Monday, October 7, 2024

Don’t miss the opportunity to sell during the next selling cycle

 [Thank you - As we begin the final quarter of 2024, we want to take this opportunity to thank Mead Consulting clients (current and past), professional services partners, bankers, and private equity investors for your trust and referrals this year. We have been able to assist new and existing clients working to achieve their goals – be it developing and executing clear-minded strategies, managing growth, uncertainty, and change, or preparing for a future exit.    – Dave Mead]

 Don’t miss the opportunity to sell during the next selling cycle

 The exit sales process may take longer than you think. With credit markets tight, interest rates high, and many buyers sitting on the sidelines, it may seem counter-intuitive to be writing about preparing your company to be ready to sell. However, there are record levels of capital, sitting as dry powder, and interest rates have begun to come down. Many professionals believe the next major sales cycle will begin during 2025 and extend through 2026.

While some business owners may believe they can pull the string when they are ready to sell, the truth is, for many business owners, the exit sales cycle may take several years to execute. In order to sell at highest value, the process includes time to get ready, 1 year for the transaction, and then you may have to spend 3 years or more with the company after the sale.

Much of the preparation can be accomplished in advance. Companies can focus on making fundamental improvements to their business that will help them be healthier and more prepared than their competitors.

1. Focus on customer net profitability

2. Upgrade management

3. Cleanup business processes

4. Develop a strategic growth and execution plan

 Focus on customer net profitability. The tendency during a downturn is to cling to any customers and revenue no matter the profitability level. A common comment is that “at least they absorb overhead.” The notion of unprofitable business absorbing overhead may be one of the greatest false beliefs in business. In many cases, overhead that has been viewed as fixed is really a cost that can be minimized or shed. Carrying unprofitable business will be a continuing cash drain that may inhibit your business’ ability to continue to grow. Additionally, removing unprofitable business adds to your EBITDA.

Upgrade management. While velocity is slow in the labor market today, there is a great supply of good talent stuck in their current companies. In many cases this may be talent that would not be available in better times. Take advantage of the opportunity to improve. Similarly, this is a great opportunity to review all of your employees and weed out those with below average performance, poor potential, or unrealized potential. Our clients use a simple tool to rank all employees in terms of potential and performance – the results make it very clear which ones have been a drag on the company.

Cleanup business processes. During boom times, some companies claim they are too busy to scrutinize business processes, to make improvements, and to streamline work flow in order to increase throughput. That “excuse” leads to suboptimal performance.

Develop a strategic growth and execution plan. You need a plan that will allow you to be agile enough to take advantage of opportunities and will be attractive to a prospective buyer.

Take a lesson from the Boy Scouts: Be prepared. These steps can add value to your business. Your business can accelerate faster and be well- positioned. The market for selling a business will be ripe as we move into 2025 and 2026. Those businesses that are ready will find a hungry group of buyers and investors who have been sitting on their hands during 2023 and 2024.

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 The Mead Consulting Group helps dozens of companies and organizations -like yours - every year with both strategic planning & execution, strategic business coaching, and preparing to maximize value in an exit. Clients that utilize these processes consistently outperform their competition.

 If you would like to discuss your situation, please contact me to set up a complimentary meeting. Dave Mead at (303)660-8135 or meaddp@meadconsultinggroup.com.

 

Tuesday, September 10, 2024

Six Reasons Why CEOs Need a Coach with Strategic Business Experience

 Six Reasons Why CEOs Need a Coach with Strategic Business Experience

[Editor's Note: Over many years leading and working with lower middle market companies, I have seen - first-hand- the benefits and significant advantages for CEOs who have a a coach with strategic business experience. Coaches with relevant business experience can understand when things look too good to be true. They also understand that a good strategy well-executed beats n excellent strategy poorly-executed every time. -dpm]


The role of a CEO, especially in competitive markets, is one of immense responsibility, requiring a blend of strategic vision, operational expertise, and strong leadership skills. For many CEOs, particularly those leading lower middle market companies, the challenges can be overwhelming. This is where a coach can make a significant difference - a coach with real business experience. Here are six reasons:

1.     Understanding of the CEO Role -The demands of the CEO role are unique and multifaceted, requiring a delicate balance of strategic thinking, operational oversight, leadership, and empathy. A coach with business experience understands these demands intimately because they’ve likely held similar roles or worked closely. This understanding means that the coach can identify with the CEO’s challenges and provide support that is both relevant and impactful. They know what it’s like to be in the CEO’s shoes and can offer guidance on how to handle the pressure, manage competing priorities, and lead a team effectively. This empathy and understanding make the coaching relationship more meaningful and effective.

