Sirena Ploegmakers of Sirena’s Consultation Services on Fractional CFO Strategy for Founder Led Businesses

Sirena Ploegmakers is the founder of Sirena’s Consultation Services, a financial advisory firm specializing in fractional CFO services for founder-led, service based businesses generating $1M+ in annual revenue. A CPA and QuickBooks Pro Advisor, Sirena partners with entrepreneurs who have outgrown basic bookkeeping and need strategic clarity to scale with confidence.

From real time dashboards through her CFO Command Centre to her Bookkeeper to CFO Blueprint Certification Program, Sirena is focused on turning financial confusion into confident decision making for both business owners and financial professionals.

Please share a brief introduction and your business:

I'm Sirena Ploegmakers, CPA and QuickBooks Pro Advisor, and the founder of Sirena's Consultation Services. I help founder-led, service-based businesses generating $1M+ in revenue move beyond survival mode and into strategic growth.

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Too many successful entrepreneurs are drowning in spreadsheets, unsure if they can afford their next hire, or scrambling to prepare financials for investors—all while their bookkeeper just sends them reports they don't understand. That's where I come in.

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I provide fractional CFO services that go beyond clean books to deliver the financial clarity, confidence, and control that founders need to make bold decisions. Whether you're trying to understand your monthly numbers (Essential tier), confidently scale your team and pricing (Growth tier), or prepare for funding and acquisition (Strategic CFO tier), I partner with you to turn your finances into your most powerful business tool.

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My clients don't just get reports—they get strategic insight, real-time dashboards through our CFO Command Centre, and a trusted partner who speaks both numbers and business. I also train the next generation of financial leaders through my Bookkeeper to CFO Blueprint Certification Program, helping accounting professionals transition from task-based bookkeeping to high-value advisory services.

Because at the end of the day, financial clarity isn't just about knowing your numbers—it's about knowing your next move with confidence.

Are you a mamaprenista?

Yes, I am a Mamaprenista! I'm building an empire my children can look up to and a legacy they can fall back on.

It's not easy—especially with the lack of support—but I've learned to work around my kids' schedule instead of trying to force them to fit into mine. That's the whole reason I started this business in the first place: so I could be present for my family while building something meaningful and sustainable.

My best advice for managing business and family:

1. Build your business around your life, not the other way around. I designed my services to be remote and flexible because my family comes first. That's non-negotiable. Your business should support the life you want, not consume it.
2. Accept that some days will be messy—and that's okay. Some days I'm crushing client calls and building programs. Other days I'm working in 20-minute pockets between school pickups and bedtime. I've stopped trying to be perfect and started focusing on progress.
3. Let go of "balance" and embrace survival mode when you need to. There are seasons where you're just holding it together, and that's enough. I've learned to give myself grace on the hard days and celebrate the wins—no matter how small.
4. Protect your boundaries fiercely. I don't work evenings unless it's an emergency. I don't overbook myself. I say "no" to clients and opportunities that don't align with my values or capacity. My kids deserve a present mom, not an exhausted one.
5. Remember your "why." I'm building this so my children can see what's possible when you refuse to settle. I want them to know that they can create a life on their own terms, that hard work pays off, and that they always have something to fall back on. That vision keeps me going on the toughest days.

Bottom line: Being a Mamaprenista means doing hard things without a safety net—but it also means building something your kids will be proud of. And that's worth every sacrifice. 

Take us back to when you launched? What was your marketing strategy?

Referrals

Did you always know you wanted to be an entrepreneur?

Absolutely. I've known since I was 15 that I wanted to build something of my own.

Even before I fell in love with accounting at 17, I had this deep desire for independence and the freedom to create on my own terms. I didn't just want a job—I wanted to build a business that reflected my values, served people in a meaningful way, and gave me control over my own future.

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When I started working as the youngest accountant at Rona, that entrepreneurial drive only intensified. I loved the work, but I could already see myself doing it differently—building client relationships my way, delivering services that truly moved the needle, and creating flexibility that traditional employment could never offer.

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So when life circumstances pushed me to make a choice at 22, it wasn't really a question of "if" I'd start my own business—it was just a matter of "when." Becoming a mom simply accelerated the timeline and gave me the courage to stop waiting and start building.

