In the trades and restoration industries, margins are tight, projects are complex, and cash timing can make or break a year.

John Awtry works right at the center of that reality.

As a Fractional CFO at Backbone CFO, John primarily supports companies in the trades, with a particular focus on restoration businesses. These are fast-moving, operationally intense companies. They deal with fluctuating job costs, insurance-driven timelines, labor challenges, and constant pressure on gross profit. Owners are often exceptional operators. But the financial story behind the work is not always as clear as it should be.

That is where John steps in.

Turning Reports Into Understanding

One of the most common areas of confusion John sees is around Work In Progress (WIP) reporting. For many owners, these reports exist, but they are not fully understood. They are reviewed, but not interpreted.

John walks through them step by step with clients to reach a full understanding of the numbers, and what actions can be derived from this valuable information.

In restoration and trades businesses, understanding how costs are allocated and how WIP impacts reported profit is not optional. It directly affects pricing decisions, hiring plans, and cash management.

Too often, the issue is not effort. It is analytical know-how. Many companies do not fully understand the story the numbers are telling. Revenue looks strong. Work is busy. But gross profit may be eroding quietly. Cash may be lagging behind reported income.

John’s role is to bring that story into focus.

Gross Profit Is Not Just a Metric

When asked what financial lever he focuses on most, John is clear. Maximizing profit and cash flow. Gross profit is a particular focus.

In trades and restoration companies, gross profit is the engine. If COGS is not tightly controlled, if job costs are not accurately captured, or if pricing does not reflect reality, the rest of the financial structure becomes unstable.

John consistently advises leaders to understand and control COGS and strive for accuracy in knowing gross profit. Without that clarity, forecasting becomes guesswork and scaling becomes risky.

And scaling is another common pressure point.

Owners often try to carry too much themselves. But they cannot do it all and grow at the same time. Good hiring and delegation are not optional at scale. They are essential.

Where Performance Slips

When companies begin to feel pressure, John often sees the same themes emerge.

Pricing may need adjustment. Costs may need tightening. Collections may need closer attention.

Cash flow strain is frequently not about volume of work, it is about discipline. Discipline in pricing, cost control and collections.

Financial control, in John’s view, starts with clarity and accuracy in the financials. If the data is not clean and trustworthy, leaders cannot respond quickly or confidently.

Control does not require complexity. It requires accuracy.

The Backbone Approach

John joined Backbone CFO because of the defined scope for dealing with clients and people. There is structure in how engagements are run. Clear expectations. Clear roles. Clear partnership.

That clarity internally mirrors the clarity the firm brings to clients.

Backbone CFO’s mission is to move businesses from chaos to control. In the trades and restoration industries, that often begins with tighter gross profit management, sharper reporting, and stronger analytical discipline.

For John, success is simple. Maximize profit. Maximize cash flow. Ensure the numbers are accurate. Help leaders understand what those numbers actually mean.

From there, better decisions follow.

The Mindset Behind the Work

John describes his working style as analytical and he admires business owners who are always looking to improve. Those leaders are open to insight. They are willing to adjust pricing. They are willing to dig deeper into costs. They understand that growth requires discipline.

When things get busy, John resets by taking a walk. And like many on the Backbone team, coffee fuels his busy days. In his free time, he enjoys taking French lessons because growth doesn’t stop at the office. 

At Backbone CFO, strong financial leadership is not about more spreadsheets. It is about clarity, discipline, and control.

For trades and restoration companies navigating margin pressure and scaling complexity, John Awtry helps turn financial data into actionable insight and sustainable profit.

Ready to Gain More Financial Control?

Many trades and restoration companies are busy, profitable on paper, and still struggling with cash flow visibility, job cost accuracy, and forecasting.

That’s where a fractional CFO can make the difference.

If you’re looking for clearer financial insights, stronger gross profit control, and better decision-making support as your company grows, the Backbone CFO team can help.

👉 Book a Discovery Call to talk with our team about your current financial challenges and explore how fractional CFO support could help bring more clarity and control to your business.