10 Things We’ve Learned After 10 Years of Fractional Excellence

Ten years ago, I took a leap of faith. One that would redefine not only my own career, but the way growing businesses access financial leadership. What began as a bold vision to bring top-tier CFO expertise to companies that couldn’t yet afford, or access, such expertise has since helped level the playing field for countless small and mid-sized businesses.

As we mark this 10-year milestone, I’m proud of how far we’ve come and deeply grateful for the clients who’ve trusted us along the way. As we take a look back, here are 10 lessons, drawn from real experience, that continue to guide how we work today and will lead us into the next decade and beyond.

#mc_embed_signup{background:#fff; false;clear:left; font:14px Helvetica,Arial,sans-serif; width: 600px;}
/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.
We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. */

Sign Up for The Start Newsletter

* indicates required

Email Address *

function getCountryUnicodeFlag(countryCode) {
return countryCode.toUpperCase().replace(/./g, (char) => String.fromCodePoint(char.charCodeAt(0) + 127397))
};

// HTML sanitization function to prevent XSS
function sanitizeHtml(str) {
if (typeof str !== ‘string’) return ”;
return str
.replace(/&/g, ‘&’)
.replace(//g, ‘>’)
.replace(/”/g, ‘"’)
.replace(/’/g, ‘'’)
.replace(/\//g, ‘/’);
}

// URL sanitization function to prevent javascript: and data: URLs
function sanitizeUrl(url) {
if (typeof url !== ‘string’) return ”;
const trimmedUrl = url.trim().toLowerCase();
if (trimmedUrl.startsWith(‘javascript:’) || trimmedUrl.startsWith(‘data:’) || trimmedUrl.startsWith(‘vbscript:’)) {
return ‘#’;
}
return url;
}

const getBrowserLanguage = () => {
if (!window?.navigator?.language?.split(‘-‘)[1]) {
return window?.navigator?.language?.toUpperCase();
}
return window?.navigator?.language?.split(‘-‘)[1];
};

function getDefaultCountryProgram(defaultCountryCode, smsProgramData) {
if (!smsProgramData || smsProgramData.length === 0) {
return null;
}

const browserLanguage = getBrowserLanguage();

if (browserLanguage) {
const foundProgram = smsProgramData.find(
(program) => program?.countryCode === browserLanguage,
);
if (foundProgram) {
return foundProgram;
}
}

if (defaultCountryCode) {
const foundProgram = smsProgramData.find(
(program) => program?.countryCode === defaultCountryCode,
);
if (foundProgram) {
return foundProgram;
}
}

return smsProgramData[0];
}

function updateSmsLegalText(countryCode, fieldName) {
if (!countryCode || !fieldName) {
return;
}

const programs = window?.MC?.smsPhoneData?.programs;
if (!programs || !Array.isArray(programs)) {
return;
}

const program = programs.find(program => program?.countryCode === countryCode);
if (!program || !program.requiredTemplate) {
return;
}

const legalTextElement = document.querySelector(‘#legal-text-‘ + fieldName);
if (!legalTextElement) {
return;
}

// Remove HTML tags and clean up the text
const divRegex = new RegExp(‘]*>’, ‘gi’);
const fullAnchorRegex = new RegExp(‘<a.*?', 'g');
const anchorRegex = new RegExp('(.*?)’);

const requiredLegalText = program.requiredTemplate
.replace(divRegex, ”)
.replace(fullAnchorRegex, ”)
.slice(0, -1);

const anchorMatches = program.requiredTemplate.match(anchorRegex);

if (anchorMatches && anchorMatches.length >= 4) {
// Create link element safely using DOM methods instead of innerHTML
const linkElement = document.createElement(‘a’);
linkElement.href = sanitizeUrl(anchorMatches[1]);
linkElement.target = sanitizeHtml(anchorMatches[2]);
linkElement.textContent = sanitizeHtml(anchorMatches[3]);

legalTextElement.textContent = requiredLegalText + ‘ ‘;
legalTextElement.appendChild(linkElement);
legalTextElement.appendChild(document.createTextNode(‘.’));
} else {
legalTextElement.textContent = requiredLegalText + ‘.’;
}
}

function generateDropdownOptions(smsProgramData) {
if (!smsProgramData || smsProgramData.length === 0) {
return ”;
}

