Client Story
From Survivalist to Strategist
“When we first met ProCFO Partners we were in pretty dire straits. I didn’t know what I didn’t know. I don’t think I’d be in business right now if it wasn’t for them.”
Jason Kitchell
President, COO
For many small business owners, financial management can feel like stumbling around in the dark—largely because they aren’t familiar with the terrain. Jason Kitchell, President of Universal Medical Resources, is a prime example of a leader who “didn’t know what he didn’t know” about his business’s financial health.
United Medical Resources are nuclear imaging experts in systems, parts, services, and support. Jason faced severe cash flow issues, often injecting his own personal funds just to make payroll – a scenario familiar to too many small business owners. The constant pressure of keeping the business afloat led to sleepless nights, anxiety over every financial decision, and a growing sense of uncertainty. “There were so many unknowns,” Jason admits, even considering selling the company just to escape the financial strain. Like many small business owners, he was stuck in a cycle of reacting to problems without a clear plan for long-term stability, unsure of how to turn things around.
For Jason, business ownership and leadership are skills he’s learned, but finance isn’t his strong suit. This is where his partnership with ProCFO Partners and ProCFO Joe Shake has made an impact. Joe has helped Jason confront his financial blind spots, offering strategic guidance that’s turned the company’s cash flow into a much more stable financial position.
Moving Beyond Financial Firefighting
When Joe first started consulting for Universal Medical Resources, the business was constantly on the verge of a cash crisis. Joe’s first step was introducing a robust cash forecasting model. By systematically planning cash flow, Universal Medical could start making decisions with foresight rather than just reacting to immediate financial emergencies.
Jason had a simple but seemingly lofty goal: maintain enough cash reserves to cover two payroll cycles. The company saw real progress through cash management strategies, cost-cutting measures, and improved financial tracking.
The Right People in the Right Seats
A key issue that Universal Medical Resources has faced is having the wrong people in critical roles, which has been draining resources and holding the company back. Jason’s reluctance to make staffing changes was understandable; many employees were long-time friends or colleagues. Joe has emphasized the importance of employee utilization—ensuring every team member was contributing fully to a strategic purpose.
Joe helped me see that getting the right people in the right seats was crucial for the company’s growth.
Utilization is a valuable lens through which to see the advantages of the fractional model as well. Jason knew he needed help, but wanted to avoid the overhead and logistics of finding, hiring and onboarding new staff. With ProCFO Partners’ fractional CFO model, Jason has tapped into Joe’s experience and expertise without needing a full-time CFO. The flexibility of the fractional model means that Jason can get exactly the support he needs when he needs it, allowing him to focus on the areas of the business where his expertise could shine.
With Joe’s guidance, Jason has restructured his team, bringing in a new controller and HR professional, who have significantly impacted their operational efficiency. “Joe helped me see that getting the right people in the right seats was crucial for the company’s growth,” Jason reflects.
Groundwork for Growth
One of the standout aspects of Jason and Joe’s partnership has been their focus on long-term strategy. Jason had always been focused on immediate survival—keeping the doors open and employees paid. Joe began pushing Jason to think beyond day-to-day operations as the company’s cash flow stabilized.
They’ve started looking at debt reduction strategies, maximizing employee utilization, and building a financial “war chest” for future investments. This forward-thinking approach has allowed Universal Medical to regain control over its finances and set clear goals for future progress.
KPI Focus: Cash Flow, Budgeting, and Leadership Accountability
Like many small businesses, Universal Medical needed a better understanding of what to track and why. ProCFO Partners helped them focus on metrics with meaning to achieve their strategic goals.
- Cash Reserves: Jason’s cash flow was negative at the start of their partnership with ProCFO Partners. Through structured forecasting and financial strategies, they’ve built reserves to cover two payroll cycles—a goal Jason once thought was out of reach. Establishing a functional budget with monthly financial statements has helped the team track progress and identify areas excelling versus those struggling.
- Employee Utilization & Accountability: By restructuring roles, improving accountability, and defining leadership expectations, the team has maximized productivity and profitability. Leadership has been given the resources to improve performance, and Jason no longer makes decisions in a vacuum, complemented by Joe’s guidance to hire people who would contribute effectively.
- Debt Reduction: With a clear financial plan, Joe and Jason have focused on reducing the company’s debt, and setting long-term goals for financial independence and stability.
Not just a CFO. A ProCFO.
ProCFO Joe Shake has become essential to Universal Medical Resources’ leadership team. Initially brought on as a consultant and then as a ProCFO, Joe has brought clarity and practicality to the company’s financial management. “My goal is always to focus on the areas that matter most and provide actionable insights that drive results,” Joe explains. His approach has been instrumental in reshaping Universal Medical’s financial strategy, moving the business from reactive management to proactive planning.
Joe has been invaluable to me. Cash forecasting has been a huge help. Utilization has been critical. I can’t even put a number on his impact but I don’t think I’d be in business right now if it weren’t for him.
From Reactive Survival to Proactive Strategy
Jason’s experience in leading Universal Medical Resources is a powerful reminder that many business owners don’t know what they don’t know—and how complementary skill sets can bridge those gaps. Through his partnership with ProCFO Partners and Joe Shake, Jason has transformed from a leader just trying to survive into a CEO with a strategic vision. In Jason’s words, “I can finally stop worrying about what’s in the bank account every morning and start thinking about where we’re going next.”
I can finally stop worrying about what’s in the bank account every morning and start thinking about where we’re going next.
If you and your business are facing similar challenges, a ProCFO from ProCFO Partners might be the right solution to help you go from survival to stability and beyond.
