v

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SCORE.
Counselors to America's Smali Brrsiness

www.score.org

------."".-..-.".__THE-".-._

il#h/rpAh'y
CORPORATION''
www. incorp or ate.com/score2
 n#MpAlqY
CORPORATION

Dear Business Owner,

Congratulations on taking your first step toward starting your own business! We
hope we can help you achieve your American dream.

As a dedicated partner to thousands of small businesses across the United

states, The company corporation invites you to read the following information
on starting a business. small businesses provide the foundation for our
country's economic growth. We want to assist you by providing the products and
services you need to succeed.

The Company Corporation and SCORE have partnered to bring you this
workbook written by the editors of lnc. magazine. The workbook provides
information about topics ranging from your inspiration for starting a business to
creating a plan, building a team, and investing in technology. lt also focuses on
cash control, financlal management, selecting a business structure, and
capitalizing on the Web.

We're honored to provide this educational tool for use by SCORE counselors and
their clients. SCORE counselors volunteer their time and expertise to help small
businesses with confidential, free business counseling' The SCORE Association
has helped more than 7.8 million small business clients since 1964'

The company corporation has helped more than 300,000 small business
owners just like you to incorporate or form Limited Liability companies (LLCs)'
Published by lnc. magazine, a division of we provide a range of products and services including business licenses,
Mansueto Ventures, LLC. Copyright @ 2OO7 corporate kits, self-help books, certificates of good standing, and registered
by Mansueto Ventures, New York' NY' All rights
reserved. No portion of this booklet may be agent service. Our mission is to help businesses start and succeed. With our
used or reproduced without written permission business start-up services and our compliance management tools, more and
from the publisher (contact: /nc' magazine,
more buslnesses are turning to The company corporation each and every
375 Lexington Avenue, New York. NY 10017).
wwwinc.com month. Together with SCORE, The Company Corporation wishes America's small
The publisher is not engaged in rendering legal, business community continued success.
accounting or other professional advice' lf legal
advice or other expert assistance is required, Regards,
the services of a competent professional
should be sought.
Sponsored by The Company Corporation'
(wwwincorporate.com/score2) in cooperation
R$-A-"*-
\\
Brett Davis -'--'/
with SCORE (www.score.org).
General Manager
The Company Corporation@ is an incorporation
service company and is not a substitute for the The Company Corporation
advice of a licensed attorney.
The material in this workbook is based on Our Web site wwwincorporate.com /scote2
work supported by the U.S. Small Business
Administration (SBA) under cooperative
L-e66 / 544-6804 (to I l-f ree)
agreement number SBAHQ-08-S-O001.
Any opinions, findings and conclusions or The company corporation is a service company and does not pravide legal or financial advtce
recommendations expressed in this
publication are those of the autho(s) and do
not necessarily reflect the views of the SBA.
 F

Summa rtze Your Idea

Remember the following about any idea for a new business:
. A|ways be on the lookout for ideas. They can come from anylvhere: your work experience, a hobby or
even your experiences as a consumer when an existing product or service doesn't meet your needs.
. ldentify a niche. Usually the niche or opportunity will be an innovation or proven idea in a new market
or a unique idea in an existing market.
. Learn everlthing you can about the business you want to start and the marketplace you'll be operat-
ing in. This means getting work experience and collecting information so you'll know the industry
inside and out,
. Make sure your idea is focused so that you can express it clearly in 50 words or less.

Summarize your business idea in 5O words or less:

Begin testing your idea by asking probing questions. Put answers in writing. Do this for each idea you have:

1. Where did your idea originate (from a specific experience, industry observation, a sudden inspiration)?

2. lf your idea is for a new product or service, describe how you expect to get it accepted in the market.

3. lf your idea is for an improvement or variation of an existing product or service, describe why consumers
will use it instead of what is already available.
4. Describe your market niche in 50 words or less.

5. List at least three qualifications that you have that will allow you to pursue a business in this market niche
(work experience, education, research, reputation, etc').

6. What are your two most important personal goals for the next five years (independence, visibility, income,
personal satisfaction, etc.)?

7. How will this business help you achieve those personal goals?

8. List and describe briefly the two most significant barriers to expect while launching and operating
your business.

9. Explain how you expect to overcome these challenges'

Take These Five Steps to Jumpstart Your Business Plannin$

1. Clearly define your business idea. Be able to state the purpose and goal of your business using clear and
simple language. Know your mission.
2. Examine your motives. Make sure you have a passion for owning a business and for this particular business.
3. Be willing to commit to the hours, discipline, learning and frustrations that are common to owning a business.
4. Conduct a competitive analysis in your market, including products, prices, promotions, advertising,
distribution, quality and service. Be aware of the outside influences that can affect your business.
5. Seek help from other small businesses, vendors, professionals, government agencies, employees, trade
associations and trade shows. Be alert, ask questions and vislt your local SCORE chapter'
Test Your Idea
As you evaluate your idea, keep in mind the following:
t Market research doesn't have to be complicated or expensive, but you must do it.
a Conduct research to determine whether there is an adequate number of potential customers to support
your product or service. Use the following sources for statistical and demographic information:
. Libraries and published directories (e.g., Gale Research directories)
. Computerized databases (available at many libraries)
o Web sites and search engines (posted by business resources and public agencies)
. U.S. Small Business Administration (1-8OO-U-ASK-SBA; www.sba.gov)
. U.S. Bureau of Gensus (www.census.gov), U,S, Dept. of Commerce (www.doc.gov)
. Trade associations for your industry
r Local chambers of commerce
Test your idea with potential customers and others who can offer constructive feedback (e.g., friends,
relatives, bankers, suppliers, executives). Keep a written record of the responses.
a Be prepared to make changes based on the responses.
a Study and evaluate the competition.
a How will your product or service be an improvement over the competition?
a Price your product competitively-higher if your product or service improves on an existing one and
lower if it will be equal to what is on the market. Be sure you can make a profit long-term.

For each of the following categories, list two potential sources (with location and phone number) who can
comment candidly about your business idear
Bankers (check your local Yellow Pages under "Banks")

Trade Associations (search the lnternet or check the Encyclopedia of Associations, available in most libraries)

Government or University-affiliated Organizations (call your SBA district office, SCORE "Counselors to
America's Small Business," or the nearest Small Business Development Center)

Successful Entrepreneurs (from magazine or newspaper articles and local references)

Suppliers (check local Yellow Pages, classified advertisements and publications such aslhe American
Wholesalers and Distributors Directory, available at major libraries)
Answer the following questions about your market:

1. ldentify your three most important groups of potential customers, defining them by the criteria
(e.g., age, demographics, industry, etc.) that you believe are most relevant to your product or service'

a.

b.

C.

2. Name your primary competitor for each of the three groups.

a.

b.

3. Describe how each group feels about this competitor'

a.

b.

4. Describe the factors that are most likely to make each group leave a competitor and switch to your
product or service.

5. Where did the answers to questions 3 and 4 come from (printed pieces, market study, questions to
prospective customers, etc.)?

d.

b.

6. De scribe what makes each of your competitors successful'

d.

b.

C.

7. Describe what makes each competitor vulnerable to loss of customers.

Answer the following questions about your pricing policies:

1. Provide details and/or a calculation of how you arrived at the price for your product or service.

2. List the price(s) that your most significant competitors charge for their corresponding product or service.

3. lf your prices are higher, why? How will you justify them to your customers?

