SIZE + ShineOn | Financial Strategy and Planning
ShineOn empowers online entrepreneurs through innovative, customizable products. With the support of SIZE Co-Founder, Jim Winett, serving as fractional CFO, the company navigated financial challenges during a crucial expansion phase. This partnership helped ShineOn refine its strategic focus, improve profitability, and position itself for future growth in the dynamic e-commerce market.
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The Brand
ShineOn, a leading Print-on-Demand (POD) platform recognized in the Shopify App Store, enables creative entrepreneurs to establish successful e-commerce ventures. Specializing in unique, personalized products such as customized jewelry, leather journals, and acrylics, ShineOn recently expanded into textile offerings. The company excels in high-quality manufacturing and reliable fulfillment services for thousands of online merchants.
With the Print-on-Demand industry projected to surpass $39 billion by 2030, ShineOn strategically taps into a growing market segment valued at billions within customizable jewelry and home decor products, strengthening its mission to empower entrepreneurs.
The Objective
Jim Winett, Co-Founder of SIZE, served as ShineOn’s fractional CFO for over a year. His primary goals were to improve profitability, exit unprofitable business lines and geographies, enhance financial modeling, and position ShineOn for future strategic opportunities in the market.
The Challenge
As ShineOn expanded into new product lines and geographies, the business faced increasing challenges in maintaining profitability and refining its strategic direction. The expansion beyond personalized jewelry and into textiles brought complexities in managing costs, optimizing supply chains, and ensuring operational efficiency. Amidst these growth efforts, ShineOn needed to enhance financial stability, exit unprofitable ventures, and strengthen their financial model to forecast the outcomes of strategic decisions. A key aspect was maintaining resilience while preparing the company for future strategic opportunities in the market.
The Process
Jim joined ShineOn’s leadership team as their fractional CFO, playing a key role during an important year of transition. Acting as a key strategic advisor, he guided financial planning and decision-making by developing robust financial models that helped clarify the impact of new initiatives. By working closely with leadership, Jim steered strategic discussions, provided critical financial insights, and supported ShineOn in prioritizing high-potential ventures while exiting unprofitable lines and geographies. With this strategy, ShineOn was equipped to handle the complexities of expansion while remaining adaptable to emerging opportunities.
The Results
Jim’s leadership as interim CFO helped refine ShineOn’s financial stability and prepare the company for future success. ShineOn was equipped with financial models that offered clear visibility into growth strategies, and the company successfully exited low-performing ventures, boosting profitability. Additionally, they established a foundation that enabled a smooth transition to a permanent CFO.
As consumer demand for customization and scalable solutions continues to rise, ShineOn’s agility and commitment to innovation keep it at the forefront of the industry. With a clear strategic financial path and an adaptive approach, ShineOn is positioned to seize new opportunities and lead the next wave of growth in e-commerce.
Why do you like working at SIZE?
"Working with SIZE, I'm able to help clients evaluate the financial implications of their plans. I'm able to do that regardless of where the business is located or the type of industry they're in. The consultants at Size and at the client personnel are great to work with, and it's a lot of fun."
DANIEL SCHWERDTFEGER
Startup Strategy, Financial Analysis, and Fundraising, SIZE
