Metrics: It’s Time to Keep Score in Your Business

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by Tim Fulton

I enjoy playing golf but it can be a very frustrating game.

For that reason, I typically do not keep score when I play golf. I find that it makes the game more enjoyable when I leave the scorecard and the half-pencil in the clubhouse. I have also found that over the past three decades that I have played golf, my game has not improved at all. If anything, it has deteriorated over time. But then it is hard to tell because…I don’t keep score.

When friends ask what I normally shoot when I play golf, I usually respond with: “mid-90’s.” That sounds pretty good and seems about right. The funny thing is that when I do actually keep score, I usually shoot in the high 90’s to low 100’s. In other words, I don’t score as well as I presume I do.

Many small business owners manage their business just like I play golf. They don’t keep score. Their reasoning is very similar to mine as well. They say it just makes running their small enterprise that much more frustrating if they must look at monthly financial statements or weekly sales reports. In addition, since they work in the business every day they “know” how the business is doing. When I ask a business owner questions about profit margins, sales figures, specific ratios; I will either get a blank stare (bad sign) or a rough estimate. Upon examining their financial statements, I usually find that their “rough estimates” are overstated (sometimes dramatically).

I tell small business owners that the question is not whether or not they should be keeping score in their business. What they are operating is not a leisurely walk in the park slapping a silly white ball from tee to green. This is their livelihood. This is their dream. This is their business. . . Instead, I inform them that the key question is what to keep score of? What should they be measuring and monitoring on a regular basis? How can they check the pulse of their business on a day-to-day basis?

My dad was an entrepreneur. He was not the owner of the business but he had to think like an owner. He was in charge of operating a large warehouse distribution center. I can remember being in his office and always seeing a small piece of notepaper (this was before “Post-Its”) in the upper front corner of his desk. On that piece of paper there were three numbers scribbled down. On one occasion I asked my dad what those numbers were. Little did I know at that time that I was about to receive one of the best business management lessons I ever received (in or out of business school).

My dad responded that his bookkeeper brought him this sheet of paper every day with three (3) numbers written on it. The numbers included the past day’s total sales, this day’s bank deposit, and the amount of accounts receivable outstanding that particular day. He explained to me that those three numbers gave him the “pulse” of the business each and every day. This is how he kept score of his business. Through his experience in managing this business, he knew what to look for in these numbers. He knew what was “below-par,” “par,” and “above-par.” He knew when his business “game” was on and when it was off. No guesswork here.

No one day’s number would cause a panic. He was more concerned with patterns. Were sales increasing? Were receivables under control? He had a mental chart of each of these figures and would take action when action was necessary.

In addition to these daily reports, he would also receive weekly sales and inventory reports. He paid close attention to the monthly financial statements when they arrived. However, it was those daily reports that he relied upon most and allowed him to best keep score of his business. They were timely. They were accurate. They were critical to his ability to successfully manage this multi-million dollar operation.

What numbers should you receive every day? You decide. Possibilities include sales figures, bank deposits, inventory levels, employee timesheets, production reports, accounts receivable, accounts payable, and profit margins. Every industry has different areas of performance that need to be looked at regularly.

I think three is the magic number. Pick any three of these numbers and watch them every single working day. That is your mini-report card for the day. That is your scorecard. Set reasonable standards for each figure and be prepared to take action when necessary.

Keep score for your business and watch it improve and grow.

Is a Clash Brewing in your Workplace? The Impact of Mixing Generation X and the Millennial Generation in the Workplace

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by Cynthia Miller of cindy.miller.atl.communications

As you watch the impact of the much-discussed generational mix on your company, pay particular attention to this: The most unsupervised generation in American history is starting to become the bosses of the most supervised generation in American history.

Generation X, the oldest of which were born in the late 1960s, is the next generation of corporate leadership. Independent from the time they were “latch-key children,” this demographic is moving into leadership vacancies created by the retirement of the Baby Boomers, now turning 60 at a rate of about 10,000 a day. Often described as a “cynical generation,” Generation X’s formative years were shaped by soaring divorce rates and two-income families, limiting the time they were physically in the presence of adults. They learned to do things themselves, at a young age, with little supervision.

Compare that upbringing to that of the Millennial generation, the oldest of which are now in their mid-20s. This generation saw a return to parenting, and has routinely sought out their parents for advice, encouragement and the creation of structure. Their time has been managed since they were toddlers, and praise was given out daily.