4. lf your prices are lower, why? How will they help you attract customers?
Protect Your Idea
Start-up entrepreneurs tend to worry about having their business ideas stolen, but it is important to keep
this
issue in perspective:
. Don'tworry about protection so much that it interferes with yourtest marketing and
test develoPment.
. Be discrete about revealing details of your business idea, particularly with competitors.
. lf you think your idea qualifies for legal protection, speak with a lawyer. The protection options are:
Patent (to protect an original device or process)
Copyright (for printed material, such as consulting manuals, books and maps or
computer software)
Trademark (to guard a product name, logo, symbol or figure)
service mark (to guard a brand or service name, logo, symbol or fi$ure)

Here are eight basic steps to ensure that you have sufficient legal protection:

1. Forthe best protection against having your business idea stolen, be sure you know the character of every
person with whom you discuss the idea.

2, lf you share copies of your business plan, be sure to number each one and record the name of the
individual who receives it.

3. Ask those who will review your business plan to sign a nondisclosure agreement that prohibits them from
using or discussing the information.

4. Be sure any employment agreements limit the ability of someone who leaves your company to use
proprietary materials, desifns and formulas orto take customer names with them.

5. File for a patent to prevent others from copying your invention.

6. File for a copyright to prevent others from copying your material, including print, software, music, films' art
and recordings,

7. Register your trademark to prevent others from using a special name or logo you plan to use.

8. To protect your ownership rights, obtain the services of a qualified attorney who is experienced in matters
irrvolving intellectual property protection.

To obtain U.S. coPyright forms or for nrore information about copyright protection, contact the Copyright Office'
Library of Congress, Washington, D,C. 20559. For more information about patents and trademarks, visit the
U.S. Patent and Trademark Office online at wwwusPto,gov.
 Create a Business Plan
A well-written business plan will play a key role in the success of your business. ln addition to being required to obtain
certain loans, a carefully considered plan helps business owners focus on strategic objectives and communicate those
objectives to staff. For those inexperienced in creating a business plan, free assistance is available from a variety of
nonprofit sources, including SCORE "Counselors to America's Small Business" and local Small Business Development
Centers. Local banks can tell you what they look for in a business plan and an accountant can help you prepare the
necessary financial statements. You also may use the cash flow worksheets found on SCORE's Small Business Web
site, www.score.org.

The planning process will not be intimidating if you keep these points in mind:
. Planning ahead foryour new business can mean the difference between success and failure.
' Use an informal plan consisting of three to six pages to convince reiatives and friends to back your venture. Be
sure to cover the first eight points cited below.
. To approach bankers, individual investors and venturecapitallsts, prepare a more formal written
business plan. lt shouldn't be longerthan 40 pages and should be organized as follows:
1, Executive Summary, A two-page, succinct explanation of your business and its activities, wrth an overview of
your key objectives and business goals.
2. Business Description. Describes your perception of the company. How will your business grow and profit?
3. The Market and Gompetition. Largest sectlon. Honestly acknowledges competition and describes howyour
company will differ from other providers.
4. The Product or Service. Describes the core of your business.
5. Marketing/Selling. Explains how you will access the marketplace. Will you advertise, attend trade shows,
establish a Web site?
6. Management and Personnel. Explains how you wili staff and manage your business. lt includes one-paragraph
profiles-or biographies-of yourself, partners and any other key team members.
7. Financial Data. Contains the balance sheet, profit-and-loss statement, break-even chart and cash flow analysis.
8. lnvestment. Based on cash flow, it includes what the investor will receive as a return.
9' Appendices. lncludes testimonials from potential customers, research clips, charts and graphs relevant to
your business.

To create a successful business plan, consider these three questions:

1. Which type of business plan (informal, less than 10 pages; or more formal, up to 40 pages) is most
appropriate for your business? Why?

2. Outline the sections of your plan (see list above). How long should each section be?

3. ldentify areas that require more work on your part, as well as areas that you are ready to put into writing.

Need Help With Your Business Plan? Contact SCORE

SCORE "Counselots to America's Small Business" is a nonprofit organization dedicated to helping entrepreneurs
succeed as small business owners. More than 10,500 volunteer business counselors in 389 chapters nationwide
are available to provide you with advice, mentoring and small business planning assistance. SCORE business
counseling is free and confidential. You can rely on SCORE as a trusted resource to help you plan for success.

Since 1964, SCORE has assisted more than 7.8 million aspiring entrepreneurs and small business owners just
like you through counseling and business workshops. For more information about starting or operating your own
business, call 1-800/63+0245 for the SCORE chapter nearest you. Or, visit SCORE on the Web at wwwscore.org.
Choose a Structure
For legal and financial purposes, you must have a formal structure for your business. Your four basic choices:
1. Sole proprietorship. The owner and the business are the same (often a service business, with the owner
providing the service). Business and personal tax returns are filed together.
. Advantages: Simple and inexpensive (start-up costs are low); maximum control'
. Disadvantages: Unlimited personal legal and financial liability; limited abilityto raise capital; not an
enduring structure.
2. partnership. A business with more than one owner; divides profits and losses among participants' lt may
be popular for lawyers, doctors and other professional service providers, but not for most new businesses.

3, lncorporation. A safer choice for businesses that have employees or bank financing. A corporation is a
state-chartered organization owned by shareholders. The shareholders can elect or appoint a board of
directors who are ultimately responsible for management of the business.
. Advantages: Personal assets are protected from the debts and risks of the business. This is espe-
cially important if the business fails or is sued.
o Disadvantages: Corporations must hold meetings and file annual reports resulting in paperwork.
There are two major types of tax status that corporations can choose:
C Status. So-called because it is taxed under regular corporate income tax rules.
.
Advantages: Limited liability; access to capital (can raise money through sale of stock); perpetual
life (unlike sole proprietorship); ownership can be transferred.
. Disadvantages: Profits are subject to double taxation (corporate income is taxed and then divi-
dends paid to stockholders are taxed as part of the individual's income); regulation and paper-
work; some limited start-up costs including state filing fees.
S Status. So-called because it is under subchapter S of the lnternal Revenue Code; also known as
a "Sub Chapter S."
. Advantages: Appropriate for start-ups; limits personal liability; S corp dividends are not subjectto
self-em ployment taxes; el i m i nates dou ble taxation.
. Disadvantages: Taxes on many fringe benefits; restricts number of stockholders to 35.
4. Limited Liability (LLC). State-chartered organization that allows for the reduced personal liability of a
corporation, but with the tax advantages of a partnership or sub chapter S.
. Advantages: Liability protection; no ownership restrictions; no double taxation; easier access to capital
(compared with partnership); like a S status corporation with less paperwork; less formal; less paper-
work than a corPoration.
. Disadvantages: Stock not available.
Select the structure that best suits your new company's needs.
lf you answer yes to any of these questions, incorporating your business may be the right step for you.

1- Would you like to protect your personal assets against liabilities that your company may incur, either in
the form of debt or lawsuits?
2. Would you like the option to raise capital through the sale of stock?
3. Do you have-or plan to have-employees?
4. Do you have co-owners or investors?
5. Do you want your business to continue to operate after your death or a partner's death?
6. Would including "lnc.", "Corp." or "LLC" as part of your business name enhance your credibility with
investors, suppliers and customers?

\\'Iays to Organize lbur Business

ype ol 0rganization Main Advantages Main Disadvantages
Sole Proprietorship o Simple and inexpensive to create and . Owner personally liable for business
operate. debts.
o Owner reports profit or loss on personal . Not a separate legal entity.
tax return.
G Corporation . Clients have less risk from government More expensive to create and operate
aud its. than sole proprietorship or partnership.
. Owners have limited personal liability for Double taxation threat because the
business debts. corporation is a separate taxable entity.
. Owners can deduct fringe benefits as No beneficial employment tax treatment.
business expense.
. Owners can split corporate profits
among owners and the corporation,
paying lower overall tax rate.
S Gorporation . Clients have less risk from government . More expensive to create and operate
audits. than sole proprietorship.
. Owners have limited personal liability for . Fringe benefits for shareholders are
business debts. limited.
. Owners can use corpoi'ate losses to
offset income from other status.
. Owners can save on employment taxes
by taking distributions instead of salary.

