Why is Benchmarking Important in Business?

“Did you ever imagine that you could get confidential, real time, comparison of my business with other businesses in your industry sector, so easily.  You can’t see individual business data but you can now directly compare your business to your peers as a group”

Benchmarking is a systematic process for comparing business performance or processes in different organisations, or between groups of organisations, to learn whether, and how, things may be done better.

The purpose of benchmarking is to improve performance or services by identifying where changes can be made in either what is done or how things are done. The best businesses have long been making comparisons between themselves and others without necessarily labelling the exercise as benchmarking. However, true benchmarking is more than just ranking yourself against others or creating league table.

Benchmarking differs from other improvement techniques because it:

• focuses on excellence;

• involves detailed comparisons;

• pools shared information to benefit all the contributors; and

• encourages front line managers and staff in seeking out and implementing change.

Key Benefits of Benchmarking for your business.

“As an advisor I can now see the impact of the help I give my clients on a month to month basis.  Imagine how much more effective that makes me as an advisor!”

Financial benchmarking can provide businesses with the evidence they need to identify significant differences in resource management, which may suggest there is scope to do things better, to improve efficiency, reduce costs or identify potential savings.

How does it work in practice?

Typically, businesses will contribute their information about their own financial performance to an independent confidential organisation so comparison can be made to grouped data from similar businesses. There is, however, sometimes merit in a business comparing itself with a different type of organisation that may be facing similar challenges. For example, a service business that struggles to grow sales may learn some useful tips by comparing its approaches with say, service businesses of a different scale.

The benchmarking service enables businesses to request charts that compare their income and expenditure profile with that of similar businesses. The service includes information for all maintained businesses in Australia through individual businesses regularly uploading their own business data. Typically this is at the end of each month and provides close to real time comparison for your business. Any business can subscribe to use this service. Reporting is available for Key Performance Indicators (KPI) like profitability, return on investment, liquidity, capital structure, productivity and activity. Reporting is also available for the standard profitability performance. High level comparison is available within your industry sector and your rank within a specific peer group like an industry association, without disclosing your actual data or rank position to that association or to other members of the group. This comparison is between your business and the aggregated data only where there are more than five businesses in the group.

Find out about joining the hundreds of other businesses that subscribe to the benchmarking service

So how can I use benchmarking in the current economy?

An example is a business that suffers a significant decline in sales due to economic factors. They can compare themselves to others in the industry to identify if this is industry wide or actually their individual business. No, this doesn’t solve the problem, but it helps to identify the potential causes. Then the business can monitor it’s performance compared to its peers and work out what actions are more or less effective than its peers during the recovery phase.

Data and Access Protection

You cannot see anyone elses data and no one can see yours.  You can only comapre your results to the overall results of your industry sector or group.  Data is uploaded to an independent third party secure server and access is only available to staff with adequate security clearance and then only for the generation of reports. Once you upload your data we will be able to generate reports for you that compare your performance to the grouped data from similar businesses in your peer group or industry sector.

By Virtual Advisor

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Implementing a business strategy is often slowed down or even put on hold because of having to deal with day-to-day operational issues — like fighting fires.

Fighting fires often takes the management team on an extended journey of dealing with the demands of “immediacy” or the focus on the here and now rather than the future.

There is a simple way to deal with this issue; all it requires is the will to make it work and the discipline to act.

Start with setting time aside for the management to meet on a regular and structured basis. Make sure the timing is immutable and that all key people commit to the process. Take the meeting off line from the business or make it after hours if necessary.

This meeting should be set up, say monthly, with a specific agenda to deal with strategy-only topics.

The operational plan and budget should be driven from the revenue targets in the strategic plan.

Medium or even some smaller sized companies should consider creating their own “Office of Strategy Management” This could comprise in house team members coupled to external professional advisors that help to coordinate the activities needed to manage the strategy.

Naturally the executive team still needs to maintain their focus on operational improvement as well.  However in today’s environment planning your strategy and carrying it out is critically important.

Here are the key action points to consider.

