Showing posts with label Profits. Show all posts
Showing posts with label Profits. Show all posts

Friday, February 1, 2013

Use Custom Automation Of Your Spreadsheet Reports To Drive Down Costs And Increase Your Profits


Who Needs To Read This Article?

You will find this article of considerable reading value, if you belong to at least ONE of the following spreadsheet user categories: Owners of Small Businesses - Restaurants/Bars, Hotels, Hospitals, Factories, Consultants etc; Decision Makers/Job Holders in Corporations - Materials Managers, Sales/Marketing Analysts, Financial Analysts/Accountants, Project Engineers; And Anyone desiring to make BETTER sense - and use - of data!

Spreadsheet Automation Facilitates EFFORTLESS Data Handling, Analysis & Report Generation!

Sometimes people don't really care about learning(or using) all the "cool' advanced functions, formulas and techniques in the spreadsheet application they use for their work. They just want to punch in their relevant raw data - at any time - and immediately see the computed results generated by the spreadsheet in a manner that can facilitate their important decision making.

At times, they would prefer to click a button that says "Print ABC", or "Print XYZ" report, instead of having to crawl all over the huge spreadsheet(and get "lost" every now and then), to highlight and print different report pages. Using a custom built data entry form to make data entries into 14 different cells in different parts of a table(at the same time/with one click) would, for them, be "heaven" compared to making the entries one at a time.

This article is meant for those individuals/businesses who sometimes experience a need to use their spreadsheets in the (somewhat "impersonal"?) manner described above, to get the results they want. That need would often arise out of their lack of requisite skills to get the spreadsheet to behave the way they want - or limited time to devote towards incorporating necessary automation to make it do so.

In my article titled You Can Increase Your Profits Without Changing Your Prices, I ended with the following summary:

---------------------Start Of Excerpt---------------------

If You Remember Nothing Else, Remember The Following:

1. One good way to maintain and/or significantly increase your profits without raising your prices, is to reduce your Variable Costs(VCs).

2. You can reduce your variable costs by marketing more efficiently (getting more customers at lesser cost, AND maintaining them at lower expense). I once read an article that proposed a new parameter COCS: Cost Of Customers Sold or Served). This could be adopted as a Key Performance Indicator(KPI).

3. You can also reduce your variable costs by innovating more(i.e. developing greater efficiency in your routine internal operations and/or product/service delivery). That way, you would be able to produce/deliver more products and/or services with less effort, in less time, and using less resources. All of these would imply LOWER expenses/costs, leading to INCREASED profit retention per unit of product/service sold.

4. There is saying that: "You cannot manage something, if you do not measure it. Nor can you measure it, if you do not record it". Spreadsheet tracking will help you conveniently implement and sustain the process of monitoring, controlling and/or reducing your VCs. You will need to do this so as to constantly evaluate progress of your VC monitoring/control and reduction initiatives.

---------------------End Of Excerpt---------------------

A DIFFERENT Type Of Automation

The approach to spreadsheet automation that I refer to, is one that seeks to provide functional spreadsheet automation alternatives for ANY spreadsheet user task(s). Typically, solutions like this would require the developer to study existing manual data recording, analysis and report generation systems, then plan - in consultation with users - for incorporation of automation into the spreadsheet to replace them, where possible.

Custom spreadsheet solutions which survive long after the developer has "left the scene", are often those which users accept because they discover it - among other benefits - makes their work quicker and easier to do. That is why the best person to develop such solutions tend to be one who works in that area, and is therefore familiar with the way the manual system operates. S/he would have an "insider's" perspective of the best way to introduce automation other users will readily adopt - even as it solves the identified problem(s).

In effect what I am saying is that companies which get the most value from spreadsheet automation(including using it to avoid expenditure on less adaptable commercial off the shelf applications) will be those which empower their users to routinely generate "in house" solutions. In such companies, you will find that only when the requirement becomes considerably specialised or complex, does the IT department get called upon to develop or purchase software solutions for user departments or functions with significant data recording and analysis needs.

So, (when considering the automation I speak about) do not think about spreadsheet documents containing one or two click-able buttons that allow a user print a page or copy some cells from one sheet to another. Instead, I want you to picture an application(or Entreprise Information System) that customises the appearance of your spreadsheet workspace(to take advantage of maximum screen capital available on your PC), and offers you custom "floating" data entry forms.

In addition, visualise it having dynamic query/report drop menu interfaces, and a variety of custom buttons: for navigation(within and between worksheets), printing, data export (as PDF documents or spreadsheet files), saving, auto-data filtering, auto-charts plotting, auto-backup of files, user login authentication (for documents with sensitive or confidential content) etc.

To experience the type of automation I refer to, you can email FREE demos of sample automated Excel VB driven spreadsheet applications like (1) a Training Tracking Database(TM), (2) a Five(5) Year Income & Expense Monitor(TM) or (3) an Export Packing List & Invoice Generator(TM) to yourself using the file mailer on my website.