Partnership . Simple and inexpensive to create and . Owners personally liable for business
operate. debts.
. Owners report profit or loss on personal . Two or more owners required.
tax returns. . No beneficial employment tax treatment.

Limited Liability . Owners have limited liability for . No beneficial employment tax treatment.
Company business debts if they participate in
management.
r Profit and ioss can be allocated
differentlv than ownership interests.
Bepr rted wlih perm ss 0n frOm \y'/orking for Yaurself b\/ Stephen F shmaf 1N0 0)
 Select the structure that best suits your new company's needs.
lf you answer yes to any of these questions, incorporating your business may be the right step for you.

1. Would you like to protect your personal assets against liabilities that your company may incur, either in
the form of debt or lawsuits?
2. Would you like the option to raise capital throuSh the sale of stock?
3. Do you have-or plan to have-employees?
4, Do you have co-owners or investors?
5. Do you want your business to continue to operate after your death or a partner's death?
6. Would including "lnc.", "Corp." or "LLC" as part of your business name enhance your credibility with
investors, suppliers and customers?

Ways to Organize lbur Business

Type of 0rganization Main Advantages Main Disadvantages
Sole Proprietorship . Simple and inexpensive to create and . Owner personally liable for business
operate. debts.
. Owner reports profit or loss on personal . Not a separate legal entity.
tax return.
C Corporation . Clients have less risk from government More expensive to create and operate
aud its. than sole proprietorship or partnership.
. Owners have limited personal liability for Double taxation threat because the
business debts. corporation is a separate taxable entity.
. Owners can deduct fringe benefits as No beneficial employment tax treatment.
business expense.
r Owners can split corporate profits
among owners and the corporation,
paying lower overall tax rate.
S Corporation . Clients have less risk from government . More expensive to create and operate
aud its. than sole proprietorship.
. Owners have limited personal liability for . Fringe benefits for shareholders are
business debts. limited.
. Owners can use corporate losses to
offset income from other status.
. Owners can save on employment taxes
by taking distributions instead of salary.

Partnership Simple and inexpensive to create and . Owners personally liable for business
operate. debts.
a Owners report profit or loss on personal . Two or more owners required.
tax returns. . No beneficial employment tax treatment.

Limited Liability . Owners have limited liability for . No beneficial employment tax treatment.
Company business debts if they participate in
management.
. Profit and loss can be allocated
differentlv
ferently than ownership interests.
Repr nted with permrsslnlwi Wailtng f)r Yaursell by Stepher Flstrmaf {Nol0)
 profits to cover the payments comfortably, then added
equity is needed, not more debt. Using Credit Wisely
3. Equipment and other fixed assets. Managing cash and securing capital are the two
Equipment and other fixed-asset loans are about the clear- biggest challenges small business owners face
particularly in the start-up phase. To keep
-
est examples of matching a loan to the need and payment personal expenses separate from business
base. Since these loans are ordinarily secured by the expenses, use business credit cards as money
equipment, the anticipated useful life of the equipment management tools. Here are three ways they will
becomes a major factor in the credit decision. A rough help you:
guideline is that you can finance equipment with a pro- . Business credit card: Use it to make and manage
jected useful life of 10 years for up to 70% of its life and purchases, as well as cover travel and entertain-
up to 90% of its value. ment expenses. Like a reserve of credit, a busi-
ness card gives you the flexibility to pay lrills in
Don't buy fixed assets on 90-day notes. The timing is
full or revolve your balance.
wrong. lf you're trying to make your business work on
. Business check card: An ideal replacement for
sweat equity, you may want to go ahead and pay off a cash and checks-with the convenience of a
piece of equipment more rapidly than we'd recommend. debit card-check cards allow you to draw on
That's an option, but a hard one to live with. funds from a business checking account. They
While equipment loans rarely go beyond 7 years, are excellent for start-ups, since they allow your
company to establish a business relationship
commercial real estate may be financed for 10 or more
with your bank.
years, depending on the situation. Since you are building
. Business credit line: Providing an unsecured Iine
equity in equipment and real estate from profits for a num-
of credit up io $50,000, the credit line gives busi-
ber of years, you should finance it the same way. nesses a source of working capital for emergen-
cies or growth opportunities.
4. Inventory, seasonal progress,
Caution: lf you are a sole proprietor or partnership,
These loans are short-term and are usually tied to a clearly you are personally responsible for your buslness
defined source of repayment, such as one inventory turn, debt. Forming a corporation or LLC separates your
fulfillment of a contract or sale of a specific asset. business debt from you personally.
Short-term notes are repaid from short-term sources,
clearly identified before the credit is granted. Medium- and
long-term debts are repaid from more indirect sources. A banker looks to proven management ability (usu-
ally evidenced by a profitable history and clearly understood plans) for repayment. Since there is no single,
fast source of repayment, the risk is greater and the decision more difficult. This is a crucial distinction. A
poorly run company may be a good short-term credit risk, but for long-term credit, a business must show
the ability to consistently generate profits,
Remember, term loans come due every month, adding to the drain on resources and, in turn, increas-
ing the risk and need for more careful financial management.

5. Sustained growth.
The final major need forfinancing is growth, which can outstrip working capital. As sales go up, liquidity
often goes down. A combination of investment, lines of credit to receivables and inventory and long-term
working capital loans is the common answer.
Notice whatthis implies. lf you plan to grow, you must plan to generate profits consistently, while at
the same time keeping your business liquid to meet current obligations. To make sure that you maintain
liquidity, you have to be certain of yourfinancing strategy. The answer? A solid financial plan. (For help in
creating a sound financial plan, contact your nearest SCORE office. See page 10.)

Work with your banker. lf you aren't comfortable preparing a financing proposal, complete with financial
statements or if you feel that your banking relationships could be improved, get your banker involved in your
long-term planning efforts.
Like all business professionals, bankers like to use their skills. Since most businesses suffer from a lack
of financial management skills and since most bankers have these skills, it is to your advantage to make the
first move. lnvite your bankerto help you. Level with him or her. lf you can't keep communications open, then
you won't get help-and it's quite possible that you won't get the financing you need. By being open, you'll
enhance your credibility. And better yet, you'll more likely find that you can turn the banker's skills into a posi-
tive resource rather than a roadblock.
Get a fix on f inancing
To obtain the funds to launch your business, here are six avenues to explore:
1. Stick close to home. There may be more options than you think, including:
. Personal savings . Second mortgage on your home
. Business credit card o Profit-sharing funds from your previous job
. Business credit line r Friends and relatives
. Business check card
2. lf you need more than these sources can provide, consider:
. Bank loans . Limited partnership . Private offering
3. Plug into a local network, including the following:
o U.S. Small Business Administration: I-8OO/827-5722
. Nearest office of SCORE "Counselors to America's Small Business": 1-800/634-0245
. Nearest Small Business Development Center (SBDC) oryour state economic development department
o Local business associations, such as the chamber of commerce
. State and locally sponsored small business conferences
4. Seek venture capital only if your business has the potential to achieve multimillion-dollar sales within five
years. (For more information, contact the National Venture Capital Association al 703/524-2549 or the
National Association of Small Business lnvestment Companies al 2O2/628-EOE5.)