 

2.     Relevant Insights and Practical Advice -A coach with business experience brings practical knowledge and insights that are directly applicable to the challenges a CEO faces. This experience means the coach has likely encountered similar situations, whether it’s managing cash flow during a downturn, leading a company through a merger, or building a successful leadership team. This real-world experience allows the coach to offer practical advice rather than theoretical solutions. For example, when a CEO is considering an acquisition, a coach with business experience can provide guidance based on their own experiences with M&A, highlighting potential pitfalls and best practices. This level of insight is invaluable in helping CEOs make informed decisions that are grounded in reality, not just in theory.

 

3.     Strategic Perspective and Vision -One of the most critical roles of a CEO is to set the strategic direction for the company. A coach with business experience, especially that of strategic planning and execution, can provide invaluable support in this area by offering a strategic perspective that is informed by years of experience. A strategic business coach can help the CEO see the bigger picture, anticipate industry trends, and identify opportunities for growth. They can also provide a fresh, external perspective that challenges the CEO’s assumptions and encourages them to think outside the box. They can also help the CEO align their strategic vision with the company’s operational capabilities, ensuring that the strategy is not only ambitious but also realistic and achievable.

 

4.     Credibility and TrustLower Middle market CEOs tend to have a good “B.S. Sensor.” For a coaching relationship to be successful, there must be a foundation of trust and credibility. CEOs are more likely to trust and respect a coach who has walked the walk—someone who has faced similar business challenges and has a track record of success. A coach with business experience brings a level of credibility that is difficult to achieve otherwise. They can speak the same language as the CEO, understand the nuances of the industry, and provide advice that is both relevant and actionable. This credibility fosters a deeper level of trust, which is essential for a productive coaching relationship. When a CEO knows that their coach has faced and overcome similar challenges, they are more likely to take their advice seriously and implement their recommendations. This trust is crucial for the CEO’s growth and the overall success of the coaching process.

 

5.     Ability to Challenge and Inspire Growth -A coach’s role is not just to provide advice but also to challenge the CEO to grow and develop as a leader. A coach with business experience is particularly well-equipped to do this because they understand what it takes to succeed in the business world and can push the CEO to reach their full potential. Many times, this involves challenging the CEO to think more critically about their decisions, encouraging them to take calculated risks, or helping them develop new skills. Because the coach has firsthand experience in business, they know when to push and when to support, helping the CEO to grow in a way that is both challenging and achievable.

 

6.     Network and Resources - A coach with a background in business likely brings a valuable network of contacts and resources that can benefit the CEO and the company. This network might include potential business partners, industry experts, or even other CEOs who can provide additional support and insights. Having access to this network provides added value by opening new opportunities for the CEO, whether it’s through partnerships, collaborations, or simply learning from the experiences of others. A coach with business experience can also connect the CEO with relevant resources, such as industry” intel,” training programs, or tools that can help them improve their performance.

Having a coach with business experience can make all the difference. Such a coach brings practical insights, credibility, strategic perspective, and the ability to challenge and inspire growth. They understand the unique demands of the CEO role and can provide the guidance and support needed to navigate the complexities of the business world successfully. becoming a crucial partner in the CEO’s journey to success.


