Making sales but not making money? Learn why profit and cash aren't the same — and where yours is leaking.

Sales are up. You’re busier than ever. So why does the bank account never seem to reflect it?

Making sales is one thing. Making a profit – and actually having cash in the bank – is another.

If you’re working hard, bringing in revenue and still wondering where all the money goes, this practical masterclass will help you make sense of your numbers and understand what’s really happening in your business.

You’ll learn why sales, profit and cash are three very different things, where your money could be disappearing, and which numbers are worth paying attention to.

And you won’t just sit and listen.

This is a working session, not a lecture. Bring your questions, work with your own numbers as you go, and leave having already started putting what you’ve learnt into practice.

No finance jargon. No complicated spreadsheets. Just practical financial know-how you can use to make better business decisions.

Who’s it for?

This masterclass is for creative product and service business owners who:

Are making sales but don’t feel like they’re making money

Are busy delivering work but aren’t sure whether they’re actually making enough profit

Tend to check the bank balance to see how the business is doing

Aren’t quite sure where all the money goes each month

Want to feel more confident understanding their numbers and making decisions from them

You don’t need to be good with numbers or have a finance background. Come as you are, with questions encouraged.

What you’ll walk away with

By the end of the masterclass, you’ll understand:

The difference between sales, profit and cash – explained simply, without the jargon

Two places money can quietly leak from your business and what to look for in yours

The two numbers worth tracking every week – and why they both matter

How to use your numbers to make better decisions, rather than relying on your bank balance or gut feel

You’ll also receive a free checklist and tracker to help make checking your numbers a regular habit.
 

Most importantly, you’ll leave with one action already started for your own business – not just a page of notes you’ll never look at again.

About the speaker

Abby van Schreven, Founder of Waffle Advisory

For 14 years, Abby owned and operated Maaike, a New Zealand-made fashion brand spanning manufacturing, retail, ecommerce, wholesale and export.

She ran the operations and the numbers herself, which means she’s experienced first-hand many of the challenges product and creative business owners face with cash, margins and pricing – and figured out how to fix them.

After closing Maaike in 2023, Abby started Waffle Advisory to teach other creative business owners the practical finance skills nobody hands you when you start a business.

Her approach is straightforward, practical and jargon-free – because understanding your numbers shouldn’t require an accounting degree.