Financial management involves acquiring and managing funds for a business. The financial manager examines financial data and recommends strategies to improve the firm's financial performance. There are three common reasons firms fail financially: undercapitalization, poor cash flow control, and inadequate expense control. Financial planning involves analyzing short and long-term cash flows, optimizing profitability, and making the best use of funds. It has three steps: forecasting financial needs, developing budgets to meet needs, and establishing financial controls. Firms can raise needed capital through borrowing (debt financing) such as bank loans, selling ownership stakes (equity financing), or retaining profits (retained earnings).