• Develop the strategy based on where you want to be.
• Plan the activities needed to make this happen.
• Align the organisation so there is support for the strategy.
• Devise the action plans to make the activities happen.
• Monitor and learn.
• Test and adapt.

by Neil Fairley

Workforce Advisors Group

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10 components for success in business – parts 8, 9 and 10.

8. Comprehensive Corporate Profile

A corporate profile contains all the relevant information and documentation. Before companies meet you to explain your goods and services, they need to be convinced by what they see in your profile. A profile is almost like a CV of your business . Some corporates are creative enough as they make the profiles on interactive DVDs or CDs which they send out to the corporate work. Your profile would generally contain what you find on the main website of the company. It covers your background as a business, your vision and values, it also gives details of product lines you specialize in, the team’s individual write-ups (miniature Cvs) which spell out skills and experience, reference sites where you have provided the services before. This document speaks on your behalf in your absence hence it has to be of high standard, something that encourages the customer to continue reading. The marketing team can be used to come up wit this plan.

9. Research and Development

The strength in every leader is the ability to manage change, to be able to run the business based on best practice and setting standards that many would want to follow. To do that a great amount of time and money must be spent on R&D. When you do this you will find out how not to do certain things, avoiding the pitfalls of others and most importantly you stay abreast with latest trends. Excellence is achieved as you continue to for the development not only of the product but of the employee who is also a producer. As you research and get knowledge, pass it on to those in your team.

10. Safety, Health and Environment (SHE) Policy

It is no longer possible to just do business without considering the impact we make on the environment. The world is going green , eco-friendly products and processes. Before you make your packaging, consider what it does to the environment on disposal. In your production line, the safety of your employees is of utmost importance. Unsafe environments can easily be shut down by authorities. If you produce goods in filthy environment, you will endanger both the employee and the consumer. Any industry which is production oriented, manufacturing, factory, heavy machinery based processes calls for leadership to put priority on SHE. What use is your mining venture if in one minute you can lose 400 employees in a shaft? If you cannot invest in SHE, the best advice one can give change the line of business rather than risk people’s lives.

This is the last post in this series of 10 components for business success.

Stay tuned for more blogs soon.

Kind regards,

Virtual Advisor

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10 components for success in business – part 6, and 7

6. Procurement Policy

Do you strategically source your inputs and stock? When you have a sound policy, you remain competitive in your market. Always avoid middleman in instances where you can buy direct from source. Avoid keeping stocks which will not move. Use the sales reports to determine what kind of products to stock. You need to setup authorization levels for procurement. You do not want to be suddenly shocked by huge invoices. This system should work closely with the budget tool. If it is not budgeted for, it will not be procured unless by special arrangement with leadership. This policy should allow for regular reporting on stock and procurement activity. That way you make informed decisions ahead of time.

7. Communication & Reporting Strategy

Internal and external communication structures can easily become the resistors for smooth flow of information and hence slowing down of decisions that need to be made timeously. As the CEO, or head of department, you need to take time to communicate vision and spell out the goals and objectives. Regular meetings with team members keeps you informed of issues as they arise not after incubation. You are able to decide on the way forward reducing any impact to the organization. In all the systems mentioned, be it financial, HR etc. there is a regular generation of reports. This tool spells out deadlines and how often reports should come out. Who is privy to which reports? A system is only good to the level to which it can give feedback to leaders for them to make informed decisions.

… to be continued next week.

Kind Regards,

Virtual Advisor

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10 components for success in business – part 4 and 5

4. Marketing and Sales Plan

You may have the most brilliant product there is on the market but without the clientele knowing about it, it will not translate into revenue. A marketing plan is meant to raise or increase your presence on the market. You strategically assess each of the product or service you provide and determine how to roll-out the awareness campaigns and launches through various media such as internet, radio, television and print media. You cannot talk of market awareness without referring to brand awareness. Your brand identifies you and leaves an indelible mark in the mind of those who see it. Your marketing team should follow a brand manual which spells out your logo, accepted fonts etc. You must always ask yourself the fundamental question who out there needs our services and may not know about them? This plan will help you achieve just that.

