Growing your business managing cost, funding, customer satisfaction - cro

Growing your businessManaging Cost, Funding,
Customer Satisfaction
Razvoj poslovanja, upravljanje
troškovima, financiranje,
zadovoljenje potreba mušterija
(c) Copyright Expressive Business
Strategies 2007-2010

1

Financial Management/
Financijsko upravljanje
• Decide “rules” /Donesite “pravila”
– What are your revenue sources? /Koji su vaši
izvori prihoda?
• Koji su troškovi vaše proizvodnje?

– What are your expenditures? / Što su vaši
troškovi?
• What are legitimate business expenses? /Što su
opravdani troškovi poslovanja?

Strategies 2010 - 2012

Računovodstvo
• “Keeping the books” /Vođenje poslovnih knjiga
– Bank account /bankovni račun

• Handling money /korištenje novca

– Availability of money (demand accounts vs saving) /dostupnost
novca (računi za potrošnju ili štednja)

– Writing down (registering) income /upisivanje
(bilježenje) prihoda

• Collecting Money /sakupljanje novca
• Depositing money into bank account /polaganje novca na
bankovni račun

– Writing down (registering) expenses /upisivanje
(bilježenje) troškova
• Payment Terms /uvjeti plaćanja
• Paying expenses /plaćanje troškova


Financial Reporting
• Income statement
– Determines profitability
– Determines amount of taxes to pay

• Balance sheet
– Assets, Liabilities and Equity

• Cash Flow
– Understand difference between cash and
profitability.

Primjer tablice prihoda


Primjer bilance stanja


Why are these reports important?/
Zašto su ova izvješća važna?

• They give you a quick picture of the “health”
of your business. /Daju vam brzinsku sliku
zdravlja vašeg poslovanja.
– You should look at your income statement and
balance sheet monthly. /Trebali biste mjesečno
pregledavati vašu tablicu prihoda i bilancu.
– You should look at your cash flow daily. /Trebali
biste svakodnevno pratiti protok novca.
• Let’s talk about Cash Flow… /Razgovarajmo o
protoku novca /gotovine.

Novac (gotovina) kraljuje!
• You need to understand “cash” and how important it is
to your business./Morate razumjeti važnost novca za
vaš posao?
– Sales do not pay bills, cash does /prodaja ne plaća račune, to
čini novac
– Cash is the gasoline that makes your business engine
work./Novac je benzin koji pokreće motor vašeg poslovanja.
– Most businesses fail because they run out of cash through
losses or other poor management practices. /većina poslova
propada jer ostanu bez novca zbog loše upravljanja.
– 100% of businesses that run out of cash - FAIL!!/ SVI poslovi
koji ostanu bez novca PROPADAJU

CASH Flow/Protok novca
Ask your accountant to construct a cash flow
statement. Proper cash management begins here.
Zatražite svog računovođu da vam izradi tablicu
protoka novca. Ispravno upravljanje novcem počinje
ovdje.


CASH Flow defined/Definicija
protoka gotovine
• Cash flow is defined as cash receipts
minus cash payments received over
a given period of time. /Protok
gotovine se definira kao gotovinski
računi, minus gotovinske uplate
primljene tijekom određenog
vremena.
(c) Copyright Expressive Business Strategies 2010 - 2012

Improving CASH Flow/Poboljšanje
protoka novca
• Collect your receivables faster./ Brže sakupljajte
uplate.
• If you have a product business get extended credit
from your vendors, maybe 60 or 90 days. /Ako imate
posao koji uključuje proizvode, skratite rok uplate na
60 do 90 dana.
• Sell inventory faster and keeping your inventory
levels low. Know what sells well and what
doesn’t. /Brže prodajte robu koja vam je u skladištu i
ne držite puno robe u skladištu. Saznajte što se
dobro prodaja, a što ne.

• Encourage your customers to pay with credit
cards. /Ohrabrujte mušterije da plaćaju kreditnim
karticama.
• Give customers cash discounts for paying there bills
on time. /Dajte mušterijama popust na gotovinu ako
plate račune na vrijeme.
• Ask customers to pay a deposit or advance for
services before you perform them. /Tražite mušterije
za polog ili avans za usluge prije no što ih isporučite.
• Bill customers as soon as you perform the service or
deliver the product. /Šaljite račune čim isporučite
robu ili uslugu.

