Fractional CFO for EventsTech companies
EventsTech is a timing business. Tickets sell months ahead, cash sits as float against an event that hasn't happened, refunds come in waves, and revenue can't recognise until the event delivers. Marketplace-facilitator tax and ticketing VAT across jurisdictions widen the gap between gross bookings and net revenue.
Most of the finance work lives in the ticket-float-to-revenue bridge: deferred revenue and refund reserve policies that hold up at audit, a GMV-to-net-revenue model with take rate and pass-through fees broken out, working capital and merchant-of-record cash management around peak ticketing, and cohort views of repeat purchase. Promoter and venue economics drop out of the same model.
Flow provides fractional CFO, financial modelling and FP&A to EventsTech companies across ticketing and primary sale, secondary marketplaces, event management and attendee software, venue and onsite technology, and live entertainment platforms. Startup CFO support is delivered by people who understand how live revenue behaves.
KPIs to track for "EventsTech" startups
We're very 'KPI-driven' fractional CFOs, and we make sure to monitor the right metrics for your startup.
Ticket GMV
Take rate
Refund / cancellation rate
Repeat purchase rate
Attendees per event
Attendee acquisition cost
Average order value
Active venues / promoters
Sell-through rate
Onsite / ancillary revenue
Financial modelling for "EventsTech" startups
As fractional CFOs, we build KPI-driven financial models that are insightful and easy to maintain.
Financial modelling is both art and science - models must be robust, but also understandable, and useful for both internal planning and VC fundraising purposes. Hire a fractional CFO who knows how to handle both sides of the equation.
GMV-to-net-revenue bridge
Ticket GMV stepped down through take rate, pass-through fees, payment processing, refunds and marketplace VAT to recognised net revenue at event delivery. Closes the gap between the dashboard ticket sale and the P&L line that books.
Ticket float working capital
Customer cash held against unpaid promoters and unfulfilled events tracked day-by-day across the booking-to-event window. Tells you how much of the cash balance is operating capital and how much is settlement liability.
Refund and cancellation reserves
Refund timing and cancellation rates modelled by event type, lead time and promoter rather than a flat reserve. Stops a strong booking month overstating revenue that an event cancellation will reverse.
Repeat purchase cohorts
First-event buyer cohorts tracked through repeat purchase frequency, average order value and contribution across the next 12 to 24 months. Identifies which acquisition channels build a returning audience and which deliver one-and-done volume.
Promoter and venue economics
Contribution margin modelled per promoter, venue and event format with onsite and ancillary revenue layered in. Surfaces which partners are accretive and which absorb operations cost they never repay.
Peak-event cash management
Merchant-of-record cash, processor reserves and supplier payables stress-tested around peak ticketing windows and worst-case cancellations. Pre-positions the business for the discontinuity events live entertainment regularly produces.
Founders and investors we've worked with
We've supported winning builders across EventsTech and beyond.
TBô
We acted as fractional CFO to TBô, a Zurich-based tech-enabled DTC male underwear brand, building a bottom-up financial / operating model with cohort-level KPIs and positioning the company for its next venture round.
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Onlogist
We acted as fractional CFO to Onlogist, a Hamburg-based online marketplace for last-mile vehicle transfer, providing confidential valuation guidance and operating model support.
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Marcura
We acted as fractional CFO to Dubai-based Marcura, owner of maritime payroll and B2B payments platform MarTrust, advising on the strategic e-Wallet vendor selection and supporting product/finance integration.
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Hector
We acted as fractional CFO to Hector Aurumi, a Dubai-based specialist software house with AI/ML, IoT and data science expertise, providing confidential valuation guidance to the management team.
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Bonart
We've worked as fractional CFO with Bonart, a Zurich-based independent Swiss strategic advisory and execution platform for PE and investor fundraising, providing long-term confidential valuation guidance.
See moreRecent fractional CFO track record
See our fractional CFO and financial modelling experience across EventsTech and beyond.
Simple pricing
No hidden costs, no complicated long-term contracts. We understand how important flexibility is for EventsTech startups.
Per month
- Accounting / FP&A tech stack implementation
- Monthly financial statements and reporting pack
- Quarterly board pack with detailed financial analysis (with variance analysis vs. budget, relevant KPI observations etc.)
- Investor-friendly output
Per month
- Everything in Core, plus
- Operating model (via an online platform like Runway or Excel-based)
- Ongoing model maintenance, refining projections, burn/runway management
- Customer cohorts modelling, churn and retention analysis
- LTV / CAC, unit economics analysis
- Cap table management
Per month
- Everything in Grow, plus
- M&A / fundraising support; review of business plan
- Pitch deck preparation
- Investor approach strategy / list building
- Due diligence support and deal negotiation
- Valuation as required and free access to Multiples Pro
Packages shown are illustrative, final pricing is tailored to client requirements.
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We know tech inside & out.
We provide fractional CFO services to companies operating across the entire tech.
More services
We help you scale by providing fractional CFO advice, through fundraising and a successful M&A exit.
VC fundraising for EventsTech companies
We help you prepare materials, reach out to investors in our extensive network, negotiate fair term sheets and structure the VC round.
Learn moreM&A for EventsTech companies
We advise winning tech companies on M&A exits, and over the years successfully executed numerous transactions with both financial and strategic buyers.
Learn moreTalk to us
Schedule a call to get a health check on your business and see how we could help.
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