How A Well Known Corporate Multinational Used Spreadsheet Tracking/Automation To Repeatedly Cut Spending - And Increase Profits

During my graduate training(while in paid employment), I was redeployed from Guinness Nigeria Plc's corporate headquarters training office(in Lagos) to the Benin brewery training department (in Edo state), where I was assigned the - additional - job of using a custom Lotus macros driven Variable Cost Analysis spreadsheet application to generate brewery reports for dispatch to headquarters.

The assignment was not an accident. Before being redeployed to Benin brewery, I had been involved in "validating" the numerous complex formulas in the custom Lotus 1-2-3 spreadsheet application during its development. The author - Richard Chambers - was at the time in charge(as Training Coordinator) of training new entrants, and upon discovering my keen interest in learning, often gave me his laptop to "proof" formulas, links etc. It was he who had told his counterpart in Benin brewery(Joe Sheehy) that I could help out with a problem they were having using the application. And I did resolve the problem - resulting in my subsequently becoming responsible for the reports collation using the application.

Variable Costs Control/Reduction was a strategy that worked extremely well for the company. Most memorable for me as a brewer, was the manner in which huge monetary savings/profit gains were made by successfully implementing variable cost reduction initiatives. For instance, a brewing ingredient switch was made to a more readily available local alternative which was many times cheaper, resulting in phenomenal savings and progressively increasing profit earnings even though the price of beer produced was not raised. This practice was routinely applied across the brewing and packaging processes in line with a well thought out plan.

To elaborate further: A one-page Variable Costs Analysis report sheet automatically generated by the custom spreadsheet application I earlier described, was a powerful tool used by top management to quickly assess performances of individual breweries. Among other benefits, the report made it quite easy to realistically compare sister breweries in different locations(even across countries) based on common denominators. Apart from summarising brewing/packaging materials in two groups -

"Over-used/Over-spent"(Losses) and "Under-used/Under-spent"(Savings) - on a monthly basis based on data entered, the program also automatically plotted charts showing trends over a 12 month period.

The visiting head of the technical function only needed to look at the most recently plotted point on the chart (relative to preceding ones) for a Key Performance Indicator like

Cost per Hectolitres brewed(One Hectolitre = 100 Litres), to know if the brewery had stayed within the approved upper limit of spend(plotted as a straight line target across the same period) or not. Discussions would then take place based on identified "Exceptions"(which could be "good" e.g. savings made or "bad" e.g. monetary loss due to materials over-used), and "Actions To Be Taken" to correct or maintain observed performances agreed upon.

Spreadsheet Tracking As A Crucial Element For Business Development

There are ways you can use spreadsheets to record and track materials usages/stocks, product sales, and other business data such that discrepancies will be easily detected when they do occur. The use of spreadsheets when properly done, can help to uncover the cause(s) of "losses" in virtually any aspect of a business operation.

1. The Pareto Principle - Using spreadsheet tracking, you can easily apply the Pareto principle in deciding which of your income sources and expense channels(i.e. products and services sales) to focus on in order to maximize profits. Considering that you are most likely to use the same marketing/sales resources to serve your customers, it only follows that if you focus on your biggest margin selling products/services, you will get increased profits at more or less the same cost.

One Possible Application: Plotting a pie chart based on income contributions from all your products and services(daily, weekly or monthly), and reviewing the automatically computed percentages/visual pie slices, can give very illuminating insight.

The 80:20 Pareto principle is based on Pareto's theory that 80% of the results one gets in a particular endeavour will be mainly due to 20% of areas to which one has applied efforts. In business this principle has been found to be true. Your data, properly converted into appropriate performance indicators, will show you where your largest margins come from. You can then channel more time and effort in that direction.

For instance if a company had five drink brands in the market but notices that Brand A, which has a profit margin of at least twice the others is in greatest demand, they could (a) focus production efforts on that brand, so that more bottles go out to trade (b) Apply Best Practice/Continuous Improvement initiatives that would result in lower costs of producing each bottle of Brand A so that even though the market price remains fixed, the company is able to earn increasing profit margins per bottle.

2. Sourcing Capital - For Expansion or Startup. You can make it easier for banks and prospective investors to back you financially and/or take the decision to buy into your business. Those already running their businesses will know that banks like to see detailed business records that show in real terms all aspects of a business' performance. Without detailed and comprehensive spreadsheet tracking, it might be difficult to show this. Agreed there are software applications that capture most of these. However, sometimes, you want to highlight certain scenarios or trends in a way that an off-the-shelf application cannot accommodate due to the uniqueness of your need. It is in this regard that the use of spreadsheet tracking becomes relevant.

The intelligent use of spreadsheets, combined with the application of the 80:20 rule will help to achieve the foregoing and more. One does not need any expert to start doing these things today. Just take the decision to start keeping daily, accurate records and commit to analysing them. You'll be surprised to find that you will soon become much more aware of how you're doing and what aspects of your business you should focus on more to get better returns for your efforts - and you will be able to confidently supply verifiable/authentic financial data to back up any claims you make about your business performance to bankers or prospective investors.

