Built From Real Conversations
shalveriox started in 2019 when a group of us noticed something. Business owners kept asking the same questions about their numbers — but getting answers that didn't quite fit.
We'd been working in finance for years, watching people struggle with profitability reports that looked impressive but didn't actually help them make decisions. So we tried something different.
Instead of following the usual playbook, we started listening. Really listening. To what business owners needed to understand about their finances, not what we thought they should know.
How We Got Here
Starting Small
Three of us met at a conference in Brisbane. We were all frustrated with the same thing — financial education that felt disconnected from actual business reality. Started meeting monthly to figure out what practical profitability guidance actually looked like.
Testing Our Ideas
Ran our first workshop series with twelve local businesses in Western Sydney. The feedback was honest — some things worked, others didn't. We learned more from that group than any textbook taught us. Spent the next year refining based on what people actually found useful.
Finding Our Voice
Launched our analysis framework after two years of testing. Nothing revolutionary — just clear, practical methods for understanding business profitability without needing a finance degree. Started working with businesses across New South Wales and Victoria.
Looking Forward
Now working with over 200 businesses annually. Our autumn 2025 program focuses on sector-specific profitability challenges — retail, services, manufacturing. Each industry has different pressure points, and we're learning to address them better.
What Makes Our Approach Different
Context-First Analysis
We don't start with formulas. We start with your business situation. A retail operation in Sydney has different profitability dynamics than a service business in Melbourne. Your analysis should reflect that.
Practical Over Perfect
You don't need comprehensive financial models. You need insights you can act on this week. We focus on identifying the three to five metrics that actually drive your profitability, not the thirty that look good in reports.
Ongoing Learning
Financial understanding isn't a one-time thing. Markets shift, costs change, customer behaviour evolves. Our programs run for six to twelve months because that's how long it takes to see patterns and build genuine analytical skills.
Who's Behind This
We're not trying to be corporate consultants. Just people who've spent years working with numbers and want to share what actually helps businesses understand their profitability.
Sienna Valtonen
Lead Financial Educator
Spent twelve years in corporate finance before realizing most business owners needed something completely different from what big firms were offering. Now focuses on translating financial concepts into language that makes sense for people running actual businesses. Based in Sydney, works with clients across Australia.
Freya Lindqvist
Program Director
Came from an operational background — ran a manufacturing business for eight years. Brings that perspective to how we structure our programs. If something doesn't work in real business conditions, we don't teach it. Designs curriculum based on what she wished she'd known when managing her own P&L.
Want to Learn More About Our Approach?
We're running information sessions throughout 2025. Come see how our programs work and whether they'd be useful for your business. No pressure, just honest conversation about profitability analysis.
Get In Touch
Operating from Macquarie Fields, serving businesses across New South Wales and beyond. Our next program intake opens in September 2025.