5. Human Resource Plan

You can have all the systems you need for your business and all the capital necessary for you to take off but without people to run the systems and execute the plans, business success remains a far-fetched idea. You need a sound incentive system that looks at rewarding high performers. How do you motivate and keep the employees you have? Do you have a performance management system? What are the criteria for recruitment to specific jobs? Review job specifications / expectations and perform job evaluation. Where there is no HR System or plan, employees do as they please. HR system will help you manage induction, discipline and mentorship of recruits. Love people and see how they increase in productivity.

… continued in the next post.

Kind Regards,

Virtual Advisor

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10 components for success in business – part 2 and 3

2. Strategic Plan and Business Plan

A strategic plan a mandatory document for the growth and development of the business. As the name suggests, it contains business strategy which encompasses, the vision, values, strategic goals and objectives and all the necessary resources required to achieve the stated goals. A strategic plan can be one year, 5 or even 10 year plan. Take leaders away on a brainstorming strategic session rather than one person sitting down to formulate a strategy without consultation. Just because you are the founder does not mean you can do it all yourself. Get external assistance to help you dream better. Your strategic plan has direct effect on future business performance. A business plan is similar to a strategic plan and it contains most of the financial documents but most importantly projections of anticipated performance in the future. Banks look at your business plan in order to give you loans for capital expenditure or normal operating income.

3. Management Information System & ICT

It is important to note that the Information Age we are operating in calls for organizations to strengthen their access to Information and Communication Technology and usage of business intelligence tools for decision making. Online transactions have become the order of the day. Your clients are not just in their office. They live on the internet. ICT is no longer just a cost center but a revenue driver. You will gain more revenue as you maximize your presence online and your efficient electronic communication. There are different Management Information Systems available commercially to meet your industry specific situation. Sometimes you may need to engage a software developer to create your system from scratch in situations where there is no solution readily available on the shelf (tried and tested).

… continued in the next post.

Kind Regards,

Virtual Advisor

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10 components for success in business – part 1

What tools do I need to run my business?

Your understanding and correct use of the available business tools will determine how far the business goes. Regardless of size, every business needs tools to setup, administer and properly run. Some of those tools are purely financial in nature. A fair understanding of finances is necessary for every leader regardless of profession. You ignore your financial performance at your own peril. You are able to make better, informed and calculated risks or decisions whenever you know the financial implications. Every decision you will ever make has a financial implication; it will either increase your financial position or reduce your financial balance. You should never be surprised why and how you seem not to have enough money for your needs when you are not able to monitor income and expenditure patterns. This article may not make you an accountant or finance manager but it is meant to give you a few tools that are pertinent in giving you some grounding on the subject of finances. Other business tools are covered which when made use of can maximize the potential of the business .

1. Knowledge of Finance Basics

I will highlight the few financial tools. I also recommend such courses as Finance for Non-Financial Managers. The points below will give you a jump start and possibly give you enough appetite to go a little deeper.

Income Statement

Sometimes referred to as Profit and Loss Statement Profit is the money you remain with after trading or selling your merchandise. It is the sum up all your sales invoices (income) minus all costs involved in the sale. The balance is a gross profit. In situations where you find yourself without money enough to finance your costs, we say you made a loss. A loss making position will drive you out of the trading position sooner than later. Every wise CEO always endeavors to lower the costs of production as much as possible so as to make goods and services affordable and competitive in pricing. That way you are able to sell volumes which increase your profitability. A profit and loss statement will include Total Sales (T), Cost of Sales direct costs(C), Gross Profit (which is simply T minus C). You also have Operating Profit which is profit before interest and taxes (PBIT). When you have removed all the interest and taxes you come up with Net Profit or Net Loss.

Cash Flow

Every business has a prerogative to generate cash. A cash flow statement will show clearly what happened to the cash you have been generating. Cash refers to hard cash which is Cash on Hand, petty cash, and cleared funds in the bank as well. I am saying cleared because you can not make a decision on money which is not yet reflecting as available. What if the cheque bounces, or transfer is reversed? I used to value the Profit and Loss statement more than this until I realized that this statement tells me whether I am generating cash or I am simply consuming it all up. It is important to note that even though you may be having a profitable position according to the Income Statement above, you may be using up all your cash and soon face the wrath of bankruptcy.