return smsProgramData.map(program => {
const flag = getCountryUnicodeFlag(program.countryCode);
const countryName = getCountryName(program.countryCode);
const callingCode = program.countryCallingCode || ”;
// Sanitize all values to prevent XSS
const sanitizedCountryCode = sanitizeHtml(program.countryCode || ”);
const sanitizedCountryName = sanitizeHtml(countryName || ”);
const sanitizedCallingCode = sanitizeHtml(callingCode || ”);
return ” + sanitizedCountryName + ‘ ‘ + sanitizedCallingCode + ”;
}).join(”);
}

function getDefaultPlaceholder(countryCode) {
if (!countryCode || typeof countryCode !== 'string') {
return '+1 000 000 0000'; // Default US placeholder
}

const mockPlaceholders = [
{
countryCode: 'US',
placeholder: '+1 000 000 0000',
helpText: 'Include the US country code +1 before the phone number',
},
{
countryCode: 'GB',
placeholder: '+44 0000 000000',
helpText: 'Include the GB country code +44 before the phone number',
},
{
countryCode: 'CA',
placeholder: '+1 000 000 0000',
helpText: 'Include the CA country code +1 before the phone number',
},
{
countryCode: 'AU',
placeholder: '+61 000 000 000',
helpText: 'Include the AU country code +61 before the phone number',
},
{
countryCode: 'DE',
placeholder: '+49 000 0000000',
helpText: 'Fügen Sie vor der Telefonnummer die DE-Ländervorwahl +49 ein',
},
{
countryCode: 'FR',
placeholder: '+33 0 00 00 00 00',
helpText: 'Incluez le code pays FR +33 avant le numéro de téléphone',
},
{
countryCode: 'ES',
placeholder: '+34 000 000 000',
helpText: 'Incluya el código de país ES +34 antes del número de teléfono',
},
{
countryCode: 'NL',
placeholder: '+31 0 00000000',
helpText: 'Voeg de NL-landcode +31 toe vóór het telefoonnummer',
},
{
countryCode: 'BE',
placeholder: '+32 000 00 00 00',
helpText: 'Incluez le code pays BE +32 avant le numéro de téléphone',
},
{
countryCode: 'CH',
placeholder: '+41 00 000 00 00',
helpText: 'Fügen Sie vor der Telefonnummer die CH-Ländervorwahl +41 ein',
},
{
countryCode: 'AT',
placeholder: '+43 000 000 0000',
helpText: 'Fügen Sie vor der Telefonnummer die AT-Ländervorwahl +43 ein',
},
{
countryCode: 'IE',
placeholder: '+353 00 000 0000',
helpText: 'Include the IE country code +353 before the phone number',
},
{
countryCode: 'IT',
placeholder: '+39 000 000 0000',
helpText:
'Includere il prefisso internazionale IT +39 prima del numero di telefono',
},
];

const selectedPlaceholder = mockPlaceholders.find(function(item) {
return item && item.countryCode === countryCode;
});

return selectedPlaceholder ? selectedPlaceholder.placeholder : mockPlaceholders[0].placeholder;
}

function updatePlaceholder(countryCode, fieldName) {
if (!countryCode || !fieldName) {
return;
}

const phoneInput = document.querySelector('#mce-' + fieldName);
if (!phoneInput) {
return;
}

const placeholder = getDefaultPlaceholder(countryCode);
if (placeholder) {
phoneInput.placeholder = placeholder;
}
}

function updateCountryCodeInstruction(countryCode, fieldName) {
updatePlaceholder(countryCode, fieldName);

