“Cash flow is such a sexy topic!”… said basically no one ever. But here’s the deal: if you’re a coach or service provider trying to build a business—especially scale to 7-figures and beyond—cash flow strategies are essentially your business’s backbone.

And nobody knows this better than financial expert Alyssa Lang. She’s built three successful accounting advisory businesses (while working just 2-5 hours a week, no big deal) by mastering how to use financial data to make smart, sustainable decisions.

When she first set out in 2015 to do her bar patrons’ taxes, she quickly realized she preferred working with the business owners that owed money – meaning they were profitable – rather than the refund seekers.

That realization was the catalyst for uncovering her true business superpower of ‘using the right data to make the right decisions.’ She’s now on a mission to increase the percentage of all 7-figure business owners who are women (which, if you’re wondering, currently stands at a measly 2%) which starts with cash flow strategies that help keep money flowing and profits growing—while also prioritizing intuitive financial practices.

Quick overview of what’s inside:

• Alyssa’s best financial strategy approach for anyone working in the course creating space, which she calls “ridiculously unpredictable” 
• What happened professionally for her to realize she was more mission-driven than money-driven
• At what point Alyssa believes you should bring on a tax strategist or financial planner 
• Alyssa’s personal decision-making tree for when she pivoted from away from being an S-Corp
• Why it may not always be the best idea to get a one-stop-shop firm that does taxes, financial planning, and bookkeeping 
• The realization she came to when her team got too big – and how the weaker players got weeded out
• Why she believes data is king, and how it can still create space for intuitive decision-making too
• Why many financial experts feel like therapists – and how they reconcile the emotion most women tie to making and spending money
• How she handles the problematic money mindset projections that land in her lap both personally and professionally 

Prefer to watch on YouTube? You got it!

Mastering Cash Flow Strategies for Sustainable Business Growth

Scaling a business sounds exciting… until you realize how many business owners are flying blind when it comes to their finances. (Been there, done that, no judgement!)

Without solid cash flow strategies, it’s way too easy to get stuck in feast-or-famine cycles where some months are great, some months are *stressful* – complete with surprise expenses and constant pressure to reinvest every dollar just to keep growing.

Alyssa Lang has seen this firsthand. She didn’t build three successful accounting businesses by accident. She has figured out how to balance keeping cash moving and making data-backed financial decisions that support long-term growth. (She’s also super intuitive about her spending decisions, but we’ll get to that in a sec!)

Let’s break down why cash flow matters so much for service-based entrepreneurs.

The Importance of Cash Flow for Coaches and Service Providers

I’ve been in business 25+ years and worked as a coach or consultant for small businesses since 2020. I can say without question that most business owners don’t think about cash flow until it’s a problem. But you know that saying: cash is king? Well, other than I think it’s more like *queen* but other than that… it’s dead damn accurate.

Alyssa puts it simply: “Revenue doesn’t equal cash in the bank. You can make $500K a year and still not have enough to pay yourself.”  Let that sink in for a second—because I know way too many people who have learnt this firsthand.

That disconnect happens when you’re focused on bringing in sales without managing how that money moves in and out of your business.

Without solid cash flow systems in place, you’re one slow month or unexpected expense away from serious financial stress. And for service-based businesses, this problem can feel even bigger. Client payments can be inconsistent, launches might flop, and expenses usually don’t stop just because sales slow down.

Why Cash Flow Management Is Crucial for Scaling to 7 Figures

Something else business owners tend to lean heavily into is the belief that the problems you have at six figures magically disappear when you hit seven. Or that, in general, things will be easier when you have more money coming in.

This is flat out not the case. In fact, they usually get bigger… *womp womp*

Alyssa knows this better than anyone. She once faced a six-figure tax bill—truly the stuff of nightmares.

But instead of panicking, she launched a program to cover it. “We help our clients figure out when they need to launch or create an influx of cash flow so they’re never caught off guard,” she explained.

That’s the difference between reacting to problems and planning for them. Growing your business, and especially scaling to 7 figures, requires proactive financial decisions. It’s about understanding when to push forward with investments and when to hold back to protect your cash flow.

Bottom line: You can’t scale a business on unstable cash flow. Prioritizing financial systems early gives you the freedom to grow without constantly worrying about money.