Deciding What Spreadsheet Application To Use

This would ultimately be up to you. The big "fight" has always been between Lotus 1-2-3 and Microsoft Excel. I started out with Lotus 1-2-3 back in 1993 and learnt Lotus Macros programming(via self-tutoring). I eventually used this skill to develop - in my free time - various custom spreadsheet solutions(that were formally adopted for use in the departments I worked in as a brewer/manager in Guinness), before switching to Microsoft Excel in 2001. Subsequently, I developed my Excel Visual Basic spreadsheet programming skills (also via self-tutoring), because the company had chosen to adopt MS Office during the roll over to year 2000.

I believe using either of these two applications should not pose any problems for implementing your spreadsheet automation ideas. This is because both have always been "friendly", towards making it easy for users to get more functionality out of them by way of custom programming.

You can choose to learn how to do it yourself - or call in someone(an Excel VB Solutions Developer for instance) who knows how. Again, this would be dependent on your purpose, how proficient you are, and/or how much time you have at your disposal. Ultimately, even if someone develops a custom application for you, it should happen with YOUR guidance at every point to ensure that it does EXACTLY what you want it to do, and that you can easily - with your developer's support/coaching - learn how to make modifications to it in future, without needing to call back your developer.

This last point in my opinion is ONE major benefit you must seek to extract, if you choose to engage the services of a developer. S/he should be able to help you develop (in-house) expertise needed to maintain the application AFTER s/he is gone. If you fail to ensure this, all your cost-savings from using the application might end up being spent paying the developer to maintain the application over time in the future!

From this point on, I will refer to only one of the above mentioned applications, because it is my preferred work environment. That is Microsoft Excel. I believe users of other spreadsheet applications will be able to adapt whatever I say from here for use in their own peculiar environments.

Automating Your Spreadsheet Document : What is Excel VB?

Microsoft Excel is a powerful tool for recording, organising/re-organising, analysing and presenting information. By Excel VB, I refer to Excel VBA - where VBA means Visual Basic for Applications(VBA). VBA refers to the highly extensive and flexible macro programming language developed by Microsoft for use in their MS office applications - Word, Power Point, etc.

VBA is therefore different from the Standalone Visual Basic program used(by professional programmers) for developing commercial quality software applications - though it borrows many of the latter's features. Think of Excel VBA as being the standalone Visual Basic software, built into Excel for the benefit of Excel users who are not necessarily programmers, but who are keen to exert more control over the application.

So, Excel VB offers any interested users the necessary tools to make the application deliver more functionality. The final product is still an Excel document, but with extra functionalities added using VBA.

Why Excel Visual Basic - and NOT Visual Basic?

1. I always answer this question by asking the following question: What would be the point of "Killing A Fly With A Hammer"?

Let me elaborate. If a method is available that allows us to achieve the same desired result(s) at LOWER cost, with LESS effort and in LESS time, why should we fail to adopt it?

Certain IT persons insist that developing executable applications using the standalone Visual Basic programming language is "better" as it does not limit the user to a particular user application software environment. I concede that this might be a valid point under certain conditions. However, I point out that there are many users who have peculiar needs that do not necessarily require complex solutions.

A lot of people today simply want to get their data recording, (re)organisation, and analysis for decision making done quicker and with less effort. They also want to spend as little money as possible to do this. In other words, they want a cost-effective solution that gives them independence from the solution provider in the long term - without requiring them to undertake laborious skills acquisition immediately.

This category of everyday users of technology described above are the ones I believe need Excel VB solutions of the type I describe. One expects that some of these users will over time develop an interest in acquiring advanced skills needed to develop their own solutions in future - which is why I also encourage them to do so, possibly via self-tutoring, like I did.

2. Another question I ask, in answering the "Why Excel VB?" question is : "Why re-invent the wheel? "

My experiences(and those of others who favour the use of Excel VB like I do), confirm that to organise, and analyse data for (financial/management) report generation and decision making, you will save hundreds of hours using already in-built, pre-programmed Excel functions compared to a situation where you used Visual Basic proper.

All the functions needed to achieve the above purposes already exist in Excel, so that you don't have to write them all from scratch as would be the case if you were to use Visual Basic.

3.It works even when you lack "In House" expertise

For the purpose of creating custom financial and business management solutions that solve your identified problems, and give you control/ownership, without burning a hole in your pocket, Excel VB offers an amazing variety of possibilities, in the hands of an adequately skilled user.

In addition, an Excel VB developer( who in many cases will tend to be a user turned developer, and is therefore likely to easily see things from your perspective) - unlike a programmer - is more likely to be positively disposed to working with you to ensure the application meets your practical needs. S/he will readily understand that the final application is meant to help solve a real problem(s), and will therefore build it to match those expectations.

