Planning for successful business innovation

Every business needs to innovate, to stay relevant to their customers and stay ahead of their competition. But successful innovation requires thorough planning and careful implementation. Financial planning is a key part of this.

Lets face it; it’s easier to come up with new ideas to grow your business than it is to implement them. Change is always necessary, but needs to be carefully planned to avoid destabilising the successful business that you’ve taken time to build.

A key part of the planning is what I think of as “Sequence and Cadence”. You could say that they’re the same thing, but bear with me – the difference is subtle.

For successful innovation you must plan to allocate enough time and resources to new projects to allow them to reach their logical conclusion (the cadence) but also balance the timing of competing projects so that they don’t drain your core business of the resources it needs to continue (sequence). A collection of half finished plans could be worse than no innovation at all!

Cadence

When you set out on something new; a product development, a new marketing campaign, etc, you have to commit sufficient staffing/ management/ capital/ investment/ time to give it a fair chance of succeeding. Even the most promising ideas struggle to reach their full potential if they’re starved of the necessary budget or attention. Each project is inherently different, so there’ can’t be a generic “one new development per quarter” approach.

In budgeting, and business planning in general, it’s vital that you recognise this and reflect it in the numbers. It’s also worth thinking about a “what if” analysis: what if progress has been slower than expected but you’ve come this far and giving up now would waste all the hard work – you just need a few more months (we’ve all been there…). When do you draw the line and move on to new opportunities?

Sequence

Sequence is about the bigger picture. It’s when there are multiple projects in progress but a limited amount of investment (time or money) to go around. If you spread your resources too thinly you could end up doing catastrophic damage to the whole business even if individual projects are growing nicely.

A resilient business model has to be grounded on profits and cash from established products and markets. New lines may promise great rewards, but the investment of time and resources that they require will take up cash and add to spending while they are establishing a niche.

This is especially true when the new sales involve customer credit. They can deliver new sales, but the cash doesn’t arrive in your bank account to pay for new marketing efforts until a month or two later.

Keeping an eye on the timing of expected spend and income from new projects is the sort of planning that is much easier with detailed budgets and cashflow plans. Information on how good that glittering opportunity actually is, in comparison to what you’ve already got, and highlighting where the pressure points may be gives you the chance to model how you could work out strategies to keep business running smoothly.

You can find out more about how I help businesses manage their finances here.

How much should you budget to spend on marketing?

How do you keep control of marketing spend in a growing business? How much should your business be spending on marketing? Is it an investment in the future or just a cost?

Marketing spend is a difficult sell to accountants – there is no way of guaranteeing that it will deliver sufficient sales to cover the cost nevermind grow the business in the long run. It’s easy to argue this is frivolous spending, especially if times are tight.

But without marketing/ branding/ advertising activity there is a serious chance that sales won’t be maintained at a profitable level (or grow to get there) jeopardising the work that everyone else is doing. So yes, marketing is a necessary business investment.

So in the real world how much budget do you allocate to marketing; 2%? 5%? 10%?! and what’s the best way to spend it?

First, I would hark back to earlier posts about creating a cost conscious culture: everyone in the business can have an impact so good communication is vital. Take time to explain the goals to the team and show how they can play their part.

When the main budget is being constructed it’s not uncommon for marketing to be “given” a set amount of budget each month, regardless of future plans. This reflects the fact that ongoing marketing is essential, but wouldn’t it be better to look at the marketing plan and work out a cost of that?

Working in isolation risks creating plans that promise great things, both in terms of the budgeted profit and new prospects, but then fails to deliver. Setting out on to achieve goals when you know you can’t afford the resources that are needed is going to result in missed targets and it is easy to see this as a bad plan rather than a missed opportunity.

So how do you budget for a successful marketing effort?

Obviously it depends on what you want to achieve; doubling sales is likely to be much more demanding that maintaining current sales. But also it depends on the customers you’re trying to reach and the platforms you’re planning to use, so really there is no right answer!

So back to collaboration between the teams at the planning stage:

Focus on quality rather than quantity. That’s about reaching the right customers, and looking at specific activity rather than straight sales increases. Working on multiple fronts at the same time can be costly (and exhausting!) and there will be specific timescales for different offerings (advertising Christmas party bookings in January?).

The other key factor is that success depends on what you measure. It is important to understand what good results for your business will look like, so identify a return on investment at the outset. That doesn’t have to be in money terms (sales gained vs cash spent), why not look at other measures (views, enquiries, recognition, footfall) instead? Once you’ve identified your measure, you need to collect data to measure it – to review and work out if the expected results are being delivered.

