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028 — Sonia Rosa, She Helps 7-Figure Business Owners Create Cash Wealth Without Sacrificing Lifestyle

Sonia helps her clients sleep better at night and spend more quality time with their loved ones. By looking at their finances so they are no longer struggling to figure things out alone.

Sonia Rosa's passion is working with small businesses, especially military and veteran-owned businesses. She is committed to her clients’ results. Clients hire her because they feel overwhelmed and confused about the incomplete puzzle or the missing pieces that make up their financials. Sonia has always loved puzzles, that is why she loves to work with her clients and create an easy-to-understand financial roadmap.

Christina and Sonia discuss how she helps business owners create cash wealth without having to sacrifice their lifestyles. And the common mistakes that business owners are making when it comes to their finances.

Questions

  • That’s a big claim that you can help 7-figure business owners create cash wealth without sacrificing lifestyle — what motivated you to go that direction with your business?
  • What are some of the most common mistakes that you see business owners making when it comes to their finances?
  • You’re functioning essentially as an Outsourced CFO — when is a business “big enough” that they need to consider working with someone like you?
  • What is it like working with an Outsourced CFO on a regular basis as opposed to just a bookkeeper or accountant?
  • Do you have any final advice or tips that you’d like to share with our audience?
  • To wrap it up — tell us more about who you like to work with, how you can help them, and where they can find you.

Links and Resources

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Read Full Transcript

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- Hey, busy business people.

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I am here today with another
Entrepreneur Taking Action,

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Sonia Rosa.

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She helps seven figure business
owners create cash wealth

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without sacrificing their lifestyle.

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And I'm getting the scoop on
how she does it, so stay tuned.

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(upbeat music)

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Okay, so to kick things off,
that is a really big claim

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that you're helping business
owners create cash wealth

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without sacrificing their lifestyle.

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Like what motivated you
to go in that direction

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with your business?

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- Well, a lot of all business
need help with their finances

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and with the numbers.

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And I see a lot of
entrepreneurs really struggle

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that you see them making
good money and revenue

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but then the amount they
get to keep or take home

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whatever you may wanna call it

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it's so small or sometimes nothing.

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- Yep.

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- So somebody needs to help them.

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(laughs)

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- I like that, so finding
a really big problem

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that's affecting a lot
of people in solving it.

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That's a good reason to go that direction.

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That's a smart reason.

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- Yeah.

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- So like, what are some
of the most common mistakes

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that you see business
owners making when it comes

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to their finances?

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Like if they're making seven figures

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and not taking home a paycheck,
what are they doing wrong?

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- Well, a lot of times is
they're not being conscious

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or intentional about their finances.

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Also you know, a lot
of people put it aside

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put it to the end, like it's
uncomfortable, it's icky

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or some people it feels
just plain painful.

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So they don't wanna deal with it.

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And when the time comes that they need

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to deal with it either
because it's tax time

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or they're looking for investors,

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or they're looking for a loan,

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or they're looking to bring in a partner.

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That's when they look at it
and then it's like, uh-oh

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what happened.

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- Yep, yep, I know I'm
guilty of that one myself

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and I know a bunch of
other business owners

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that is the same way.

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I think my four accountant

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we file an extension on our
taxes pretty much every year

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'cause I'm not ready to deal
with it, which is terrible.

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- Yeah, a lot of people
have like the apprehension

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and it's like that, like
I said, like the fear

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or what am I gonna find,
or what am I gonna see?

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But it's worse if you don't
look at it and you keep up

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and then you get to adjust
whatever that you're doing.

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- Yep.

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- And you start heading
towards what matters to you.

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Like why do you start your business?

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- Yep, I mean, it's just one
of those things that it's like

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you're so buried in the day to day grind

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that it's so easy to just like, oh

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well I'll just do that later.

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I'll work on my books later.

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I don't have to work on it now.

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Or like, you know, and you just don't,

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it just gets put off
and put off and put off.

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Like to me it feels like it's
a high mental calorie task.

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It's not something we do every day.

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It's not something that comes easy

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and higher the mental calorie load

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the more likely we are
to wanna put it off.

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And I feel like all things, finances,

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like that's what happens.

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(laughs)

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- Yes, and you cannot, you can put it off

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but not for too long.

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- Yep, or you don't need
to put it off, but yeah.

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So like I know you're
functioning kind of essentially

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as an outsource CFO.

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So let's talk about that a little bit.

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Like when is a business big enough

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that they need to consider
working with someone like you?

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- Well, for an outsource
CFO, it pretty much depends.

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Of course, you more likely you
have to be over six figures,

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but some people it
depends on what direction

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they're heading.

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Like some people they might
be at the 250,000 mark

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or a little less, or
some people wait until

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they're over half a million
to the or even a million

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to get an outsource CFO.

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- Do you think they're waiting too long?

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- So it all depends on
the business and the

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of course the goals that the owner has.

