Financial survival has been top of mind for many business owners since the first lockdowns were declared in March of 2020. Almost 40% of Canadian entrepreneurs are now trying to balance rebuilding their financial health against business needs

How to manage your finances to ensure the continuity of your business?

Here are few cashflow strategies that will help your business survive during time of economic downturn or catastrophic events such as COVID-19.

1. Agility is key

Business owners who are agile can pivot their operations and optimize their sales reducing the impact of the economic slowdown.

2. Lower expenses

Lowering expenditures to reflect reduced revenue can help businesses break even and keep their doors open.

3. Operate safely

Your customers need to be protected and feel safe to do business with you. Your employees must have a safe work environment. Ensure your communications are clearly marked for customers and your employees are well trained.

4. Curtail unnecessary spending

Watching your margins during any reduced revenue period is critical. COVID-19 in a way, has been a live exercise in business survival. Stay on top of accounts receivables and manage your payables to the latest date possible. Negotiate longer payable terms where possible e.g. ask to move from 30 days to 60 days.

5. Plan ahead

OK, this one seems common sense although, when your busy fighting fires it’s easy to get caught up in the “right now.” Some of those fires are showing up because you didn’t plan far enough ahead. Get in front of your problems and forecast further out.

What’s Your Business Interruption Strategy?

Many years ago, we had a 120 seat cafe/restaurant with a liquor license that was extremely successful. Literally a line at the door. So busy in fact, I slept on a cot in the back (closed at 2 am and opened at 8 am) during our 1st year.

When the sun is shinning you’re not thinking about umbrellas!

~ David Aaron

It was August, our busiest month of the year and construction had began in the parking lot to remove an old building to make way for additional parking. The construction company accidentally cut the water main flooding the parking lot. The entire parking lot was closed off and torn up. They piled mounds of pavement, stone and dirt right in front of our business. You actually couldn’t see our business. Sales revenue in August was normally $80-90,000…we did $6,000!

The landlord provided a $1,700 credit towards our lease and do you think that made any difference? We never considered planning for such an event. We had 16 employees, perishable food inventories and just like that disaster!

Planning for the worst case scenario

1. Break-Even Analysis

Add up all your fixed expenses such are lease, salaries, communications, interest and principal payments on loans. Then, divide this by the margin you earn on each sale (usually a percentage).

If you think your business might not earn break-even levels, you may have to consider cutting your expenses to the strict bare minimum. Consider temporarily removing products/services which are unlikely to break-even during this period.

2. Do some “Spring Cleaning”

Time to sell anything you haven’t used a long time and will unlikely ever use it. Such things as, equipment & vehicles. Cash is king here! Examine where you can get short-term financing.

3. Renegotiate fixed costs

For our restaurant, we negotiated with the landlord to reduce the lease over a several months and increase the lease payment during our higher business volume. Examine if this is possible with your business. Heating & Air conditioning is one are to consider. Adjusting the temperature by 1-2 degrees over time reduce your energy bill. While it may be a little uncomfortable, the alternative is far worse.

4. Change Your Pricing

Modify your pricing on items with the highest margin to increase the margin. One example in our restaurant was, in the winter strawberries are very expensive comparative to the summer. We increased our price for a top selling menu item by a nominal amount and removed strawberries from the menu. Instant boom to our bottom line.

5. Flexible Working Arrangements

Can you work from home or move to a co-working space to transform fixed rental costs into variable costs. Can any employees work from home?

6. Pay attention to giving out credit

Scrutinize new clients on their credit worthiness. When sales volume is low you don’t want to take on a delinquent new client. Also keep a closer eye on customers who are falling behind with their bills. Ask for a partial payment to mitigate a larger delinquency – receiving some cash during these times is better than none at all.

7. Establish and maintain strong credit

“But I don’t need credit right now.” Establishing lines of credit is essential in business. Even General Electric ran out of credit during the 2008 financial crisis. Using credit during normal business cycles is good financial management. Having access to credit during economic contraction is critical to business sustainability.

8. Death by a thousand cuts

Pay attention to the small almost invisible expenses. They can add up to quite a bit:

• Subscription services for social media platforms. LinkedI n is $100 per month for Sales Navigator. Perhaps a pause on this and similar accounts is necessary
• Paid advertising – if you have modified your product/services discontinue ads which are promoting those items
• Data charges – If business volume is low do you need to have the highest data package?
• Infrastructure costs – During COVID-19 you’ve been paying for infrastructure to support a business at 80-110% volume when in fact you may have been at 20%. You need pivot quickly to reduce these costs.

