Strategic CFO and Capital Advisor for multi-unit franchise networks, holding a CFA designation. She specializes in financial modeling, EBITDA optimization, and preparing franchise portfolios for private equity exits.
Victoria Sterling is a financial strategist with 18 years of experience serving as CFO for high-growth franchise systems in the retail and service sectors. A Chartered Financial Analyst (CFA), she excels in restructuring P&Ls to demonstrate clear profitability paths for prospective franchisees and lenders. Victoria’s expertise covers the full lifecycle of franchise finance, from securing SBA 7(a) loans and managing working capital during ramp-up to calculating true ROI beyond the initial hype. She writes extensively on maximizing enterprise value, navigating recessionary economics, and the critical difference between top-line revenue and free cash flow. Her analytical approach helps owners treat their franchise units as sophisticated investment assets rather than just small businesses.