It's not enough to have a professional with the technical skills to solve your problem. s/he also needs to have the right attitude and background/experience - else the relationship will not work. This is where an Excel VB resource is more likely to add value to you. Most Excel VB Developers have backgrounds in management, accounting, engineering and other fields, which further equips them to be useful to you in "thinking up" better ways to apply your spreadsheet automation to get the most value for your business. You therefore need to choose the right developer, with the appropriate background to match your needs.

I believe the foregoing are compelling justifications for choosing Excel Visual Basic over Visual Basic.

Get Maximum Returns On Your Investment In Spreadsheet Automation By Developing "In House" Expertise

Organisations can deliberately expose their employees to learning events(or self-help tutorials) on spreadsheet solutions development. Such employees can then be challenged to develop in-house solutions that effectively address the business' peculiar data analysis/report-generation needs as they arise.

A person with proven competence in this area CAN become "notorious" for developing spreadsheet applications, which eliminate drudgery from the process of using MS Excel to handle large amounts of data. Typically, work that takes hours or days will suddenly take minutes or seconds to finish.

The claims I make above are NOT exaggerated. They are in fact based on my personal experiences doing the foregoing (a). As an manager in the challenging, fast-paced manufacturing work environment of a corporate multinational (b). As a solutions developer for individuals and businesses who use MS Excel for their work.

I am keen to encourage individuals and organisations to explore using advanced MS Excel formulas and functions, in conjunction with Excel VBA programming, to develop customised spreadsheet applications that will solve typical problems end-users encounter daily in trying to record/analyse data and generate reports.

The savings - from using your "in house" expertise - in terms of money and man-hours alone, will quickly justify the investment you make in "developing the needed skills" - especially, when you compare what you spend with the cost of purchasing a commercial software application - or even engaging the services of an Excel VB developer.

Summary

The key imperative for most people who handle business data is often "how to use it" to monitor - and where feasible - control performance i.e. they study/anticipate trends in a way that helps decision making towards ensuring REPRODUCTION of desired results, while minimising - or eliminating - undesirable ones.

You CAN transform the way you manage/analyse data(or generate reports) in your business today - and get more usable benefits to the extent that your profits increase. One major step you can take towards achieving this purpose, will be to intelligently use spreadsheet automation to improve data handling/analysis and report generation systems in your business operations - while empowering yourself and/or staff to acquire skills needed to maintain the developed spreadsheet solutions for the future.




Tayo Solagbade is a Data Analyst, Report Designer and Custom Spreadsheet Solutions Developer. He works with individuals and organisations to cost-effectively leverage Microsoft Excel for their data management/decision making, so they can do what they do with less effort, at less cost, in less time and using less resources.

Email to yourself FREE sample Excel VB driven spreadsheet applications such as (1) a Training Tracking Database™, (2) a Five(5) Year Income & Expense Monitor™ or (3) an Export Packing List & Invoice Generator™ and others from his MS Excel Workbook Automation Mini Site: [http://www.excelheaven.v27.net]




Tuesday, January 1, 2013

You Can Increase Your Profits Without Raising Your Prices


This Article Is Based On Proven Real-Life Practice

The ideas, concepts and strategies I advocate for adoption in this article are based on proven practice. In fact, the case study and specific analogies used are based on real-life activities that I personally partook in over a period of six years, as a manager in a large blue-chip multinational brewing company. Read my article titled "Use Custom Automation Of Your Spreadsheet Reports To Drive Down Costs And Increase Your Profits" for additional details of my experiences in this area, while in paid employment.

What you learn from reading the above mentioned article, will hopefully encourage you to seriously explore ways to put the information provided in this article to good use for your business. The principles described below can be successfully adapted to virtually any business operation - be it service or production based.

If you need any help with thinking up ways/means of putting them to use, I would be pleased to help out.

Case Study

"Because its purpose is to create a customer, the business enterprise has two - and only these two - basic functions: marketing and innovation. Marketing and Innovation produce results. All the others are costs" - Peter Drucker

What follows is a bit of a simplistic example, but it serves the intended purpose of providing a basis for the following discussion. The logic on which this analogy is based can be applied to any situation.

African Arts Concepts Limited (a hypothetical company) uses three raw materials, A, B and C in producing their flagship brand Product Z - which sells for N14,000 naira (about $100 equivalent, using a N140.00 Naira to $1.00 US dollar currency conversion rate) per unit - in the following combination:

5 lengths of material A(N2,500.00) + 1 kg of material B(N1,500.00) + 20 pieces of material C(N,2500.00) = 1 unit of Product Z(N6,500.00 Naira or $46.43 US Dollars).

Assume other (say operational and marketing) expenses amount to N500 per unit of Product Z , the Cost Price for one unit would be N7,000.00($50.00) - approximately. That means whenever 1 unit of Product Z is sold, a gross profit of N7,000 (N14,000 - N7,000) or $50.00 USD is made by African Arts Concepts Ltd.