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- Okay, are there any
like commonalities amongst

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people that need to start looking at one?

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So say they're at like the
250,000 a year mark, but they're

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I don't know, looking at getting
a partner or getting loans

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or would it make sense to work
with an outsource CFO then

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to start moving that track or?

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- Yes, I would say so.

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- Okay.

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- Yes.

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And also because the CFO works
more as a strategic advisor.

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So it's gonna help them strategize

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in which direction then they wanna move.

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Cause then as your
business scales, you know

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the bigger your business, bigger problems.

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- Okay, so even if they're
on the smaller side

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if they have big goals

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and they're trying to
really look at maybe going

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from like 250,000 to a
million and like a year or two

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or something like that.

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It would be good to have somebody

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like you in their back
pocket helping with stuff.

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- Right, and like I
said, and you know, the,

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I work more as the
strategic on trusted advisor

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than rather than what you would rely.

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The business owner would
rely on an account,

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a regular accountant or a bookkeeper.

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- Yeah, I know most like accountants

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and bookkeepers that I've
worked with in the past

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they just basically do
the job and that's it.

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They don't really do a
whole lot of advising

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or guiding you on smart
choices or anything like that.

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Their goal is just like with an accountant

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just to help you pay the least in taxes.

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And that's the end of the strategy.

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They don't really work

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with you on stuff like
helping you get prepared

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to qualify for loans or
bringing on a partner

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or any of those other
big financial things.

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So it makes a lot of sense.

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- Exactly.

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- To work with somebody like you.

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So what is it like,

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like if somebody's working
with you on a regular basis.

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I think we kind of
touched on it a little bit

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as opposed to like a
bookkeeper or an accountant.

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Like what does the day to day look like

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if somebody's working with you?

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Like, are you meeting with them regularly?

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What are you going over?

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How does that work?

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- Yes, we meet regularly.

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I mean, again, it depends on
the business and of course,

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so the owner.

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They could wanna meet twice
a month, once a month,

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once a quarter.

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And because it's about
them, it's not about me.

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So it's whatever their needs are.

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- Okay, and what kind of things do you do

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when you're working with them like that,

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when you're meeting with them?

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- Well, we discuss of course

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how the business is going, like what.

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So I focus on service providers.

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So what services are more
profitable than others.

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And of course we discuss, if they're,

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again if they're seeking
financing or investing

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or bringing partner, hiring employees,

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things of that nature

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- Are you able to help them
figure out like which services

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are the most profitable
if they don't know?

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Like if they're not helping,

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if they're not tracking man
hours and stuff like that.

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And service providers,
like they don't know

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that maybe this thing
we charge more for it

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but it takes, you know, 80%
of that's going to employees

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and there's almost no profit
versus this other thing

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maybe we charge less for like

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do you help them work all of
that out to figure it out?

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- Yes.

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- Okay, that's pretty cool.

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So like, do you have
any final kind of tips

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or advice that you'd like
to share with our audience?

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- Well, I will share don't put it off.

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And always reach out

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I mean, I know, like I said before

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like some people are skeptical,

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I have that fear to even share

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like what's going on with
their business, but you have to

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it's not going to the doctor.

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If you go to a doctor because
something hurts in your body

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or you're not sure.

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So they start asking you questions

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and pinching you or
touching here, touching,

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or is it here, is it here

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until you say, okay, yeah,
yeah, that's the spot.

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So it's the same.

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You gotta open up, you gotta
share and then be truthful

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what's going on.

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And when (indistinct) you
always ask, always reach out.

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- What kind of questions
do people come to you with

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when they first start working with you

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and they're like, hey, I need help with

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or I need advice on like,

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what kind of questions
do they tend to ask you?

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- Well, a lot of are about tax planning.

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Cause of course, everybody
wants to pay the least amount

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in taxes in a legal way.

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So that is a big one,
also the business entity.

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They're not sure like what
type of business entity

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they should have.

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And of course, most people
they just jump on into LLCs

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and they don't check certain things

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when maybe they should be a corporation

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or just have a partnership

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or just stay on their Schedule C.

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And that's that sort of thing

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or they see the financials are a mess.

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(laughs)

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Like they've been trying
to do it themselves

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for a long time.

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And they're like, oh no,
I'm stuck, I'm stumped.

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This is what I need or what
I'm looking for to accomplish.

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- Yeah, I know software is a big one too.

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Like, do you have like
any software that you

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recommend people use when
they're working with a bookkeeper

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or accountant or CFO or
like, does it matter?

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- Well, no, it doesn't
matter, but of course

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one of the most commons is QuickBooks.

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Cause it has so many versions

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and it integrates with
a lot of applications.

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So it's the one that you
see out there the most

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but it's not the only one.

00:11:00.740 --> 00:11:03.653
- Yeah, I know I use Xero
for quite a few years and.

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- Yeah, Xero is a good one.