5, Don't get bogged down hunting for funds; if you encounter problems raising money, try to start your busi-
ness on a smalier scale.

6. Be sure you know your current credit history-for both you (personal credit rating) and your business. Try to
find out which credit reporting service your prospective lender uses and request a report from that com-
pany. The three major credit reporting companies are: Dun & Bradstreet (1-8OO/234-3867),
Eq u if ax (I-8OO / 202-4025 ) a nd Expe ri a n/TRW (1-888 / 397 37 42).

ABC's of Rorrou'ing: Five T\pes of Rusiness Loans. Tenns and Purposes

Equipment/ Commercial Real
Loan Type Credit Card Credit Line Short-Term Loan Vehicle Loan Estate Loan

Term Evergreen 12 months 90 day note Up to 7 years 10 years +

of evergreen

Purpose Cover travel, . Cover short-term Short-term Purchase or e Purchase or

entertainment cash-flow needs items Iike refinance refinance
and office . inventory business commercial
Carry accounts
supplies receivable equipment real estate
. and/or
Unexpected
veh icles
events
Use the five questions below to provide a framework for focusing on funding your business:

1. List the banks in your area where you will apply for a loan and individuals who might provide you with
introductions to bankers.

2. ldentify individuals at the bank to whom you should approach with your request.

a) c)

b) d)

3. What are the key questions you will ask your banker? (Find out how much experience the bank has in lend-
ing to your type of business, then ask about the lending/borrowing details-e.9., loan limits, collateral
requirements, interest rates and other terms.)

4. How will you answer each of these five questions that the banker will inevitably ask you?
a) How much money do you need? d) When and how will you repay it?
b) How long do you need it? e) What will you do if you don't get the loan?
c) What are you going to do with it?

5. Should you seek venture capital rather than a bank loan? Begin answering this question by comparing the
key factors bankers and venture capitalists focus on:
Banker Venture Capitalist
Collateral Market demand for your market or service
Covenants in loan agreement Equity position and value of stock
Ration analysis Compound annual rate of return (typically 35o/olo 5Oo/o)

Ability to repay Exit within 5 to 7 years

Financial statements Management's background

Both, of course, will expect you to present a sound business plan.

Check the sources you plan to approach for funding:

Personal Resources Close'to-Home Outside Sources
tr Savings L- Friends n Bank loan
n Second mortgage n Family I SBA loan
I lnsurance E Business credit card
n Profit-sharing I Business credit line
I Venture capital
tr Limited partnership
n Private offering
Build a Team
For your new business to have a chance to grow, it must have good people. With this in mindn be sure to do
the following:

1. Consider outsourcing first. With employees comes payroll tax, HR issues and recordkeeping.

2. When it is time to hire, look for those who: a) share your values and goals for the business, and b) have
winning attitudes and track records.

3. Approach investor relationships with caution. Describe everyone's responsibilities in writing and work with
a lawyer on a buy-sell agreement that covers who owns what and how the partners can sell their shares to
end the partnership.

4. Use outside advisers such as an accountant, a lawyer, a mentor and a board of advisers consisting of two
to five professionals whose judgment you respect, including SCORE counselors.

Personal assessment. List your business-related strengths and weaknesses and likes and dislikes. lnclude
personal traits, skills and behavior. For example, if you like numbers but dislike making presentations to
groups of people, write that down. lf you don't enjoy working with raw data or performing in-depth analysis, but
would rather spend your time in people-oriented situations, then put that down. This exercise will enable you to
determine the personal contributions that you will bring to your own company, as well as define the gaps that
can be filled by hiring qualified key employees.

Strengths

Weaknesses

Likes

Dislikes

This should give you some specific ideas about the qualities you'd most like to see in your employees. Next,
think about the skills, traits and backgrounds you would like them to bring to the business. List and prioritize
them from the most to the least important:

Based on the qualities above, write a job title and description for each of the key people you plan to hire:

a)

b)

c)

d)
Gompensation

1. How much would you expect to pay to outsource this role, such as bookkeeping, packing/shipping, etc?

2. What is the market value for each job title or individual described at the bottom of page 1"6?

Tifle (a): Salary: $

Title (b): Salary: $

Tiile (c): Salary: $

Title (d): Salary: $

3. How much salary might he or she expect to receive from one of your competitors?

a) Starting salary: $ c) Starting salary: $

b) Starting salary: $ d) Starting salary: $

4. What salary are you prepared to offer?

a) Starting salary: $ c) Starting salary: $

b) Starting salary: $ d) Starting salary: $

5. What other forms of compensation or benefits might you provide in lieu of higher salary?

6. When do you need to lrring these people on board? (Create a schedule for when you plan to have each
person working for your company.)

a) c)

b) d)

Outside Advisers

Name the outsiders who can contribute to your operation by providing valuable advice and services
(e.9. bookkeeper):
Invest in Technology
Secure Data Storage
All small businesses are required to record and report more data than ever as a result of Sarbanes-Oxley and
the Patriot Act, which were passed into law by Congress. ln addition, according to Internal Revenue Service
rules, your business information must be maintained for anywhere from two years to permanently (to learn
more about what must be kept and for how long, visit www.irs.gov and search for "business record retention").
As a small business owner, these regulations mean data back-up. Typically, for smaller businesses, it's
easy to back your data up to CD or DVD, both of which are common options on most PCs sold today. As an
alternative, you can purchase a server PC that can be networked for data back-up. ln that case, a tape drive is
often a good choice. You can also choose to store key documents securely in an off-site location, such as a
safety deposit box.
Some small businesses choose to outsource their electronic document storage. Providers offer a relatively
low-cost alternative to in-house storage networks (there are also standalone electronic document storage sys-
tems, but they tend to be prohibitively expensive for small businesses). Most provider systems offer highly
secure off-site scanning, storage, indexing, searching and file retrieval.
The process is fairly simple: You give these providers your documents with keywords for indexing. Then they
provide you with a search engine for all your documents, making file retrieval painless. ln addition, most data
storage providers allow you to search for your documents online.
Before making any decision regarding data and document storage, think about your data storage require-
ments forthe longterm, how much capacityyou'll require, how often you'll be retrieving documents and data
and your objectives for growth and security.

Gomputers
Before you buy a computer, be clear about what you want the system to do for you. Check off the tasks that
you would like to use a computer for and take this iist with you when shopping for one:

tr Write correspondence I Presentations

tr Keep a customer list J Contract management
n Generate mailing labels f Send,/receive faxes
! Design a brochure n Maintain an appointment calendar
tr Create a catalog tr Design your office
n Lay out a newsletter n Conduct research for a proposal
tr Send/receive e-mail Lr Surf the lnternet
L_l Accou nti nglboo kkee pi ngls preads heets l 1 Set up a "storefront" on the lnternet
tr Check writing n Network internally (printer, multiples offices)
E Track inventory/order entry I Financial planning
n Do "what if" financial calculations I Work/network with associates' computers

Fortunately, there are several off-the-shelf software solutions designed to help you take on management and
operations tasks. The following list offers a few available products in each group.

