Is this the same as exit planning or working with a business broker?

No. Brokers and exit planners handle the transaction — the valuation, the buyer search, the deal structure. Clean Canvas happens before that. It's the work of deciding whether to sell at all, and getting clear on what you want before you enter any process. Many Clean Canvas clients go on to work with a broker. They just show up to that conversation ready.

What if I'm not sure I want to sell — I might want to keep the business?

That's exactly who this is for. Clean Canvas doesn't presuppose an exit. It ends with one of two outcomes: a clear decision to sell, or a concrete plan to transform the business and re-engage with it on different terms. Both are legitimate. The goal is a decision, not a particular direction.

How is this different from working with a business coach or consultant?

Most coaches and consultants help you run your business better. Clean Canvas is specifically for founders at a crossroads — people who are questioning whether they want to keep running it at all. It's a defined engagement with a defined deliverable: a decision and a plan. Not an ongoing coaching relationship.

How long does Clean Canvas take?

Clean Canvas is a focused intensive, not an open-ended engagement. The timeline is structured and bounded — this is not a months-long retainer. The specifics are discussed on the discovery call, where Kathleen can tailor the scope to where you are and what you need.

Is Clean Canvas right for me if my business is still performing well?

Yes — and often this is the best time to do it. Founders who wait until the business is struggling have fewer options and less leverage. The crossroads question isn't about performance; it's about whether you still want to be the person running this. Many of the founders who get the most from Clean Canvas are running profitable businesses. They're just exhausted, or no longer sure it's what they want.

What happens after Clean Canvas — what's the actual next step?

It depends on the decision you make. If you're selling, Kathleen can introduce you to the right advisors — brokers, attorneys, wealth managers — at the right time, with a clear brief on what you're looking for. If you're transforming, you leave with a concrete restructuring plan and accountability for the first phase of executing it. Either way, you don't leave with a set of options to think about. You leave with a direction.

We work with owners who hold their business to a higher standard

Canoan Strategy & CFO isn’t the right fit for all owners. The ones who are tend to share something that isn’t about revenue size or industry. They measure themselves against what the business is capable of, not just what it produced last quarter.

Canoan works with B2B business owners, generally between $5M and $25M in annual revenue. Most of our clients are in Iowa and the surrounding Midwest. For the ones we serve, the fit tends to be exact.

Every business we serve has unique needs, so we don’t publish a menu of services and leave you to choose a package. We focus on building only what you actually need and we don’t make you pay for things you don’t.

We start with your situation. Find yours below.

Three situations. One underlying need.

I know I need a CFO

You’ve tried to get CFO-level thinking from your existing team. It’s not what they were built for. You’re ready for a partner

This is my situation

I have a major event on the horizon

A sale. A succession. A significant growth push. The biggest financial moments are won in the months and years before the event, not during it.

This is my situation

Something isn’t working

Not in a crisis. But margins are compressing, cash flow is inconsistent, and you’ve tried multiple things without being able to fix the problem.

This is my situation

Not sure which fits? That’s a normal place to start. Let’s connect.

Who Canoan works with

Right fit

B2B businesses, generally $5M-$25M revenue

Owner-led or closely held

Small internal accounting function in place

Iowa and Midwest based

10+ employees

Building toward something specific

Not the right fit

Early stage or pre-revenue

Looking for bookkeeper or compliance accountant

No internal finance function yet

Not yet at meaningful complexity level

If Canoan isn’t the right fit, we’ll say so and help you figure out what might serve you better

Frequently asked questions

Who does Canoan typically work with?

B2B business owners between $5M and $25M in annual revenue, based in Iowa the the broader Midwest. Owner-led or closely held businesses with a small internal accounting function already in place. They measure themselves against what the business is capable of and are building toward something specific.

Is Canoan a good fit for a business my size?

The sweet spot is $5M - $25M, but it can depend on the specific industry.

How do I know if I need a Strategic CFO or a fractional CFO?

Most owners searching for a fractional CFO are actually looking for what a Strategic CFO provides. A Strategic CFO operates at a different level: strategy first, decisions at the center, financials in service of where the business is going.

What happens after I reach out?

A conversation. Not a pitch. Canoan spends time understanding the business, the owner’s goals, and whether the fit is right before proposing anything.

The right Strategic CFO doesn’t just report on your business. They help you build it.

Let's Connect

We work with owners who hold their business to a higher standard

Three situations. One underlying need.

Who Canoan works with

Frequently asked questions

The right Strategic CFO doesn’t just report on your business. They help you build it.

You’ve built something to a higher standard.

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