| Businesses should never be complacent about their
continued success and they should constantly review their operations to ensure
they are maximising their return and planning for a future where increased
competition and price pressures are likely to be the rule rather than the
exception. So what should business owners do to review their operations with
a view to maximising their returns? Well business profitability is a function of
a number of factors which need to be considered both individually and
collectively. They fall under the following major headings. And they
are:
- Sales/Turnover
- Gross Profit
- Expenses
- Taxation
This is actually the order in which these
headings appear in your financial statements but they are all inter-related and
steps taken to improve one heading can adversely impact on other areas so the
key is to consider any measures collectively. Remember the goal here is to
maximise the after tax return for the business
owners. Sales/Turnover: Curiously you don’t necessarily have to
increase sales to improve profitability; in fact it can happen that reduced
sales will improve your bottom line return. What you need to do is critically
review your sales number and see how much it actually costs you in purchases,
employee time, shop space, expense overheads etc to generate those sales, and
compare the results to other areas of your business. For example if you were
running a pub this might be a review of your food versus drink sales and the
costs associated with each. What might result from this review is that you
identify that some areas of your business simply are not profitable enough so
you may decide to either charge more for the service or discontinue any loss
making activities. Gross Profit percentage: Your gross profit
percentage measures the difference between the sale of goods to your customers
and the cost to you to purchases those goods. What affects the gross profit
percentage is the cost to you to purchase the goods and the price you can charge
to sell those goods. Firstly you need to look at purchase costs to see if goods
can be sourced cheaper. This review needs to be ongoing in every business as the
cheapest supplier today may not be the cheapest supplier in three months time.
Secondly you need to review your pricing structure. Are you too dear or too
cheap? If you are too dear then sales will be depressed and this will affect
turnover and profits, if you are too cheap then you are not maximising the
profits and are selling your wares for insufficient return. Striking this
delicate balance is not easy so pricing policy needs to be constantly
reviewed.
Expenses: Expenses can be deceiving. Often businesses
only realise what the actual associated costs of running the business are when
they receive the financial statements from their accountant. This is a bit too
late to address any excess costs. Every expense heading needs to be reviewed to
ensure the business is getting good value for the money it spends (and yes, this
does include the accountants’ fees!) Good value doesn’t necessarily mean
cheapest however. Skimping on the insurance premium because you omit a few key
facts can have disastrous consequences as can getting cheap “fireside” tax
advice! You just need to review all your service providers (like electricity,
telecommunications, insurance, bank charges and interest, advertising,
professional service providers etc.) to ensure you are getting good value for
your hard earned money. Taxation: Taxation is a real cost to
business and one which a business neglects at its peril. However there are ways
in which a business can work to legally minimise its tax bill through various
revenue approved schemes. As tax can be peculiar to businesses circumstances it
isn’t advisable for me to give general advice as each scheme needs to be
tailored to individual businesses, but in general it involves allowances and
deductions such as approved expense claims, pension planning, family employees
and tax designated investments among others.
A
profitability review is a constant requirement for those in business. It is
necessary for each business to constantly review their sales mix, pricing and
strategy and to tackle costs both from suppliers and service providers.
By
improving the underlying profitability of the business you are ensuring that you
are capable of facing increased competition and challenging business conditions
in the best possible shape and therefore safeguarding your assets and income
security into the future.

Mannion Lochrin & Co., Chartered Accountants & Registered
Auditors, Market St, Clifden, Co Galway Telephone: 095 30030 : Fax: 095
30031 e-mail: info@mannion-lochrin.com
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