}

function getDefaultHelpText(countryCode) {
const mockPlaceholders = [
{
countryCode: 'US',
placeholder: '+1 000 000 0000',
helpText: 'Include the US country code +1 before the phone number',
},
{
countryCode: 'GB',
placeholder: '+44 0000 000000',
helpText: 'Include the GB country code +44 before the phone number',
},
{
countryCode: 'CA',
placeholder: '+1 000 000 0000',
helpText: 'Include the CA country code +1 before the phone number',
},
{
countryCode: 'AU',
placeholder: '+61 000 000 000',
helpText: 'Include the AU country code +61 before the phone number',
},
{
countryCode: 'DE',
placeholder: '+49 000 0000000',
helpText: 'Fügen Sie vor der Telefonnummer die DE-Ländervorwahl +49 ein',
},
{
countryCode: 'FR',
placeholder: '+33 0 00 00 00 00',
helpText: 'Incluez le code pays FR +33 avant le numéro de téléphone',
},
{
countryCode: 'ES',
placeholder: '+34 000 000 000',
helpText: 'Incluya el código de país ES +34 antes del número de teléfono',
},
{
countryCode: 'NL',
placeholder: '+31 0 00000000',
helpText: 'Voeg de NL-landcode +31 toe vóór het telefoonnummer',
},
{
countryCode: 'BE',
placeholder: '+32 000 00 00 00',
helpText: 'Incluez le code pays BE +32 avant le numéro de téléphone',
},
{
countryCode: 'CH',
placeholder: '+41 00 000 00 00',
helpText: 'Fügen Sie vor der Telefonnummer die CH-Ländervorwahl +41 ein',
},
{
countryCode: 'AT',
placeholder: '+43 000 000 0000',
helpText: 'Fügen Sie vor der Telefonnummer die AT-Ländervorwahl +43 ein',
},
{
countryCode: 'IE',
placeholder: '+353 00 000 0000',
helpText: 'Include the IE country code +353 before the phone number',
},
{
countryCode: 'IT',
placeholder: '+39 000 000 0000',
helpText: 'Includere il prefisso internazionale IT +39 prima del numero di telefono',
},
];

if (!countryCode || typeof countryCode !== 'string') {
return mockPlaceholders[0].helpText;
}

const selectedHelpText = mockPlaceholders.find(function(item) {
return item && item.countryCode === countryCode;
});

return selectedHelpText ? selectedHelpText.helpText : mockPlaceholders[0].helpText;
}

function setDefaultHelpText(countryCode) {
const helpTextSpan = document.querySelector('#help-text');
if (!helpTextSpan) {
return;
}

}

function updateHelpTextCountryCode(countryCode, fieldName) {
if (!countryCode || !fieldName) {
return;
}

setDefaultHelpText(countryCode);
}

function initializeSmsPhoneDropdown(fieldName) {
if (!fieldName || typeof fieldName !== 'string') {
return;
}

const dropdown = document.querySelector('#country-select-' + fieldName);
const displayFlag = document.querySelector('#flag-display-' + fieldName);

if (!dropdown || !displayFlag) {
return;
}

const smsPhoneData = window.MC?.smsPhoneData;
if (smsPhoneData && smsPhoneData.programs && Array.isArray(smsPhoneData.programs)) {
dropdown.innerHTML = generateDropdownOptions(smsPhoneData.programs);
}

const defaultProgram = getDefaultCountryProgram(smsPhoneData?.defaultCountryCode, smsPhoneData?.programs);
if (defaultProgram && defaultProgram.countryCode) {
dropdown.value = defaultProgram.countryCode;

const flagSpan = displayFlag?.querySelector('#flag-emoji-' + fieldName);
if (flagSpan) {
flagSpan.textContent = getCountryUnicodeFlag(defaultProgram.countryCode);
flagSpan.setAttribute('aria-label', sanitizeHtml(defaultProgram.countryCode) + ' flag');
}

updateSmsLegalText(defaultProgram.countryCode, fieldName);
updatePlaceholder(defaultProgram.countryCode, fieldName);
updateCountryCodeInstruction(defaultProgram.countryCode, fieldName);
}

var phoneInput = document.querySelector('#mce-' + fieldName);
if (phoneInput && defaultProgram.countryCallingCode) {
phoneInput.value = defaultProgram.countryCallingCode;
}

displayFlag?.addEventListener('click', function(e) {
dropdown.focus();
});

dropdown?.addEventListener('change', function() {
const selectedCountry = this.value;

if (!selectedCountry || typeof selectedCountry !== 'string') {
return;
}

const flagSpan = displayFlag?.querySelector('#flag-emoji-' + fieldName);
if (flagSpan) {
flagSpan.textContent = getCountryUnicodeFlag(selectedCountry);
flagSpan.setAttribute('aria-label', sanitizeHtml(selectedCountry) + ' flag');
}

const selectedProgram = window.MC?.smsPhoneData?.programs.find(function(program) {
return program && program.countryCode === selectedCountry;
});
var phoneInput = document.querySelector('#mce-' + fieldName);
if (phoneInput && selectedProgram.countryCallingCode) {
phoneInput.value = selectedProgram.countryCallingCode;
}

updateSmsLegalText(selectedCountry, fieldName);
updatePlaceholder(selectedCountry, fieldName);
updateCountryCodeInstruction(selectedCountry, fieldName);
});
}

document.addEventListener('DOMContentLoaded', function() {
const smsPhoneFields = document.querySelectorAll('[id^="country-select-"]');

smsPhoneFields.forEach(function(dropdown) {
const fieldName = dropdown?.id.replace('country-select-', '');
initializeSmsPhoneDropdown(fieldName);
});
});