Data-Driven Cash Flow Strategies for Coaches and Service Providers

One of the most potentially harmful things you can do for your small business is to manage your cash flow through guesswork. And look, intuition is great (Alyssa uses it too!), but it shouldn’t be the only thing guiding your financial decisions. This is where data-driven cash flow strategies come in.

Alyssa is a firm believer in using financial data as a tool to make smart, strategic decisions—not something that gathers dust in a spreadsheet. Because when you actually understand your numbers, you’re able to stop reacting and start leading.

Using Financial Data to Make Confident Business Decisions

Here’s the thing: you can’t fix what you’re not tracking. Alyssa emphasizes that tracking your financial data is non-negotiable if you want to scale without burning out.

“We have to look at your cash flow patterns to decide when you need to launch something, when you need to pause spending, or when it’s safe to invest,” Alyssa explains. That’s doesn’t mean micromanaging every dollar. It means using real data to guide the moves that actually grow your business.

More specifically, this means knowing exactly:

• How much money is coming in (and when)
• What your fixed and variable expenses are
• How much you need to keep in reserves for those “oh crap” moments

When you have this clarity, you can start to make decisions like:

• Launching strategically during low-income periods, instead of scrambling to sell something last minute
• Investing in team support when it’s financially sustainable, not when you’re drowning in work
• Pulling back on spending when your expenses are creeping up too fast

When you have financial clarity, you can stop reacting to problems and start proactively managing growth.

Tracking, Analyzing, and Forecasting Cash Flow

Data doesn’t mean anything if you’re not actually using it. Alyssa teaches her clients to forecast cash flow, which is basically a fancy way of saying: “Plan ahead for what’s coming.”

Forecasting allows you to spot slow seasons before they hit and plan accordingly. It’s how Alyssa helps her clients avoid the feast-or-famine cycle so many service providers struggle with.

For example, if you know summer is slow for your industry, that’s when you launch a program, ramp up marketing, or reduce expenses. Simple, right? But most people aren’t thinking this far ahead.

“The clients who track and forecast are the ones who scale sustainably. They’re not caught off guard by taxes, expenses, or slow months because they’ve planned for it,” Alyssa says.

Key Financial Metrics Every Business Owner Should Monitor

If you’d rather get a root canal without lidocaine rather than track “all the numbers,” don’t worry 😉 Alyssa keeps it simple.

Here are the key financial metrics she recommends every business owner keeps an eye on:

• Monthly Recurring Revenue (MRR): Predictable income that helps stabilize cash flow
• Profit Margins: Knowing how much you’re actually keeping after expenses
• Accounts Receivable: Outstanding invoices (aka money you’re owed)
• Operating Expenses: Fixed and variable costs
• Emergency Fund: How much cash you have on hand for unexpected expenses

Knowing these numbers means you can make decisions faster and smarter. Want to hire? Check your cash flow. Thinking of launching something? Look at your sales patterns.

It’s about using data to build a business that can grow without constantly feeling like it might fall apart.

Practical Cash Flow Management Techniques

Managing cash flow doesn’t have to mean living in a spreadsheet 24/7. (Unless that’s your thang, in which case, stay calm and Excel on.) But for most coaches and service providers, creating simple, sustainable systems is what keeps the money flowing—and keeps you sane.

Alyssa is all about practical solutions. Her approach to cash flow management doesn’t involve cutting back on lattes or obsessing over every dollar. It’s about building smart systems that support consistent income and keep expenses under control.

Creating Systems for Reliable Income and Expense Management

Tough love moment: if you’re relying on unpredictable launches or waiting for client invoices to clear, your cash flow is already on shaky ground.

Alyssa recommends setting up systems that create more predictability in how money moves in and out of your business. This could look like:

• Offering payment plans that balance client flexibility with steady income
• Automating invoice reminders to ensure faster payments (because chasing down late payments is not the vibe)
• Regular income reviews to spot any red flags before they become problems

“You don’t need to overhaul your entire business to manage cash flow better,” Alyssa explains. “It’s about small changes that create consistency.”

Automating Financial Processes to Reduce Human Error

You don’t have to DIY every part of your finances. In fact, you shouldn’t.