Why Choose Mead Consulting for a Strategic Business Coach for your lower middle market business:


  • Experience We’ve been in your shoes - Not only have we each grown multiple businesses, but we have been coaching business leaders like you across many companies for more than two decades.
  • Lower Middle Market Focus we understand the issues unique to growing and scaling businesses of this size.
  •  Strategywe have proven strategies that work; we help you focus on the strategies that matter
  • Accountability – we hold you accountable to accomplish the desired results we outline together

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The Mead Consulting Group helps dozens of companies and organizations -like yours - every year with both strategic planning & execution, and strategic business coaching. These processes have helped our clients consistently outperform their competition.

 

If you would like to discuss your situation, please contact me to set up a complimentary meeting. Dave Mead at (303)660-8135 or meaddp@meadconsultinggroup.com.


     

Wednesday, August 7, 2024

The Critical Need for Flexibility in Strategic Planning

Small and Middle market companies face distinct challenges that necessitate a flexible strategic approach, including:

  • Resource ConstraintsUnlike large corporations, small and middle market companies have limited resources. This constraint necessitates efficient allocation and a high degree of adaptability to maximize returns on investments.       
  • Market VolatilityThe market environment is increasingly volatile, with rapid changes in consumer preferences, technological advancements, and competitive dynamics. Companies must be nimble to navigate these shifts effectively.
  • Growth AmbitionsThese companies often aim for substantial growth, which requires balancing risk and opportunity, along with capital availability. Flexibility in strategic planning allows them to pivot quickly when new opportunities arise or when faced with unforeseen challenges.


The Case for Flexibility

1. Adapting to Market Changes. Flexibility allows companies to respond swiftly to shifts in demand, competitive pressures, and technological advancements. Static strategic plans can quickly become obsolete, while flexible plans enable timely adjustments that keep the company aligned with market realities. For instance, during the COVID-19 pandemic, many small and middle market companies had to rapidly pivot their business models. Those with flexible strategies were better equipped to transition to e-commerce, adapt supply chains, and meet new consumer needs.


2. Capitalizing on Opportunities. A flexible strategic plan allows middle market companies to seize these opportunities swiftly. Whether it's entering a new market, launching a new product, or acquiring a competitor, being able to pivot quickly can be a significant competitive advantage.


3. Managing Risks. Flexible strategic planning enables companies to implement contingency plans and react promptly to unforeseen events. This proactive approach can safeguard the company against potential downturns and position it to thrive in adverse conditions.


Steps to follow for Implementing Flexibility in Strategic Planning.  Incorporating flexibility into the strategic planning process involves a combination of mindset, processes, and tools:

1. Embrace a Growth-oriented Culture. A growth mindset encourages continuous learning and adaptability. Leaders should foster a culture where employees are encouraged to innovate, take calculated risks, and learn from “fast failures.” This cultural shift can make the organization more responsive to change.


2. Regular Review and AdjustmentStrategic plans should not be static documents. Regularly reviewing and adjusting the plan based on current performance and market conditions is crucial. Mead Consulting Group recommends that client companies perform quarterly, or bi-annual reviews can help ensure that the strategy remains relevant and effective.


3. Scenario Planning. Scenario planning involves envisioning various future scenarios and developing strategies and action plans for each. This approach allows companies to prepare for a range of possibilities, making them more resilient to unexpected changes. It’s particularly useful in navigating economic uncertainties and market disruptions.


4. Agile Models. Agile models and methodologies can be applied to strategic planning. This involves breaking down the plan into smaller, manageable components and iterating on them regularly. Agile planning encourages feedback, rapid iteration, and continuous improvement.


5. Leveraging Technology. Technology can play a significant role in enhancing flexibility. Data analytics, for instance, can provide real-time insights into market trends, customer behavior, and operational performance. Leveraging such tools allows companies to make informed decisions swiftly and accurately.


Some examples:

1.     A mid-sized manufacturing client faced declining demand for its traditional products during Covid. By adopting a flexible strategic plan, the company was able to pivot to producing medical supplies during the pandemic. This quick shift not only stabilized revenues but also opened up new growth avenues.

 

2.     Another manufacturing company, specializing in automotive parts, experienced a downturn due to decreased demand in the automotive industry. Utilizing a flexible strategic plan, the company explored new markets and diversified its product offerings. They identified an opportunity in the renewable energy sector and began producing components for wind turbines and solar farms This strategic pivot opened up new revenue streams and positioned the company as an innovator in a growing industry.

