Providing the financial expertise and strategy to guide companies to the next phase of their business.



At Maconha we see a company's financial profile and strategy as the lifeblood of its operations and sustainability. Employing successful cash management, fundraising, and expansion strategies makes the difference between success and failure.


We work closely with our clients to implement the agreed-upon strategy. Whatever the plan of action entails, we guide our clients throughout the process to ensure they feel supported and empowered as they move into a greater phase of growth.


Our process starts by discerning what a company has achieved, where they need guidance, and what’s necessary to bring them to the next phase. For each client, we outline our strategy and the services we will provide.

Value Articulation

Post-implementation, the company will have a fuller understanding of the company’s financial status, its growth capabilities and what it will take to achieve their growth targets.


Our role is to give companies the advice and support they need to navigate their next stage of growth and drive continued success. We also provide fractional CFO services that are tailored to meet businesses’ needs at any stage of growth.

Start-up Stage: Pre-Operation  

  • Create business plan
  • Develop three-sheet financial model with projections
  • Create and train pitch deck
  • Develop capitalization strategy
  • Stress-test alignment of the business vision with the capitalization strategy
  • Assess and advise on potential funding platforms

Growth Phase: Expansion

  • Evaluate current financial situation
  • Research expansion options
  • Develop expansion strategy
  • Develop KPIs for evaluation of expansion success
  • Continual monitoring of actual vs. projected revenue, income, and cash flows
  • Develop capitalization strategy—if applicable

Who we work with

We work with companies that are aiming to make a positive impact on the industry. We look for companies with a proven MVP that are seeking advice and support on how to navigate the next phase of their growth.

Our relationships with our clients are central to who we are. We carefully select our clients based on specific criteria, including whether we think our services are a match for their needs and if we believe strongly in them and their company. Our selection process helps foster a transparent and authentic relationship and build a strong foundation for success.

If you are a company looking for assistance with launch feasibility studies, analysis, and strategy, market/product expansion analysis, outsourced CFO services, or general modeling and financial guidance, please send us an email. We’d love to hear more about your company and how we can help guide you.
our clients

“I have recommended Maconha to several clients. They are extremely capable in the world of finance, they are empathetic to the situation my clients are in, and they clearly see the path and strategy to get my clients to the next level in their businesses.”

“Heather Whiles is a partner with a ‘can do’ attitude and an appetite for challenging work. She can dive into any subject, quickly get up to speed, and deliver great insights and advice. She is loyal, trustworthy, and always has her client's best interest in mind.”

"Heather is not only energetic but knowledgeable and more importantly trustworthy."

“I was looking to move my small business to the next level and wanted to ensure my finances were on track. Heather proposed a package that included break-even analysis, forecasting, financial statements and helped get me ready to meet with investors. Heather proved to be not only talented in her financial knowledge but also enthusiastic and encouraging.”

About the company

Heather Whiles

Heather Whiles entered the cannabis space when asked by several entrepreneurs in the industry to review their financial documents and growth models. Attracted to the dynamic, evolving nature of the cannabis industry, Heather soon saw a common need for financial strategy and advice and took her own entrepreneurial step to establish a firm.

After researching the history of cannabis Heather chose to name her company Maconha, which is the Portuguese word for cannabis. Portugal has a history of open-mindedness with cannabis, helping spread use of the plant in its many forms. Heather felt this early exploration of the usage of cannabis was apt for her mission of helping support new cannabis companies in sharing its benefits

with others. With her core tenets of legitimacy, honesty, and authenticity in mind, Heather started Maconha to advocate for entrepreneurs who want to make a positive impact on the cannabis industry. We aim to empower our clients through education, providing services that are focused on fostering long-term growth and success.

Heather is passionate about protecting her clients’ best interests. Through strict financial oversight from the earliest stages of a company’s operations, including financially stress-testing product creation, launch strategies, expansion strategies, fundraising strategies, and capitalization strategies, we help guide budding cannabis companies to lasting growth.