMENTS
Stop the pain of X.
Be someone who does Y.
X years of DTC finance knowledge in less than X hours. Broken down into manageable 10 minute modules. Watch, absorb. "Aha" > apply. Complimentary Financial Toolkit ($1200 value) that works with any Shopify store + Beyond ROAS eBook.
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Statements you'll read on sight
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Real DTC brands torn down
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Operator-grade tools
Lifetime
Application
The problem
Knowing XXXX isnot the same asYYYY
Most eCommerce professionals don't have an X problem. They have an Y problem. And brands can tell who knows X from those who don't.
Constantly defending value
You're constantly having to defend the value of your work. Often by hours or activity.
Guessing
Without proof of what actually works, you test random tactics, burn time, and burn revenue.
When you finish this course
You'll Be Able ToYYYY
- ✓See the bigger financial picture
- ✓Communicate with the CFO - the most trusted voice in any organization
- ✓See how marketing fits in the context of finance
Go into any situation and own the room on this topic, because you understand how money really moves.
What's Inside
Three statements.Twenty-three lessons.One complete picture.
The P&L shows you the future potential. The balance sheet shows you the present reality. The cash flow statement shows you the past. That is why there are three statements and not one, and why reading only one of them leaves you guessing at the other two.
The P&L
Over half the course. From what a P&L actually is, through using it as an operator, to building your own and tearing two real ones apart.
- ✓What it is, why it matters, and the parts of it
- ✓Using the P&L as an operator, not an accountant
- ✓Building your own with the Financial Toolkit
- ✓Two full P&L teardowns
The Balance Sheet
Where the business actually stands right now, and the constraint that stops most brands scaling past a certain size.
- ✓What the balance sheet is and why it matters
- ✓The parts of the balance sheet
- ✓Working capital, and why so many brands can't break the $20M ceiling
- ✓Five ways to action the balance sheet
The Cash Flow Statement
What actually happened to the money, and the reason a profitable brand can still run out of it.
- ✓What the cash flow statement is and why it matters
- ✓The parts of the cash flow statement
- ✓How much profit the business actually needs
Then all three at once
The Three Statements in Action
The course closes on two real businesses, read across all three statements together, the way an operator actually has to read them.
- ✓Real life example #1
- ✓Real life example #2
Time's Scarce. You Have Sh** To Do
Actionable content, structured into clear topics and broken down into manageable modules. No video is longer than 10 minutes.
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Progressive, manageable modules
You've got shit to do. Which is why the modules are designed in 15-20 minute sections you can knock out and review when it suits you.
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Visual explanations and downloadable slides
Absorbing and understanding makes knowledge actionable. The course is designed so you can act on what you learn immediately.
Is This For You?
Not for you if:
- ✕You're just getting started in D2C marketing
- ✕You work in another space such as B2B lead gen - this is designed for DTC eCommerce
- ✕You'd prefer to close your eyes and hope that you're driving profit without really knowing
- ✕You're ok with using metrics like ROAS as your KPIs
Perfect for you if:
- ✓You're a D2C Operator, Agency Founder, Head of Growth, or Skill Specialist
- ✓You're scaling spend but not sure if it's actually profitable
- ✓You need financial clarity
- ✓You're making decisions based on ROAS because you don't have anything better
- ✓Your CFO, investors, or clients keep questioning marketing's impact - and you can't answer with confidence
Don't believe us, believe them
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Plus 4 free bonuses, included with yourenrollment.
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Financial Toolkit
- ✓Plug-and-play Google Sheet Financial Toolkit for D2C brands
- ✓Quick setup guide for easy Shopify export and import.
- ✓Preloaded sample data for immediate testing.
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Move the Needle Community Access (1 month)
- ✓Join like-minded peers solving the toughest problems in DTC
- ✓Get input from high-level operators in multiple niches and areas of speciality.
- ✓All members sign NDA's for confidentiality
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Beyond ROAS eBook
- ✓THE book on moving beyond ROAS as a primary metric in DTC
- ✓Exportable to Kindle
- ✓Each chapter works through a specific DTC finance topic
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Live Workshop Vault
- ✓Over 30 live call recordings on P&L breakdown, forecasting, LTV to CAC payback, growth frameworks and more.
- ✓Real use-cases from 8 figure DTC brands.
- ✓Organized by topic
Meet the Creators
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Valentin Kuznetcov
inFractional CFO and Head of Growth who has scaled 7, 8, and 9-figure D2C brands. Specializes in translating marketing performance into financial outcomes that actually matter to business success and survival.
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Nick Miller
inLed media buying teams at a top US agency as well as brand-side in-house. Personally managing $30M+ in ad spend across 7-8 figure D2C brands while overseeing much more. Has lived through the "great ROAS but we're losing money" experiences that inspired the Move the Needle academy.
Get Started
Full Course
- ✓Full Course
- ✓Financial Toolkit
- ✓One Month Community Access
- ✓Move the Needle Live Workshop Vault