By entrepreneur, investor, and business mentor,Rebecca Sutherland
For female founders, it’s a sad reality that funding is a rare opportunity rather than a given. In 2022, female entrepreneurs received less than 2% of the UK’s multi-billion-pound venture capital investments according to Gov.uk. This underrepresentation underscores the systemic barriers women face in securing growth capital. In my experience mentoring these business owners, from a vast range of sectors, the stories are the same. Women often seek advice whereas male founders prioritise investment, thus creating a knowledge gap waiting to be filled.
This chronic underfunding has caused women to doubt themselves, lose confidence, and ultimately be put off from persevering with their businesses. Scaling is a challenge in itself, but with systemic barriers, unconscious bias, sexism, and an unwillingness to dip into female-founded sectors, the mountain seems impossible to climb. I am committed to disrupting this pattern and wish to encourage more open conversations around financial management and how female entrepreneurs can make waves even without funding.
Be Upfront
The first step to achieving financial freedom in your business is accepting that things may not be going swimmingly. It’s natural in business to have ebbs and flows, some months you may be smashing targets and others will be slow and uneventful. Taking those pockets of time to assess where you are seeing drops in revenue and setting new goals is key to unlocking sustainable growth. Furthermore, plenty of startups grow at unprecedented rates but can quickly downturn because they’ve not prepared for that spike. Be realistic and anticipate rapid growth, that way when the orders do start flooding in, you’re happy to accommodate them.
Due to the fact that the majority of female founders don’t receive funding, they have to resort to loans from family and friends, personal savings, and credit cards. This level of borrowing can add a further strain on female founders’ mental wellbeing and thus the business can experience quieter periods as they contend with bank refusals and lingering debt. This burden is emotionally taxing and widens the gap in opportunity for male and female founders.
Think Like an Investor
For financial prowess, you need to flip sides and get comfortable in the mindset of an investor. Even if you aren’t at the stage of investing yet, if you were pitching your company, what would your numbers say? Would they show that your business is thriving or struggling? Ask yourself these questions, be critical and mindful of what a real investor would think when you presented them with your forecast.
Recruiting can be time-consuming and costly but demonstrating your management skills and profitability by working out an exit strategy will do wonders. Not only will your business be rewarded, but you will also receive the gratification and be spurred on to your next venture. Investors want to see data-backed examples, so having this knowledge is a non-negotiable to scale.
Moreover, it’s ok if your first company isn’t a roaring success. Your ‘failures’ are just pointers for where you can improve. Don’t let failure define your path, instead use it as motivation to break into sectors you may have been previously hesitant to step into.
Ultimately, when you start thinking in terms of financial growth, you make better decisions. You plan for expansion, cut unnecessary expenses, and focus on high-return strategies. When the time comes for you to present your pitch deck, you won’t be phased and more likely to make an impressive debut that will pay back in spades.
Build a Financial Support System
To avoid getting overwhelmed and have a clearer picture of your finances, consider employing an advisor or seeking a mentor. Surrounding yourself with experts who can support your well-being as well as your company is, in my mind, essential for sustainable growth. Having a second pair of eyes allows you to refresh and rethink your approach. It can be easy to get stuck in your old ways as you get used to your own routine, but comfortability in business is not something you should strive for early on. Be open to challenges and enjoy the unpredictability, as that’s when inspiration can peak, and your creativity can be unleashed.
Money makes or breaks a business and hiring someone who understands the risks you want to take and managing the costs is immensely beneficial.
Get Tech on your Side
Now you’ve got your people, you need your productivity helpers. In business, you need to keep things simple. Being innovative is great, but if you don’t have the funds to support your ideas then things can quickly fall apart. To become a pro at efficiency, consider the following tools:
- Financial forecasting tools:
Employ built-in forecasting features or dedicated software to project future revenue, expenses, and cash flow, allowing for proactive financial planning.
- Data visualisation tools:
Utilise dashboards and charts within accounting software or separate platforms to visually interpret complex financial data, identifying trends and areas for improvement.
- Automated expense tracking:
Use expense management tools that allow for automatic categorisation of expenses through credit card integration or receipt scanning, improving accuracy and reducing time spent on manual data entry.
- Automated invoice generation and collection:
Set up systems to automatically generate invoices and send reminders for outstanding payments, improving cash flow management.
Takeaways
Improving your financial knowledge isn’t about overnight mastery—it’s about steady progress. Take small steps, stay curious, and keep learning. The more comfortable you become with your finances, the more control you’ll have over your business’s future.
Numbers are a tool, they’re not there to trip you up. The more you get to know them, the stronger position you will be in to see your business thrive.
Rebecca Sutherland Bio
Rebecca Sutherland is an investor and entrepreneur with a passion for turning overlooked businesses into market leaders. As the Founder of Aluminium Fire Systems, she has built a reputation for reshaping industries by transforming “boring” businesses into opportunities for growth. Rebecca specialises in identifying potential where others see roadblocks, driving profitability through innovative solutions and strategic direction.
With a strong focus on business acquisitions and turnarounds, Rebecca doesn’t just invest in companies—she redefines what’s possible. Her ventures, including PITCHINVEST and Harbar Six Limited, are dedicated to fuelling the rise of founders who refuse to play by the old rules. She’s on a mission to back visionary leaders who challenge assumptions and disrupt the status quo in their industries.
Originally from Birmingham, Rebecca’s reach extends across international borders connecting growth-oriented businesses with the resources they need to thrive. Her unique ability to bring investors and entrepreneurs together has enabled countless ventures to achieve success on their own terms.
For Rebecca, it’s about more than just the bottom line. She believes in empowering teams, fostering creativity, and ensuring that people—not just profits—are at the heart of every business. Whether she’s guiding emerging leaders, scaling businesses, or investing in disruptive ideas, her commitment to shaping the future of UK business is undeniable.
With a growing community of 10,000+ followers, Rebecca is leading the charge for founders who are ready to break boundaries and turn their bold visions into reality.
