Bigger, Better Bets.
At our recent All Members event, Josh Phegan quoted Ruth Porat, the CFO of Alphabet (owners of Google): “You can’t costcut your way to greatness.” Josh added, “But you can reallocate to bigger, better bets.”
In testing economic times, it’s tempting to slow things down, defer investment, cut marketing, training, and other lines on the P&L that don’t add immediate revenue. But as many highly successful people point out, it’s a big mistake to do so – particularly now with the speed of change accelerating like never before, potentially resulting in those choosing to go below and batten down the hatches to later emerge into a new world they don’t recognise.
So what to do if cash flow is tightened, revenue is down, and costs are still rising?
I posed this question to ChatGPT: What would you recommend to small and medium sized businesses to do when their cash flow is tight, their revenues are down and their costs are rising? – here’s the response:
When faced with tight cash flow, declining revenues, and rising costs, small and medium-sized businesses can take several steps to manage the situation and improve their financial position.
Here are some recommendations:
1. Analyze and reduce expenses: Conduct a thorough review of all expenses to identify areas where costs can be reduced or eliminated. Look for non-essential expenses, negotiate better terms with suppliers, and explore cost-saving alternatives such as switching to more affordable vendors or streamlining operations.
2. Improve cash flow management: Implement effective cash flow management practices, such as optimizing billing and collections processes, offering discounts for early payments, and renegotiating payment terms with customers and suppliers. Consider using tools like cash flow forecasts to gain better visibility into future cash needs.
3. Increase sales and marketing efforts: Explore strategies to boost sales and attract new customers. This could include offering promotions, discounts, or bundles, expanding into new markets, improving your online presence through digital marketing, and enhancing customer engagement and retention initiatives.
4. Enhance operational efficiency: Look for opportunities to streamline operations and improve productivity. This might involve automating certain tasks, reorganizing workflows, cross-training employees to handle multiple roles, or adopting new technologies that can optimize processes and reduce costs.
5. Seek financing options: If additional capital is required to tide over the tight cash flow situation, consider exploring financing options. This could involve securing a small business loan, exploring lines of credit, or seeking investment from external sources like angel investors or venture capitalists. Prepare a solid business case and financial projections to increase your chances of securing funding.
6. Communicate with stakeholders: Openly communicate the challenges you are facing with your team, suppliers, and creditors. Transparency and collaboration can lead to more favorable terms and conditions, such as extended payment deadlines or reduced interest rates, which can help alleviate the financial strain.
7. Diversify revenue streams: Explore opportunities to diversify your sources of revenue. This could involve developing new products or services that align with current market demands, exploring partnerships or collaborations with complementary businesses, or targeting new customer segments.
8. Review pricing strategies: Assess your pricing structure to ensure it aligns with the market and adequately covers costs while remaining competitive. Consider conducting market research or analyzing competitors’ pricing to determine if adjustments are necessary.
9. Focus on customer retention: It’s often more cost-effective to retain existing customers than acquire new ones. Prioritize customer satisfaction, provide excellent customer service, and consider implementing loyalty programs or incentives to encourage repeat business.
10. Seek professional advice: Consult with financial advisors or business consultants who can provide tailored guidance based on your specific situation. They can help you identify areas for improvement, provide expertise in financial management, and offer strategies to navigate through challenging times.
What strikes me is the balance between controlling costs: 1, 2, 4, and gearing things up a notch or two, 3, 7, 8.
Of course, overall improvement 5, 6, 10, and very significantly, client retention 9, are also highly important.
For me, the sweet spot is in the combination: Identify the costs you can save, and then invest them into product/service improvement, marketing, and developing your team to perform even better bets.
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