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That 15-year-old version of me would be proud of what I've created: a thriving firm that serves incredible clients, a certification program that empowers other professionals, and a life where I get to do meaningful work on my own terms every single day.

What accomplishments are you the most proud of to date in your business?

Honestly, it's not a revenue milestone or a client win—it's the Bookkeeper to CFO Blueprint Certification Program I'm currently creating.

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For years, I watched talented bookkeepers and accountants work themselves to the bone for $25-50/hour, stuck in transactional work and undervalued by their clients. I saw myself in them—the passion, the expertise, the potential—but they didn't know how to make the leap from task-based bookkeeping to strategic CFO services.

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So I'm building the program I wish I'd had when I was starting out: a 12-week certification that teaches financial professionals how to transition into high-value advisory roles, command premium pricing, and build sustainable practices doing work they actually love.

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Creating this program means I'm not just transforming individual businesses anymore—I'm empowering an entire generation of financial professionals to step into their worth, serve clients at a higher level, and build businesses that give them the freedom and income they deserve.

That ripple effect—helping professionals go from underpriced and overwhelmed to confident, certified CFO advisors earning what they're worth—is the accomplishment I'm most proud of. It's proof that when you invest in people and give them the right tools, they don't just survive—they thrive.

And knowing that my work is creating that kind of lasting impact? That's everything.

What is one thing you wish you had known when you started your Entreprenista journey?

That communities like Entrepenista existed—and that I didn't have to figure everything out alone.

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I just joined Entrepenista last Tuesday, and honestly, I wish I had known about this community years ago. When I started my business at 22, I thought I had to have all the answers, do everything myself, and prove that I could make it work in isolation. I didn't realize how much faster, easier, and more fulfilling the journey could be with the right support system.

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For years, I struggled through trial and error—learning hard lessons about pricing, boundaries, client qualification, and avoiding burnout—all on my own. And while those experiences shaped me, I can't help but think how different things might have been if I'd had a network of women entrepreneurs who understood the unique challenges of building a business while raising a family, who could share insights, celebrate wins, and remind me I wasn't alone.

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The truth I wish I'd known from day one? You don't have to do this alone. There are incredible communities filled with women who've been where you are, who want to see you succeed, and who will support you every step of the way.

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Finding Entrepenista now feels like coming home. And I'm so grateful to finally be surrounded by women who get it—and who are building something meaningful on their own terms, just like me.

When hiring, what is your go-to interview question?

1. Hire for character and attitude first, skills second. Skills can be taught. Professionalism, punctuality, eagerness to learn, and a positive attitude? Those are much harder to instill. I'd rather train someone who's hungry and coachable than manage someone who's experienced but difficult.
2. Look for people who are bondable (especially in financial services). Trust is non-negotiable when you're handling sensitive client information and financials. Bondability gives me and my clients peace of mind.
3. Pay attention to how they communicate during the hiring process. Do they respond promptly? Are they organized and professional in their emails? Do they show up on time? How someone shows up before they're hired is how they'll show up after.
4. Don't rush the process. A bad hire costs more than an empty seat. Take the time to find the right fit, even if it means waiting a little longer.

Bottom line: Hire people who share your values, take ownership, and genuinely want to grow. Everything else can be trained.

What did you do before starting your own business?

I started my accounting career at 17—fresh out of high school and the youngest accountant at Rona. I immediately fell in love with the work: the clarity that comes from understanding the numbers, the strategic insight hidden in financial data, and the power of helping businesses make informed decisions.

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I knew this was my calling and wanted to continue building my career in finance, but life had other plans. I became a mom and needed flexibility that traditional corporate roles couldn't offer. Rather than stepping away from the work I loved, I spent those years gaining hands-on experience in bookkeeping, payroll, tax preparation, and financial reporting—building the foundation I'd need to serve clients at the highest level.

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At 22, I took the leap and opened my own firm. What started as a way to combine my passion for financial strategy with the freedom to be present for my family became my greatest professional achievement. I've spent years helping businesses move from basic bookkeeping to strategic financial management, and now I specialize in serving founder-led, service-based companies generating $1M+ in revenue.

