Financial Literacy Month Q&A with Matt Brewster, CFO at Hello Alice
April is Financial Literacy Month, and at Hello Alice, we’re big believers that empowering business owners with financial knowledge is one of the most impactful ways to support long-term success.
That’s why we sat down with our CFO, Matt McGraw, to ask the financial questions we hear from our community all the time — the ones that keep you up at night, make you second guess your cash flow, and spark that “Am I doing this right?” moment.
From common pitfalls to smart habits, Matt shares practical advice that can help business owners navigate today’s financial challenges with confidence.
1. What’s one piece of financial advice you wish every small business owner knew from day one?
“Your business will live or die by cash flow.”
Matt explains that the average small business has only enough cash to cover one month of operating expenses. That’s a razor-thin margin. “Cash is the lifeblood of a business,” he says. “Maintaining a cash flow forecast is critical.”
2. What’s a common financial mistake small business owners make — and how can they avoid it?
“Not having credit access.”
Many business owners wait until they’re in a bind to apply for credit — but by then, it might be too late. “Your chances of approval are much lower when you actually need the money,” Matt shares. He recommends applying early and understanding the time it takes to move from application to disbursement, especially with more affordable or responsible lenders.
3. How can business owners stay financially prepared during slower times?
“Bookkeeping and financial statement preparation.”
When business slows down, don’t panic — prepare. “Follow the mantra ‘what gets measured, gets managed,’” Matt advises. Good bookkeeping and regular financial reviews help you understand where you stand and give you the confidence to pivot if needed.
4. What’s your go-to tip for building a strong business budget?
“Be realistic.”
A budget isn’t a vision board. “Budgets are not the place for ambitious but unrealistic hopes and dreams,” says Matt. Instead, he recommends grounding your budget in historical performance and conservative estimates. “Aim high, yes — but adjust your revenue and expense goals only after you hit your budget.”
5. What financial reports or metrics should small business owners review regularly — and why?
“Net cash flow and accrual-based net income.”
Matt points to these two metrics as the most important for managing day-to-day operations.
- Net cash flow tells you if you gained or lost cash over a certain period.
- Net income tells you how profitable your business is after accounting for income and expenses.
“These metrics help you understand whether your operations are improving or eroding your cash position,” he says. “It’s essential to track both to get a full picture.”
6. Are there any tools or systems you recommend to make managing finances easier?
“Take (or retake) the Business Health Score.”
Matt recommends starting with the free Business Health Score from Hello Alice. “It helps you understand your business’s financial health and recommends tools and partners that can meet your unique needs,” he says.
Action Steps: What You Can Do Today
Financial health isn’t built overnight — but with small, consistent steps, it adds up. Here’s how you can put Matt’s advice into action today:
- Build your cash flow forecast. Keep it simple and update it monthly.
- Check your credit options now. Research lenders or talk to your bank about getting pre-approved.
- Book a finance check-in. Review your statements and key metrics regularly — even when things are going well.
- Take the Business Health Score. Get a snapshot of your financial foundation and personalized recommendations.
Want to build a healthier business?
Sign up for Hello Alice — it’s free!
You’ll get access to:
- A personalized Business Health Score
- Smart tools to track your growth
- Expert-curated resources
- And funding opportunities to help you move forward
👉 Create your account now and start building with confidence.