The Defining Moment That Lit My Fire
- Aug 28, 2025
- 2 min read
By Jane Parmel
Another forgotten “something”, another unexpected huge expense, another knock-down, drag-out argument with my partner. We were 20 years in, and I drove home that night wondering how everything unraveled so quickly.
My partner and I built a business we believed in – our core values, which included dependability, accountability, education, and positive attitudes, were reflected in our hard work and a loyal star. But despite all the long hours, running all over New York City, and doing a tremendous amount of physical work, the one thing we didn’t understand was the numbers.
Cash flow was tight, and profit was almost non-existent. On that ride home, I realized in that moment that we were working harder, not smarter, with the work & stress stealing our peace of mind and precious time with our families. That day, I understood that doing the work wasn’t enough—I had to learn how to run the business behind it.
We had survived through 9/11, several nationwide financial crises, and Superstorm Sandy. We couldn’t wait anymore – something had to change. I was going to figure out how to build a business that worked for me, not one that drained me. I started studying profit strategies, cash flow management, marketing that actually converts—everything that no one had taught me when I first became a business owner. And my most significant breakthrough came with my acceptance into the Goldman Sachs 10,000 Small Business Program.
Entering that program, I realized I wasn’t alone. So many small business owners were just like me—brilliant at their craft but stuck in survival mode because no one ever handed
them the profit playbook. That moment shaped my mission: to help business owners reclaim their time, their profits, and their peace of mind.
It’s why I built Cardinal Profit Strategies. Our mission is to give all business owners the opportunity to take charge and get what they deserve for all their hard work. I wanted to become the resource I wish I had back then—someone who can look at your numbers, your operations, and your marketing and say: “Here’s where your hidden profits are. Here’s the plan to get you out of the grind. And no, you don’t have to do this alone.”
Today, when I sit with a client who feels like they’re drowning fast, I don’t just offer strategies—I offer relief, hope, and a clear path forward.
That ride home changed everything. It lit a fire in me to focus on being the coach and strategist to help other business owners who deserve more than exhaustion and cash flow challenges.
This is what I’m meant to do.
Jane Parmel is the CEO and Founder of Cardinal Profit Strategies, where she helps small business owners accelerate profits and reclaim their time. With over 30 years of entrepreneurial experience, Jane is passionate about transforming businesses through smart strategies, practical coaching, and a belief that profit creates true freedom.
Connect With Jane
@JPBizCoaching [FB, IG]
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