Alyssa is a big fan of automation to reduce the mental load of financial management. Tools like automated payment processing, recurring invoices, and even scheduled tax savings transfers can help you stay on top of your money without constantly thinking about it.

“Automation takes the emotion out of financial decisions,” Alyssa says. And honestly? She’s right. When your finances are systemized, you’re less likely to overspend during high-income months or panic during slower seasons.

(Side note: this is exactly why I *also* personally recommend creating SOPs for things like payment recovery! If someone’s payment fails, you want to have decisions made in advance so you aren’t reacting emotionally—which is understandable btw—in the moment!)

Building Emergency Funds and Managing Financial Risk

Here’s the deal: unexpected expenses will happen. (Not that I know that from personal experience or anything… and if you believe that, I have some swamp land in Florida I can sell ya :D)

Equipment breaks, clients ghost payments, tax bills sneak up on you. Alyssa’s solution? A good old-fashioned emergency fund.

“We recommend clients set aside 3–6 months of operating expenses,” she advises. This way, you’re not scrambling when a financial curveball comes your way. And the larger your business gets, the more monthly expenses your business consistently has, the more important this becomes.

But Alyssa doesn’t stop there. She also encourages reviewing financial risks regularly—like checking if your payment processors are working smoothly or if clients are consistently paying late. Small tweaks in these areas can prevent big problems down the line.

Intuitive Financial Decision-Making for Long-Term Profitability

Okay it’s time to take a hard left turn here because up until now, we’ve been talking a lot of tactical, strategy-driven talk. And while data is of course essential, let’s not pretend numbers alone tell the whole story.

There’s something to be said for trusting your gut—especially when it comes to making big financial moves. Real talk here: I often have convos with my own clients who say something that turns them off from working with a bookkeeper or financial strategist is because they’re so linear and bland.

That’s not Alyssa, and Alyssa is *always* the first person I recommend to someone looking for a money gal with a personality. All of that to say: Alyssa believes that money isn’t just about data, but also about intuition.

To be clear: we’re not talking about throwing strategy out the window. We’re talking about blending logic and gut instinct to make decisions that feel right for your business.

Combining Logic and Intuition in Financial Planning

A few months ago, I asked Alyssa to speak at an audio-only summit with the theme of one specific tactic she’d used to scale her business. She surprised me when she didn’t say something financial, but rather following her gut.

At the end of the day, Alyssa isn’t ever going to ignore what her intuition tells her. “Sometimes, the numbers say one thing, but my gut tells me something different—and I’ve learned to listen to that,” she shares.

This balance between logic and intuition is what allows her to navigate financial decisions confidently. Obvs don’t be reckless—but you can learn to play with numbers to inform decisions while also trusting yourself to know when something is (or isn’t) the vibe.

Not every financial decision can be solved with or revealed by a spreadsheet. Sometimes the data looks solid, but something just feels… off. Don’t ignore it.

Recognizing When to Invest vs. When to Pause Spending

Entrepreneurs love to invest in new tools, programs, and shiny business ideas (hands up, fellow squirrelpreneurs!). But not every opportunity is worth the spend.

Alyssa encourages business owners to ask themselves two questions before making any big financial move:

1. Is this investment aligned with my current cash flow?
2. Will this expense directly impact growth or profitability?

If the answer is no, *skrrrrrrt* it’s time to pump the brakes. 

“It’s easy to get caught up in the excitement of growth, but if your cash flow can’t support it, you’re setting yourself up for financial stress,” Alyssa warns.

And yes, sometimes that means saying no to things that sound exciting—but that’s what it takes to build a business that actually lasts.

Listening to Market Shifts and Adjusting Cash Flow Strategies

The market is always changing, and so should your financial strategies. Alyssa is big on staying flexible and adjusting plans based on what’s happening in your industry.

“I used to think I could stick to a rigid financial plan, but business doesn’t work that way. You have to adapt,” she explains.

Maybe your usual launch strategy isn’t converting like it used to, or your audience’s needs have shifted. That’s your cue to adjust—not double down on what’s no longer working.