As I’ve said before a budget should be a living document; constantly under review. When you’ve got some data, you can check the results against what you expected, and if necessary change the plan.

At this point you can update your forecast with better information to make see the implications of the changes to both profit and cashflow. This allows you to understand what you’re spending, remember why, and keep control of marketing spend in your business.

Creating a Cost Conscious Culture

What’s the most effective way of controlling spending in your business? Previously I have talked about whether or not a budget is an effective tool to control spending and concluded that it’s not. A budget is a tool for building an overview of strategy and assessing potential changes, not for controlling behaviour.

I had originally been planning to post about Zero Based Budgeting. This is a planning process where every cost has to be examined and justified before being allowed into the budget. But personally I find this time consuming and really not that rewarding so it’s difficult to get enthusiastic about it!

So instead I’ve been thinking about how it’s stupid to hope that you can control spending behaviour with a policy. Take lockdown rules as an example: the Government could have just set out the rules and hoped that the population would obey, and probably had minimal success. Instead they have relentlessly evangelised about the why behind their policy – to include all of the potential “decision makers” in their vision.

In any business the same needs to happen to successfully achieve the objectives, whether they be brand building or cost cutting. So how might you go ahead making this happen?

You need to involve the whole team, whether they have spending power or not, to build a “cost conscious” culture.

Ultimately you could say this starts with hiring the right people who understand the responsibility of spending wisely, but in the shorter term what about setting out a framework for decision making:

  • Is this spend really necessary?
  • Does it provide good value for money, especially compared to a cheaper alternative?
  • Does this create value? That’s in terms of something the customer values, not just something we like!
  • Does this achieve the goals we are working towards? So a higher cost could be an acceptable trade off for recyclable supplies, reduced carbon emissions, etc.

Communicating this allows the whole team to play their part in making spending effective, which really helps people stay motivated in uncertain times.

Similarly, communicating with the team how the business makes profit and/ or generates cash enables everyone to focus on directing efforts to make more.

That could be focussing sales & marketing efforts on the right activities that deliver good quality leads. Or focussing on sales that bring in better profit margins.

But equally it could be focusing on selling to customers who pay on time. Or structuring deals so that the business is not paying for supplies now that customers will not pay for for several more months.

While spending can’t be controlled by capturing a number on paper in a budget, this highlights the importance of having good information about your business.

Knowing how profit margins compare between products and customers, how long customers actually take to pay and having a picture of the current financial performance allows you to assess the effects of changes.

You can’t always make the right decision because you can’t be certain about the future but you can make better decisions.

If you feel you need better financial information to help your business grow successfully then contact me for a free, confidential chat, or have a look at other advice I’ve published about making your budget more effective.

Budgeting for real life

Budgeting for real life is a never ending challenge: most likely you’ll be wrong, the only uncertainty is by how much. But, as I’ve talked about before, it is an exercise worth persevering with.

An effective budget is a vital tool for building a successful business. Putting one together is no small task however it shouldn’t be viewed as a once a year job. In real life new opportunities or challenges rarely come along with perfect timing so that you get notice just before you create your budget.

Would you turn down a golden opportunity just because there was no spend allocated to it in your budget? That’s like saying would you pass up a sale because you’ve already hit your target?!

To manage a business effectively you need to stay flexible and reflect what’s going on in real life. If your budget is a work in progress then it can be an useful tool to refer to when you’ve got decisions to make. You can answer the “what if” questions and see how a single choice fits in to the bigger picture.

Numbers are good that way – word descriptions are subjective, but numbers (obviously chosen with care and consideration) give a more objective interpretation of the likely effects of a decision.

So how do you make this happen?

First, the key report you need is one that marries actual financial performance so far with the budget for the rest of the year. Then you need to keep updating it with both new actual results and amended forecasts that reflect your ever improving understanding of what the future holds.

Then, when a new opportunity crops up, there are two questions to ask:

1. How good is this opportunity?
Does it advance the business towards its strategic goals? Does it deliver profit and/ or additional cash? Does it deliver other non financial goals (reducing carbon emissions, improving resilience, etc)?

2. Do we have the necessary capacity?
This is both in terms of the financial capacity to invest in a new venture and capacity within the organisation to manage the workload that it will entail.