00:11:06.430 --> 00:11:07.610
- Like everybody uses QuickBooks

00:11:07.610 --> 00:11:10.251
but nobody likes QuickBooks,
which is absolutely terrible.

00:11:10.251 --> 00:11:12.000
(laughs)

00:11:12.000 --> 00:11:13.633
- Yeah, it's weird.

00:11:15.100 --> 00:11:17.440
But I think it's because of what I,

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one of the things what I said

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about having so many different versions,

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like depending on the size
of your business and then

00:11:26.690 --> 00:11:31.690
the integration with other applications.

00:11:34.850 --> 00:11:36.810
- Well, what are some other
like really common things

00:11:36.810 --> 00:11:39.950
that you work with
people on typically, like

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I know we talked about hiring

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and if they're trying to hire someone

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like what kind of things
do you help advise them on

00:11:45.970 --> 00:11:48.870
if they're looking at hiring
or scaling up their business?

00:11:50.730 --> 00:11:52.100
- If they're hiring well

00:11:52.100 --> 00:11:55.490
we gotta see what the person is gonna do.

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What are, if they're being
profitable, if they're hiring

00:12:01.420 --> 00:12:05.203
then what is the owner gonna be doing?

00:12:07.500 --> 00:12:10.230
Cause it gotta be cost beneficial.

00:12:10.230 --> 00:12:14.190
I mean, for both make it
attracted to the prospect

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and then be of course
beneficial for the owner.

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- What about as they get,
like, get to be bigger

00:12:22.010 --> 00:12:23.530
and they're starting to
look at like benefits

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packages and things like that.

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Do you help them plan any
of that kind of stuff out?

00:12:30.400 --> 00:12:33.480
- Sometimes it depends for
what they're looking for.

00:12:33.480 --> 00:12:38.480
If not, I just have on my
network, financial advisors

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that then I refer them to.

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- Okay, that makes a lot of sense.

00:12:44.690 --> 00:12:46.310
So I know I've kind of
picked your brain on a bunch

00:12:46.310 --> 00:12:49.313
of different topics and it's
finance stuff, which is tricky.

00:12:50.420 --> 00:12:53.630
But I think the biggest takeaway
is knowing when to bring on

00:12:53.630 --> 00:12:54.600
an outsource CFO.

00:12:54.600 --> 00:12:56.610
So I think we've kind of
covered a lot of that already.

00:12:56.610 --> 00:12:59.910
So tell us more about who it
is that you like to work with

00:12:59.910 --> 00:13:02.693
and how you help them and kind
of where they can find you?

00:13:04.340 --> 00:13:07.240
- Yes, so I like to work
with service providers

00:13:08.440 --> 00:13:13.160
and also a lot with veteran own business

00:13:13.160 --> 00:13:14.450
and military spouses.

00:13:14.450 --> 00:13:16.023
I'm a military spouse myself.

00:13:16.970 --> 00:13:21.810
And they can find me at soniarosallc.com.

00:13:21.810 --> 00:13:22.643
- Really awesome.

00:13:22.643 --> 00:13:24.803
- If they wanna schedule a talk with me.

00:13:25.840 --> 00:13:26.673
- Awesome, great.

00:13:26.673 --> 00:13:28.810
Thank you for coming on and
sharing some information today.

00:13:28.810 --> 00:13:30.550
I think this has been
really valuable stuff

00:13:30.550 --> 00:13:32.400
that I think a lot of people,

00:13:32.400 --> 00:13:34.280
I think they put this
decision off way longer

00:13:34.280 --> 00:13:35.130
than they should.

00:13:36.755 --> 00:13:37.588
- Absolutely.

00:13:37.588 --> 00:13:38.980
- I know I've recently
started working with one

00:13:38.980 --> 00:13:43.750
and just the difference in
the last two to three weeks

00:13:43.750 --> 00:13:45.350
since I started working with them.

00:13:45.350 --> 00:13:47.730
It just changes your whole perspective

00:13:47.730 --> 00:13:50.690
and stress level around
your financial stuff.

00:13:50.690 --> 00:13:52.170
So it's like I highly encourage it.

00:13:52.170 --> 00:13:54.470
Which is why I was excited to get you on.

00:13:54.470 --> 00:13:55.883
So thank you so much.

00:13:56.860 --> 00:13:58.060
- Well, thank you, Christina.

00:13:58.060 --> 00:13:58.989
Thank you for having me.

00:13:58.989 --> 00:13:59.822
- Yep.

00:13:59.822 --> 00:14:02.190
So guys entrepreneurs, this
is your call to take action.

00:14:02.190 --> 00:14:05.040
I want you to join our
community @etatoday.zone

00:14:05.040 --> 00:14:07.060
and learn how to build
a business that enables

00:14:07.060 --> 00:14:10.150
your lifestyle instead
of taking over your life.

00:14:10.150 --> 00:14:11.700
Thank you guys until next time.

00:14:12.607 --> 00:14:15.190
(upbeat music)

About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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