THE PROBLEM (Common To Many Businesses)

Now imagine that a staff of African Arts Concepts Limited begins to over use (and this does happen!) material B by say 0.5kg for every unit of Product Z. The usage cost for(i.e. cost of using) Material B per unit of Product Z produced will become N2,250(N1,500.00 plus N750.00) .

5 lengths of material A(N2,500.00) + 1 kg of material B(N1,500.00) + 0.5 kg of material B(unrecorded N750.00 usage cost ) + 20 pieces of material C(N2,500.00) = 1 unit of Product Z(N7,250.00 Naira or $51.79 US Dollars).

Adding the other (operational and marketing) expenses of N500 per unit of Product Z, would bring the cost price/unit of Product Z to N7,750($55.4 USD), instead of N7,000($50.00 US Dollars). In otherwords, the company incurs an - unnecessary - N750 or $5.4 US Dollars additional cost to produce EACH unit of Product Z.

That extra $5.4 would most likely be LOST because:

(a). African Arts Concepts Limited may not detect it - except they have monitoring systems(e.g. a custom automated Variable Cost Analysis Spreadsheet) set up to alert them to such occurrences.

That batch of Product Z will therefore still be sold for $100.00 US Dollars per unit(a 20% LOSS).

(b). Even if it is detected, little can be done to correct it for batches that would already have been produced BEFORE discovery/correction of the problem.

Multiple Negative Consequences

If continued unchecked, this over usage can quickly cause huge losses: Multiply the N750 naira ($5.4 USD) over usage by say 1000 units of Z produced in a month and you get N750,000($5,400 USD) - lost unknowingly.(That $5,400 USD over usage equates to losing 54 market ready units of Product Z!).

What will typically happen is that at the end of the month, the company would find that they have 500kg LESS of material B left than expected. This would subsequently require them to make an additional unplanned purchase of material B using money budgeted for other purposes - thereby disrupting cash flow etc.

The foregoing is one major reason why some businesses that appear to be doing well suddenly go under, or record low profits/losses! They fail to keep a grip on their real costs of operation. What has been described here is applicable to virtually any type of business - be it service or product based. One only needs to change the items of income and expenditure considered in delivering the relevant product/service.

Question: How Do I Prevent A Problem Like The One Above Happening To Me?

Answer: By Adopting Variable Costs(VC) Monitoring/Control Techniques.

I like to think of Variable Costs, from a lay man's perspective, as those expenses you incur, which can(and do) vary depending on your ability to find cheaper yet equally - if not more - effective ways to do what you do, when compared to your current methods.

To implement a VC Monitoring/Control system, you can follow the steps outlined below - making needed adjustments to suit the peculiarities of your unique situation or need (Note that the use of spreadsheets is integral to the approach I recommend, as it facilitates sustainability of systems set up).

Step 1 : Collate Relevant Data in Spreadsheets : Start recording and analysing your business revenue and daily operating expenses, including variable cost elements such as how much you spend on marketing, transportation, phone calls, materials usage etc. You can easily do this by creating Excel spreadsheets with raw data entry interfaces linked to standard reporting templates(which generate meaningful output from formulas applied to your raw data).

For best results, you might find recording materials usages in the same spreadsheet, with their corresponding prices helps in deriving expenses relevant to materials usages(by simple linking of cells to be multiplied e.g. "Kgs" used by price per kg).

Step 2 : Benchmark Your Process : You will also need to do some benchmarking by obtaining detailed industry data for businesses similar to yours. Using that data, you would derive weighted averages, upper and lower control limits etc. These could then be charted in your spreadsheet using actual data you would periodically post. Your objective in managing your business/process would then be to ensure your Key Performance Indicators(KPIs) fall between the established control limits implying that it is performing optimally.

If during your daily, weekly or monthly recording and monitoring, you then notice any of your charted KPIs deviating outside the favourable range, you would be able to quickly investigate and correct the problem before it goes too far. In the case study used above for example, if a target usage rate of material B per unit of Product Z produced had been routinely recorded in a spreadsheet, and plotted on say a Schewart chart, the CONTINUOUS over usage of 0.5kg per unit would have reflected in the slope of the chart - and therefore led to early detection.

Again, this is a simplistic approach. More effective methods(e.g. automated plotting of a Cusum - Cumulative Sum Deviation chart) can be easily employed using spreadsheets with about the same effort. I cover Cusum charts, and how to use them, in considerable detail in my forthcoming article titled "Simple Performance Measurement/Process Control Tools You Can Use In Your Business".

Question: Okay, That's To Detect/Stop Things Getting Out Of Hand. But HOW Exactly Do I Go About INCREASING My Profits Without Raising My Prices?

Answer: By Applying Practical Variable Costs(VC) REDUCTION Techniques.

As I earlier stated, your variable costs are those expenses you incur, which can(and do) vary depending on your ability to find cheaper yet equally if not more effective ways to do what you do, when compared to your current methods.

