# Stillwater Consulting — Full Reference

> Strategic Finance for Founders Who Are Building Something Real

## Overview

Stillwater Consulting is a boutique strategic finance firm serving startup founders and small business owners. All work is led personally by Shalini Gupta, not outsourced. The firm specialises in making financial operations founder-friendly: clear, actionable, and aligned with business goals.

**Founded by**: Shalini Gupta
**Base**: Singapore
**Markets served**: Singapore, India (India→Singapore corridor)
**Website**: https://stillwaterconsulting.sg

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## Founder Background

Shalini Gupta founded Stillwater Consulting to bring hands-on, personalised financial support to startup founders — drawing on experience inside fast-paced, high-growth startups in Singapore and Dubai, including roles at fast-growth digital agencies and payments platforms.

**Key metrics:**
- $1M+ capital raised for clients
- $7M+ P&L managed
- Hands-on, 1-on-1 founder support model

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## Problem Areas Addressed

1. **Unclear financial health**: Revenue is there but margins, runway, and unit economics are opaque.
2. **Broken financial operations**: Misclassified accounts, GST errors, unreconciled books — common in fast-moving startups.
3. **Decisions without models**: Pricing, hiring, and fundraising decisions made on gut feel rather than financial analysis.
4. **New market entry**: Founders from India setting up in Singapore without local finance expertise.

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## Services

### Company Incorporation
**Price**: S$500 (one-time)
**Best for**: Founders registering a new entity in Singapore

Includes:
- ACRA (Accounting and Corporate Regulatory Authority) registration
- Registered address provision
- Company secretary appointment
- Nominee director (if required for non-residents)

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### Account Cleanup / Books Rescue
**Engagement type**: Project-based
**Best for**: Businesses with 6–24 months of messy, uncategorised, or incomplete financial records

What's included:
- Full audit of existing transactions and chart of accounts
- Reclassification of miscategorised items
- Bank account and credit card reconciliation
- GST records correction and compliance review
- Delivery of clean, investor-ready financial statements (P&L, Balance Sheet, Cash Flow)

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### Fundraising Support
**Engagement type**: Project-based
**Best for**: Founders preparing for a seed, pre-Series A, or Series A raise

What's included:
- 3–5 year financial model with scenario analysis
- Unit economics breakdown (CAC, LTV, payback period, gross margin)
- Investor-ready pitch deck financial slides
- Data room preparation and organisation
- Support through due diligence — Q&A, follow-up financial analysis

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### Strategic Finance Solutions
Three tiers of ongoing support:

#### Finance Advisory (Monthly Retainer)
- Monthly management accounts and reporting pack
- KPI dashboard design and maintenance
- Cash flow forecasting and monitoring
- Budget vs. actuals analysis
- Async access to Shalini for finance questions

#### Finance Roadmap (One-Time Engagement)
- Comprehensive audit of current financial operations
- 12–24 month strategic finance plan
- Prioritised action items with timeline
- One follow-up session included

#### Fractional CFO (Ongoing)
- Part-time embedded CFO role
- Board and investor reporting
- Strategic input on pricing, hiring, capital allocation
- Vendor and banking relationship management
- Suitable for companies at Series A and beyond, or pre-raise

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### India to Singapore Expansion
**Engagement type**: Project + ongoing advisory
**Best for**: Indian entrepreneurs and businesses expanding into Singapore

What's included:
- Singapore entity structure advice (Pte. Ltd. vs. branch vs. subsidiary)
- ACRA registration and compliance setup
- Cross-border accounting: Indian vs. Singapore GAAP considerations
- GST registration and filing
- Banking setup guidance (DBS, OCBC, digital banks)
- Payments and treasury infrastructure
- Ongoing compliance calendar management

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## How It Works

1. **Discovery call** — 30-minute conversation to understand your situation and goals (free)
2. **Proposal** — Custom scope, timeline, and pricing based on your needs
3. **Engagement begins** — Direct access to Shalini; no handoff to juniors
4. **Ongoing communication** — Async-first with scheduled check-ins as needed

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## Frequently Asked Questions

**Do you work with businesses outside Singapore?**
Yes. Stillwater serves founders in India, particularly those with Singapore operations or expansion plans.

**What accounting software do you work with?**
Primarily Xero. Can also support QuickBooks and other systems depending on the engagement.

**How long does an account cleanup take?**
Typically 2–4 weeks depending on the volume of transactions and availability of source documents.

**Can you work with pre-revenue startups?**
Yes, especially for incorporation, financial modelling, and fundraising preparation.

**Is this a monthly subscription or project-based?**
Both options are available depending on the service. Strategic Finance/Fractional CFO is retainer-based; Incorporation and Cleanup are project-based.

**What does Fractional CFO cost?**
Pricing is customised based on scope and hours. Book a discovery call for a quote.

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## Contact & Booking

- **Discovery call**: Book directly via the website (Cal.com integration)
- **Contact form**: Available on the homepage at https://stillwaterconsulting.sg
- **Location**: Singapore

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## Pages

- `/` — Homepage with full overview, services summary, testimonials, and contact
- `/services` — Detailed service explorer with individual tabs per service
- `/services?tab=incorporation` — Company Incorporation detail
- `/services?tab=account-cleanup` — Books Rescue detail
- `/services?tab=fundraising` — Fundraising Support detail
- `/services?tab=fractional-cfo` — Strategic Finance / Fractional CFO detail
- `/services?tab=india-to-singapore` — India → Singapore expansion detail