This kind of financial flexibility is what keeps cash flowing, even when the market gets unpredictable. And let’s face it, if the last few years have taught us anything, it’s that adaptability is key.

Revenue Diversification to Stabilize and Grow Cash Flow

If you’re relying on one main income stream to carry your entire business, we need to have a little chat. One of the most powerful ways to strengthen your cash flow is through revenue diversification—because let’s be honest, putting all your eggs in one basket is risky.

Alyssa is all about creating multiple, aligned income streams that don’t drain your energy or distract you from your core business. It’s about being intentional with how you make money, not just doing all the things because someone on the internet said you should.

Developing Multiple Income Streams Without Overwhelm

Have you ever heard that a millionaire has an average of 7 different streams of revenue? Sounds nice in theory! But hardly anyone talks about how easy it is to overcomplicate that. Alyssa’s approach? Keep it aligned and manageable.

Not every income stream has to be some big, brand-new offer. Sometimes it’s about tweaking what you already have. This could look like:

• Offering VIP or premium versions of your existing services for clients who want more support
• Creating mini digital products (like templates, swipe files, or toolkits) that solve specific problems for your audience
• Introducing workshops or masterclasses as quick, high-value offers

“You don’t need to launch five new products overnight. Start with what feels aligned and builds on your existing offers,”Alyssa advises.

The goal here isn’t to overwhelm yourself or do #allthethings all at once—it’s to build income layers that feel natural and sustainable.

Turning Services into Scalable Products for Passive Income

Here’s where things get interesting. Coaches and service providers often hit a ceiling because their income is tied directly to their time. Alyssa is a big believer in turning your services into products that can sell without you being glued to your laptop.

Think:

• Turning a 1:1 coaching framework into a self-paced course
• Repurposing done-for-you services into templates or toolkits
• Creating subscription-based resources that generate recurring revenue

“Scaling doesn’t have to mean working more hours. It’s about creating offers that work for you,” Alyssa says.

Passive income isn’t truly passive (THE HILL I’LL DIE ON), but it can be a powerful way to generate steady cash flow without burning out.

Leveraging Affiliate Marketing and Partnerships for Extra Cash Flow

If creating new offers feels overwhelming, there’s another way to diversify your income: leveraging other people’s products through affiliate marketing and partnerships. “Affiliate income is one of the easiest ways to diversify cash flow. You’re getting paid to recommend products you already use,” Alyssa explains.

Alyssa often recommends this as a low-effort way to generate additional income. You can:

• Partner with aligned brands to promote tools or programs you already love
• Join affiliate programs for software, apps, or services your audience needs
• Collaborate on co-branded offers that combine your expertise with someone else’s

The best part? You’re adding value to your audience without having to create something from scratch.

Pricing and Payment Models That Support Positive Cash Flow

Let’s talk about something that makes a huge impact on your cash flow—but doesn’t get nearly enough attention:

How you price your offers and how you collect payments. Because let’s face it, even the best offers can create cash flow nightmares if your pricing and payment models aren’t set up to support steady income.

Alyssa Lang is all about structuring pricing and payment models that not only serve your clients but also create predictable, positive cash flow for your business. And to be super clear: this doesn’t mean slashing your prices or offering ridiculous discounts. It means being strategic about offer construction.

Structuring Offers with Flexible Payment Options

While Alyssa doesn’t advocate for generic payment plans, she does emphasize the importance of offering payment structures that make sense for both the buyer and your cash flow.

During her own launches, Alyssa strategically staggered payments to create steady income. She shared, “We had a three-payment plan, and then we did two payments stacked on top for people who wanted a longer runway. That helped keep cash flowing without overwhelming the audience.”​

This approach gave buyers options while ensuring consistent cash flow throughout her launch. The takeaway? Offering multiple payment structures can smooth out income dips without sacrificing financial stability.

Adjusting Pricing to Protect Profitability

Raising prices can feel uncomfortable, but Alyssa is all about making data-backed decisions when it comes to pricing. Instead of randomly increasing rates, she focuses on aligning pricing with the value of the offer and the business’s financial needs.

“We need to look at expenses, taxes, and what it actually costs to deliver your offer. Profit margins matter,” Alyssa explains.