Balance Sheet

This is the document that shows us our asset levels. Whenever you purchase assets for your organization, the value should be recorded as per invoice. Over a period of time the asset goes down in value (depreciates) or it may increase in value (appreciation). It is important to keep a track of this value as it helps you to know when to replace the asset. A balance sheet will inform you about the value of the business . It is tragic to judge a business by the bank balance as all that could be funds waiting to be paid out. A balance sheet includes fixed assets such as land, plant equipment, vehicles and current assets which include cash in bank, stock levels and what customers (debtors) owe. The two asset types added together give us total assets we have. It also includes the company’s financial obligations (liabilities) which may be classified into long term liabilities (loans payable after long periods e.g. 5 year loan) and current liabilities (short term loans, what is owed to suppliers / creditors). In addition you need a record of all assets with their serial numbers and values in a book called Asset Register.

Budget

This is a financial plan which shows a projection of where we expect to get funds from and where we also expect to spend. A budget is a wise inference made based on studying previous behavior. It helps the leaders to manage costs. In well managed businesses , they will not spend on what is not budgeted for. Where expenditure surpasses budget, the respective department has to answer questions such as why? How come? What can be done next time to stay within budget? A comparison of budgeted versus actual figures is always important at the end of each month. Since a budget is a forecast of future performance, there is need to know the historic performance of a company especially in the recent past with consideration of any changes in the environment. A budget can only be useful to the degree it is realistic and reflective of the economic environment the company operates in. The budget tool is a useful tool for every leader. Get everyone section, division or department come up with their own budget which you consolidate to the main corporate budget.

… continued in part 2

Regards,

Virtual Advisor

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Some small business owners don’t feel that building a brand is relevant to them… think again!

There are so many things that need to be done when setting up your new business. One of the many critical things is creating a brand for your small business. A brand is important as it adds value to your product or service, assuming that what you provide is of good quality. A brand also helps your customers to recognize your product over your competitors’ products and this will help encourage them to buy from you instead of them.

Branding is mainly for the purpose of showing the customer that your product is a step up or better than any of the other products in the market. A good brand usually represents a high quality product or service. It will lead customers to begin to rely on that product or service and they will hopefully start to tell all their friends about it as well. Word of mouth is one of the most effective methods of marketing and it can begin with good branding for your small business.

As you begin to create a brand for your business you need to know who your target audience is going to be. Scope out the demographics so that you can build them into your brand. These demographic considerations can be branded in the way words, colour schemes and graphics of your logo. The final result should appeal to the audience you are targeting. An effective brand is one which will catch the customer’s eye and they will recognize the product and what it is for, rather than just recognising the business behind the product. Make sure you understand the needs and wants of your audience. Create a brand which outdoes the competition, so that people will be drawn to your service or product.

The most important part of creating your brand is establishing a promise and guarantee that you will provide a great product or service. A successful brand will help establish the reputation of your business if it can demonstrate this to your future and current customers. Creating a good brand will create trust. It will make a statement saying that you will live up to and back up your product when it comes to quality, competitors’ prices and customer service. Successful branding is putting your service or product up above everyone else’s and making sure it stays there.

Creating a brand for your small business could be the key component that you need in order to succeed. A good brand will help create trust between you and your customers. Finally, make sure you do your research first and then build your brand around it and your target audience.

Regards,

Virtual Advisor

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When times get tough, the tough get going.

Research tells us that a downturn is the one of the best times for the marketing department to stand out and serve the company well.

Normally, in a downturn most CEO’s will look at cutting costs across the business in order to offset a decline in revenue and marketing budgets are most commonly the ones to be cut.

Often the strategic value of good marketing is misunderstood so during a downturn its function and expenditure is likely to be challenged more than other parts of the business.

The answer is to demonstrate the return on the marketing spending so that it doesn’t become a cost center where your budget is calculated as a percentage of revenue, but rather a profit center where the budget allocations are seen as providing positive returns.

This is more important today, especially in light of some recent findings that the impact of marketing can be stronger during downturns than during the good years.