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Companies must prioritize flexibility in their strategic planning to remain competitive and resilient. The Mead Consulting Group utilizes a strategic growth and execution process that promotes flexibility and a regular review process to update the Client’s strategies to the current realities in the market. If you would like to discuss how to build flexibility into your company’s strategic planning and execution process, please email me or call me at (303)660-8135. 


Best regards,

Dave Mead                

Tuesday, July 2, 2024

Prepare your company to be bought

 

 Prepare your company to be bought

 

 [Editor's Note 1: There is currently almost $4 Trillion in Dr Powder in Private Equity firms. While 2023 and 2024 have been slow years for transactions, there is the sense that once interest rates begin to come down, there will be a flood of activity as PE firms rush to deploy capital]

 Editor's Note 2: Many business owners fail to prepare their businesses for a sale either because they believe that a potential sale is far off in the future or because they are focused on current issues and do not consider preparation to be a priority. We would submit that companies need to be "prepared to be bought." Sometimes lucrative offers come unexpectedly for companies that are well-positioned. We typically recommend that a company engage an experienced investment banker to assist them in a sale - often even if they have received an offer - in order to generate a competitive environment.

Some business owners who have tried to "time the market" at some point off in the future have found that unpredictable events such as the Covid-19 pandemic, 2007-2012 recession, credit and stock market crunches, tech bust(s), 9/11, industry issues, etc. can derail their ability to sell at maximum value. We recommend to our clients to work each year to make certain that their companies are currently desirable to buyers. - DPM]

 

How best to position your company to be attractive to buyers:

 1.   Demonstrate Strong Financial Performance

a. Historical Financials

*   Consistent revenue growth (at least upward trend)

*   Recurring revenue is a plus

*   Strong operating margins

*   Increasing profitability

*   Importance of last twelve months

 b. Operating Cash Flow

*   Focus on hitting projected revenue and earnings numbers

*   Review net profitability of customers and products


 2.   Maintain "clean" financials

a. Audited or "auditable" Financial Statements

*   Have your financial statements audited with a reputable firm to add    credibility

*   Use GAAP accounting. If not, identify how practices differ from GAAP

*   Understand cash vs. accrual accounting - timing differences can be material

 b. Income Statement Adjustments and "Add-backs"

*   Buyers are skeptical of earnings that rely on substantial add-backs (one-time, non-recurring charges, private company expenses, etc.)

 

3.   Diversify your customer & supplier base

*   Diversification signifies a healthy business and reduces risk

*   Buyers will pay less for companies dominated by one or two customers

*   Examine what % of sales your top 10 customers represent?

*   How stable are your top suppliers? How stable are their terms?

*   Do you have multiple suppliers for critical components/services?

*   What % of total purchases does your top supplier represent? Top-5 combined?

*   What % of the company's sales are related to a few key employees?

 

4.   Develop a Strategic Growth Plan

*   Maintain a clear strategy and be able to demonstrate your history of execution

*   Be able to articulate specific future growth opportunities

*   Position your company to take advantage of them

Remember: A buyer needs to see a potential Return on Investment

 

5.   Build a capable Management Team

* Invest in training and key strategic hires, if needed

*  Motivate management to add value to the company through a potential sale

* Focus on building a deep management team that can thrive without your continued leadership

 

6.   Eliminate potential "Gotchas"(these are items that could result in significant discounts to value)

*   Maintain legal documentation (licenses, regulatory filings, contracts, intellectual property, incorporation, etc.)

*   Clear title to all assets

*   Document processes and procedures

*   Resolve legal disputes, environmental issues, etc.

 

7.   Build a team of Qualified Advisors

*   Minimize distractions from running your business effectively

*  Get advice from professionals who have "done it before" and 

who have expertise in areas you do not 

*   Beware of advisors that outstep their areas of expertise and pretend to do it all

 

Are you and your company ready if a buyer appeared on the radar?