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Today, I get to do what I love every day—turning complex financials into clear, actionable insight for business owners—while also mentoring the next generation of financial professionals through my Bookkeeper to CFO Blueprint program.

What made you take the leap to start your own business?

In 2016 during the big oilfield crash, my ex and I were struggling financially, in between being on welfare and EI we could barely afford to file our taxes but needed to so we could claim the child tax benefit. We went to H & R Block where they had made a huge mistake that cost us over $5000. That mixed with the price of the filing there was no support or help for us to do the type of taxes we needed filled. I decided to take some tax courses and start off with a free tax clinic. Offering free taxes in exchange for 10 referrals. I fell in love with helping people, from there we moved back to Victoria where my aunt got me into bookkeeping. I decided to secretly go back to school knowing my family wouldn't support me, from there I slowly grew my firm. In 2022 I finally registered and started taking on more clients.

Do you have any recent wins?

Absolutely! This past year has been all about rebuilding with intention and setting the foundation for sustainable, strategic growth.

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After taking time to refine my business model and get crystal clear on who I serve best, I've completely repositioned Sirena's Consultation Services to focus exclusively on founder-led, service-based businesses generating $1M+ in revenue. This shift has allowed me to move from generalist bookkeeping to high-impact fractional CFO services—the work I'm truly passionate about.

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I also designed and launched the CFO Command Centre—a real-time financial dashboard that gives my clients instant access to KPIs, cash flow forecasting, and investor-ready reports without drowning in spreadsheets. It's been a game-changer for helping founders make confident, data-driven decisions.

What's one app on your phone that you cannot live without?

LinkedIn is where my business grows. Everything else is secondary.

Who are your customers?

My ideal clients are founder-led, service-based businesses generating $1M+ in annual revenue who have outgrown basic bookkeeping and need strategic financial guidance.

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They're typically creative agencies, consulting firms, coaching businesses, boutique studios, and fast-scaling professional service companies operating in Canada and the US. These founders already have a bookkeeper or accountant handling the basics, but they're missing the strategic insight needed to confidently navigate growth decisions.

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My clients are at an inflection point—they're asking questions like:

"Can I afford to hire this person?"

"Am I pricing my services correctly?"

"Why is cash tight even though sales are strong?"

"How do I prepare financials for investors or acquisition?"

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They're stretched thin, need clarity fast, and want a financial partner who understands their business—not just someone who sends monthly reports. They value proactive guidance, real-time insights, and a trusted advisor who helps them make decisions with confidence, not guesswork.

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I also serve bookkeepers and accountants through my Bookkeeper to CFO Blueprint Certification Program—professionals who are underpriced, overworked, and ready to transition into high-value CFO advisory roles.

What's your top productivity tip?

I have a few that keep me sane and focused:

1. Systemize or delegate what drains you. If a task is repetitive and doesn't require your unique expertise, document it and get it off your plate. I've learned that my time is best spent on strategy and client relationships—not wrestling with administrative tasks that someone else could handle. That's why marketing and admin work are first on my list to systematize and delegate as I scale.
2. Time-block your week like you're scheduling client appointments. I treat my own work with the same respect I give client meetings. Strategic work gets blocked time on my calendar—non-negotiable. If it's not scheduled, it doesn't get done.
3. Batch similar tasks together. I don't jump between bookkeeping, client calls, and content creation randomly. I batch financial work, schedule all discovery calls on specific days, and dedicate focused time to program development. Context-switching kills productivity, so I protect my focus by grouping tasks.
4. Know when to stop and recharge.

 As a mom and business owner, I've learned that pushing through exhaustion doesn't make me productive—it makes me ineffective. When I'm too tired to think clearly (like tonight!), I ask for help, take a break, or tackle it fresh in the morning. Rest is productive too.

Bottom line: Protect your energy like you protect your time. You can't pour from an empty cup. 

What's your favorite business tool?

Sintra AI doesn't just save me time—it multiplies my capacity. And for a solo founder building an empire? That's priceless.

What's your approach to work-life balance?

Honestly? I don't believe in "balance"—I believe in integration and intentionality.