A good example of this is ability to grow in tough times is Microsoft during the early 90’s. The company believed it had great value in their new product offerings so they got behind them with an aggressive marketing. This propelled the company from being big into a massive behemoth.

A current example, in spite of negative news about global economies is Apple’s aggressive marketing of its iPhone which are doing spectacularly well.

Don’t  slash your marketing budget because now is a wonderful opportunity to think through the customer centric mission of your business and not succumb to blaming the downturn for revenue loss.

Think through your organisational goals and examine all elements of the business and ask yourself “why” a specific area or areas are not performing well.  This will provide you with an indication of the true value being created by that part of the business.

In good times, taking time out to reflect on the business and to define what it could do better doesn’t happen because money is coming in and companies don’t feel the need to challenge themselves.

by
Neil Fairley

Workforce Advisors Group

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This week we continue with our Marketing mini series and take a closer look at an old marketing favourite – the SWOT analysis.

An important part of market research is understanding your current market position.  To assess your current situation, you need to undertake a marketing audit using a SWOT technique.

SWOT analysis is a process by which you analyse you current business characteristics and the environment in which your business operates.  SWOT stands for:

S - Strengths
W – Weaknesses
O – Opportunities
T – Threats

From this assessment you can build a plan or strategy.  You can also apply it to your competitors so you can learn their strengths and counter them, and exploit any weaknesses where you have an advantage.

It also helps you to recognise opportunities and threats.  It can help you get into the product life cycle at the right time, or prepare to get out before the market declines.  In short, it helps you to plan your strategy or your direction rather than leave it to change.

First look at your business; where are you strengths and weaknesses?  Strengths are those things that you are good at and the things that make you business prosper.  Write them down.

Now have a look at your weaknesses.  Weaknesses are those things that you do not do as well as you think you could and are able to improve.  Write them down.

Strengths or weaknesses could appear in any of the following areas

Finance- cash flow, debt/equity, level of assets, profitability, capital available,

Production – plant & equipment, quality control, research & development, patents, production methods

Marketing – customer base, price structure, distribution, location, promotion, product range

Personnel – staff size, key personnel, morale, leadership, communication

Next look at the opportunities and threats in the external environment.  Opportunities are those areas where we may sense there are currently gaps in the market not being filled.  this could be because of changes in technology or in customer preferences.  Write down the opportunities.

Now look at the threats you face.  Threats are factors which could affect your business in the future and over which you have little control, often caused by changed competitive or economic conditions.  Write down the threats.

Opportunities and threats may be in the following areas:

Competition - new competitors, import competition, aggressive competitors,

Economic – inflation, interest rates, credit availability, unemployment

Government Policy – taxation, imports & tariffs, legislation

Social - changes to customer preferences, social values, population changes

Technology- new technology, changing cost structures, obsolescence, new products

Suppliers – mergers/monopolies, prices, distribution, competition

You have now completed a basic marketing audit which will assist you to develop an integrated marketing strategy.  To develop the strategy you need to see the whole picture.  To do this complete a SWOT grid.

An overall picture should now be a little clearer; the strategy you should follow may even just make itself obvious by completing the grid.  Let’s look at an example.

The business is a small shoe manufacturer based in Brisbane.  The SWOT grid looks like this:

In order to:

• Minimise weaknesses or convert them to strengths
• maximise strengths
• avoid threats
• capitalise on opportunities

What should this business do?

Look back at the SWOT grid; are there any strategies that become obvious?  Before reading any further write them down.

There are many potential strategies for this business but perhaps an obvious one looks like this:

• concentrate on quality shoes.  There is a growth in quality shoe sales and the Australian devaluing dollar has made imported shoes more expensive.
• minimise cheaper lines.  Increasing cheap imports and tariff cuts will make these lines even less profitable.
• develop a wider range.  There is more design expertise available and more sales in this area means a greater opportunity to target specific markets.
• Update plant and equipment.  To restore profitability and deal with competition, cost-efficient manufacturing is necessary.  Finance may be available by mortgage over buildings.

Take a moment and conduct a SWOT analysis on your own business.  It may just surprise you what opportunities are out there.

Virtual Business Advisor

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