Meet Patrice Diana
Hello,
My name is Patrice Diana, Founder
In 2001, a business owner asked me to help with his books. I was teaching piano at the time, so it started as a side job — but it turned into something I never expected: a wonderful career. From that one client, I went on to work with over 100 different businesses. Each one gave me a front-row seat to how a business actually runs — without having to be the one running it. Over time, I learned what makes a business thrive, and what sends one quietly toward the edge.
Bookkeeping and working with so many different owners taught me financial planning from the ground up. Athletic training taught me focus. Teaching piano taught me patience — and that real progress happens one step at a time. Now I’m bringing all of it together in my next chapter at PathForward Financial, where I’m the financial coach, cheerleader, and strategic partner my clients didn’t know they needed.
One of the secret joys of this work is the technology. I am like the carpenter who discovers the perfect tool for the job — there’s a real thrill in finding the right app or software that does exactly what you need it to. I’m always looking for what’s next.
CREDENTIALS
Background & Certifications
Certified CFO Advisor — The CFO Project
Certified ProAdvisor — QuickBooks Online Level 2
Paralegal Certificate, UC Irvine
BA, San Francisco State University — Business Writing & Marketing
WHAT TO EXPECT
A Partnership Built Around You
Our Greatest Aspiration
To be the trusted financial partner who helps you reach the vision you have for your business.
Collaborative Service Teams
CFO advisory and bookkeeping working as one team — aligned, communicating, and focused on your outcomes.
Proactive Communication
Predictable monthly cadence with no surprises. You hear from us first, with answers in hand.
Client Reporting
Clear monthly scorecards, KPIs, and forecast updates — written in plain English so the numbers drive decisions.
THE PROCESS
From First Conversation to Financial Clarity
Discover
30-MINUTE DISCOVERY
CALL
We learn:
✓About your business
✓What’s keeping you up at night
✓Your goals for growth
✓Where you want to go
✓Your current financial challenges
You’ll get answers to your questions and together we’ll determine whether we’re a good fit.
Diagnose
FREE FINANCIAL
ASSESSMENT
We review two years of financial data and build a clearer picture of your business. We identify:
✓Profitability trends
✓Operational inefficiencies
✓Growth opportunities
✓Cash-flow concerns
✓Financial leaks
You’ll gain visibility into where you are today and what may be holding you back.
Design
STRATEGIC ROADMAP
Using the assessment, we create a customized path forward. You’ll receive:
✓Key findings
✓Strategic initiatives
✓Engagement recommendation
✓Recommended priorities
✓Implementation plan
Drive
MONTHLY CFO
PARTNERSHIP
Every month we:
✓Review actual performance
✓Monitor KPIs
✓Discuss priorities
✓Update forecasts
✓Review scorecards
✓Build a 30-day action plan
No more guessing. Just informed decisions.
Let Us Help:
Dear Friend,
It’s one thing to manage a business; it’s quite another to grow it. If you’re reading this, you know what I’m talking about (and you’re probably looking for business advising insights to help you do it).
It seems like the books are being handled properly. It seems like payroll is (mostly?) under control. It seems like the IRS is okay with how we’re handling our taxes. It seems like the financial reporting is in place.
We’re flush … most of the time. But we’re certainly not growing. We’re not prospering.
What are we missing?
This is a common story that we hear when we first start talking to business owners. The boxes are checked; the people are in place … but the fact is, they’re not quite sure how to optimize the financials for performance and growth.
Our specialty is in reading between the lines of the systems, the softwares, and the financial statements to see the true financial story being told … even when the reports all “seem” okay (for now).
The fact is that the Federal Government would love to have more of your business’s hard-earned money in their accounts. Your employees probably don’t care about cost control as much as they should. Your sales team might need to focus their efforts in a new direction.
But you don’t have to hand more dollars over to the government than they require just because you don’t know their rules as well as they do. You don’t have to live in a constant state of anxiety over the state of your books. The future of your business doesn’t have to be a question mark.
Let’s get a real-time reading on your business’s financial health with our business advising services. Answer a few questions below to get started.
Click the button above to take your first step, and we’ll be in touch soon to follow up about your specific business advising needs.
And of course, take a few minutes to look around our website and discover why we’re considered a trusted CFO in the San Antonio area.
Talk again soon,
Patrice Diana, Founder
PS — When you fill out the form, we’ll also add you to our weekly email series on “Real World” Strategy for small business owners. Our readers enthusiastically forward these to their colleagues and peers all the time because they’re not your standard “business advising tips.”
PPS — Already want to schedule an appointment? I don’t blame you … many people are fed up with trying to manage their books and financials on their own. Our schedule is very full … but if you call us at (830) 369-3134 or Email Us, we’ll give you two options for an appointment right away. We will NOT make dealing with a business advisor as painful as dealing with your books has already been!
CLIENT VOICES
What Business Owners Are Saying
— Ted Lonnberg
CLIENT STORY
“One of the best investments I’ve made for my company.”
— Dale Sommers, DCS Glass
Before working with Patrice and her team, keeping the books in order was one of the most stressful parts of running my business. I’m a glass artist, not a bookkeeper, and as our company grew to five employees, I found myself trying to keep up with payroll, receipts, day-to-day transactions, and everything else that came with running a business.
I knew I needed help when my CPA suggested bringing in a bookkeeper. At that point, I was spending time on accounting tasks instead of focusing on the glasswork I enjoyed and that generated revenue.
Since bookkeeping was completely new to me, I wasn’t even sure what to expect, but I knew something had to change.
The push by the CPA is what had me engage Patrice and her firm. Working with Patrice made the entire process easy from the beginning. What stood out most was how responsive she is when working together.
The biggest change has been the peace of mind that comes from knowing everything is organized and ready when it’s time to work with my CPA. More importantly, I regained time to focus on my business instead of worrying about bookkeeping.
What started as a recommendation from my CPA six years ago has now turned into one of the best investments I’ve made for my company.