When changes occur in consumer trends and needs, it can be a good time for small business owners to alter or pivot their operations to better serve customers and the core values of their business. You’re probably not surprised to hear that new research shows COVID-19 has impacted consumer behavior. According to McKinsey, consumer behavior will continue to evolve with the long-lasting impact from the pandemic. This means that small businesses that can adapt in response to the changing needs of consumers have the best chance for survival.

What is a pivot in business?

When a small business owner makes dramatic changes to their original business focus, it’s referred to as pivoting a business. This usually includes a change in the business model, altering what the business does to earn a profit. For example, a restaurant may begin offering pickup or delivery options, or a gym may add online classes to their existing in-person membership offering.

Small businesses that can adapt in response to changing market needs have the best chance for survival. The Harvard Business Review called adaptability the new competitive advantage in 2011. A recent study released by Advantage | ForbesBooks found that the adaptability quotient (AQ) of a business plays a critical role in its ability to survive.

When to pivot in business

To determine whether you should pivot your business, you’ll need to identify your business’s core competencies, conduct market research and complete a competitive analysis. Follow these steps to determine whether and how you should pivot.

Step #1: Identify your business’s core competencies.

Consider what gives your business a competitive advantage. Core competencies are typically difficult to duplicate, allowing you to serve your customers in unique ways. The Balance Small Business notes that successful businesses tend to have more than one core competency. Some examples include quality, customer service, value, innovation and marketing.

Step #2: Anticipate and forecast market needs and emerging trends.

This is an important step in determining the long-term viability of your business. CB Insights found that 42% of startups fail because their business does not serve a market need. A market need refers to a functional or emotional need or desire of your target audience.

Step #3: Know your customers.

Successful small businesses can identify what people want or need and then create products or services that meet those wants and needs. As consumer preferences change, businesses must adapt their offerings to stay relevant and continue to earn revenue.

1. Market research — This involves gathering and analyzing information related to consumer needs and preferences. Conducting market research can help you determine existing and emerging needs and the viability of your business in its current state. It can also help you start thinking through ideas for pivoting. To get started, here are a few questions to get you moving in the right direction:
   • Is there a desire for your product or service?
   • How many people would be interested in what you’re offering?
   • Where do your customers live? Can your business reach those customers?
   • How many similar options are already available to consumers?
   • What do consumers pay for similar options?
     
2. Emerging trends — These can include market responses to technological advances as well as major national or global events, such as an economic downturn or pandemic. There are many resources you can use to discover trends, including:
   • Google Trends: Find topics people are searching for online. Discover upward or downward trends that could relate to customer needs.
   • McKinsey & Company: Access insights related to issues in business and management.
   • Forbes: Find stories on marketing trends, along with advice for entrepreneurs.
   • Mintel Trends: Discover research on trends impacting all industries and within select industries, such as beauty or food and drink
   • Small Business Trends provides a larger list of resources.

Step #4: Know your competition.

A competitive analysis allows you to learn from businesses competing for your potential customers. By identifying your competitors’ strengths, you can pinpoint your business’s unique strengths. Identifying your business’s unique competitive advantage will help you determine the need to pivot your business. Small Business Trends provides a great resource detailing various methods and tools to complete a competitive analysis.
  
Conducting market research and competitive analysis can help you formulate ideas for pivoting your business. Pivoting your business does not mean you need to give up on your company’s core values — the guiding principles and beliefs that help you and your employees work toward a common goal.

Develop a “pivot plan” for future success.

Finally, develop a plan to pivot. Changing market trends may suggest a need for a short-term or long-term pivot.

• Many small businesses have made short-term pivots during the COVID-19 pandemic. Distilleries are using their resources to create hand sanitizer. Restaurants are offering takeout and delivery options.
• Economic and market trends can create long-term impacts on consumer needs and wants. A long-term pivot serves the lasting needs and wants of your target market. For example, a retailer with physical stores may pivot to selling exclusively online.
• A strategic plan will help you implement a pivot. A strategic plan documents your future vision for your business. It details your business’s current state, desired future state and a plan for how you’ll evolve your business over time to land at your desired future state. For more information, visit SCORE’s guide on how to craft a strategic plan.

Adaptation is necessary for business survival, and the ideas for pivoting your business should be supported by your core competencies. You can stay true to the business you’ve built with the values you’ve built it on while also pivoting your business to ensure long-term success.

Planning can help you significantly reduce your tax liability in a succession. Failing to do so could mean the business has to close or be sold. Or perhaps it might have to incur an unhealthy level of debt.

Taxes are one of the main considerations when it comes to family succession. Without proper planning, you can wind up with a larger-than-expected tax bill in a family succession and have no way to pay it.

