We invited five leading self-employed women, each a front-runner in her field, to an exclusive photo shoot at the Crowne Plaza City Center Hotel in Tel Aviv, and asked them for the winning tips that will get your life in order.
Financial management / Moran Sherf-Blau, CPA
Founder and owner of Total Finance Ltd., and CFO of Kanzon Israel Ltd.
"My path began after I completed my bachelor's degree in business administration with a specialization in accounting at the College of Management. From there I went on to a master's degree in accounting at Bar-Ilan University. I am an alumna of the PwC Israel accounting firm and have over 15 years of experience providing accounting and financial services to a wide range of private, public, and government bodies. During my time at PwC Israel I was exposed to the business world of government companies, growing businesses, and companies going through IPOs, and to the need for a personal, professional, and fast response that adapts to the changing demands of the business environment. I also became aware of the under-representation of women in key positions in companies, on boards, and in accounting firms. Out of that need the venture was born. It began by providing broad financial services to government, private, and public companies, and today serves more than 20 public companies and over 150 startups. I am proud that Total Finance has a female majority, particularly in management, and proud of our community involvement. We also lead our industry in employee retention."
"In general, we never stop dreaming." Moran Sherf-Blau (Photography: Anat Kazula; Styling: Laura Feldman)
What tools do clients receive in the advisory process?
"The tools are tailored to the stage the business is at – from building the financial infrastructure (bookkeeping, payroll control) and budget management, to identifying funding sources for businesses in their growth stages, all the way to managing the IPO process for mature companies ready for the fundraising stage. It is important to remember that preparing to turn a private company into a public one begins long before the formal decision to launch the process, and it is important to build the right infrastructure well in advance. Building the processes correctly and implementing sound, basic procedures helps produce reliable, real-time information and enables managers to make well-informed decisions."
What does your day look like?
"The morning begins with getting my children – Noya, Noam, Yahav, Ido, and Shai-Li – ready for school and making a coffee to go. From that moment an intensive workday begins: conference calls with the team and with clients, discussions, meetings, professional conferences, board meetings, and more. On most days of the week I make it to pick up my youngest from kindergarten by 4:30 p.m., and from there the 'second shift' with the children begins: activities, homework, exam prep, showers, catching up on the day, dinner, and off to bed. The evening cup of coffee marks the calm after the storm, and with it the laptop opens again to close the gaps from the workday and prepare for tomorrow. I try to keep up two workouts a week, as well as quality time with my husband, Shahar, at least once a week. Friday, from the start of Shabbat, is devoted entirely to the extended family and to rest, with a complete disconnect from work."
How do you keep your business managed, orderly, and organized?
"The key is recruiting high-quality employees and managers who fit the special character of the work environment at Total Finance. The harmony of that environment and the trust with our employees and management make it possible to build orderly processes that ensure management continuity even when it is done remotely. Our motto, displayed in the office, is: 'If you can dream it, you can do it' – and in general, we never stop dreaming."
What brings order to your busy routine?
"Right now it is time to realize my dreams – the annual planner for a happier life by Inbal Gibor. This planner makes it possible to plan ahead, focus on what truly matters, and achieve your goals with enjoyment."
For me, being self-employed means: the freedom to dream and to choose my partners for the journey.
What I love most about what I do: the connection with clients and getting to know the different business environments up close.
The little place where I let go of the order: my weekly Mamanet practice.
Total Finance Ltd. | Address: Ashkelon branch – HaGvura 1; Ra'anana branch – HaPnina 8 | Tel: 08-8526010 | Website: t-finance.co.il | Facebook: Total Finance Ltd