Most business owners who have executed a successful sale of their business will tell you the most important thing is: BE PREPARED.

 

Selling a business is very different than operating a business. As a business owner you know your industry, your product or service, your customers and your markets. Most business owners will only sell a business once in their lifetimes - and it can be by far the most important financial transaction of their lifetime.

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The Mead Consulting Group has helped over 70 clients prepare for successful sales transactions ranging from $10M to $350M in transaction value. We help companies increase the value of their businesses leading up to a transaction, minimize the things that cause potential buyers to discount the price, prepare to best position the company, and assist the owners in building a transaction team.

 

What successful business owners say about us:

 ...We could not have completed the sale of our business without the advice and guidance of The Mead Consulting Group. Their experience was critical in helping us prepare, and endure, the transaction process to a successful outcome. ...Charles M, President, Healthcare IT Company

 

A successful process is draining and stressful. The Mead Consulting Group brought the experience and expertise necessary to help our team focus on the critical issues and not get caught up in the multitude of items that can derail a transaction. Why reinvent the wheel? We chose to take advantage of individuals who could help us understand the nuances, negotiate effectively, and close the deal. ... Ken W, CEO, Behavioral Healthcare

 

...We missed the opportunity to sell our family business during the last upcycle. Mead Consulting helped us grow revenue and EBITDA to record levels and guided us through the selection of a transaction team. Dave Mead and his group provided great counsel throughout the sales process, removing obstacles and firmly encouraging us to a great deal with a strategic buyer that mirrored our family business values. ...Dan M, President, Building Products Company

 

...I do not know why anyone would attempt to sell their business without Mead Consulting. Since they have owned and sold their own businesses, they understand the challenges of continuing to run the business while trying to sell it. Their experience kept us focused on the right things and they helped keep our transaction team well-aligned during the process. They truly act as the advocate for the CEO and owner, helping to make sure that it was the best deal for the owner. ...Ron T, CEO, Software Business

 

For more information on the process to prepare your business for a successful transaction, please contact me at meaddp@meadconsultinggroup.com or (303)660-8135.

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Best regards,

Dave Mead                

 

 

 

 

 

 

"I can't change the direction of the wind, but I can adjust my sails to always reach my destination."  

 

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The future has never been more uncertain, but your business can always be prepared with flexible approaches to planning and execution

 

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Ask us about how Strategic Business Coaching for CEOs and Senior Teams can help you achieve better outcomes

 

 

 

 

 


Thursday, June 13, 2024

8 Reasons Company Strategies Don't Succeed

 

[Editor's Note: Almost 2/3 of all strategies fail to reach expectations. Why do so many business strategies fail? Below are some key reasons. Knowing the barriers in your organization to successful planning and execution is the first step. Clients that follow our recommendations have significantly outperformed the competition. We like to say, "A good plan, well-   executed, beats a great plan, poorly executed, every time."  Contact us if you would like more information.   [dpm]    

 1. No buy-in up and down the organization. Many times strategic planning exercises are met with a collective organizational "eye roll." "We've been here before, but nothing really changes." So they duck their heads down and wait for it to blow over.

 2. No clear definition of success  

Fuzzy goals lead to fuzzy outcomes. While it seems obvious, many organizations simply don't articulate the specific goal of a business strategy. If the goal of your customer intimacy strategy is to form deeper customer relationships, that's fuzzy. If the goal is to increase customer retention by 10 percent and increase annual revenue per customer by $10,000 and net profit by $1,000, that's clear. Here, deeper customer relationships may be the mechanism to achieve the goal.

 3. Too many goals  

When everything is a priority, nothing gets accomplished. Many so-called strategic plans have too many goals, objectives, success drivers, strategies, initiatives and so on. Worse, it's not clear how these various appendages are linked. Is it any surprise these plans sit on shelves and collect dust? Choose to do fewer things much better.