It’s the “Figure it out” generation up against the “How do I do it?” generation, and that’s bound to cause some friction in your company.

So what’s a CEO to do? Here are some ideas to help keep everyone focused on the business at hand:

  • Promote flexible work arrangements. One thing both Gen X and Millennial can agree on is a desire for flexibility. Mandatory face-time is out; results-based management is in. But flexibility doesn’t mean you’ve lost control of employees and the work required. Train your managers in the skills of goal-setting and performance evaluation. You’ll find productivity increases (along with the bottom line) when your staff feels ownership for meeting company goals.
  • Hone your employee communication strategy. Communication is critical to help the different generations understand the intricacies of a successful business. The standard employee newsletter may not be sufficient to a staff with expectations of immediate access to information. Personal communication skills, too, will play a vital role in keeping everyone focused on current business strategies and priorities.
  • Train the next generation of leaders. Gen X and Millennials are poised to sit in the driver’s seat of your business. Is your next generation of leadership up to the task? You’ll skip many frustrations — both for yourself and your managers — if you invest in leadership development to give your management team the tools they need to lead.

Harnessing the power of the generations will move your company to the next level of success.

Cynthia Miller is the principal of cindy.miller.atl communications, a company that specializes in communication strategy including crisis communication and media relations. Learn more at http://cindymilleratl.com/

Use Your Dashboard to Monitor Profitability

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by Michael Iverson

Believe it or not, it is possible to manage the financial side of your business in only a few minutes each week. With a good dashboard, you can quickly review the key drivers of the business to know how well you are doing.

Here are some metrics you might want on your dashboard. Let’s consider your Income Statement (aka, Statement of Profit & Loss, or P&L) and four profitability metrics that derive from the Income Statement:

  1. Price
  2. Gross Profit Margin
  3. EBITDA
  4. Net Profit

1.  Is the Price. . . Right?

As consumers, we know that Price represents the specific dollar amount a vendor charges for a given product or service. Business owners tend to think about Price differently. In the context of the Income Statement, Price represents the average dollar amount a business charges customers for a product or service sold during a reporting period (month, quarter, year, etc.). Because it is an average of all products and services sold, it might seem like a statistic that’s not particularly noteworthy. However, the statistic can be used for benchmarking – comparing the average price for the current reporting period against the average price for a prior period, for example.

Price is a variable component of Sales for the period, meaning it’s possible to increase or decrease the price and see the flow-through impact on bottom-line profits. In some instances, a price increase substantially improves the Net Profit of the business. In a price-sensitive environment, a price increase is rejected by some customers and sales volume may actually decline. When Price is a component of your dashboard, a quick glance provides some indication of customers’ price sensitivity for your products and services – which certainly is important for an owner to know because it has important implications for business profitability.

2.  Managing Gross Profit Margin

Gross Profit Margin is one of the most basic measurements of profitability. Sales less Cost of Goods Sold yields Gross Profit. Cost of Goods Sold includes direct costs of production, such as materials and production labor. The Gross Profit Margin is simply Gross Profit (GP) expressed as a percentage of sales. A business with sales of $50 million for the reporting period and a $25 million Cost of Goods Sold (CGS) has a 50 percent Gross Profit Margin (calculated as CGS/GP).

Gross Profit Margin is an important gauge of profitability. If a company does not generate adequate gross profit to cover its other operating costs, then it cannot become profitable. In addition, much like Price, it provides a good benchmark. It is especially useful when compared to other companies in the same industry. If a company’s Gross Profit Margin is significantly lower than those of competitors, the costs of its primary inputs (generally, material and production labor costs) may be too high and the company will have a tough time competing.

3.  EBITDA

EBITDA is an acronym for Earnings Before Interest, Taxes, Depreciation and Amortization. EBITDA is a measure of profitability that goes a step beyond Gross Profit. EBITDA includes another layer of costs, which are typically classified as selling and administrative expenses (sometimes referred to as overhead costs). It excludes interest, taxes, depreciation and amortization, which are considered to be non-operating costs. EBITDA is a measure of profitability from operations and plays a role in the valuation of a company. Like most profitability measures, an upward trend over time is desirable.

4.  Net Profit – The Bottom Line

Net Profit is the final line of the Income Statement, hence the alias “The Bottom Line.”  In terms of accounting, regulatory compliance and most debt covenants, Net Profit (or Net Income) is the most complete measure of a company’s financial performance. It includes all the costs subtracted from sales. A growing Net Profit figure over a sustained period of time suggests that a business is managed effectively.

