Rita Alvy-Teeter came into work one bright spring day last year
to find a third of the revenue pulled out from under her Irvine,
California, design firm.
The loss of just one large client hit the paychecks of the
president and her partners immediately, and put Drive Industries
Design Group, which projects $800,000 in 2005 sales, in
survival mode. Purchases got postponed, paper clips got counted,
and some of the seven-person boutique's outside contractors
didn't get contracts. Summer 2004 was spent rustling up
approximately 30 new clients to replace that one big
revenue-generator. Alvy-Teeter herself had to spend more time
CEO-ing than sketching.
The good news: She and board member Tammy Ross-Stern, a CPA with
Beckman Kirkland & Whitney in Westlake Village, California, had
a diversification plan in hand. Being a regular user of QuickBooks
accounting software, Alvy-Teeter had a down-to-the-penny
understanding of her firm's financial position--income, bills,
cash on hand, jobs in the pipeline and discretionary expenses (see
"Book 'Em, Dano,"). "We
wouldn't have survived without daily monitoring of cash
flow," says Alvy-Teeter, 48.
Content Continues Below
Like they say: What doesn't kill you makes you stronger.
This year, Drive replaced those 30 stopgap clients with 10
higher-revenue, higher-profit clients appropriately
diversified.
Good Times and Bad
Bad things are going to happen to nice businesses. But growing
numbers of entrepreneurs are using PC-based accounting to stay
close enough to their books to survive inevitable downturns-and
make the most of good times.
John Garrett, 43, can't imagine trying to steer Triad Distributing
Northwest to profit without daily reports from Peachtree
Accounting. The seven-person building product distributor in Garden
City, Idaho, projects $2.2 million in 2005 sales and regularly
inventories more than 7,000 stock-keeping units with varying gross
margins, sales cycles and restocking schedules. Many are used in
combination, so the founder and co-president has to carefully
orchestrate the arrival of subassemblies to keep Triad's
average profit margin from slipping.
Yet one large customer demands prices and features that leave
Triad's gross margins below acceptable levels. But doing
business with that company still makes sense because Peachtree
shows its inventory turning far faster than others, explains
Garrett, so Triad gets a return on the same dollar invested more
times a year than with other lines.
Another familiar challenge: passing sudden cost increases on to
customers--including not-so-obvious costs. It isn't the
expected fluctuations in wholesale coffee prices that hurt
Atlanta-based bean roaster Partners Coffee. Even though the $3.5
million-a-year wholesaler's selling prices are locked in by
contract, founder and CEO Jim Gilson, 50, can minimize those
impacts by hedging coffee futures on the Chicago Board of Trade.
But sudden jumps in other components of his "cost of goods
sold" line are a different story.
"When crude oil goes to $55 a barrel, I can take a 12
percent to 18 percent hit on my corrugated [boxes] and plastic
packaging," says the founder of the 15-person firm. "I
have no way to pass those costs on while contracts are in place.
They come out of my margin."
But worse than knowing how much money you're losing is not
knowing. Just before negotiating his next sales contract, Gilson
pulls his most current costs out of Peachtree. Similarly,
QuickBooks alerts Frank Toledano, 33, president of Tiger Imports
Group of Highpoint, North Carolina, when it's time to
discontinue one of his 100 different styles of high--end Italian
leathers. The minimum hide purchase is more than $10,000, so the $5
million-a-year importer can't afford to keep lines that turn
too slowly.
Look Ma, No Bookkeeping
You don't have to waste time entering debits and credits to
use an accounting program. CPAs advise having in-house clerical
workers or a part-time bookkeeping service enter data. You
don't have to become a CPA, either. It's cheaper to let
your accountant set up your books and consult on complex accounting
matters.
Maintain internal control of your own books, and tap them for
quick answers, says Diane C. O. Gilson, founder of Info Plus
Accounting. Her Ann Arbor, Michigan, firm provides all the
traditional CPA services. But Gilson prefers to set up clients on
QuickBooks for routine tasks. Her website (www.infoplusacct.com) also includes a variety of
QuickBooks add-ons to help with more sophisticated types of
business analysis."You don't have to be a large company to
have a complex accounting challenge," explains Gilson.
Are you making full use of your accounting and business data?
Your books are the one source no competitor can share--information
far more relevant to your company's situation than anything
else. Salted away in your accounting records are financial alerts,
ways to trim costs and tips on where profit is hiding.
You'll generate the data anyway, so why not turn it into
profits?
Book 'Em, Dano
These time-tested solutions deliver 99.9 percent of the
accounting functions any growing business needs. Each has different
strengths, though.
- QuickBooks has a very approachable interface, good
reporting and a version for every small-business situation.
Intuit's website adds data backup, payroll and
other online services, as well as third-party software for
accounting-related functions like timekeeping.
- Peachtree matches Intuit product for product. It's
not as strong online, but it has more sophisticated inventory
handling and reporting for in-depth financial analyses.
- NetSuite offers bred-in-the-bone e-commerce,
enterprise resource management and similar services integrated with
accounting for e-tailers and larger entrepreneurial businesses in a
subscription service.
Mike Hogan isEntrepreneur's technology
editor.
Originally published in the September 2005 issue of Entrepreneur Magazine