Shockley Financial

Runway CFO, formerly known as Shockley Financial, is a fractional CFO and accounting services firm serving growth-stage consumer packaged goods (CPG), beverage, and brewery brands. Founded by Keith Shockley, a Certified Public Accountant with a background in commercial banking, credit underwriting, accounting, and financial operations, the firm is built on the belief that growing companies need more than accurate financials — they need a financial partner who understands how numbers translate into real business decisions. Shockley's experience as co-founder of Center 45 Climbing Gym in 2015 adds practical business ownership perspective to the firm's financial expertise. The firm provides ongoing fractional CFO partnerships rather than discrete, transactional engagements. Its core offering combines strategic financial leadership, accounting support, and forward-looking financial insight tailored to the specific complexity of scaling CPG and beverage businesses. A central service is 13-week rolling cash flow forecasting, which gives clients real-time visibility into incoming and outgoing cash so they can anticipate pressure points, plan production runs, manage inventory purchases, and prepare for major expenses before they arise. Runway CFO also provides margin and profitability analysis across products, customers, channels, and locations, helping brand operators understand SKU-level economics, evaluate wholesale versus direct-to-consumer trade-offs, and assess the financial impact of retail expansion. Inventory and production planning is another key capability, connecting production run schedules, co-packer minimum order quantities, purchasing cycles, and demand forecasts to help brands deploy working capital efficiently without risking stockouts or excess inventory. The firm is designed specifically for the financial dynamics common in CPG and beverage scaling — where cash goes out well before revenue returns, distributor margins compress profitability, and retailer deductions create complexity on the income statement. Runway CFO serves as an embedded financial leadership resource, helping brand founders and operators understand where they stand financially, anticipate what is coming, evaluate the trade-offs in front of them, and make confident decisions about production, pricing, inventory, and growth strategy. Keith Shockley holds a Bachelor of Science in Finance and a Master of Science in Accounting from Appalachian State University and maintains active CPA licensure.