 

A dashboard with these income statement metrics can help you more efficiently manage and make decisions for your business. There can be other factors and income statement metrics that drive your business and we would be glad to discuss which ones make the most sense for you.  Contact us for a no-obligation assessment of your dashboard metrics.

Understanding Fixed and Variable Costs and Your Break-Even Point

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by Michael Iverson

Running a business is difficult enough when you have a good grasp of your cost structure. If you don’t understand the relationship between your fixed and variable costs, achieving financial success in your business will be challenging. Let’s take a closer look at these costs and what they mean for your business.


A fixed cost, simply stated, is a cost that is incurred whether you generate $1 of revenue or not. For example, building rent is typically a fixed cost. A landlord charges a flat fee per month for use of a property. The rent amount will be the same whether a company sells $1 million worth of goods and services or nothing at all. Other examples of fixed costs include insurance, equipment leases, and non-hourly administrative salaries.


A variable cost is incurred as a function of generating revenue. If you do not sell no product or service, you don’t incur this costs. You begin to incur variable costs as you generate revenue. Variable costs include direct hourly labor related to the provision of a service or the manufacture of a product. It can also include sales commissions paid, the cost of raw materials, distribution costs, and utilities expenses related to manufacturing activity.


Metrics You Should Know


Average fixed costs—Identify and quantify the fixed costs associated with running your business, and calculate the average fixed costs for a month. Monthly averages typically work well because some businesses have a degree of seasonality to them. In the example below, Acme Company had average monthly fixed costs of $241,891 for the year 2013.

Average variable cost as a percentage of sales—Simply divide average variable costs for the period by sales for the period to calculate this percentage. If Acme Company had average monthly variable costs of $341,985 and average monthly sales of $856,803, its average variable cost as a percentage of sales is 39.9%.

Break-even point—The sales level at which Revenue equals Total Costs is known as the break-even point. As the term “break-even” implies, Profit is zero after you subtract all of your variable and fixed costs. It can be expressed as the equation:
Revenue – (Total Variable Costs + Total Fixed Costs) = Profit


It’s important to know your breakeven point so you understand at a minimum how much in sales volume you need to generate just to begin to make a profit. Let’s apply the principle to our Acme Company example: 

Avg. monthly sales $856,803 x 12 mo.= $10,281,636 Annual Revenue

Total Variable Costs = $2,902,696

Total Fixed Costs = $4,103,820.
$10,281,636 – (4,103,820 + 2,902,696) = $3,275,120


In this example, Acme Company earned a healthy profit of $3,275,120 for the year 2013. To determine the break-even point, we want to find the sales level where profit equals zero. By definition, fixed costs are static no matter the level of sales. We know the variable costs as a percentage of sales are 39.9%, or .399 for purposes of our equation. We solve for the unknown figure, Sales: 

Variable expenses / (1-.399)= sales required for breakeven $2,902,696 / (1-.399) = $4,829,777


The break-even point is $4,829,777 of sales revenue. Acme Company must generate this level of sales before it can start generating profits for the year.


Managers find it helpful to know the break-even point for purposes of business planning. The break-even point is a basic, but important, business metric. Once a manager becomes familiar with this relationship, he or she gains an understanding of how much the business can expand before adding more capacity—which means adding higher level of Fixed Costs.

If you would like help in finding your business’s break-even point, contact us.  We’re here to help!

What Does Break-Even Look Like?

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by Michael Iverson

In a recent article, I discussed the importance of knowing the fixed and variable costs of your business, as well as the break-even point. I’d like to revisit the topic using an illustration that I think you will find helpful. As the saying goes, “a picture’s worth a thousand words.”

Let’s review the particulars of the business mentioned in the previous article. For the year 2012, Acme Company had fixed costs of $2.9 million. The sales price of a unit of product was $112 and the variable costs were $44.70 per unit.

This Sales Table presents sales in 6,000-unit increments. The top line of the table shows no sales and fixed costs of $2.9 million, resulting in a loss of $2.9 million. Toward the middle of the table is 42,000 units sold, with a small loss of $96,000. The break-even point is $4.8 million of sales revenue, or 43,430 units at $112 sales price.

Actual sales for the year were 91,800 units with revenue of $10.2 million. As the table reveals, 90,000 units sold produces a profit of $3.1 million. However, Acme Company did even better.