. Bookkeeping/Accounting-Among the most popular packages for small owners are QuickBooks
(www.quickbooks.com) and Peachtree (www.peachtree.com). Both packages handle a variety of
profit and loss (P&L) functions, checking and accounts receivable and payable. They also offer great
reporting functions to support you at tax time.
. Customer Relationship Management (CRM)/Sales Automation-CRM has become a nearly ubiquitous
term. For small business owners, CRM software means having comprehensive contact information at your
fingertips, including an understanding of every interaction a customer has with your company. Sample
 solutions include Surado Small Business CRM (wwwsurado.com), Terrasoft CRM
(wwwterrasoft-ctm-software,com), Act! (www.act'com) and lnsidesales.com
(wwwinsidesales.com), which is an online solution.
. production,/Project Management-scheduling and project management software is crucial for any com-
pany with a multitude of deadlines and employees performing a variety of tasks. A few good examples
are Visual Staff Scheduler Pro (www.abs-usa.com), FastTrack Schedule 9 (wwwaecsoft.com), Office
Tracker 7.0 (www.officetracker.com) and Project Standard 2007 (www.microsoft.comlptoject)'
Regardless of your operational need, you can probably find a package that supports it. Once you do your
research and find a productyou like, check out its manufacturer and search the Web for independent reviews
and comparisons.

Look at buying a computer and other office equipment as an investment, not a cost. Your choice of systems should
be based on more than the price of the basic unit. When conducting your preliminary research, ask these questions:
. How easy is it to use?
. Will I need to hire someone to set it up?
. How difficult are the software programs to learn?
. Will I need to pay for training (for myself, managers or other staff)?
. How easy is it to add extra equipment such as scanners, hard drives or backup devices?
. Can I exchange information easily with other computers?
. As my business grows, how easily can I connect/network with other computers?
. How soon is my business likely to outgrow the unit?
. Will I need a server (data storage) for my business?
. Will I be protected against computer viruses and other online security risks?
. ls there a toll-free number to call for help?
. What are the warranty and repair policies?
. How satlsfied have other users been with this system?
To help you choose the computer that's right for your business, use this checklist of features to consider when
talking to a salesperson:
! Processor (type and speed) f Keyboard tr Networking capabilities
f RAM (MB) ' Mouse Ll Expansion capabilities
I Hard drive size (GB) .l Fax/modem ll Upgrade capabilities
CD-RON//DVD Burner I Multimedia-ready f Bundled software
I Monitor fl lnternet-ready Warrantv

Fax Machines
After a computer, the most common piece of small business technology is a fax machine. Some computer
modems have fax capabilities built in, but your computer must be running to receive incoming faxes' Computer
fax/modems also don't allow you to easily send freestanding material, since you must first scan the material
into the computer. For these reasons, most businesses invest in a fax machine or a multifunctional unit that
combines fax, printer, scanner and copier capabilities.

When selecting a f ax machine, keep these features in mind:

Features
i Memory I Resolution Lr Broadcast capabi ities
I

Send,/receive speed I Cost of cartridges Technical support options

Speed-dial capabi ities
I - TyPe,/cost of PaPer L- Repair options
Telephone line sharing I Multifunction capabilities L Warranty
Telephone handset (printer/scanne r / copier)
Telephone Equipment: How many lines do you need?
Many small businesses rely on a two-line phone-one llne for incoming calls and one for outgoing, fax and
modem (i.e., lnternet) calls. Determining how many lines you need depends on what type of business you're in
and the number of people requiring phone access. While there is no universal rule regarding lines to people
ratios, many businesses find that a 1:3 ratio (one line for every three stations) is adequate.
lf your business will rely heavily on telephones and data lines (i.e., for lnternet access, fax machines, credit-
card authorization terminals and answering machines), you will need multiple lines. You might also want to con-
sider high'speed access to the lnternet via cable modem or DSL. Contact your local phone company and ask
the business representative for a busy-line study. This is a statistical printout of the number and frequency of
incoming calls that receive busy signals and it will help you determine how many lines you should have.

To understand more about telephone capabilities, here are 10 pointers you may also want to discuss with your
phone company rep:

1,. lf you are setting up a home business, installing distinctive ringing will allow you to piggyback a different
telephone number on your existing line, making it ring in a different tone and pattern.

2. lf you want a separate telephone line in your home-based business, you can save money by installing
a residential line. To obtain a business listing in the Yellow Pages, however, you need to install a
business line.

3. lf you don't mind being interrupted during a call, call waiting can notify you when another call is coming in.
Customers often find this option annoying, however and business telephone etiquette experts suggest
investing in voice mail, which allows customers to avoid a busy signal and leave a detailed recorded
message.

4. lf you want to be able to speak to several individuals in different places at the same time, you can arrange
for conference cal ling.

5. When you frequently call the same numbers, speed dialing can save you time by allowing you to prepro-
gram a one- or two-digit code into your telephone.

6. You can save money on calls of short duration if your telephone provider offers billing in six-second incre-
ments instead of full minutes.

7. CallerlDallowsyoutoidentifywhoiscallingbeforeyoupickupyourtelephone,
8. When you sign up for additional telephone lines or services, inquire about installment billing, which allows
you to spread out the payments over several months, often without finance charges.

9, lf you're often away from your office and want your calls to follow you to another number, invest in
call-forwarding options.

10. To encourage customers to contact you for information and orders, establish a toll-free number.
 l--r$r

[Jse the Internet

their
The lnternet is a cost-effective communications medium that small businesses can use to complement
service efforts. For example, you can use the lnternet to:
existing research, sales and marketing and customer
. Get information and updates to your customers.
. Solicit feedback and ideas from customers'
. communicate and collaborate with agencies, vendors and suppliers.
. Exchange information and questions with peers and consultants, no matter where they're
located'
. Search for information about products, technologies, statistics and your competition.
. Sell products or services 24 hours a day,7 days a week, to a global audience (see Chapter 10).
. Assist and service your existing customers and prospects with current orders, product/service
information and other customer service functions'
Making Your Gonnection
To connect your computer to the lnternet, you'll need to subscribe to an onllne commercial service (such as
(lSP) in your area. When choos-
America Online, Earthlink or MSN) or sign up with an lnternet Service Provider
ing an lSP, start by asking these questions:
. How long has the firm been in business and how stable is the company?
. What kind of access speed does my lrusiness need? DSL? Cable Modem? How many cus-
tomers does it have in relation to the number of modems? (lf the ISP doesn't have enough
modems, you'll be frustrated by busy signals when you wantto connect.)
. Are its rates timed orflat-fee? (lf you're a heavy lnternet user, a monthlyflat-rate arrangement
maY be most economical.)
. What are its technical support services? Are they free or for afee?
. Does it offer any other services, such as design or hosting of Web sites?
Web Sites
Many companies and government agencies have set up Web sites with valuable information for small
busi-

nesses. Once you've connected to the lnternet, take time to visit the following sites:

Site URL/address

AllBusiness www.allbusiness.com
One of the most comprehensive small business resource sites, featuring extensive
bloggers/advisers, videos, forms and more'
The Company CorPoration' www. incorporate.com/score2
One-stop incorporation service company; includes writing and filing articles of incorporation'
name registration, registered agent and compliance tools'
Ebay wwwebaY.com
A popular site for purchasing new or used office equipment, furniture, hardware/software and
other office-related products for small business.

Edward Lowe Foundation www.edwardlowe.org

lnformation, research and educational experiences that support entrepreneurship and the free
enterprise system.
E-Myth wwwe-mYth'com
Seminars and workshops designed to help the small business owner grow his,/her company'
eVenturing www.eventuring.olg
public service provided by The Ewing Marion Kauffman Foundation; includes Entrepreneur's
Search Engine offering more than 1,000 Web resources for smali businesses.
 lnternationalTradeAdministration www.ita.doc.gov
Broad range of export-related information, statistics and country reports.
IRS (Tax Forms and Publications) wwwirs.gov
Downloadable forms and tax information, as well as an electronic filing interface.
National Retail Federation www.nrf.com
Advice and upcoming events from the world's largest retail trade association.
Nolo www.nolo,com
Find self-help legal information for small businesses. Topics include: Business & Human
Resources; Patents, Copyright & Art; Property & Money; and Rights & Disputes.
SCORE www.score.org
Ask SCORE offers email business counseling or read small business articles from SCORE
"Counselors to America's Small Business." Click Find SCORE for a local office.