By implication therefore, a VC REDUCTION Strategy is bound to make a difference to your bottom line profits.

Adopting this strategy means you will actively encourage/engage in the routine search for quick, easy, practical, inexpensive, and sustainable ways to drastically cut down on the expenses required to make and/or deliver your products and services to those who want them.

The foregoing underscores Peter Drucker's assertion that Marketing and Innovation are the two basic functions in any business which can enhance its profitability. All others are costs.

Therefore To Increase Your Profits Without Raising Prices :

1. Increase Your Marketing (While Reducing Your VC): Find more NEW customers more frequently. But in doing so, think up cheaper and more effective/efficient ways to reach more people who fit your target audience profile. Even if you already have a website, chances are there are still a number of viable ways you could use it to achieve this purpose, that you are YET to explore. Take it from me. I get so so much done at little or no extra expense using my website resources more creatively.

One reason why this is possible is because I have devoted hundreds of hours to learning web design, custom CGI programming and web marketing techniques.

If you actively work to find new customers, you create a growing pool of clients from whom you can generate referrals and repeat businesses resulting in higher sales volumes/turnover. Also, it helps you cover gaps that will occur periodically from client attrition or turnover.

Use Your Website More Effectively: Traditional methods of business marketing and advertising can be quite expensive especially when used for protracted periods. The dilemma of the business owner who seeks increased exposure therefore tends to be, finding a reliable way to stay in touch with(or visible to) her target audience without going bankrupt.

The answer, from my experience lies in learning how to intelligently leverage technology and the Internet to complement the marketing efforts being made offline, in a way that cumulatively lowers overall expenses incurred - resulting in increased profits over time. Read my article titled "Zero Cost Methods To Boost Your Business Marketing and Cuts Your Costs Using Your Website" for tested and proven ideas, methods, tools and resources you can use.

2. Innovate More (By Reducing Your VC) : Actively work to discover and implement quicker, cheaper and easier ways to deliver the same products/services to those who want them. Assume you previously could only turn out 1000 units of your product per month at a cost of $5.00 per unit(to sell at $5.75 per unit). Then following a change in your procedures, suggested by one of your employees - who gets rewarded accordingly :-) - you are subsequently able to routinely churn out 1500 units per month at the same $5.00 cost per unit, the implications for your year end profitability are obvious. Entrenching a continuous improvement culture in your operations will facilitate innovation - to your ultimate benefit.

Use Your Spreadsheet And Accountant

To reduce your VCs, you need to measure, record, analyse and trend your data. Many of the income and expense items you need to capture in your monitoring are likely to be the same ones your accountant/auditor would focus on in helping you prepare your end of year accounts for tax returns computation.

Therefore, at this stage you might find it useful to involve your accountant in generating the spreadsheet you want to use - or even have him give you one s/he uses, so you can adapt it for your purposes.

Justification For Using VC Reduction(Instead Of Price Increases) To Increase Profits

No matter how large your turnover or revenue is, control of your expenses is the only sure way to reasonably ensure your profits are maintained in the face of fierce/increasing competition, and/or market fluctuations. This is especially so, because you cannot raise your selling prices at will - else you price yourself out of the reach of your target customers.

Three(3) Practical Benefits Of Applying VC Monitoring/Control And Reduction Initiatives In Your Business

1. Long Term Affordability Of Your Products/Services - You will be able to price more competitively and still retain good profit margins even when market situations do not favour most other operators. You would have greater customer appeal. More customers are likely to be able to afford you i.e. your VC reduction efforts enable you price your products/service in such a way that they never become too expensive for your clients/customers.

Also, your ability to cut down your expenses without negatively affecting your product/service quality or delivery, will make it possible for you to offer lower prices/rates and depend on sales volume to sustain the same profit margins. The resultant increased customer base, will naturally afford you increased marketing opportunities, Enhanced ability to withstand/survive market place or industry fluctuations and so on.

This is easy to appreciate. A good example of a business that obviously has a competitive edge of this type in the market place is Richard Branson's Virgin Airlines. They offer some of the lowest rates available in the airline industry, often delivering about the same quality of service as their competitors - who may not all necessarily be too pleased about it :-). If Virgin did not have the means of sustaining this practice, while remaining profitable, they would have crashed out of business long ago.

I never get the accountants in before I start up a business. It's done on gut feeling, especially if I can see that they are taking the mickey out of the consumer. - Richard Branson

2. Increased Assurance Of Sustainable/Increasing profits - Which would you prefer: More Revenue? Or more Profits? At the risk of stating the obvious, if you do not control your expenses, your revenue can increase without a corresponding increase in your PROFITS. One does not have to be in a business where billions need to be spent before knowing that this is true.

When two units - instead of one - of a raw material are used to produce 1 unit of your bottled juice, you are spending more to produce that bottle, hence your profit margin for that bottle will drop by the value of that extra unit of raw material used, be it with or without your knowledge.

