544 Understanding Business Finances Beyond the Basics: Advanced Metrics for Growth

Financial and Lifestyle Freedom for UK Business Owners

In this episode, Annette dives into the advanced financial metrics every small business owner should be tracking to grow their business. Learn how to calculate and improve your profit margins, manage your operating cash flow, and measure your return on investment (ROI).

These three metrics give you a clearer picture of your business’s financial health and help you make smarter decisions.

What You’ll Learn:

- How to calculate and improve your profit margins.

- Why operating cash flow is crucial for day-to-day business stability.

- How to measure ROI and make smarter investments in your business.

Resources Mentioned:

- Profit First Instant Assessment Template (Free Download)

- Cashflow Planning Template (Free Download)

- The Profit Plan (Kindle Book 77p)

Connect with Me:

- Instagram: https://www.instagram.com/annettefergs/

- LinkedIn: https://www.linkedin.com/in/annettefergusonuk/

- Website: https://www.annetteandco.co.uk/

Transcript

We’ll be talking about three key financial metrics that are essential for the long-term health and growth of your business: **profit margins, operating cash flow, and return on investment (ROI)**. These metrics give you a deeper understanding of how well your business is really doing and where you need to make improvements. So, let’s jump right in!”

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#### **Segment 1: Profit Margins (3-5 minutes)**

“First up, let’s talk about **profit margins**.

**What are profit margins?**

Simply put, profit margins show how efficiently your business turns revenue into profit. There are three main types: gross, operating, and net profit margins.

- **Gross Profit Margin**: This is your revenue minus the cost of goods sold, or in a service-based business, the cost of delivering your service.

- **Operating Profit Margin**: This includes your operating expenses—things like rent, salaries, and utilities—giving you a clearer picture of your day-to-day profitability.

- **Net Profit Margin**: This is what’s left after all expenses, taxes, and interest are taken into account. It’s your ‘bottom line’ profit.

**Why does this matter?**

Profit margins tell you how well you’re managing your costs and pricing your services. Higher margins mean you’re keeping more of what you earn, which makes your business more sustainable.

**How can you improve profit margins?**

There are two main ways: increase your prices or reduce your costs. Sometimes it’s as simple as streamlining your processes or eliminating unnecessary expenses. I cover this in detail in my free **Profit First Instant Assessment Template**, which you can download to evaluate where your profits are going and where you can improve.”

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#### **Segment 2: Operating Cash Flow (5-7 minutes)**

“Next, let’s move on to **operating cash flow**.

**What is operating cash flow?**

This metric measures the cash your business generates from its core operations. It’s not the same as net profit because it focuses solely on cash transactions—money coming in from sales and going out for expenses.

**Why is cash flow so important?**

Even if your business is profitable on paper, without strong cash flow, you can’t pay your bills, employees, or invest in growth. Positive cash flow means you have liquidity, giving you the flexibility to cover day-to-day operations and make strategic investments.

**How to improve cash flow**:

1. **Shorten your receivable cycles**: Get paid faster by reducing payment terms or offering discounts for early payment.

2. **Manage expenses**: Delay non-essential spending during lean months and prioritize what’s necessary.

3. **Increase sales without increasing costs**: Upsell to your current clients or introduce new services that don’t significantly add to your expenses.

If you’re unsure about your cash flow, download my **Profit First Instant Assessment Template** and start tracking it today.”

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#### **Segment 3: Return on Investment (ROI) (5-6 minutes)**

“Finally, let’s talk about **Return on Investment (ROI)**.

**What is ROI?**

ROI measures how profitable an investment is. It can apply to anything from marketing campaigns to hiring staff or buying new equipment. Essentially, it tells you whether the money you’re spending is giving you a good return.

**How do you calculate ROI?**

The formula is simple:

ROI = (Net Profit from Investment / Cost of Investment) x 100.

Let’s say you spend £1,000 on a marketing campaign that generates £5,000 in new sales. Your ROI would be 400%, meaning that every £1 you spent returned £4.

**Why ROI matters**:

By tracking ROI, you can make smarter decisions about where to put your money. If something isn’t giving you a good return, it’s a sign to shift your focus elsewhere. This applies to all areas of your business—marketing, staff, equipment, and even training programs.

Maximising ROI is about investing strategically