 4. Metrics and Alignment - Either no metrics or vague metrics 

Many plans are simply a brainstormed list of things to get done by unspecified people at indeterminate times. A plan with specifics will outline who - will do what - by when. It takes into account the sequencing and timing of tasks, activities and resources. Make certain that the goals of everyone in the organization are aligned to the few key objectives. Mead Consulting's process involves supporting strategies in each function that support the organization's key strategies.

 5. Visibility - Progress isn't measured and managed 

Ever notice how plans placed in the spotlight flourish while those left in the dark shrivel? Any plan worth executing is worth tracking. A monthly meeting with a tight agenda can quickly determine what actions have been taken; what progress has been made; what will be accomplished over the next month and by whom, and what, if any, challenges have emerged. This builds commitment, accountability and confidence in the process.

 6. You lack the right people 

Some of those nice people who work for you may not be the right people to get the job done. That statement makes you uncomfortable, doesn't it? Many have been loyal, are committed to the culture, and may be friends and family. However, If you are truly committed to winning, or achieving success - however you define it - then at some point you have to take a long, hard, honest look at the capabilities of your people. Point them in the right direction, support them, develop them - give them a fair chance to succeed. But if they can't get it done, then your responsibility is to get people who can.

 7. Flexibility - Failure to update the plan to stay real  

Reserve the right to do what makes sense. Plans are based on assumptions that can change over time. If they do change, then the plan may need to change. A quarterly "recalibration" meeting is a good forum to test your assumptions and determine which, if any, have changed. The meeting may result in either a re-validation or redesign of the plan. It ensures the plan stays real and relevant.

 8. Reaction to Failure - Failure is met with indifference or an inquisition 

Is your team serious about its definition of success? Your response to failure sends a clear message about your commitment to winning. Just as importantly, it sends a message about your credibility. Do you ignore a failed initiative and move on to the next big thing (which conveys that you really weren't that committed and you shouldn't be taken seriously)? Do you look for scapegoats (which communicates that you don't take personal responsibility and can't be trusted)? Or do you first look in the mirror, take responsibility, then publicly commit to getting it right, and effectively engage your people to make it happen? Your choice speaks volumes about who you are as a leader.

 Where does your organization stand? Mead Consulting Group's process begins with the identification of the barriers and obstacles to successful planning and execution. These "barriers" develop in ALL companies over time. In fact, some of the very things that help a company succeed at early levels will prevent them from succeeding at the next level. The key is to address these barriers so that the path is uncluttered.

 For more information on the process to both successful planning AND execution, please contact me at meaddp@meadconsultinggroup.com or (303)660-8135.

Best regards,

Dave Mead                

Tuesday, May 7, 2024

Using customer profitability to become customer-centric

 [Editor’s Note: We have assisted many clients in gaining a better understanding of their customers and profitability. We pulled this article from the archives. We hope you find it useful.    – dpm]

Some companies calculate the net profitability of every one of their customers every month! Why? Because they have discovered that the company profitability is built “one customer at a time” and that all customers are not the same.


What should be included in your calculation?

Every cost in a company should be allocated to a customer. In a manufacturing company, for example, costs should include the product cost, freight and delivery, cost of generating and processing an order and collecting from the customer (from sales, sales support, customer service, technical service, order entry, scheduling, rent, warehousing, picking, staging and loading, insurance, accounting, credit and collections, terms, warranty costs, cost of capital for plant, equipment, information technology), R&D, and corporate overhead.


Why spend so much effort at this micro level?…Because companies have discovered that examining profitability at the customer level provides not only amazing data about the cost of acquiring, servicing, and maintaining customers, but perhaps most importantly can provide insight into new product and service opportunities to gain a better share of their best, most profitable customers.


Cost of serving customers. One of our distribution clients found that, due to the cost of processing and special packaging an order, order size was a far greater determinant of profitability than gross margin. Product and pricing was adjusted to reflect the value of special packaging, while introducing new standard packaging that covered a broader number of customer needs.


Cost of acquiring new customers. Another client discovered that marketing programs that were designed to grow revenue were inherently flawed. One program, (judged a great success since it added $7 million in revenue by the second year) added customers that cost $2,000 to acquire, but who only generated $1,350 of profit during their tenure as a customer. In truth the company lost $650 on each new customer acquired under this program.