It’s important to get started early on to structure the transaction in a way that minimizes your tax liability. It can take several years to implement the optimal structure.

Here are the steps to consider. (Note: You should get professional tax advice about your specific situation. Also, rules differ for fishing and farming businesses.)

1) Start early—Consult a tax expert early on about the tax consequences of a succession. Many entrepreneurs wait too long and the transition ends up happening in a crisis—for example, due to a health issue or death. That can lead to lost opportunities to save on taxes.

The worst-case scenario is that the business passes to a child on death, but the family doesn’t have the means to pay the tax on the accrued capital gain.

2) Minimize capital gains tax—Whether you pass on your business in a sale or give it as a gift to a family member, it’s deemed to be disposed of at its fair market value. You are taxed on half the gain in the company’s value (as a capital gain) at your top tax rate. The capital gain is calculated on the difference between the business’s initial share cost and today’s share value.

(There is an exemption for a transfer to a spouse, in which case the gain and tax are deferred until the spouse sells or gifts the business.)

If the business is a qualified small business corporation, you can claim a lifetime capital gains exemption to reduce this tax. The exemption is $824,176 in 2016, meaning a gross gain of up to this amount is tax-free. The exemption is indexed to inflation and, hence, increases each year.

To qualify for the exemption, a company must meet several conditions. For example, it must have been owned by the same person for the past 24 months, and at least 90% of its assets must be used for business primarily in Canada at the time of transfer. See a detailed list of the conditions here and more information on the capital gains exemption here.

3) Consider an estate freeze—An estate freeze is a way to essentially lock in the gain (and capital gains tax) based on the company’s value. A common way of doing so is by exchanging your common shares in the company for fixed-value preferred shares, and then issuing common shares to your children. Any future growth in the company’s value goes to the common shares and isn’t taxed until your children in turn sell or gift their shares. The shares can be held by the children directly or in a trust.

4) Think about incorporating—If you haven’t already incorporated your business, think about doing so. Owners of an unincorporated business don’t qualify for the lifetime capital gains exemption and generally can’t do an estate freeze.

5) Defer taxes—You may be able to defer some of the capital gains tax if you help finance the sale and are being paid over several years. In this case, you may be able to declare the capital gain over the duration of the payments, for up to 5 or 10 years depending on the circumstances.

Planning a successful business succession takes years. According to experts, transitions can take up to five years to complete and, in the case of a family business, as many as 10, depending on the firm’s size and complexity.

A recent survey of 2,500 entrepreneurs found that five out of six entrepreneurs surveyed estimate that the process will be completed in two years or less from the time they meet with potential buyers to the moment the eventual sale goes through.

For entrepreneurs planning to sell their business, the best strategy is usually achieved by not rushing things and by taking the time needed to ensure a smooth transition.

Creating a succession plan is a great way to ensure you get the full value for your business or are able to pass it along the way you had hoped. This is especially true if unexpected trouble arises, such as a surprise health problem.

Here are five reasons why you shouldn’t wait to start succession planning.

1. It clarifies your options

You may have an idea in your mind of what your succession will look like, but you may be in for a surprise when you go ahead with it. For example, your plan may be to sell your business to an external buyer. But many entrepreneurs struggle to find an outsider willing to purchase their company. Instead, an internal successor—such as a family member or manager—may be your best candidate to take over.

2. You can prepare your successor

If your successor is a family member or manager, you need time—five years or more is normal—to get them ready. They need to learn how all parts of the business work, gain needed expertise and build relationships with employees, suppliers, and customers.

3. You can prepare your company

You need time to optimize the sale value of your company. This means making sure it has good growth prospects, a record of profitability and a solid balance sheet. You may need to invest in the business, remove personal expenses from the books and consult an accountant on how to structure the sale to minimize your tax liability.

You also need to prepare your company to operate without you. For example, you should document your business processes so that someone new can easily take over. Your employees should get training so they consistently execute these processes as documented.

4. You can arrange financing

You need to start talking early on with bankers about financing for the transition, especially if it involves an internal successor who doesn’t have a lot of capital to invest. You may have to use a mix of financing, including the buyer’s investment, vendor financing, a term loan, and mezzanine financing.

5. It’s an emergency plan

Many entrepreneurs have a hard time letting go of their business. But having a succession plan in hand is useful as a just-in-case emergency contingency, even if you’re not planning to exit any time soon.

If you leave it until a health issue comes up and you need to sell, you’re not going to optimize your company’s value and you’re probably going to leave your family with a larger-than-expected tax bill. And that’s not to mention that the business will have a hard time continuing normal operations.

