Most ecommerce founders don't discover their growth was unprofitable until the cash runs out. Abir Syed, CPA and co-founder of UpCounting, has taken over the books of enough brands to know exactly where the warning signs hide, and he names them one by one: what he checks first in a P&L, and what it tells him. He explains why average CAC conceals customers who will never break even, how a flat MER can mask an acquisition collapse that returning customers are quietly propping up, and why an unusually high days-inventory-on-hand is usually a COGS error that corrupts unit costs, pricing and targets in one go. He also goes through the five numbers worth reviewing on a fixed cadence, plus the ones smaller brands can safely ignore until they're past a million in revenue. It's a rare chance to hear how a CFO actually reads a set of books, and to work out what your own might be hiding.
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