Whether you know about it or not; whether you measure it or not is immaterial, and will not change the fact that you will earn a lower margin on that product. If that then happens to many products(or a larger number of the same product), you may find at the month or year end, you get a shocking low profit declaration when you(or your accountant/auditor) reconcile expenses, revenues etc for the period.

Things could even fall apart before then. That's when you see a company that gets plenty of business from old and new clients struggling to find money to run daily operations and make salaries payment(cash flow)!

This is why setting up a Variable Costs Monitoring/Control and Reduction System is important. It will help you keep a close watch on all the important measures of your business' operational performance, so that you can easily, discover undesirable trends and nip them in the bud. At the same time, you would be able to intelligently experiment with changes aimed at reducing your operations costs, and monitor their impact in order to decide whether or not make them permanent.

3. Greater Operational Efficiency In Using Labour/Resources/Time : Uncover the invisible costs by using spreadsheet tracking. Some costs are more visible than others. It is those "invisible" cost channels that I refer to here. They are the "potential" profit drain pipes. Do you know how to identify, monitor and control them in your business? Are you sure you're not missing a few critical ones? Often times they are avoidable - should not be there - but because the business owner has no monitoring/control system in place, they build up over time, till they cause BIG problems.

Examples include theft/pilfering by outsiders or staff, materials over usages, idle/downtimes in different aspects of your operations, overstaffing, etc. All these things can - and do - happen. The challenge is for the business owner or decision maker to setup monitoring systems to quickly throw up inconsistencies in the inflow/outflow etc of the concerned items.

Want To REMAIN In Business For The Long Term?

As more and more people go into business for themselves, every owner will have to contend with increased availability of the same products/services in the same market. As has happened in the past, some will have done their operations management so efficiently that they will be able to drop their prices significantly below the market price(or refuse to increase them), and still make as much profit as (or even more than!) their rivals. The latter on the other hand would struggle to match such price drops if their operating costs are higher - possibly resulting in their being forced out of the market.

This applies to one-man businesses as well as corporate multinationals, be they product manufacturers, distributors, resellers or service providers. The only people who don't worry about cutting costs in order to give customers/clients stable or even lower prices, are monopolies(due to lack of competitors) and those who "buy their way" to new business.

For those who play by the rules, your ultimate objective, if your business is to GROW, will have to be to put money in your pocket, that you can spend without looking over your shoulder for creditors(or the IRS - for taxes) and without running out of money to run your business(cash flow). The wise owner will make a habit of continually exploring Variable Cost Monitoring/Control and Reduction initiatives, that will enable successful delivery of larger numbers of products/services at lesser cost, in lesser time, and using lesser resources.

I could go on, but I think the point I've made here is clear enough already. So much thinking/re-organisation will have to be done initially to develop the needed systems. But the process once started, can only get easier. And the positive benefits derivable from adopting this approach will be immediately obvious.

If You Remember Nothing Else, Remember The Following:

1. One good way to maintain and/or significantly increase your profits without raising your prices, is to reduce your Variable Costs(VCs).

2. You can reduce your variable costs by marketing more efficiently (getting more customers at lesser cost, AND maintaining them at lower expense). I once read an article that proposed a new parameter COCS: Cost Of Customers Sold or Served). This could be adopted as a Key Performance Indicator(KPI).

3. You can also reduce your variable costs by innovating more(i.e. developing greater efficiency in your routine internal operations and/or product/service delivery). That way, you would be able to produce/deliver more products and/or services with less effort, in less time, and using less resources. All of these would imply LOWER expenses/costs, leading to INCREASED profit retention per unit of product/service sold.

4. There is saying that : "You cannot manage something, if you do not measure it. Nor can you measure it, if you do not record it". Spreadsheet tracking will help you conveniently implement and sustain the process of monitoring, controlling and/or reducing your VCs. You will need to do this so as to constantly evaluate progress of your VC monitoring/control and reduction initiatives.




Self-Development/Performance Enhancement Specialist ? Tayo Solagbade - works as a Multipreneur, helping individuals/businesses develop and implement strategies to achieve their goals, faster and more profitably.

Email Tayo's FREE Layman's Business Variable Costs Control Systems Awareness Quiz? to yourself (Click Here). It contains seventeen(17) questions designed to get you thinking about possible areas in which you can look to apply spreadsheet facilitated Variable Costs monitoring/control and reduction initiatives in your business.




Thursday, December 6, 2012

How to Increase Your Profits in Any Economic Climate


A great number of people who come to me for marketing help have numerous complaints: "I have no time to grow my business, I'm not the selling type and I really hate marketing." Or worse, "Customers have stopped buying, there's a down turn in our industry, we're cutting our costs and trying to keep our heads above water."Often they're expecting me to wave a magic wand that will give them the ultimate marketing strategy and save the day.

That wand is available but it's not what they expect to hear.

