Analyzing the financial health of your business based on the cash in your bank account each day is a recipe for risk and failure.
Analyzing your business based on what your cash is GOING TO be in the future... that's a much better way to understand your company's financial health.
Think about how cash works at a typical professional services company, for example. In order to receive a dollar in cash from a customer, these things need to happen first:
1. First, the company needs to identify that potential customer as a prospect in the sales process.
2. Then, the company decides what to propose to the prospect based on their needs and the services available. This involves scoping the work, talking with the prospect, or otherwise analyzing how to get them to sign a contract.
3. Then, often a proposal for services is issued.
4. When the proposal is accepted, that leads to a contract or services agreement.
5. Then, the company needs to actually do the work, so that an invoice can be sent.
6. Next, once some work is completed, a bill is sent to the client.
7. Then, the bill gets paid. Ahhh, finally. The cash inflow we've been waiting for.
So, if the business owner wants to make decisions to improve the financial health of the business, should that be based on the cash balance today, or leading indicators of the cash balance in the future?
- The future cash balance at this company will be better or worse than it is today based on:
- The number of sales prospects in the sales pipeline.
- The number of proposals sent out.
- The number of customer agreements recently signed.
- The amount of work the team is doing that hasn't been invoiced yet.
- The current accounts receivable balance (work invoiced, but not paid yet).
Good business owners look at their cash balance - but only as a check to make sure their leading indicators are having the direct relationship to the future cash position that they're expected to have. The real success is in knowing where the business is going to be at future points in time, and making decisions to optimize where the company will be in the future.