Fractional doesn’t mean part-time

When we launched Third Road Management, many thought “fractional” was shorthand for “part-time or interim.” But we made a point early on – being fractional really means being focused, strategic and fully engaged at the cadence our clients need to grow and scale. We’ve had to prove again and again that quality, consistency and impact are non-negotiable – even when you’re not on site full-time or sitting in an office.

Context matters more than credentials

We hire experienced CFOs and accounting professionals from a broad range of different backgrounds and industries, but past credentials don’t guarantee future success. What matters is whether the experts we put in place truly understand the client’s business model, competitive landscape, culture and stage of growth. It’s a people business. Over the years, we refined our hiring and onboarding so every team member can adapt their expertise to the client’s unique realities, and their cultures.

Verizon Small Business Digital Ready

Find free courses, mentorship, networking and grants created just for small businesses.

Join for Free

We earn a commission if you make a purchase, at no additional cost to you.

Communication wins trust

It all starts and ends with trust. Whether it’s forecasting, margin analysis or a plethora of operational recommendations, the way you present it makes all the difference. We’ve learned that transparency, clarity and consistency are what transform skepticism into partnership. If clients don’t understand the numbers, they won’t act on them – and that’s a lose-lose for both sides.

Systems amplify impact

In the early years, we relied heavily on individual effort, and we still do. But we have also realized fast that scalable, repeatable systems are the backbone of a high-performing fractional model. From standardized onboarding to performance dashboards with real-time data, documentation habits to knowledge-sharing, investments in process pay dividends in consistency and quality. That’s how you achieve repeatable results at scale.

Free Events and Digital Courses to Drive Your Business

You must guard your margins – even when you’re building goodwill

As a service business, it’s tempting to cut pricing to win clients, especially in the early days. But we’ve learned that sustainable growth depends on balancing generosity with financial discipline. We follow the same advice we also provide our s. That means setting clear scopes, pushing back when needed and always knowing your costs.

Partnership over ‘vendor’ mentality

We’ve seen our client partnerships flourish when we stop being an outsourced vendor and instead become a strategic, integrated partner. That means showing up onsite, rolling up our sleeves, challenging assumptions, aligning around outcomes – and sometimes being the challenging voice in the room.

A Tool to Find the Right Loan or Grant for Your Small Business

Stay true to what got you there, but also be a chameleon

A lot can change in a decade. In 10 years, we’ve helped our clients navigate economic shifts, tax and tariff changes, tech/AI disruption and perpetually evolving client and customer expectations. The companies that survived—and thrived—were those that continuously evolved to meet the moment, i.e., embracing new software, expanding service lines, refining processes, etc., all with an eye towards future success.

Metrics tell the real story

Yes, we’re numbers people. We preach, “your business is in the details.” Over time we have internalized that truth: Measuring data, i.e., utilization, client retention, cash conversions, etc., is absolutely critical. Those metrics shine light on blind spots and help us course-correct before issues escalate.

Quality culture isn’t accidental

Culture is built every day – in everyday conversations, hiring decisions, how you respond in tough times and how you celebrate the wins. We are people-first, and our people are in the trenches with our clients, day in and day out. This is where the game is played and the battles are won.

The client’s future is the truest measure

At the end of the day, our success is judged by how we deliver for our clients. And whether the countless organizations we serve today are more robust, more stable and better positioned for what’s to come. Over 10 years, the stories that sustain us aren’t the billings or the new logos on our roster, but rather they’re the clients who achieved their wildest business dreams.

As we head full steam into 2026 (and our year 11), we carry these and many other lessons forward. To my team, our clients and the communities where we live and serve, a very sincere thank you. The road ahead (pun intended) is long. I have no doubt we will continue to navigate bumps and curves along the way. But we remain committed to moving forward with excellence, integrity and a spirit of continual improvement.

Cheers to the next decade.

Image by freepik

The post 10 Things We’ve Learned After 10 Years of Fractional Excellence appeared first on StartupNation.

Source link