Now, let’s look at the accompanying Break Even Analysis chart.

Dollar amounts on the vertical axis correspond to unit sales levels on the horizontal axis. The green line represents Fixed Costs of $2.9 million, which do not change with increases in unit sales. The red line represents Sales Revenues, which increase as unit sales increase—to the right along the horizontal axis. The blue line represents Total Costs.

The intersection of the red and blue lines is the break-even point. The area between the red and blue lines to the left of break-even represents losses; the area between the red and blue lines to the right of break-even represents profits. Acme Company generated sales in 2012 that put it well into the profit zone.

Between the table and the chart, you get a good sense of the dynamics between fixed costs, variable costs, and break-even. Understanding your monthly and annual break-even point is an important planning tool. It provides your team with a reference point of knowing when you are operating at a profit or a loss.

If you would like help in understanding your business’s break-even point, contact us.  We’re here to help!

Know the Real Flow of Money Through Your Business During a Year

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by Collette Parker

Did you know that almost half of businesses have their best-ever year right before they file for bankruptcy? They grow right out of business, and usually it’s not because of lack of sales – it’s poor management of cash.

“They may have had their best year on paper, but when you look at cash flow and working capital it’s going south real fast,” says Mike Iverson, CPA, and CEO of Trillium Financial.

The old adage is true: you can’t manage what you don’t measure. And even if sales are good, if you have vendors and employees asking for money – but customers who don’t have to pay for another 45 days – it’s a perfect storm for a cash crisis.

“Take the time to do a financial business plan every year,” Iverson says. Not 30 pages, but a simple two-pager with a financial forecast and a budget for 12 months. “That will give small businesses a leg up from those businesses who don’t write this out.”

Visuals help. It’s not enough to just go through a plan in your head. The process of examining your business closely enough to work out a model and a 12-month plan helps you to understand the flow of your business, including issues of seasonality. If you plan cash flow properly you can figure out how much money you can have in hand when you go into manufacturing season, and how much you’ll make in selling season.

“You can’t just set a $12 million goal, and divide the revenue figures by 12 for the year,” says Iverson.

12-Month Trailing Budget

One financial management tool that is useful in managing cash is a 12-month trailing budget versus actual. Once January closes, look at the last 12 months (including January) and chart the revenue. Then look at December and the 12 months prior. Are the numbers higher or lower? Look at the graph. Is it flattening out? Going down?

“Graphing a trailing 12-month is a simple visual tool,” says Iverson, “and can be used for both sales and expenses. If your management team sees a graph instead of a bunch of numbers, they can understand the concept. Hopefully you’re spotting a positive trend. Either way, you can understand what your cash trends are, and then have a budget that is detailed enough to plan.”

Three Key Elements of Budgeting

When planning the budget for healthy cash flow, be mindful of how much is invested in your working capital, and keep track of three key areas:

  1. Accounts Receivables – Unless you are a cash business, chances are you extend credit to your customers. If your terms are 30 days, your customers should pay you within 30 days, not longer. If you begin to see a trend where customers are waiting 45–60 days to pay, you will probably begin to see cash flow problems. Don’t be a free bank for your customers. Look at ways to reduce the time it takes customers to pay you: ask for advances from customers, or a down payment, installment, or some level of prepaid portion of the sale. If you’re in the situation where you really need the cash now, you can work with a factoring firm for receivables, or the bank for a loan.
  2. Accounts Payable – Have favorable credit terms and solid partnerships with your vendors. In this area, you want to hold on to your money as long as you can. But, if vendors offer early payment discounts and you can afford to take it, go ahead. Sometimes, even if you have to borrow the money to pay early, it might make sense to do so. If you can borrow money at eight percent and take a two percent discount for 10 days early (2% 10 net 30), you are effectively earning 36 percent over a year. (If you do that, make sure the borrowing doesn’t put you at risk for running out of cash and not being able to pay your other bills.)
  3. Inventory – Manage your inventory so that it doesn’t sit in a warehouse for too long. Once you’ve paid for the inventory, it should be sold and generate profit for you. Adjust your inventory for the seasonality of your industry so you’re never caught with too much.

An example of good management of these three factors would be to extend 30-day terms to customers, purchase inventory and turn it around in 15 days; and pay vendors in 30 days.

If you would like to discuss more creative ways to manage cash flow, contact us.  We’re glad to share our ideas!