12

Debt Collection /Naplata dugova
• When you accept purchase orders and grow your
receivables, you are extending credit to your customers,
make sure you establish credit practices that are 1) fair
enough to your customers under any applicable laws,
and 2) strict enough to ensure that your business will get
paid.
/Kada prihvatite naloge za kupnju i imate otvorene
stavke za naplatu tako da imate mušterije koje vam
duguju, razvijte praksu naplate koja je 1) pravedna
prema vašim kupcima i u skladu sa zakonima 2)
dovoljno stroga da osigura vaše poslovanje.
© Expressive Business
Strategies 2008- All Rights
Reserved

13

• Have a set procedure in place that your
business will follow if customers don't pay when
they're supposed to, i.e. overdue notices,
demand letters, and collection notices.
/Odredite procedure za slučaj neplaćanja na
vrijeme – primjerice obavijest o kašnjenju,
opomene, zahtjevi za plaćanje.
• A measured approach to debt collection is better
in the long run than immediately going to a
collection agency or court. /Odmjereni pristup
naplati dugova dugoročno je bolji nego izravno
pokretanje sudskih tužbi.

14

A final thought on Cash Flow/
Završna misao o protoku novca
• Remember that a REAL customer is
only one that pays their bills in the
agreed upon time./Upamtite da su
PRAVE mušterije one koje plaćaju
svoje račune u ugovorenom roku.

Funding your Business
Financiranje vašeg poslovanja


16

Funding your business/
Financiranje vašeg poslovanja
• Understand your business, Understand your market,
Understand your risk, understand your competition…
These are all the fundamentals of a business plan.
You need a business plan to raise capital. / Morate
razumjeti svoj posao, svoje tržište, rizik koji
poduzimate, svoju konkurenciju. Sve su to temelji
poslovnog plana. Potreban vam je poslovni plan
kako bi došli do kapitala.

• Let’s look at the process… /Pogledajmo kako
izgleda taj proces…

17

Raising Capital is dependent
on:/Prikupljanje kapitala ovisi o:
• Government/Vladi

– Business codes/ pravilima poslovanja
– Laws/zakonima
– Enforcement /provođenju zakona

• Culture /kulturi

– Risk-taking/ spremnosti na preuzimanje rizika
– Saving vs debtor /štednji naspram dugova
– Interest friendly /jesu li krediti prihvatljiv
način financiranja

• Business type/vrsti posla

– Product vs service /proizvod ili usluga
– Key asset /ključna imovina i sredstva kojim
raspolažemo
– Large vs small /veliki ili mali
– Risk level /razini rizika

18

Dependence (con’t)
Ovisnost nastavak

• Business climate /poslovnoj klimi
– Competition /konkurenciji
– Economy /gospodarstvu

• Size of deal /veličini posla(ugovora)
• Investor type /vrsti investitora

– Family/ friends /obitelj i prijatelji
– High net worth individuals (“angels”) /dobro umreženi
pojedinci (“anđeli”)
– Other businesses (e.g., partners)/drugih tvrtkama (npr.
partnerima)
– Professional investors /profesionalnim investitorima
– Lenders /vjerovnicima
– Governments /vlastima

19

A word about Partnerships
Riječ o partnerstvima
–
–

Choose Partners carefully /Pažljivo birajte
partnere
Do they complement what you do? /Upotpunjuju
li vaš posao?
• Are they of a like mind?/ Razmišljaju li poput vas?
–

Equally yoked versus unequally yoked /Snose li isti teret s vama?

• Understand the value of what they bring. /Potrebno je
razumjeti vrijednost onoga što donose u poslovanje.
–

Don’t just “go for the money”/Nemojte se upuštati samo zbog
novca.

• Understand how you would resolve conflict should that
arise./Znajte kao riješiti potencijalne sukobe.

20

When raising capital what people
forget…. /Pri sakupljanju kapitala
ljudi zaborave…
• Two factors are frequently overlooked by
those raising capital, and weigh heavily on
investor decisions: /Često se previde dva
faktora pri sakupljanju kapitala koji znatno
utječu na odluku investitora.
– Threshold amount /iznos početnog kapitala
– Liquidity /likvidnost

21

Threshold amount/Početni kapital
• The threshold amount is that sum which is
needed to fund the company until it can
either:/Početni kapital je iznos potreba da bi
se tvrtka financirala sve dok ne
– Raise more capital /sakupi više kapitala
– Ensure liquidity/osigura likvidnost