Her advice? Analyze your numbers before making pricing changes. Consider things like:

• The actual cost of delivering the product or service
• Market demand and competitor pricing
• Desired profit margins that support cash flow goals

It’s not about pricing high just for the sake of it—it’s about making sure your pricing supports a sustainable, profitable business.

Encouraging Upfront Payments and Strategic Launches

Alyssa also uses strategic launches to manage cash flow spikes. When facing a hefty tax bill, she didn’t panic. She planned.

“We decided to launch a program to cover that tax bill. It wasn’t reactive—it was intentional,” Alyssa shared.

This approach shows how launching at the right time can create a cash influx exactly when you need it. It’s not about constant selling but about understanding when your business needs an income boost and planning for it.

Optimizing Cash Flow with Smart Business Operations

Cash flow management doesn’t stop at tracking sales and expenses. The way you operate your business on a day-to-day basis has a massive impact on your financial stability. From vendor agreements to team growth, every decision you make can either support or strain your cash flow.

And Alyssa Lang is all about making operational decisions that create sustainable cash flow—without sacrificing quality or burning out your team.

Negotiating Better Payment Terms with Vendors and Contractors

One strategy that’s often-overlooked for improving cash flow is negotiating payment terms with vendors and contractors. Alyssa emphasizes the importance of understanding how these agreements impact your bottom line.

“When you hire someone, you need to know what that commitment really looks like—especially when it comes to payment timelines,” Alyssa explains​.

Whether it’s securing longer payment windows with vendors or setting clear terms with contractors, these small changes can free up cash when you need it most. Examples of this could include:

• Negotiating net-30 or net-60 payment terms with vendors to delay outgoing cash
• Structuring contractor agreements with milestone payments instead of lump sums
• Pre-negotiating discounts for early payments when cash flow is strong

This approach gives your business more flexibility and reduces the pressure of large, lump-sum expenses.

Streamlining Operational Costs Without Sacrificing Quality

Cutting costs doesn’t have to mean cutting corners or being cheap. Alyssa focuses on streamlining operations to manage expenses without affecting the quality of service or product delivery.

“I’ve always tried to keep everything as lean as possible. That means asking the team where we can improve systems to work smarter, not harder,” she shares​.

Some ways to streamline operations include:

• Automating repetitive tasks to reduce labor costs
• Consolidating software tools to eliminate redundant subscriptions
• Reviewing supplier contracts regularly to negotiate better rates

It’s not about being cheap—it’s about being strategic.

Managing Team Growth and Contractor Payments Strategically

Expanding your team can be exciting, but Alyssa warns against rushing into growth without considering the financial impact.

“When I started my second business, I hired slowly and strategically. We used cash flow projections to decide when and how to grow the team sustainably,” Alyssa explains​.

Here’s how she advises handling team expansion:

• Start with contractors. They’re easier to scale up or down based on workload
• Use cash flow projections to ensure you can support long-term payroll before hiring employees
• Regularly review team performance and profitability to ensure every hire is aligned with business goals

By managing growth this way, Alyssa ensures her businesses can scale without overextending their resources.

Bottom Line: Operational decisions can either drain or support your cash flow. Being intentional with vendor agreements, operational costs, and team growth keeps your business financially resilient.

Common Cash Flow Mistakes Coaches and Service Providers Make

Going back to what I’ve seen *a lot* of during my own time working with small business owners, I’d argue the biggest reason they wait to hire financial help is because they’re embarrassed to let someone see their books.

If I’m being honest though, messing up your cash flow is almost a rite of passage in business (lol rip). But it doesn’t have to be, and it certainly isn’t something a compassionate financial pro is going to be judgey about. Alyssa has seen it all, and she’s here to help you avoid the financial faceplants that keep so many entrepreneurs stuck.

Overinvesting in Growth Before Stabilizing Cash Flow

Ooooh, shiny things! New team members, high level mentorship, high-ticket programs, all the things! it’s easy to convince yourself that spending big now will lead to bigger results later.

(Even easier when it feels like every business coach and their great aunt from Wichita proclaims that making the highest level investment possible is the quickest path to expansion. Which BTW I think is predatory AF, but I digress.)

Alyssa’s here to pump the brakes on that thinking.