Use this tool to improve your strategic planning

An analysis of your company’s strengths and weaknesses should be a key component of your strategic planning process. This easy-to-use tool also identifies your company’s opportunities and any threats it faces (hence the term “SWOT”).

This analysis helps you see how you stand out in the marketplace; how you can grow as a business; and where you are vulnerable. The process takes into account both internal and external factors your company must navigate.

Address issues in your planning

Don’t make the mistake of preparing a SWOT analysis and then ignoring it as you develop your strategic plan. Instead, your plan should include concrete steps to harness your company’s strengths in order to target the opportunities identified in your analysis. The plan should also include specific measures to address the weaknesses and threats you face.

Here are more details on the four elements in a SWOT analysis.

1. Strengths

Make a list of your company’s internal strengths. These are any competitive advantage, skill, proficiency, experience, talent or other internal factors that improve your company’s position in the marketplace and can’t be easily copied.

Examples include solid financing, a superior brand, valuable intellectual property, superior technology, modern equipment and/or machinery, a well-trained sales team, low staff turnover, management expertise, operational efficiency, high customer retention, good supplier relationships, etc.

2. Weaknesses

These are the factors that reduce your company’s ability to achieve its objectives. Examples include unreliable suppliers, outdated equipment and/or machinery, insufficient marketing efforts, lack of financing, management weaknesses, gaps in expertise, etc.

Be as honest as you can when identifying these deficiencies. Ignoring weaknesses means you can’t make decisions that will strengthen your company.

3. Opportunities

Opportunities are external factors that allow your business to grow and be more profitable. Examples would include new potential markets; innovations; technological advances; consumer trends; support from governments, the community or business partners; etc.

One way to identify your opportunities is to closely analyze your competitors’ weaknesses.

4. Threats

Threats are external obstacles your business must overcome. Threats may include a declining economy, a consumer shift to other products, technological change, a labour shortage, community opposition, legal or regulatory changes, etc.

It’s often useful to take a close look at your competitors’ strengths to identify external threats to your company. Again, be as honest as possible.

A SWOT analysis doesn’t have to be a long, complex document. Two or three pages of point-form notes are usually sufficient. Free templates for a SWOT analysis are easy to find on the Internet.

You can put your SWOT analysis findings in the table provided below:

It’s worth revisiting your SWOT analysis at least on an annual basis, particularly when you review your strategic plan.

Some entrepreneurs might not see the benefits of strategic planning or know how to proceed.

Here are answers to some of the most common questions and concerns raised by entrepreneurs about this important tool.

Question: My company is small. We don’t have a lot of money. Isn’t strategic planning just for bigger companies?

Answer: That’s a common misconception. All companies, large and small, can benefit from planning for the longer term. It can help you weather today’s challenging markets, diversify and proactively pursue the best opportunities.

Strategic planning doesn’t necessarily mean producing a big, highly detailed document. It can be done on a smaller scale at a reasonable cost for businesses of any size.

Question: How can I find time for strategic planning when I’m already swamped with the day-to-day business of running my company?

Answer: Taking the time to work on your business instead of in your business will pay big dividends, including helping you be less swamped day to day. A strategic plan can help you focus on important issues, make decisions, delegate, reduce errors and not waste so much time putting out fires.

Question: Won’t strategic planning cause a lot of disruption to my business?

Answer: Planning for your business may lead to changes in your company, but they will most likely be positive changes. The end result should be better decision making, wiser use of resources and improved growth and profit margins.

Also remember that change will happen anyway, regardless of whether you develop a business strategy. A plan will help you anticipate change and focus on the best opportunities, rather than reacting and letting change take you by surprise.

Question: How can I plan long term when the future is so uncertain and I have no idea what will happen next week, let alone several years out?

Answer: Planning is needed precisely because the future is uncertain. The information you have today can be used to make reasonable forecasts of what the future might hold. Thinking about the future helps us plan what to do in various scenarios so we can be more ready for whatever it brings.

Question: Everything is fine with my business, so why would I need a strategic plan?

Answer: It’s common for entrepreneurs to feel their business is doing great—until a sudden change takes place that disrupts or even imperils their company. Planning strategically can help you prepare for such changes and stop flying blind.

Question: Why should I do strategic planning when I already know I need to grow by investing more in sales and marketing?

Answer: Sales and marketing without the right strategy won’t necessarily bring you success. They could just increase your costs. And even if your sales go up, will you sell the optimal products at the best margins to the right customers? Will you have financing, operations, and distribution in place to handle the sales increase?

Question: Why do I need a plan when I already talk regularly about our business goals with my team?

Answer: Even if you discuss your goals internally, a strategic plan gives your entire team a clearly articulated line of sight to those goals.