Renee Minchin, CFO and author of Beingness
The numbers tell you what’s happening in your business. You usually tell me why.
I’m a CFO for ASX-listed and privately owned companies in Australia, and I’m still in the seat. I also wrote a book about the state you run your life from. Most owners I meet know deep down they’re not earning what they could be. They just keep busy enough that they never have to look.
From the outside, your business looks like a success. No one sees what it’s costing you.
Not your clients, not your team, often not even your accountant. Just you, at night, wondering why the money hasn’t caught up with the work.
Are you chasing a number, or using money to prove something?
For a long time my worth was attached to my outcomes. When my first CFO role ended, I found out just how much of me I’d tied to it. Now success means one thing to me: access to choice.
So before we rebuild anything, we start with the life you want and work backwards to what the business has to produce. We look at five areas. Money is only one of them.
Hitting your goals and still feeling empty isn’t a performance problem. It’s a success definition problem.
An adviser fixes the structure. A coach works on the person. Your business needs both.
Your business was built by an earlier version of you. Business Architecture rebuilds it in three parts: Profit, Delivery and Leadership. Each part works on two levels, the structure of the business and the way you lead it.
We don’t chase profit. We architect it.
Eighteen weeks, in three six-week parts. It’s done with you, with your own numbers on the table, not a course you work through alone. Each part rebuilds the structure of the business first, then the way you lead it. I won’t hand you the answer. I’ll show you where to find it.
What happens when the structure catches up
Who is Renee Minchin?
Renee Minchin is an Australian CFO. She has worked in finance for more than 25 years, has been an executive since 2012 and a CFO since 2015, and is still a CFO today for ASX-listed and privately owned companies. She is a non-executive director of privately owned companies, a registered BAS agent and ASIC agent, and the author of Beingness and The Profitable Bookkeeping Business.
What does a CFO do for a service business?
A CFO works out where the business actually makes and keeps its money: margin by service and by client, pricing, fixed costs and cash. In a founder-led business I also look at the owner, because the way you lead usually explains the numbers. The numbers tell you what’s happening. You usually tell me why.
What is Business Architecture?
My program for business owners, in three six-week parts: Profit, Delivery and Leadership. Each part rebuilds the structure of the business and the way you lead it, with your own numbers on the table. 18 weeks, weekly 90-minute live sessions, done with you.
Who is the program for?
Owners of established service businesses turning over about $30,000 to $50,000 a month, where revenue has grown but take-home pay hasn’t.
Is Renee a tax accountant?
No. I’m a CFO and a registered BAS agent and ASIC agent. For tax advice, speak to a registered tax agent.
What is the book Beingness about?
Beingness is about how much of your life runs on programming you didn’t choose, and how to change it. It looks at how your upbringing and environment shaped your beliefs, how your perception keeps reinforcing that reality, and how to step out of reacting from habit into consciously creating your life. I wrote it during the pandemic, out of my own story.
“Renee immerses herself in your business and makes her extensive network available to help you grow your business.”
“The professionalism, service and dedication Renee and her team bring to our business has been integral to our growth.”
“Working with Renee has been transformative.”
Everything can change. And nothing can change until you do.
Not ready for the program? Start with the free Profit Trap Scorecard and see where your profit is getting stuck.