“When you hire someone, you need to know what that commitment really looks like—especially when it comes to payment timelines,” Alyssa explains.

We obviously aren’t anti-business investments. Just be cautious around hiring until your cash flow can handle it. Growing too fast without the cash to back it up is like running a marathon in your Jimmy Choos. You might make it, and it might look good on the outside, but there’s a good chance it’s gonna hurt like heck.

Forgetting to Plan for Slow Seasons

Business isn’t all sunshine and six-figure months. Slow seasons happen. Market shifts happen. And realistically, the goal isn’t to have every month be bigger than (or even the same as) the last. Instead, you want to look at the whole picture.

“We help our clients figure out when they need to launch or create an influx of cash flow so they’re never caught off guard,” Alyssa says.

When I ran my performing arts studio, summers sucked… big time. (Kids are on vacay, not in dance class!) I knew that I had to plan to pay bills in the summer through what I made all throughout the year, and if I didn’t, I was screwed.

Your business might not be seasonal in the same sense, but having down periods is still normal. And one day, you might want (or need) to take a paternity leave or decide to take a mental health sabbatical (#normalizeit).

Having a plan and reverse engineering what you need is key!

Ignoring Financial Data and Hoping for the Best

Ah yes, the “I’ll just manifest my way through this” approach to money. Love that for you—except Alyssa would kindly like you to also check your numbers.

Gut decisions have their place—we have a whole section on it!. But Alyssa’s lived through enough business rollercoasters to know that flying blind with your finances is a fast track to disaster. And adapting means knowing what’s actually happening with your money.

Alyssa is big on making data-backed decisions, not just hoping things will magically work out. Because here’s the thing:

• That “best month ever” doesn’t mean anything if you can’t cover expenses next month.
• Ignoring your profit margins won’t make your costs magically shrink.
• Avoiding cash flow forecasts doesn’t make slow seasons disappear.

Understanding your numbers doesn’t mean obsessing over every dollar or becoming an accountant overnight. It means empowering yourself to make smarter decisions.

Alyssa teaches her clients to treat their financial data like a business partner, not an afterthought. When you know your numbers, you can actually plan your next move instead of scrambling to fix mistakes.

Delaying Action Until Things Feel Urgent

Another sneaky cash flow killer? Waiting until things are bad to make changes. Alyssa sees it all the time—business owners waiting to tighten up their finances until they’re staring down a tax bill, a slow month, or an unexpected expense.

By that point, you’re in full-on damage control mode.

Here’s the reality: financial systems should be built when things are going well, not when you’re already in panic mode.

Alyssa’s strategy? Build in cash flow safeguards before you think you need them. This could mean:

• Setting aside extra cash during high-income months
• Reviewing financial reports monthly (not just when it feels urgent)
• Planning for launches or promotions before sales start to dip

Many financial crises in business are preventable. Some aren’t – but! Alyssa’s strategies make it clear: stabilize your cash flow before scaling, prepare for the slow seasons, and know your ding dang numbers.

Start practicing more of that, and you’re way less likely to end up Googling “how to recover from financial disaster” at 2am.

Key Takeaways for Coaches and Service Providers to Master Cash Flow

• Keep It Simple: You don’t need complicated systems—just a clear view of what’s coming in and going out. Review your numbers regularly
• Plan Ahead with Cash Flow Forecasting: Anticipate slow seasons and big expenses to avoid financial surprises
• Scale Slowly and Strategically: Don’t rush to hire or invest until your cash flow can fully support it
• Balance Data with Gut Instinct: Let financial data guide you, but trust your intuition when something feels off
• Diversify Income Streams (Smartly): Add aligned income streams gradually—don’t overwhelm yourself with too many at once
• Price for Profit: Regularly review pricing to ensure it covers costs and leaves room for growth
• Build Systems Before You Need Them: Automate payments, set aside emergency funds, and plan for future expenses during stable times

Take it from Alyssa that with smart systems, thoughtful planning, and a little intuition, you can build a financially stable business that supports long-term growth. This is your sign to stop avoiding your numbers and start building the financial foundation your business needs to thrive. (And give Alyssa a shout if you need help!)

When your cash flow is solid, your business can grow—and you can focus on the work you actually love.