Demographics

accountants, CFOs, people interested in finance/business news, 25-45ish

Average revenue/mo in the last 6 months

$1100

Average expenses/mo in the last 6 months

$1200

Average profit/mo in the last 6 months

$-100

About the monetization of the newsletter

Balance Sheet is not consistently monetized. However, our one long form piece of content – a research report entitled "The CFO State of the Market 2023" was sponsored by Pigment (https://www.gopigment.com/) for $7,000.

Paying subscribers

0

Weaknesses

• Slow growth and no monetisation. Essentially, it's been neglected, owing to business resource and priorities.

• Consequently, a small audience.

Strengths

• Editorial content. Witty and engaging bitesize content, delivered daily to readers. Our editor, who writes Balance Sheet, is ex-Bloomberg and synthesises business/finance news with an overlay for our CFO and finance-lead audience.

• Readership. A high-quality and retained readership that has continued to steadily grow over time, almost entirely organically.

• Recognisable brand. Despite being small, Balance Sheet has a compelling and memorable brand that draws together its written identity and a visual encapsulation of that.

• A specific and focused audience. Balance Sheet is for CFOs and finance leaders, and to date that readership has been engaged (providing feedback when asked). There is a lot more room to run here.

Opportunities

If we were keeping Balance Sheet, we'd focus on a monetisation strategy centred on growth (paid + social brand-building) and then sponsorship.

Last 3 issues

• https://newsletter.readbalancesheet.com/p/the-iron-giant

• https://newsletter.readbalancesheet.com/p/pepsi-maxed-out

• https://newsletter.readbalancesheet.com/p/screen-time

Tech stack

Beehiiv

Reason for selling

We do not have the bandwidth in-house to do Balance Sheet and its potential justice.

Action required to keep newsletter working?

Managing the writer, and a focus on further monetisation.

Included in the sale

Support post sale