Accounting

Management Accounts – Part three in a series of three blogs.

In this the final of a three part blog we look at Marketing for Profit using Management Accounts, how Management Accounts are produced and what to do with Management Accounts outside of the business.

Marketing for profit using management accounts

Suppose you sell £2,000 of product in a month and your direct cost is £1,200, your gross profit is £800 which is a gross margin of 40%. To improve profits the tendency is to focus on sales. A 10% increase in sales will generate £80 more profit but a 10% increase in margin to 44% would increase profits by the same amount without the significant effort required to increase sales.

To put it another way if the margin dropped to 36% you would have to increase sales by 10% to stand still. But if you don’t have management accounts you cannot know what is happening to your margins. Thus without management accounts it is difficult to optimise profitability.


Once you know your gross margin as a percentage of sales you have the knowledge to experiment with price changes as part of your marketing mix, without the danger of going bust because your margin is wrong. If sales are not too good, many business owners think the best thing to do is trade their way out of the problem by reducing prices to win more sales. Whereas in many cases this is the worst thing to do, as it often has a negative effect on profits. Management accounts may show that increasing prices could be the better option.

Take the following scenario. For a product selling for £10 with a gross margin of 25%, reducing your price by 10% to £9 means you have to sell 66% more to make the same profit as before, (£250), yet increasing your price by £1 to £11 means you can afford to sell almost 30% less units and still make as much profit. The route to increased profits can often be through price increases, rather than price reductions.

Sale Units Sale Each Cost Each Gross Profit Each Gross Profit Total
100 £10 £7.50 £2.50 £250
166 £9 £7.50 £1.50 £249
70 £11 £7.50 £3.50 £245

Which is more likely to happen, price up by £1 per unit and sales fall by 30 units or less or price down by £1 per unit and sales up by 66 units or more?
 

How are management accounts produced?

The first requirement is a sound accounting system. This need not be complicated, but it needs to be sound. This might be Sage, Xero or even just Excel, but whatever it is someone who knows what they are talking about should check its soundness. It’s a matter of opinion as to who is capable, but a qualified accountant would be a good starting point. This need not cost a lot, sometimes it’s free but it’s an essential one-off check because if your accounts are unsound they you will produce unsound or misleading reports and hence you may make wrong decisions.


Armed with sound information it’s then quite straightforward to design reports to your requirements, even for a small business with modest accounting skills. You might need help but it will probably be worth the investment.

What skills are required to produce management accounts?

This is a bit tricky to answer because to a certain extent it depends on what they are being used for but generally the book-keeper, with possible assistance at a month end, needs to be capable of covering the following:

A bank reconciliation – absolutely essential, you must prove that you have this and not assume anything. If in doubt check with your accountant, it’s a 10 minute job.

• Reconciliation of VAT – usually not done

• Reconciliation of PAYE & wages – usually not done

• Sound up to date sales ledger i.e. debtor information

• Sound up to date purchase ledger i.e. creditor information

• Stock and work in progress if your business has changing values

• Accruals & prepayments – usually not done

• Depreciation

But beware – only top book-keepers achieve all of the above so take very special care when recruiting as you will be putting all your trust in this one person. Thoroughly check references and find someone to check their skills, perhaps your accountant. What you are looking for is a reconciler, not just an input clerk.

What do management accounts look like?

They can be produced from your accounting system such as Sage, Xero or in Excel. Check that the chart of accounts is sound i.e. not missing any accounts or duplicating accounts.

Excel is more flexible but it’s important to reconcile to your accounting system (unless that is just Excel) otherwise you may show wrong information which rather defeats the objective. If your accounting system is just Excel and you have just a cash book summary then ensure that this reconciles to your bank account.

You should also realise that this would be purely a cash picture, which is not the same as a profit & loss. Profit & loss is a measure of performance over an accounting period, whereas cash position is a snapshot picture of cash balances at a specific point in time. Ideally your reports will include budgets so you can compare against your target. What do you expect for sales, gross margin %, overheads etc? Where the business can be split into sectors/departments/locations/projects then separate the reporting accordingly.

The results are often surprising and will lead to effective profitable management action. It’s easy also to compare against previous years or even a number of years. What does the trend look like? You can go below the surface and check your top performing customers and products – then aim to boost or replicate.

What to do with management accounts outside the business?

