Financial and Business Planning response

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Financial and Business Planning

CHAPTER OVERVIEW

The business planning of startups is often summarized in a document called the business plan. However, it is important to understand that business planning is much broader than the business plan document. This chapter reviews the main aspects of the general business planning process, while emphasizing the factors that are important to early stage companies.

The first part of the chapter discusses the company's business cycle and the manner of presenting information in the financial statements. Understanding the principles underlying the financial statements, the manner of preparing them, and the presentation of the data is essential to anyone involved in the high tech industry in general, and to persons engaged in business planning in particular. The second part of this chapter reviews the main methods of financial forecasting. The last part of this chapter reviews other issues relating to strategic planning and reviews the business plan, which is one of the products of business planning.

The Company's Business Cycle

Understanding the company's business cycle is important for financial forecasting and for understanding the company's cash flow.Figure 3-1 presents the business cycle of a typical company: The company's equity providers or debt holders infuse money (in the form of capital and debt, respectively) into the company's cash account. This cash is used by the company to pay for services, salaries (human capital), and raw materials for the production process and to purchase production equipment. The human capital and the raw materials are used for the development and production (through means of production such as machinery and computers) of services and products. Products pass through the company's inventory and are sold to customers, and services are provided to customers directly. Customers either pay for the products or services in cash or receive credit from the company that is paid later. At the end of each period (cycle), any cash not returned to the company's debt holders is paid to the tax authorities, distributed to the shareholders in the form of dividends, or is re-invested in the company to allow further business cycles.

Figure 3-1 The Company's Business Cycle

Financial Statements

The company's business cycle is reflected in its financial statements; the main ones are the company's balance sheet, income statement, and cash flow statement. The company's financial statements provide information about its financial condition: The main purpose of the balance sheet is to describe the assets and liabilities of the company on a given date; the main purpose of the income statement is to describe the transactions and changes in the assets and liabilities of the company over a period of time; and the cash flow statement describes the changes in the company's cash flow over a period of time.

The company's financial statements are usually prepared in accordance with generally accepted accounting principles (GAAP). In most cases, the company prepares two sets of statements: One is used for reporting to the company's shareholders and debt holders, and the other, which is based on the tax rules governing the recording of transactions, is used for reporting to the tax authorities. Obviously, the statements report the same business results, but different rules used for different needs create differences between the reported results. The reason for the differences in most cases is the existence of specific directives for tax reporting, as opposed to other financial reporting principles that attempt to reflect the company's business condition in general.

In order to understand the company's financial condition and prepare financial and business plans accordingly, entrepreneurs need to understand the meaning of the different statements and the logic behind the reflection of the company's business cycle. The following explanation of the statements and their components is consistent with the customary reporting rules, but is based on the economic principles underlying them, rather than on the precise reporting rules.

Balance Sheet

The company's balance sheet reflects the company's overall assets and liabilities or, in other words, its financial condition at a given point of time. The balance sheet may be likened to a snapshot of the company's financial condition. It distinguishes among various types of assets and liabilities, such as cash held by the company or in its bank accounts, as opposed to inventories. The balance sheet also reflects the shareholders' equity, namely, the investment in the company made by the shareholders and the profits accumulated in the company (retained earnings). The company's total recorded assets are always equal to the sum of its liabilities plus the shareholders' equity (see Figure 3-2).

Figure 3-2 The balance sheet

According to the reporting principles, the company is required to distinguish between current assets and liabilities which may be liquidated or are due within one year or less, and other assets and liabilities, referred to as long-term assets and liabilities, whose life span is longer than one year. Assets are presented in a declining order of liquidity, i.e., the most liquid assets appear before the less liquid assets. The first assets presented (namely, the most liquid) include cash and traded securities, and the assets presented last are the company's fixed assets, such as industrial equipment and real estate.

It is important to note that the presentation of assets and liabilities in financial statements is guided by the principle of conservativeness: Assets are recorded according to their lowest reasonable value (in other words, they are not likely to be liquidated for less), whereas liabilities are recorded according to their highest reasonable value.

The main assets and liabilities appearing on the balance sheet (see Figure 3-2), are the following:

Assets

  • Cash, cash-equivalents and securities— These are the first among the company's current assets. Cash, cash-equivalents, and securities include, except for the cash in the company's bank account, all short-term deposits owned by the company and traded securities, including treasury bills. The guiding principle underlying the classification of these assets is that they entail a relatively low risk in proportion to their value at the time of liquidation, and can be liquidated quickly (usually, within less than three months).

  • Accounts Receivable— Since most companies do not receive payment in cash for all of their sales, almost every company that has reached the stage of sales has an Accounts Receivable (or Receivables) item. These are short-term customer debts that the company records on its balance sheet after offsetting allowance for doubtful debts which it does not expect to collect. For example: a company by the name of Speed is owed $1,000 by its customers, but predicts that only $800 will be paid. The company will present in its balance sheet a net amount of $800 under this item, representing the portion of the debts that the company expects to collect. This amount is produced by deducting an allowance of $200 for doubtful debts from the gross debt of $1,000.

  • Inventory— Inventories are assets in various stages of production that the company expects to sell as products. Inventories are divided into several types in accordance with their stage along the production process. Companies usually specify the types of inventories they have, since investors attribute a different value to different types of inventories. For instance, in most cases, an inventory of raw materials is easier to liquidate than an inventory of products in progress. A manufacturing company will generally have three types of inventories: an inventory of raw materials, an inventory of goods in process, and an inventory of finished goods. Inventories are estimated according to their cost, not according to the revenue they are expected to produce, unless such revenue is lower than the cost of production (in which case, the principle of conservativeness directs that they be recorded according to their net realizable value). The reporting of inventories in progress, as well as inventories of finished products, usually includes also allocated labor and overhead costs (such as electricity and some of the depreciation of the equipment used to manufacture them).