                                                           

Insights into best customers. Opportunities to cross-sell additional services and products. One client found that its best customers in the construction trade were notoriously poor planners and had difficulties forecasting demand. By providing a rather basic scheduling service for these clients, it now provides better service at lower costs and charges a premium price. It has solved a real issue of pain for both customer and supplier …AND…with the increased knowledge about the customer’s needs, it has begun to develop and sell additional products to their best customers.


Calculating Profitability per customer does not require a significant new investment in Information Technology or Accounting Systems? Most of the small and middle market businesses we work with have implemented some form of customer tracking software and cost tracking software(CRM, Manufacturing, Order Processing, etc….some may have Activity Based Costing) which is sufficient to get started. Following the customer interaction through the company’s business processes and establishing some cost allocations is the next step. This is an iterative process with calculations and allocations improving over time. Typically, the segmenting of customers by profitability is easy to discern and companies find that they can begin to implement measures quickly.


Focusing on customer profitability is key to becoming a truly customer-centric organization. Calculating net profitability by customer is the start – sustainable improvement to company performance requires changes to strategy, structure, organization, culture, and measurements.


Companies are generating outsized improvements. Mead Consulting clients that have embraced customer profitability have enjoyed significant improvements in performance both in revenue as well as profitability. To see more information on some of our client improvements, visit our client success stories page.


In work with our clients, we utilize proven methods designed to center the business around customer profitability. If you would like more information, please contact me.


For more information on the process to unlock profits, please contact me at meaddp@meadconsultinggroup.com or (303)660-8135.

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Monday, April 8, 2024

Looking to Unlock Profit Growth? Look in your own Backyard.

 [Editor's Note: Recently I have had a number of conversations with business owners and CEOs about sustaining profitability. I thought I would reach into the "article archives." While we have published this a couple of times over the past twenty years, it is still relevant. - dpm]


Looking to Unlock Profit Growth? Look in your own Backyard.


Tier your customers by profitability by creating a profit map.  A profit map is a clustering of customers, products, services, and transactions by profitability, and an analysis of the key profit drivers. This forms the basis for rapidly improving a company's profitability through careful management of the details of the business without the need for major capital expenditures.


Let's look at the profit mapping process, using the example of a distribution company. The process has five steps.


Decide to analyze profitability at a "70 -80 percent accuracy" level. Some companies spend a huge amount of time and money setting up an activity-based costing system that is much too detailed. All too often, the measurement becomes the project, and after endless debates, many projects lose momentum before they are translated into actions that hit the bottom line.


The most important results usually will be very clear from rapid, intelligent analysis using best knowledge and rules of thumb. Once a profitability picture emerges, it makes sense to improve the accuracy only where better information will change an important action. In most companies, after the analysis is over, the managers institute only a few high-leverage initiatives.


Construct a profitability database for the company. Select a time period, often two to six months, that is representative, and load the full set, or an excerpted set, of transactions (i.e. order lines) onto a computer. Each transaction should carry crucial information including the identity of the customer and product, as well as special services. Next, develop cost functions and use these to net the transaction's gross margin (GM) 


In developing cost functions, it is generally best to allocate costs using an easy-to-measure variable. For example, allocating operations costs by transaction or order line usually works well, as each line entails order-taking and picking. Inventory carrying costs can be handled by rules of thumb, such as holding "A" items for two weeks, "B" items for four weeks, and "C" items for eight weeks. Transportation costs can be allocated through simple decision rules based on customer location (region, near to or far from a distribution center). Where a sales call is needed to take an order, that portion of the selling expense can be allocated by orders. Other costs can be similarly allocated with reasonable accuracy.


It's important to allocate all costs, including general overhead, for two reasons: (1) this enforces the discipline of viewing the whole cost of the business when determining whether to keep or change a major component; and (2) this ties the analysis directly to the company's financial statements, ensuring credibility and accurate projections.