Available capacity changes as it is continually influenced by current performance so having a reliable, up to date picture of how the business is performing as the year goes along is crucial.

Maybe this sounds like a lot of work, but it’s what management accountants love! If you want to review how well financial planning works in your business then get in touch.

Better business budgeting: making a more effective plan

Did you work out a budget for this year, as per normal? Have you thrown it out yet?!

It’s easy not to bother at the moment; the last few years have shown how little certainty we really have when we try to plan ahead and the last 12 months have made it clear that that’s not changing anytime soon.

So why bother with a budget?

In my experience making your own predictions of how sales and costs are going to pan out during the year gives you the background to make order out of chaos. What is the coming year likely to look like? What needs to happen to do to keep all those plates spinning and what power do you have to influence it?

Budgets were first developed in the early 20th Century as a way of keeping financial control on a business. The thinking was that analysis enabled business managers to control spending. But is a budget an effective tool to limit spending or grow sales? I think we would all agree that the 21st Century view is that it NO.

First of all, there are three distinct ideas wrapped up in a budget; strategy analysis, target setting and resource allocation, and that’s where I’d say the theory starts to fall apart. You can’t balance the best case outcome and the worst case outcome in one document without reaching a hopeless compromise.

Strategy Analysis
It’s easy to think of a budget as a plan for the year, but actually it’s more of a description, in numbers, of what you expect your plan to deliver.

Life very rarely goes to plan, but understanding what the world will look like if your business strategy plays out allows you to check you’ve got the right strategy. Will your growth plans deliver the anticipated results? Can you declare the dividends that you are expecting to pay?

A budget allows you to check you’re heading in the right direction.

Target setting
Targets are usually about sales, but regardless of subject a target is always something you want to achieve (or will be a challenge).

If a budget is going to be reliable you’re going to want to keep your sales figures realistic. But how motivating is a sales target that is safe and achievable?

While right at the moment keeping up with last year’s sales may be a challenge in itself, a good sales team will always be aiming for bigger and better.

Yes, the figure used in a budget needs to be “expected” sales, but target setting should be handled separately. There is no real compromise between achievable and motivating.

Resource Allocation
Overhead costs often feature in a budget as a consequence: an uncontrollable add on (or actually a deduction) from sales: staffing costs £x, marketing costs are the same as last year, the insurance cost has increased so something else has to be reduced to keep the balance.

This is not financial control!

First of all there will be interdependencies – controlling cost may mean you haven’t got the capacity to fulfil new sales orders, etc. So the staffing budget needs to be detailed and reflect the strategy.

Marketing spend, and lots of the other costs need to be planned and matched to specific activities (drivers) rather than just using last year’s figure, or a plain percentage of sales. Marketing in particular is a topic for another post, but my message is that this is the time to stop and think about how the bills added up last year and choose what you want to do this year, not simply repeat ad infinitum.

So effective budgeting needs to balance these three competing features. There are other ways that your budget can become more effective though:

Communication
With all of this planning it is important that creating a budget is always a two way process. This is another flaw in the original theory of budgeting. It’s easy for finance to pick a number and run with it, but the people who are talking to suppliers are the ones with the real information. A successful budget involves integrating the plans and barriers for all departments and decision makers.

Challenge
One of the problems with budgeting like this is that sometimes the budget will show a loss on the bottom line, which can be difficult to accept.

The reality of growing a business is that you continually invest in growth so there may not always be a rosy profit available. It’s important not to distort the predictions simply to make the budget look more reassuring. It takes action to change the numbers, it won’t work the other way round. This is where a cashflow forecast is important; in the short term profit is less important than cash and if previous investments are paying off there may be scope to stomach a loss this year.

Review
It’s easy to create a budget at the beginning of the year and leave it at that. But the real power of a budget is to compare real life to what you expected would happen, and work out what action you need to take as a result.

In addition to this there are no rules about how regularly you should review/ update it. It is worth keeping it up to date. If you started last year with monthly sales of £40,000 and in March half your customers closed for several months a comparison between budget and actual sales would not have told you anything about the effectiveness of your subsequent actions.

I like to review budgets at least quarterly to make sure the information is up to date, but its not unheard of to review them several times in a quarter as the facts change.

Good information is the key to making good decisions. Cash is always my first priority, but a well thought out budget is the source of the information you need to make your cashflow forecast and keep your business going, and growing successfully.

Look out for more blogs here talking about how budgets can make your business more effective, and if you would like help reviewing your current budget then get in touch.