Startup Finance 101

Finance 101: The Numbers That Actually Matter

Most founders are brilliant at their craft, but the financial side can feel like learning a foreign language. The good news is that you don't need an accounting degree to run a financially healthy business. You just need to understand which numbers matter and how to use them to make better decisions.

This session cuts through the jargon to give you practical command of your business finances. Whether you're currently guessing at pricing, unsure what your P&L is actually telling you or worried about running out of cash, you'll leave with the clarity to make confident financial choices.

You'll learn:

How to read your P&L and spot the story it's telling about your business healthThe difference between profit and cash (and why it matters more than you think)How to work with your accountant to get the most from their servicesSimple forecasting techniques to anticipate challenges before they become crises

This isn't about becoming an accountant. It's about having the financial literacy to scale sustainably without the late-night panic about whether you can make payroll.

And here's a bio for me:

Thea Brook is a CIMA-qualified accountant, former CFO and multi-award-winning 3x founder with over 20 years' experience helping businesses scale - from £0 to £40m+. She's launched and grown her own national food business, raising over £1 million in investment and has worked across industries from fintech and fashion to food and climate tech. Today, through her strategic growth programme CALMM, she helps founders build financially sound, scalable businesses without the burnout. Thea brings a rare combination of hands-on founder experience and deep financial expertise, making even the driest numbers feel accessible and actionable.