U.S. Federal Government wwwbusiness,gov

One-stop resource for federal government information; links to 1000,000+ databases.
U.S. Patent and Trademark Office www.uspto.gov
Search databases, print forms and find statistics concerning registering trademarks and patents.
U.S. Small BusinessAdministration www.sba.gov
lnformation on starting and runninS a small business from the U.S. Government.
lf you want to search the lnternet for specific information, it is best to use a search engine. Afler typing in key
words or phrases, your results will be displayed on the screen. Here are some popular search engines:
SearchEngine URL/address
AllTheWeb www.alltheweb.com
AskJeeves www.ask.com
Google www.google.com
HotBot www.hotbot.com
Yahoo! www.yahoo.com

One of the best ways to learn about the lnternet is to browse on your own. Bookmark those sites that you find
are worth frequent visits.

Web Site Domain Names

To register a Web site domain name for your business, you may contact a number of different domain registration
service companies. They include www.register.com and www.networksolutions.com among a host of others. Rates
vary but expect to pay no more than $10-$50 for a one or two year registration.

Combating Online Fraud

Whether you're surfing the Web or using email, once you're online, your computer and network are at risk for
viruses, fraud and other problems. There are easy steps you and your employees can take to protect yourselves:
r Bookmark the sites you visit frequently and know can be trusted. Access those sites only through your
favorites or saved links.
. Don't automatically click on any links provided in an email. lnstead, open a new Web browser window
and type or paste the Web site's URL into the browser's address bar.
. Be wary of clicking on any pop-up message.
. Be suspicious of Web sites that display an lP or numerical address (such as 1,19.991-.2.L) in your
browser's address bar instead of a domain name (such as www.score.org).
Put the Web to Work for Your Business
Just l-O years ago, the typical entrepreneur would launch a business by installing a landline phone system,
printing business cards and letterhead, and designing marketing materials such as brochures and direct mail
pieces.
That's all changed now,
The lnternet enables you to accomplish these critical tasks-and many more-with less money and more
productivity. Whether you sell services or products, you can use the Web to advertise, communicate with cus-
tomers and reinforce your brand identity.
Consider something as basic as your phone. Voice over lnternet Protocol (VolP) technology can cut costs for
business calls and multiple lines.
On a larger scale, your company's Web site can be used to produce significant savings. Establishing your
firm's presence online can help you promote your company, generate leads and deliver customer service. The
beauty of the lnternet is that even the smallest start-ups can raise their profile and reach a global audience.

5 Steps to Launch a Web Site

Think of your company's Web slte as a different kind of storefront. Your goals in creating a business Web site
may involve informing, educating, marketing and selling your products or services. Armed with an awareness of
your goals, the process of developing a Web site is simple and straightforward. Follow these steps to maximize
your site's success:

1. Decide whether you'll set up your Web site on your own or hire a consultant or Web design firm. While fees
vary widely if you seek outside help, you will probably pay only $4 to $20 a month for a site-hosting service
(plus annual registration of your domain name) if you do it yourself.

2. Select a succinct, memorable domain name (i.e.,

www.softmoistcookies.com) that communicates
what makes your business special. Avoid abbrevia- Devise a Smart Strategy
tions or anything that makes it hard for others to
ln designing your Web site, think through each
remember. You will need to register your domain
of these issues:
name (the sooner the better) before launching your
Web site. Some site-hosting firms will register the AUDIENCE: Who is your target audience? lf you
domain name for you when you set up your account. want to reach more than one audience, prioritize
your primary target, secondary target, etc'
3. Whether you proceed on your own or by hiring a
Web designer, conduct due diligence to make sure PURPOSE: What is the purpose of your Web
you partner with reputable vendors. ln selecting a site? What business need will it fill? How will it
site-hosting firm-which provides the server space enhance profitabil ity?
for your Web site-research the right one for your
GOALS: How is the site ali$ned with your com-
needs. Get referrals from other business owners
pany goals? Will you sell a product or service
and check the hosting firm's background. Review
the number of customers it serves, its fee struc- online? Will you showcase a portfolio of prod-
ture, the speed of its connections and lts level of ucts? How does the site help you obtain or
customer support. Similarly, ask lots of questions retain customers?
before hiring a consultant to help you design your SIZE: How big will your site be? (larger sites
Web site. cost more)
4. Keep the design clean and visually appealing. The INTERACTIVITY: Will your site offer interactive
best Web sites incorporate simple colors, fonts and features? Can visitors send email, give feed-
graphics. Use a font size of 10 points or above and back, submit an order or request information?
limit each paragraph lo I2O words or less.
5. As you add content to the site, run periodic tests to con-
firm that ever).thing works properly and online visitors can Avoid Web Site Traps
navigate your site easily.
The power and potential of the Web can
Using the lnternet to Market Your Business overwhelm you if you're not careful.
Most consumers use the Web for two reasons: to get direct Beware of these pitfalls:
information or to locate a link that will take them to the infor-
Overlooking Personal Service. lf you
mation they want. Because many shoppers start with a
conduct e-commerce, send email updates
search engine like Google, you want them to find your Web
on orders. answer customer inquiries
site as quickly and easily as possible.
promptly and call to follow up when
A Web design and maintenance firm can help you imple-
approprlate.
ment an online marketing strategy. At their best, these ser
vice providers fully manage all aspects of the site and drive Failing to lntegrate Your Web Site with
Web users to discover your business. the Rest of Your Business. lnclude your
To increase your site's exposure, these Web specialty Web address in all traditional print adver-
firms offer "search engine optimization" (SEO)-a service tising, business cards, press releases,
that lures search engines to recognize your site. People are company brochures-even emblazoned on
more apt to find your site if the search engine they use lists your service vehicles.
it prominently.
The SEO firms will work with you to regularly update your Neglecting to Test. To prevent customers
Web content, improve the density of industry-specific key- from leaving your site due to an error-
words that comprise your Web site's title pages and head- prone ordering process, run frequent
ers, and increase your "page rank" (a measure used by tests to gauge the shopper's experience.
Google that calculates both how many links point to your site
and the "quality" of the sites providing the links).
To save money, borrow some of the same tricks that SEO firms use to call attention to a Web site. Here
are some steps you can take on your own:

1. Trade links with as many people and organizations as you can. Provide a "helpful links" page on your site-
and arrange for those Web sites to link to your site in return.

2. Publicize your Web site aggressively. lnvite people to download free material and urge influential bloggers in
your industry to spread the word about your site.

3. Consider email marketing to cultivate customer relationships. Consumers prize personal service-and the
lnternet provides a low-cost way to deliver il. Warning: lf you choose to send a promotional email to cus-
tomers or prospects, make sure they have requested to hear from you.

4. Search the Internet for free or low-cost Web directories that relate to your industry or consumer base. Then
submit your business name and web address to those directories so that your firm gains exposure.

5. Write short articles and submit them to relevant Web sites in your industry. Focus on the Iatest trends in
your business or practical, how-to information. Many Web sites will trade a free plug for your company for a
well-written article. Better yet, your article can position you and your firm as a credible leader in your
business.

