A fractional CFO who specializes in e-commerce will outperform a generalist because they understand the specific financial challenges of that industry. Saying no to broader audiences lets you say yes to the right clients and become the expert they actually want to hire.
Do I really need a niche? If I specialize in e-commerce, that means I can't sell to construction or doctors or real estate or all these other people. How would I close off my universe? The more you say no, the actually, the more you're saying yes to. So if you look at a market, if you're trying to be something to everybody, then nobody is going to buy from you. If I was looking for a fractional CFO and I own a business, do I want a fractional CFO for anyone? Do I want the average fractional CFO? Or do I want the person who's going to be handling my finances to be the best person? I want the person who's specialized for me, who specializes in e-commerce stores or Shopify stores, who are doing a couple million dollars a year, who's got a long track record. I don't want just like any CFO. He might not know the special things for my industry.