    When analyzing inventories, it is important to pay attention to the method of recording of the inventories, since a company selling products uses inventories of raw materials and finished products which might be recorded according to different prices. For instance, let us assume that Speed manufactures instruments that it combines with tractors that it purchases. In one month, the company purchased three identical tractors at different prices (according to the order of acquisition): $100,000, $120,000 and $115,000. At the end of the month, the company sold one set of equipment (a tractor on which the company's equipment was assembled) for $200,000. Obviously, the reported financial results reported by Speed will be affected by the choice of the tractor that constitutes a material part of the sold equipment. If the company uses an inventory method called FIFO (First In, First Out), then, assuming that Speed had no prior inventories, it will report an inventory of $235,000. $100,000 (the cost of the first tractor) will be reported as part of the cost of the equipment sold (see the next subsection for a further discussion of revenues and expenses). If the company uses the method of LIFO (Last In, First Out), then the company will report an inventory of $220,000. According to yet another method, the inventory (and the components of the cost of the goods sold) is calculated according to the average cost of the components of the sale. In our case, the inventory at the end of the period will be reported at: (100,000 + 120,000 + 115,000)*(2/3) = 223,333.33.

  • Advance payments— Although companies usually try to defer payments, in many cases they pay in advance for services they will receive after the date of the balance sheet. For instance, companies often pay rent for several months in advance. The principle in the statements is to report expenses and revenues at the time of the economic occurrence of their underlying events. In other words, since the services will be received after the date of the statements, the expenses will be recorded concurrently with the receipt of the service. Therefore, the balance sheet will reflect an asset incorporating the cost for which the services or product was not yet received.

  • Long-term assets— Assets that are expected to contribute to the production of revenues over a period longer than one year are referred to as long-term assets. They are divided into two main groups: tangible assets and intangible assets (intellectual property). Tangible assets include real estate, office equipment, production equipment, long-term financial assets, and stocks in other companies. These assets are usually recorded according to their historical value, i.e., according to the price of purchase, adjusted for depreciation.

    The term “depreciation” attempts to reflect the devaluation of assets over their economic life span or usage. The periodic depreciation of an asset is part of the expenses reflected in the income statement. There are various methods for calculating depreciation that are deployed in accordance with the character of the assets, the industry, and the company holding the asset. The most widely-used method is that of the “straight line”: First, the asset's economic life span is estimated, and a proportionate part of the cost is recorded every year as an expense. For instance, if a car was bought for $20,000, and its economic life span is five years, then $4,000 are recorded every year as an expense, and the asset is reported on the balance sheet with a value that decreases by such amount every year. Another common method is that of the “accelerated depreciation,” whereby the asset is depreciated more in the first years. This method reflects an accelerated depreciation in the first years of the asset's life. The value of a new car, for instance, is known to decline faster in its first few years.

    There are other depreciation methods, and in many cases the chosen method takes into account the amount of use made of the asset. For instance, consider the case of a factory where one million cars can be manufactured before it needs to be renovated. Obviously, it would be logical to express the depreciation of the factory over time as a function of the number of cars actually manufactured in it.

    Assets appear on the balance sheet according to their historical value, less depreciation and any other devaluation resulting from a decline in their market value below their cost. In fact, the net fixed assets will be equal, at the end of each period, to the net fixed assets at the end of the previous period, plus new fixed assets acquired, minus the net cost of fixed assets sold and minus periodic depreciation and any other reduction in the recorded value of the fixed assets.

    Where the statements of non-American companies are concerned, it is important to understand that in different countries the value of assets may be expressed differently, and in many cases assets may be revalued according to their market value at the time. Fixed assets may be revalued, for instance, in the United Kingdom and in the Netherlands. The principle in these countries is that assets are reflected according to the cost to the company of replacing them. In other words, if the car on Speed's balance sheet (which, for purposes of this example, will be reported according to British rules) is one year old, then, instead of reporting a depreciated value of $16,000 ($20,000 – $4,000), the cost of a similar used car on the market will be checked. If such cost is $21,000, then the car will be recorded in the balance sheet with this value. This change in value will concurrently be reflected under the item of the company's shareholders' equity. In all countries, if the market value of an asset considerably declined below its depreciated cost, and such devaluation is not expected to be remedied, then the value of the asset has to be reduced in the balance sheet by recording a loss as a result of the devaluation of the asset (since such devaluation is in lieu of future depreciation).

    Intangible assets include items such as the cost of acquired patents, trademarks and trade names, franchises, and the cost of investments in other companies above the value of their tangible assets (goodwill). These assets also appear on the balance sheet and are depreciated in accordance with their expected life span, with certain restrictions (in accordance with the accounting rules applicable in each country) with respect to the manner of recording of various assets and liabilities. For example, if Speed bought a license to use a patent that will expire in ten years in consideration for one million dollars, then it will be depreciated over ten years, unless the patent is expected to become worthless after a shorter period of time, or is expected to continue being valuable after it expires.

    Following an accounting rule change, effective from the year 2002, goodwill does not have to be depreciated if its value, as deemed by the company's management, has not declined.

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