  

This process will yield a database of transactions, each with revenues, GP, and NP. The database can be analyzed to display account, product, and transaction profitability. It will show you where the big pools of profits and losses are. The database also can be used to project the impact of changing the account and product mix, as well as changing the cost of key elements of operations and sales. The former shows the effect of focusing the company on high-profit market segments, while the latter shows the effect of altering the business model to change "bad" customers into "good" customers.


Model a customer - Determine the characteristics of the Chosen CustomerChoose a few customers and products that are reasonably representative, and look carefully at their economics. Try choosing a large and small customer each from a few key market segments, and a fast-moving and slow-moving product from each of a few key product families. Ideally, you will have about six to twelve representative situations to examine closely.


For each customer, look methodically at the profit drivers-revenues, margins, and costs-for different products. Try different business model configurations such as changing the order interval, sales interval, or service interval. Look at the pricing, both price levels and price mechanisms. Altering the product mix and developing substitution programs also can provide valuable levers for profit improvement.


Here, you are looking for "profit levers". Once you have found effective profit levers, check several other similar customers to be sure you can generalize your findings.


Modeling the effects of key profit levers on representative customers works well for three reasons: (1) it will be intuitively clear which elements of the business model (e.g. order pattern) can be changed and what the effect will be; (2) you can actually call the customers to see what their reaction to the potential changes would be; and (3) it will be easier to explain the changes using concrete examples when you "sell" the initiative to your colleagues.


Project to the whole business. Divide the entire business into clusters, or market segments, that are similar to the customers and products you've modeled. See where the big pools of profits and losses are now, and what the profit impact would be of making the changes. This will tell you what's most important to do.


With this picture of current profits and profit improvement potential, you can identify the few high-payoff actions that your company can take relatively quickly. First and foremost, act forcefully to secure the high-profit segment of your business. Only then institute a process to improve the profitability of the marginal part of the business. This process probably will include training front-line sales and operations associates in day-to-day coordination to improve profitability to its highest potential.


What about the unprofitable customers? Here's what the CEO of a major service company said about exiting unprofitable business segments or customers:  

"Before exiting, give them a chance to pay higher prices or modify the profit levers. We did exactly that. We knew our profitability was eroding. Through analysis, we found a business segment where we were losing money. Profit analysis allowed us to determine what changes would be required to generate acceptable returns. The underlying issue was not pricing-it was order pattern, order size, and delivery requirements. Before exiting the segment, we told our customers what we needed in order to continue servicing them. To our pleasure, they agreed to make the changes, and we saw a quantum improvement in profitability in six months!"

 

Finally, phase out the parts of the business that cannot be made profitable. This will be counter-intuitive and some in the company will resist, but keep your eye on the huge upside to refocusing 20-40 percent of your sales force and operations assets away from tending unprofitable business and toward aggressively growing your share of the highest-profit end of the business.

 

Institutionalize profit mapping. Reflect on the value produced by determining the tiers of customer profitability ("profit mapping") and decide to institutionalize the process. Repeat the analysis every three to six months. Once you have set up the analysis, subsequent rounds will go very quickly. The process itself will build teamwork and it will become a new way of looking at the business. In parallel, build profit mapping into the new account qualification process. As your profitability improves, new opportunities will constantly be created. The better you get, the better you can get.

 

From financial information to action.

The services company CEO mentioned above reflected on his experience with profit mapping, "Financial systems often do not have the information that you need. If they did, the problems would have been solved long ago. To be truly effective, you need to create a cross-functional team that understands how the business operates. This will allow the conversion of financial information into management information which, through analysis, will lead to action."

 

By the way, how do you hunt for profits? By looking in your own backyard-again and again and again! In work with Mead Consulting clients, our clients use proven methods designed to center their business around delivering continuous value to the best customers. Revenue and profit growth can be realized in the first 90 days of implementation.

¹Excerpted from an article by Jonathan Byrnes, The Bottom Line: The Hunt for Profits, HBSWK Pub Date: Nov.11, 2002


For more information on the process to unlock profits, please contact me at meaddp@meadconsultinggroup.com or (303)660-8135.