1. The runway reality check post
Template: "Most seed founders I talk to quote runway as cash divided by current burn. It is usually wrong by [X] months. Here is why: [hiring plan not in the model / annual contracts paid upfront / payroll tax timing]. Quick fix: take your next 6 months of planned hires, add fully loaded cost at [1.2-1.3x salary], and recalculate. If the number scares you, reply and I will sanity check your model for free, [first 5 people]." Use this when you want founders who just raised and are hiring fast to self-identify.
2. The board deck teardown post
Template: "I rebuilt a seed-stage board deck's financial section [this week / anonymized]. Before: [one burn chart, no plan vs actual]. After: [3 slides: cash and runway, plan vs actual with a one-line explanation per variance, next 90-day decisions]. The board spent [less time on numbers / more time on strategy]. If you have your first board meeting coming up, comment 'board' and I will send the template." Use this in the weeks after a funding announcement, when new board meetings get scheduled.
3. The 'when do I need a CFO' honest post
Template: "Seed founders ask me when they need a CFO. Honest answer: you do not need a full-time one. You need help if [you are raising in the next 6 months / your bookkeeper sends reports 30 days late / you cannot answer what your burn is without opening 3 tabs / you have deferred revenue and no idea how to book it]. If none of these apply, keep doing it yourself. If two apply, [what you offer, e.g. a 2-week cleanup and model build]." Use this as your pinned or recurring positioning post.
4. The Series A prep checklist post
Template: "What Series A investors will ask for in diligence, from the finance side: 1. [Monthly P&L on accrual basis, 12-24 months] 2. [Cohort or net revenue retention data] 3. [Cap table that matches your Carta] 4. [Clean revenue recognition] 5. [A model with assumptions you can defend]. Most seed companies have 2 of 5. If you are raising in [2026 / the next 2 quarters], start now. Happy to review where you stand, DM me." Use this to reach founders 6 to 12 months out from a raise.
5. The 'I am looking for 3 clients' direct post
Template: "I am taking on [3] seed-stage startups as a fractional CFO this quarter. Good fit: [pre-seed to seed, $1-5M raised, B2B SaaS / fintech / marketplace], founder still doing finance in a spreadsheet. What you get: [monthly close review, 18-month model, board reporting, fundraise support] for [$X/month]. Not a fit: [pre-revenue with under $500K raised]. If this is you or a founder you know, comment or DM." Use this once every 2 to 4 weeks, and ask 3 founder friends to comment so it reaches their network.
6. The mistake I fixed post
Template: "A founder I worked with thought they had [14] months of runway. Real number: [9]. The gap came from [unbudgeted SaaS renewals / a sales hire with commission not modeled / revenue booked on invoice, not delivery]. We fixed it by [specific action]. They [cut one hire / started fundraising earlier]. Check your model for this today." Use this only with a real, anonymized case you handled, or adapt it to a mistake you saw in your own career.
7. The comment-to-DM follow-up
After any post, message each commenter: "Thanks for commenting on my [runway] post, [Name]. Saw [Company] raised [round] in [month]. Who handles finance right now, you or a bookkeeper? If useful, I can take a 20-minute look at your model and tell you the top 3 things I would fix, no pitch." Use this within 24 hours of a comment, and search LinkedIn for 'Founder' plus 'seed' plus recent funding news in your niche to find more people to engage with first. Hulby, an AI cofounder, can run this daily for you: finding newly funded founders, drafting posts and preparing follow-ups.
Mistakes to skip
- Writing for other finance people instead of founders, with jargon like 'FP&A transformation' that no seed CEO searches for.
- Posting generic CFO tips with no trigger moment like a board meeting, raise or hiring push.
- Never stating price, fit or what you deliver, so interested founders have nothing to act on.
- Letting comments sit without a personal DM the same day.
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Find my first customersQuestions
How often should I post?
Two to three times a week is enough. Consistency matters more than volume, and each post should target one founder problem.
Should I connect with VCs too?
Yes. Seed investors and platform leads at funds refer portfolio companies that need finance help. Comment on their posts and offer to share your board deck template with their founders.
Where else should I share these posts?
Repurpose them in founder communities like Indie Hackers, relevant Slack groups, and local startup or accelerator alumni groups, following each group's self-promotion rules.
What if I have no client stories yet?
Use stories from past roles, anonymized, or teardown public examples. Do not invent clients or results.