Trusted Guidance

Entrepreneurship Is Messy. Your Strategy Doesn't Have To Be.

Strategic advisory for entrepreneurs who want a plan that actually works. Grounded in real-world experience and financial intelligence.

Entrepreneurship Is Hard. Let's Stop Pretending Otherwise.

Nobody talks about the fear, the pivots nobody planned for, or the moment you realize your vision and your business numbers aren't telling the same story. Most business advice jumps straight to "scale to seven figures" without ever helping you build the strategic foundation to get there.

Money Counts does the bigger picture work.

This is a strategic advisory practice for Canadian business owners who want clarity on where their business is going, and a real plan to get there. Not day-to-day operations. Not a quick fix. A mid-to-long-term strategy grounded in financial intelligence and built around your version of success.

Recognized. Certified. Connected.

Built For Founders Who Are Done With Winging It

You have traction. Maybe a product that's gaining momentum, a business that's starting to move, but the backend feels scattered. The strategy isn't clear. The numbers aren't connected to the vision. You don't need a cheerleader. You need a strategist.

Money Counts Works Best With:

Product-based entrepreneurs and innovators ready to scale
Founders with revenue between $250K–$5M looking for structure
Canadian business owners who want a mid-to-long-term strategic plan
Leaders who are hands-on with their product and need someone else to focus on the big picture

Strategic Advisory That Meets You Where You Are

Fractional Chief Strategist

For founders ready to build a serious long-term plan. We develop your full strategic framework, Vision, Mission, Goals, and KPIs, then deliver a written Strategic Plan for the next 3–7 years.

Strategic Advisory Sessions

Focused, practical, and built around your business. We work through the decisions in front of you, structure, cash flow, hiring, growth, and leave with clear next steps. No fluff, no contracts.

Strategy Resources

A growing library of practical tools built for entrepreneurs: incorporation timing, cash flow basics, hiring readiness, how to pay yourself, and more. Real tools for real decisions.

The Money Counts Difference

There's a difference between someone who helps you feel ready and someone who helps you be ready.

Meet Corey, your new Chief Strategy Officer

Corey DeJean has spent 35+ years building businesses, navigating complex financial decisions, and advising entrepreneurs through every stage of growth.

She’s made the hard calls, the ones that don’t come with a clear answer, and she brings every bit of that experience into her work with clients.

Money Counts is her methodology, a strategic advisory practice grounded in financial intelligence, operational clarity, and real-world experience. She’s not going to tell you who to become. She’s going to help you build what you want.

"If your operations do not align with your goals and expectations, it's time to review your strategy."

—Corey DeJean, Founder & Strategic Advisor

Questions Founders Actually Ask

What is a strategic business advisor and how is it different from a business coach?

A strategic business advisor works on the structure, financial decisions, and long-term direction of your business, not your mindset or personal development. At Money Counts, advisory means analyzing your options, stress-testing your ideas, and helping you build a plan grounded in financial reality. Coaching focuses on motivation and accountability. Advisory focuses on strategy and outcomes.

What is a Fractional Chief Strategy Officer (CSO)?

A Fractional CSO is an experienced strategist who works with your business on a flexible, part-time basis, giving you C-suite strategic leadership without the cost of a full-time executive hire. Money Counts acts as your Fractional CSO, leading the development of a mid-to-long term strategic plan, identifying KPIs, managing risk, and keeping your business on a clear path for growth.

What size of business is Money Counts best suited for?

Money Counts works best with Canadian product-based businesses and entrepreneurs with revenue between $250K–$5M who are ready to build serious structure around their growth. If you have traction, some sales, and a vision, but the strategy behind it feels scattered, this is where that work gets done.

How long does a strategic engagement typically last?

Initial strategic planning typically involves three working sessions to build the foundational plan, followed by quarterly check-ins. Most clients work with Money Counts on one-to-three year cycles. There are no long-term contracts required to get started; advisory sessions are available for founders who want focused, one-time strategic clarity before committing to a longer engagement.

Do my finances need to be in order before working with a strategic advisor?

No, and this is one of the most common misconceptions. You don’t need perfect books to start building a strategy. What you do need is a willingness to look at your numbers honestly. Money Counts works with founders to bring clarity to the financial picture as part of the strategic process, so the plan that gets built is grounded in reality, not assumptions.

What is the difference between Money Counts and CJDJ Accounting?

CJDJ Accounting handles compliance, bookkeeping, GST/HST, year-end reporting, and the historical financial picture. Money Counts is the Strategic Architect for forward-looking, strategic planning, business structure, growth modeling, and the decisions that shape where your business is going. Many clients benefit from both, but they serve very different purposes.

Does Money Counts work with businesses outside of Canada?

Money Counts is a Canadian-based advisory practice with a deep understanding of the Canadian business landscape, including incorporation, tax structure, and regulatory considerations. While the strategic frameworks apply broadly, our engagements are designed with Canadian businesses in mind.

Ready to Build Something That Lasts?

Three years from now, your business should look exactly the way you planned it. Let's build that plan.

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