Another option to raise your company's lnternet proflle is to experiment with pay-per-click advertising. This
means you set a price that you will pay each time an individual clicks on your online advertisement (which can
be placed on a popular Web site that's heavily trafficked by consumers). The advantage of this type of Web-
based advertising is that you only pay for actual clicks on your ad. This gives you flexibility in managing your
advertising budget, because you can usually terminate and then resume your ads whenever you want.
Once you get accustomed to marketing your business on the Web, you may decide to sell directly to the
consumer online. The benefits of electronic transactions, billing and even inventory control can boost your effi-
ciency while reducing your accounting, database management and other costs.
Control Cash and Credit
What levels of debt can your business safely support? Can you control the amount, timing and availability of
credit? That is, can you ensure the timely inflow of cash from new debt?
Assume that you have done all you can realistically to control your cash flow, but you still face occasional
periods of cash shortfalls. To tide you over these periods, you have to borrow from an outside source-e'9., a
commercial bank or credit-card company line of credit. How do you go about preparing a financing proposal?
Begin by focusing on receivables and inventory. Chances are they might be your largest current assets against
which you can borrow.
ldeally, receivables and inventory turn into cash as
soon as you wish. However, unless you manage them care- Five Steps for
fully, cash flow and carrying costs become a problem. To Managing Receivables
manage your working capital properly, you must know:
1. Age your receivables.
1. The age of your receivables and inventory.
2. Calculate your collection period and
2. The turn of your receivables and inventory. apply the " 4O-day /3O-day" rule of thumb
3. The concentration of your receivables (how many cus- to see if you have a Problem.
tomers comprise the majority of your receivables, what
amount of receivables they represent, what products the 3. ldentify slow-paying customers.
receivables cover) and inventory by product lines. 4. Pursue delinquent accounts vigorously.
You also must know what your credit and collection poli- 5. ldentify fast-paying accounts and try to
cies are doing to your working capital. All too often small increase their number.
business owners mistake sales for profits. They extend
more and more credit, pursue lax collection policies and
end up financlng their customers to increase sales. Most businesses cannot afford to provide interest-free loans
to customers just because they expect it. Slow-paying customers must be subject to profitability analysis, which
takes into account their carrying costs. Sales increases should translate into profits on the bottom line, but it's
difficult to increase profits when you're carrying customers who habitually stretch their payments.

Receivables management.
To control receivables, begin by examining their age. Break receivables out weekly to spot the slow-pay accounts
as soon as possible. Then you can try to collect before the accounts costs you your profits. Aging receivables is
simple: Separate invoices into Current, 30 days, 60 days, 90 days and more than 90 days. Then calculate your
collection period: Divide annual credit sales by 365 to find the average daily credit sale. Next, divide your current
outstanding receivables total bythe average daily credit sale. This yields your collection period.
Here's a good ruie of thumb for a quick test of your receivables management: lf your collection period is
more than one third greater than your creclit terms (for example, 40 days if your terms are net 30), you have a
looming problem.

Managing yout inventory.

lnventory management, like receivables management, is often overlooked as a source of operating profits. Care-
ful attention to how you manage these two areas can often free up cash and improve operating profits without
resorting to bank borrowing. lf you are managing both of these areas well, congratulate yourself-you are in a
distinct minorlty.
Carrying costs of inventory can run as high as 30% of average inventory, a substantial drain on working capi-
tal. Consider the costs of storage, spoilage, pilferage, inventory loans and insurance. They add up fast.
Determining the right level of inventory to carry is difficult. On the one hand you want to avoid unnecessary
expenses, while on the other you want to avoid as many stock-outs as possible. Trying to manage inventory on a
day-to-day basis invites trouble; accordingly, most businesses use some kind of inventory policy. The three most
important factors ln creating an inventory policy are inventory turnover (how many times per year and how that
compares with other businesses in the same line), reorder time (planning on a 1-0-day reorder time is vastly dif-
ferent from a 2O-day reorder time) and who your suppliers are.
lnventory control is a balancing act. lf your inventory gets too high, you run out of cash. lf it's too low,
chances are you're buying in uneconomical quantities (a danger sign to bankers), you're too undercapitalized
to ever become profitable (another danger sign) or you're bleeding the business.
Bankers are increasingly interested in the quality of inventory as well as the more standard indicators of
good management (liquidity, profitability and track record). lf you have a cogent inventory policy and follow it
carefully, you will upgrade both inventory quality and profitability.

Establish a contingency plan.

A contingency plan is a plan you hope never to use. lt outlines what you would do if all of your optimistic plans
go wrong. lt doesn't have to be lengthy. ln some cases, it can be as short as a single page and still be more
than adequate, although for most businesses such a plan should provide answers to these questions:

1. What suppliers would give you extended terms or carry you in case of a crunch? Why would they carry you?
How long and how much?

2. What new investment could you make? Would you refinance personal assets to provide a cash cushion for
your business? Could you? What other assets could you bring to support a cash crunch?

3. What assets does your business have to either sell or turn into cash some other way if necessary (perhaps
a sale/leaseback, for example)?

4. How will you keep your banker

and major trade creditors on
your side? Follow-Up Form
5. Have you examined all possible
sources of additional working
capital in your business? Where
might you have some leverage?

6. What customers would be willing

to prepay or speed up orders if
it would help you?

The purpose of a contingency

plan is to make sure before a crisis
occurs that you won't panic. As
evidence of thoughtful business
management, it's hard to beat and
is being sought by more and more
creditors.
I No answer l- Not available
Tighten and maintain cash controls. .l Requested info L- Requested proof of deliverY
Cash flow control begins with the _l
cash flow budget. lf you don't have Order never received f Payment previously sent
a cash flow budget, you will have I Will send check f Merchandise returned
cash flow problems. You also need f
I Duplicate billing Payment lreing held
a sales budget or its equivalent to
keep the sales level where it should Comments:
be. Small sales lags can add up to
Returned call:
big problems if not spotted early-
ranging from a sluggish salesperson
to a less than honest clerk.
 Your cash flow tludget is a good tool for keeping
overhead costs down. You have a degree of control Three Credit Policl' Steps
over costs that you don't have over sales; while you
can almost always cut costs, you can't generate sales 1. Divide your customer list into three groups:
(especlally cash sales) whenever needed. lf you could, Prime, Good, Olher. Prime customers always
you'd never have a cash flow problem. pay within term; Good usuaily doi Others

Every budget has some fat in it. Tightening control seldom, if ever, do.
means always asking whether this or that purchase or
2. Look for similarities within the groups. What
expenditure will have a positive effect on your busi-
kinds of customers are Prime or Good? How
ness. lf there is no clear answer, examine the expendi- do they differ from Other?
ture closely. This effort must be consjstent to work. All
the controls in the book mean nothing unless they're 3. Look for ways to upgrade as many customers
applied-whether the control is a separation of pur- as possible to Prime and Good. Remember:
chasing from paying, making sure that bills and You don't have a sale until you're paid.
reorders go out when they should or even keeping a
physical count of the inventory.

Credit and collection.

The cost of extending credit is one of those hidden costs that eats up working capital. Very few smaller busi-
nesses have explicit credit policies. lf they did, they could dramatically increase both profits and the quality of
their current assets.
Investigate accepting credit cards and encouraging customers to use them. They cost little in return for the
headaches they save you. Consider the cost, in direct comparison to bad-debt losses and in time, effort and
attention that slow-pay accounts cost you. The added costs of capital tied up in receivables, for example, is fre-
quently greater than any fee charged by the financial institution supporting the transaction.
Use a follow-up form (see page 26 for a sample) each time you call a lagging account. The completed slip
will provide back-up information and should be filed for reference on further calls. Remember to ask for spe-
cific payments on specific dates. lf payment is not received, call back and ask again.