Balance implies that work and life are opposing forces that need to be perfectly split down the middle, and that's never been realistic for me as a mom and business owner. Instead, I focus on integrating my work and life in a way that honors both without sacrificing either.

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Here's how I make it work:

I built my business around my life, not the other way around.

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I started my firm at 22 because I refused to choose between being present for my kids and doing work I love. That principle still guides every decision I make. My schedule flexes around my family's needs, and I design my services to be remote and adaptable.

I'm intentional about where my energy goes.

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Some days, my business gets 100% of my focus during work hours. Other days, my family needs me more, and work takes a backseat. I've learned to be okay with that ebb and flow instead of beating myself up for not being "perfect" at both all the time.

I set boundaries and actually keep them.

I don't work evenings unless it's a true emergency. I don't overbook my calendar. I say "no" to clients and opportunities that don't align with my values or capacity. Boundaries aren't selfish—they're essential.

I give myself permission to rest.

Rest isn't something I "earn" after grinding myself into the ground. It's a non-negotiable part of staying effective, creative, and present. When I'm tired (like tonight!), I ask for help, take a break, or come back to it fresh.

Bottom line: Work-life integration means building a business that supports the life you actually want to live—not the other way around. And that's exactly what I am doing.

How do you avoid burn-out?

I avoid burnout by being ruthlessly intentional about boundaries, priorities, and self-awareness.

1. I only work with clients who are the right fit. Early in my career, I learned the hard way that the wrong clients will drain you faster than anything else. Now, I qualify every prospect carefully—checking revenue, reputation, and readiness before I even take a discovery call. Working with people who value my expertise and respect my boundaries makes the work energizing instead of exhausting.
2. I build systems so I'm not the bottleneck. I document processes, create templates, and automate wherever possible. The goal is to build a business that runs smoothly without me having to be "on" 24/7. That's why I'm investing in tools like the CFO Command Centre and preparing to hire support as I scale.
3. I protect my time like it's sacred. I don't overbook myself. I schedule breaks between client calls. I block time for deep work and actually honor it. And I'm not afraid to say "no" or "not right now" when something doesn't align with my priorities.
4. I ask for help when I need it. Whether it's delegating tasks, reaching out to my network, or (like tonight) asking for support when I'm too tired to think clearly—I've learned that asking for help isn't weakness, it's wisdom.
5. I remember why I started this in the first place. I built this business so I could do work I love while being present for my family. When I feel burnout creeping in, I check in: Am I still honoring that vision? If not, something needs to change.

Bottom line: Burnout happens when you ignore your limits. I avoid it by respecting mine.

What advice do you have for aspiring Entreprenistas?

Don't give up.

You will have your ups and downs—that's not a possibility, it's a guarantee. There will be days when you question everything, when clients fall through, when the money feels tight, when you're exhausted and wondering if it's all worth it.

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But here's the truth: those hard moments don't mean you're failing. They mean you're building something real. Every successful entrepreneur has been exactly where you are, and the only difference between those who make it and those who don't is that the ones who make it keep going.

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Find your community that supports you.

You cannot do this alone. Surround yourself with people who understand the journey, who celebrate your wins, who remind you of your worth when you forget, and who won't let you quit on yourself. Whether it's a mastermind, a networking group, or a community like Entrepenista—find your people and lean on them.

And if you can't find it? Build it.

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I just joined Entrepenista last week, and I wish I'd found this community years ago. But even before I found it, I learned to create support where I needed it—reaching out, asking for help, and connecting with other women who were building something meaningful. Don't wait for permission or the perfect network to appear. Start building relationships, showing up authentically, and creating the community you need.

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Your dreams are worth fighting for. The road won't be easy, but you're stronger than you think. Keep going, find your people, and never stop building the life and business you deserve.

You've got this. 💪

From launching a free tax clinic in exchange for referrals to building a specialized fractional CFO firm, Sirena Ploegmakers has grown her business with grit, intention, and long term vision. Her work now extends beyond client services to empowering the next generation of financial professionals to step into high value advisory roles.

If you are a woman founder building something bold and looking for community as you grow, Entreprenista connects you with ambitious entrepreneurs who understand the journey and are ready to support you along the way. Learn more about joining Entreprenista League.