Equinox Consulting

Dawn had built an exceptional business. On paper, Equinox was thriving: new clients, large projects, a growing team. Yet behind the scenes, she was battling cash flow anxiety — late payments, contracts cancelled, overruns.

“Cash kills faster than failure … On paper, we looked brilliant. But behind the scenes, I was constantly worried about the cash balance!”

This is a story all too familiar: women founders scaling rapidly yet held back by financial structure rather than ambition.

“Hearing the struggle Dawn had to get support reinforced exactly why I set up Female Founder Finance. Women-led businesses statistically face more hurdles when seeking finance to grow. That has to change, and we’re making it happen, one business at a time.”

— Roxanne Goodman

Dawn had spent six months trying to secure funding through other channels. Then she heard me speak at an event and reached out. That’s when we stepped in.

Our Approach

1. Listen and understand.

We didn’t lead with “let’s fill in a form.” We took the time to understand Dawn’s vision for Equinox, the pace of growth she was targeting, the technology stack issues, and the cash flow pinch points behind growth.

2. Map the real need.

Her growth plan required a stable five-year horizon and predictable repayments, not quick fixes with high risk. She needed a term loan that matched the scale of her ambition and gave her room to breathe.

3. Match the right partner.

We secured a facility with First Enterprise that met all her criteria: the right amount (£100,000), a five-year term, repayment flexibility, and support for growth rather than a hand brake on it.

4. Execute with clarity.

From application to approval, we guided Dawn through documentation, helped craft the growth narrative, and managed the process so she could stay focused on running Equinox rather than wrestling spreadsheets. That’s not to say there weren’t some challenges to overcome but we did it together. 

The Outcome

A £100,000 term loan over five years, giving Equinox the financial runway it needed

Peace of mind: Dawn no longer had to juggle late payments or worry that cash flow would kill the momentum

Growth unlocked: With the funding in place, Equinox can scale technology, hire talent, deliver bigger projects, and maintain control while it expands

“Helping Dawn navigate her way to success with this funding is testament to what happens when you have the right funding team around you. It’s not just about getting money in. It’s about building sustainable momentum.”

— Roxanne Goodman

This isn’t just a story about one founder getting funding. It’s about what happens when women back women. When a female-led finance business unlocks capital for a female-led tech business that’s scaling real innovation. 

Too often, women in tech are told to wait, to shrink their plans, or to "bootstrap" through barriers that male-led businesses are funded to leap over. Dawn’s experience is not unusual but the outcome is. Because this time, she had a funding partner who understood her ambition and had the expertise to match it with the right financial solution.

This case is proof that when women have the right support, they don’t just survive the system. They redesign it.

That’s why Female Founder Finance exists, to shift power, capital, and confidence into the hands of women building the future.

In the Founder’s Words

“Big shout-out to Roxanne Goodman for helping us do this and enabling us to get to the next level! … It is more common than you would think, people just don't talk about it! … Because growth isn’t about getting bigger… It’s about staying in control while you do.”

Dawn’s words capture the heart of our work. Not just enabling growth, but ensuring sustainable, controlled, confident growth.

From First Enterprise

At First Enterprise, we’re passionate about enabling female founders to scale with confidence. Dawn’s journey with Equinox Consulting is a perfect example of resilience and vision. 

Her business has a strong track record in delivering IT solutions and is now innovating with Equinox PULSE to bring advanced service management to SMEs. By providing the right funding structure, we’ve helped transform cash flow challenges into a platform for sustainable growth. 

Supporting founders like Dawn isn’t just about finance, it’s about unlocking potential and driving innovation. – Danielle Davis – Deputy Director.