SoeakinE About Financial Management

Accounts payable Liabilities resulting from purchases of goods or services on an open'account basrs.

Accounts receivable Amounts owed by customers as a result of clelivering goods or services and extending credit in the
ordinary course of business.

Balance sheet A financial statement that shows a company's assets and liabilities.

Budget A forecast of revenues and expenditures for a specific period of business actlvity.

Cash flow Usually refers to net cash provided by operating activities; there is also cash flow from financing
and investing.

Cash flow statement A report on cash receipts and cash payments for a particular period.

General ledger A record containing the group of accounts that supports the amounts shown in the financial
statements.

Gross profit The difference between sales revenue and cost of goods sold.

lncome statement A report of all revenues and expenses pertaining to a specific period.

lnventory tutnover Tlre number of times during an accounting period that a business sells the value of its inventory.
Turnover is calculated by dividing the cost of goods sold by the average inventory during the period.
(Average inventory is figured by adding beginning ancl ending inventory, then dividing by two.)

Line of credit (LOC) An agreement by which a financial institution (usually a bank) holds funds available for a business's
use. A secured LOC is ordinarily renewed annually; an unsecured line may have to be paid down
once a year.
Project Your Cash F low
Cash Flow is the movement of cash in and out of your business within a given period, usually a week or a month.
It is not the same as profit. A business can show a profit on the day it goes bankrupt-simply because it has
insufficient cash to meet its obli$ations.

Cash Flow Protection is looking ahead to determine what your cash flow is Iikely to be-thjs is critical to keeping
a business running.

Cash ln and Cash Out are the dynamic sections of your cash-flow projection, representing the flow of money in
and out of a business. Electronic cash flow worksheets are available at www.score.org.

Elements of Cash Flow

1. Starting Cash (or starting balance). Each monthly projection begins with the amount of cash you have on
hand at the start of the month. Your Starting Cash is the same number as the previous month's Ending Cash.

2. Cash ln. This section of the statement is also called "sources of

cash." lt includes all cash received during the month. There are Month 1
several possible sources:
STARTING CASH s2,5OO
a. Sales are a primary source of cash, but remember to ')

CASH IN
include only cash sales. Sales that have been invoiced do
not represent money you can spend this month, so list only Cash Sales s1,ooo
the cash sales you expect to have. Paid Receivables o
Other 0
b. Paid Receivables are those sales that were previously
TOTAL CASH IN s1,OOO
invoiced and have been paid this month. lt is important to
project accurately when you expect to be paid-3O days, 60 CASH OUT
days, etc. lf a sale made in January is actually going to be Rent s700
collected in March, you want your projections to be realistic
Payroll S1,ooo
and reflect that lag time.
Other $300
c. lnterest. When your business is fortunate enough to have TOTAL CASH OUT sz,ooo
money in the bank, it will be earning interest.
ENDING BALANCE $1t509,
d. Other. Additional sources of cash might be a bank loan, sale
of stock or the sale of an asset such as a company car. CHANGE

3. Cash Out. This section is also referred to as "uses of cash." (Cash Flow)
Cash leaves the business in two basic ways: fixed expenses and
variable expenses.

a. Fixed Expenses are incurred regularly and are not easily eliminated. Generally, they do not fluctuate
with sales volume; they are "fixed" from month to month: rent and payroll, payroll taxes, estimated
taxes, utilities, interest on loans and insurance payments.

b. Variable Expenses can change from month to month and often vary with sales volume or production
volume. They can be more easily changed than fixed expenses. Some examples: supplies, commis-
sions, advertising, raw materials, consulting services and promotion.
4. Ending Cash (or Ending Balance) is how much cash is left atthe end of the month. lt is the result of the
numbers in Cash ln and Cash Out. Simply add the Starting Cash to Total Cash ln and then subtract Total
Cash Out. The cash you end the month with is the cash you have to start the next month-so, you get the
number for Starting Cash by copying if from the previous month's Endin$ Cash'

5. Gash Flow is the amount that has flowed through the business (see box below). lt is a measure of what
has happened that month. lf nothing has happened-say you began with $l-,000 and didn't take any cash
in or pay out a nickel-you would end up with $1,000, but your Cash Flow would be $0. To calculate Cash
Flow, subtract the Ending Cash from the Starting Cash. The secret to success is positive cash flow.

Quarterly Cash Flow Worksheet (by Month)

MONTH:

STARIING CASH

CASH IN

Cash Sales

Paid Receivables

TOTAL CASH IN

CASH OUT

Rent

Payroll

TOTAT CASH OUT

ENDING CASH

CHANGE

(Gash Flow)
Ch aft Your Business Progress
Once you're open for business, how should you monitor
your company's health and progress? Besides sales and \\hy Are You in Business?
profits, what other indicators will help you measure
performance? And how often should you track those You and your employees should be able to
articulate the true mission of your company and
measurements?
hence, its critical-success factors. Here are eight
As your company grows, it will be in a constant state of
questions that will help you define your company's
flux, with hundreds of variables at play each day. Each of
core purpose:
them will have a pull on you and your employees, dictating
behavior and priorities. But at the end of the day, which
1. What makes us different from our competitors?
variables will really count? One of the most significant 2. Why do customers buy from us rather than
management tools for growing a company is the develop- from our competitors?
ment of a clear set of performance indicators that repre- 3. What are our best talents and strengths?
sent the criteria from which the business is managed and 4. What are we most proud of?
monitored. These critical numbers are most often associ-
5. What does our company do that others would
ated with financial performance-sales, margins and want to benchmark?
accounts receivables. But other important aspects of your
business also impact overall performance, such as cus-
6, How do we make life better for our customers?

tomer-service ratings, inventory, number of complaints, 7. How do we create competitive advantages for
quality statistics, employee morale and satisfaction rat- our customers?
ings, sales figures and collections. 8. What do we want our reputation to be?
To ensure your success as a new business owner,
make a list of the factors that are most important to your
company's performance and then select a group of key Horlr to Take Your
indicators to track on a regular basis. Choose those fac-
tors that are critical to sustaining you company's competi- Company's Pulse
tive advantage as well as maintaining its general health. Which numbers should you keep an eye on to
The tracking reports to which you refer most often monitor your business's financial health-and
should be kept short and, therefore, user-friendly. For how often should you check them? Here are
instance, you probably should only track three of four key 10 critical checkpoints:
indicators-at most-on a daily basis, They should be the Weekly Updates
ones that can have the most significant impact on your L. Current cash position (how much cash was
business. A more detailed report may be more appropriate received, when and from whom)
for weekly or monthly review. 2. Cash disbursements (e.g., payroll, materials
and purchasing)
Areas to consider for performance measures include:
. Sales growth (number of calls, close rations, etc.) 3. New sales

. Cash management (accounts receivable/payable, 4. Accounts receivable (beginning balances,

cash balances, inventory levels, future projections) outstanding credit and cash receivables)
. Profit measures (key drivers of profitability) 5. Accounts-payablepayments
. Customer feedback scores (e.9., service ratings) 6. Order backlog
. Employee feedback scores (periodic surveys measur- 7, Number of employees (with a productivity
ing morale, commitment, communication, etc.) metric; e.g., sales per employee)
The development of performance measurements is Monthly Updates
one of the most important keys to long-term growth. lt will 8. Inventory (with accounting or physical tests
facilitate management control and communication through- of accuracy)
out your company and it will support your efforts to per-
9. Accounts-receivable average days outstanding
form at the highest level. Once successfully launched and
10. Accounts-payable obligations (with aging
in business, re-evaluate your need to incorporate or form
breakdown)
an LLC to protect yourself and your family.