• Impress your bank with some facts, it’s what they are normally desperately missing. It’s best to report regularly, good or bad. Infact accompanying bad information with some commentary and plan to fix will be much appreciated, it will certainly mark you out from other businesses who simply don’t report. You are much more likely to win a facility and at a better rate with quality MI (Management Information) as the banks say.

• Report to your investors – this will be really appreciated if not essential

• Issue to your factoring or invoice discounting provider

• Allow your accountants or part time Financial Director to advise on performance

• Allow your accountants to plan your tax affairs

• Use as a basis for obtaining more and lower cost facilities

So what can we take away from this as we reflect back on this and our two previous Management Accounts blogs? Management accounts offer business owners the opportunity to gain critical insights into the financial side of business performance. They can give a ‘dashboard’ just like a pilot needs to guide an aeroplane. On the one hand, management accounts can give early warning signs of negative trends, while

on the other hand, the insights gained lead to better business decisions, which will allow you to optimise profitability.

Naturally, higher profitability enables greater investment in the business and hence facilitates future growth. Without Management Accounts the picture is a lot less rosy and the prospects for a business not as good.

Contact us for help with putting good quality management accounts and management information in place.
 

 

Management Accounts – Part one in a series of three blogs.

What are they, why do so few businesses have any and what most businesses do?

 

What are management accounts?

Everybody has heard of management accounts, so everybody knows what they are. Well no, it’s probably the opposite, so let’s start with some explanation. Management accounts are financial reports produced for the business owners and managers, generally monthly or quarterly, normally a Profit & Loss report and a Balance Sheet. In principle they are similar to Year End accounts but are less formal and personalised to the reader’s requirements.

Who produces management accounts?

There are 5.7 million businesses in the UK. A surprising 98% have 19 or fewer staff, 96% have 9 or fewer and 75% are just 1 person. Only a tiny fraction of these 98% have management accounts.

Why do so few businesses have management accounts?

There is a mixture of reasons:

• lack of interest

• never properly considered

• too small

• thought to be too small (but are not)

• just never started

• no formal accounting system

• assumed insufficient or inadequate in-house skill

• worried about the complexity

• perceived as unnecessary

• assumed unaffordable

• another job to do – too busy

It’s fair to say that there will be some businesses that are truly too small or too simple to require detailed management accounts. However, they will still benefit from at least a basic, quarterly summary of some sort and comparison with previous periods. It’s a matter of opinion but arguably turnover of £100,000 is not too small to benefit from some detail.

What do most businesses do and the result?

The norm is that no management accounts are produced and never have been. Most businesses have insufficient systems in place to know their true financial performance – if they did then they would have a starting point, rather than just assumptions which are often wrong. For example, an Estate Agent with offices in three towns – when asked what the ranking of profitability was between the offices the two owners had no information. They put their heads together to estimate the ranking. In due course proper management accounts proved them completely wrong, yet they thought they were smart operators.


Typically, a business measures its sales, knows its order book and might have an idea of the bank situation. But that’s about all. It doesn’t know its profitability or lack of it. It doesn’t know which parts of the business are better than others – it just guesses or perhaps not even that. It doesn’t know its overhead costs and doesn’t compare performance month to month with previous years. In short, it’s woefully short of even basic financial information. Some businesses worry about this, others don’t but it stands to reason that if it’s measured it can be improved. When all said and done that’s what it’s all about – the bottom line net profit.


The result is that the business under achieves profit or is taken by surprise because difficult circumstances can arise without warning, in particular shortage of cash and liquidity. Most businesses end up taking financial decisions in the dark and that can’t be a good thing. Without sound financial information the business is at risk of significant or serious underachievement in either profit or cash or both.


Another key effect of no accounts is the risk of overtrading – that is expanding sales too quickly so that the company runs out cash or working capital. In short, customers may not have paid before suppliers and staff demand their money. This is a very common reason for firms going bust and it’s usually a huge surprise to the business owners. Proper financial information would highlight this happening so that corrective action could be taken before it’s too late.


Even if management accounts are produced they may be failing to produce vital information e.g. a £4 million consultancy with 19 projects – the problem here was that although the overall picture of the business was measured there was no split between the projects so the company had no idea of the profitability and lacked any financial control of individual projects

Look out for parts 2 and 3 of this Blog

 

This entry was posted in Accounting, Business Development, Funding, Management Accounts and tagged in Accounting by Caroline