The first dose of medicine is this information: Your concept of your business and the marketing of it is completely backwards. Marketing and growing a business isn't an ordeal to be endured. Marketing is about finding great profitable customers. Making sure that when you attract these customers they invest as much as they can, in as many products and services that you sell. Finally once you've generated these customers you build a relationship and nurture them so they keep coming back again and again for as long as possible. This is the true purpose of any business. By fulfilling that purpose it's the goal of your business to generate an abundance of profit to create opportunities for its owners and shareholders to add value to their lifestyles.

You need to change your point of view first.

What do I mean?

After talking to thousands of business owners over the years I found that there are 4 challenges holding business owners back from creating their opportunities and achieving their goals of being successful, no matter what the economic climate is. First is:

Change, If you look at the most successful business in Australia today, both large and small, they are constantly innovating in the way they do business in other words they're always looking at ways to do things differently. As the old saying goes keep doing the same things over and over again and you're guaranteed of achieving the same results.

Ask yourself the question how many lead generation strategies have I got in place to attract profitable customers, if the answer is one or none then you're definitely headed for some quiet times in the very near future.

Here are 4 cost-effective strategies to attract more customers today.

1. Go back to your existing customers and offer them the benefits of trying some other products and services they might be interested in.

2. Direct mail or email your database with an incentive to buy now.

3. Introduce yourself to the businesses around you and offer them incentives to become customers, remember there are acres of diamonds in your back yard.

4. Pull out all your quotes and proposals from the last 12 months and ask your prospects if they've purchased the goods and services you quoted for. If they haven't ask them if they'd like to go ahead and purchase now you'll be surprised at how many people will say yes.

Second challenge is:

Time, most people in business say" I'm to busy to market or I haven't got any time to grow my business". Here's an incite in to time studies that have been done on businesses to measure productivity and time efficiency and they found that up to 85% of time was invested in non productive and non income generating activity. This is due to most people being reactive rather than pro-active with the challenges that they face every day. You have a choice on how you control the effectiveness of your time. Imagine what would happen if you invested only 10% of your time focusing on developing and growing your business.

7 time management strategies to dramatically improve your productivity,

1. Plan your day before it starts

2. Be clear about your objectives

3. List only 6 of the most important things to do daily

4. Allocate the amount of time to complete each item on your list.

5. Plan when in the day you'll do each item.

6. Do the most important things first.

7. Make an appointment with yourself to invest at least, one hour per day to be devoted to business development or income generating activities.

Remember "Most people aim at nothing and hit it with amazing accuracy". Make the time for your life and your opportunities now.

Third challenge is:

Money, negative cashflow is a major issue with most businesses in Australia today. This is due to the focus being on the lack of income rather than creating an abundance of capital. Let me explain, most businesses have a bill mentality, that is they only focus on making enough money to pay their bills rather than creating a profitable return on their efforts. This is constantly proven as we always manage to just cover our expenses from month to month. If you want a positive cashflow you'll want to focus your attention towards implementing profitable income generating activity.

4 strategies to improve your cashflow:

1. Set profitable weekly, monthly and yearly sales targets; share those targets with all your team members responsible for making the sales in your business.

2. Improve the selling skills of your sales people, regularly educate them on the benefits of your products and services and teach them relationship skills, so they develop better rapport with customers. Remember people buy from people they like.

3. Implement cross selling and up selling strategies to increase the average dollar sale your customers invest in.

4. Reduce the discounting of your products and services and increase your prices to improve your margins. Sell on value not on price this will have a dramatic impact on your bottom line net profit.

The last challenge is the biggest killer of all in business:

Procrastination, the ultimate driving force in human behavior is 1. The desire for ultimate pleasure and 2. The desire to avoid pain. " We will do far more to avoid a pain than we will do to gain a pleasure." The fastest way to eliminate procrastination from your life is, when you feel you're about to procrastinate, just put it off for another time. Seriously the idea is to change the way you approach things. " At any moment in time, what ever you focus your attention on is what is most real to you."

So when you find yourself putting something off, ask yourself the following two questions.

1. How not changing your behavior will be more painful than changing it? So if you don't deal with the task at hand, what will be the ultimate price you'll have to pay?

2. How changing will bring you measurable and immediate pleasure? If you already gotten it done, how would your life be better? How much more joy would you have?

3. Develop a habit of saying I want to instead of I have to.

Earlier on I called these, challenges that most businesses face, they're really the excuses that most people use to explain why things aren't working for them. "85% of success is dependent on your attitude" It's time to create a mindset of abundance and continual prosperity in your life and your business. All it takes is one small strategy at a time and you'll build a business and a life that you truly desire.




John Logar helps organisations achieve more than they thought possible through consulting, coaching, keynote presentations, seminars and training in the areas of leadership, values, team performance, marketing and risk management. John has addressed and consulted to over 1,000 organisations in commerce, government and not-for-profit. For FREE sales and marketing resources and downloads go to http://johnlogar.blogspot.com