22

Liquidity/Likvidnost
• Liquidity is necessary for an investor to profit
from an investment /Likvidnost je nužna da bi
investitor profitirao od svoje investicije.
• Liquidity events could be: /likvidnost se
osigurava kroz
– From profits /profit
– From the sale of assets /prodaje imovine
– From the sale of the business /prodaje poslovanja
– From becoming a Public company (allowing the
sale of an individual’s stake in the
business)/prodajom pojedinačnih uloga u tvrtci

23

The Funding Deal Structure
/Struktura ugovora o financiranju
• Can alter risk, threshold amount and
liquidity /može promijeniti rizik, početni
kapital i likvidnost
• Should be specific to the investor audience
/Mora biti specifično određena za specifične
investitore.
• Thus, multiple versions of a Business Plan may
be appropriate /Stoga je potrebno izraditi više
verzija poslovnog plana.

24

How investors decide….
Kako investitori odlučuju…
• Investor decision making is primarily a process of
“due diligence” /Investitori odlučuju primarno na
temelju istraživanja .
• Due diligence is often an investigation of why a
business will NOT succeed. It is a hunt for
“horribles”/To je istraživanja razloga zbog kojih bi
posao mogao propasti. To je lov na “najgore”.
• Your role is to provide independent evidence that
“bad things” will not happen. /Vaša je uloga da
pružite neovisne dokaze da se loše stvari neće
dogoditi.

25

Managing Due Diligence
/Pružanje informacija zainteresiranim
investitorima
• Do not emphasize your own convictions.
These are opinions. Investors want
evidence. /Nemojte prenaglašavati vaša
uvjerenja. Ona su subjektivna. Investitori žele
dokaze.
• Use research and analysis, the more
independent, the better. /Koristite neovisne
analize.
• Keep a record of all possible concerns.
/Bilježite što brine investitore.

26

Managing Due Dilligence
• Respond only when prepared. /Reagirajte
samo kada ste pripremljeni.
• Follow up on all concerns (thoroughly).
/Učinite nešto po pitanju onoga što brine
investitore.
• Admit risks or unknowns /Priznajte da postoje
rizici i nepoznanice.


27

The Decision
Odluka
• Remember, investors decide to invest when “they”
conclude the business will succeed, not when “you”
conclude it will succeed. /Upamtite, investitori se odlučuju
uložiti kada oni, ne vi, zaključe da će posao uspjeti.
• Focus on the “lead”/fokusirajte se na potencijalnog
investitora
• Follow up aggressively, but not obnoxiously /Nastavite
agresivno, ali ne napadno i neugodno.
• Be flexible/Budite fleksibilni.
• Be prepare for a long process /Budite spremni na dugačak
proces.
(c) Copyright Expressive
28
Business Strategies 2007-2010

Use of Funds/Korištenje sredstava
Funding provides cash that fuel business
growth./Financiranje omogućava sredstva
koja omogućuju rast poslovanja.
Let’s look at ways to grow your business/
Pogledajmo kako možemo razvijati svoje
poslovanje.

29

Customer Satisfaction: Growing
your business /Zadovoljstvo
mušterija: rast vašeg poslovanja
• Simply defined, growing your business means
to generate more revenue and increase your
profits.
Jednostavno definirano, razvijanje poslovanja
znači stvaranje više prihoda i povećanje
profita.
© Expressive Business Strtegies, 2012.
All Rights Reserved.

How do you do that?
Kako to postići?
1. Gain new customers or clients /Zadobivanjem
novih kupaca ili mušterija
2. Increase the profits associated with each sale,
transaction or contract. /Povećanjem profita
povezanog uz svaku prodaju, transakciju i ugovor.
3. Increase repeat business (keep current customers
/ clients coming back for more)/ Održite
postojeće mušterije koje će vam se vraćati po još.
© Expressive Business Strategies,
2012.

New customers / clients
Novi kupci /mušterije
• Requires a lot of resources and effort /Potrebno
je mnogo resursa i truda.
– Branding/Stvaranje prepoznatljivosti
– Longer sales cycle / duži ciklusi prodaje
– … money /…novac
• (Obviously) If you have a completely new business,
you do need to focus all of your efforts in gaining
new customers./Ako ste potpuno novi u poslovanju,
potrebno se fokusirati na stjecanje novih mušterija.
2012.

Increasing profits for each transaction/
Povećanje profita za svaku transakciju
• Reduce costs /Smanjite troškove
– Must add up everything that goes into the cost of
a business transaction /Morate zbrojiti sve što
ulazi u cijenu poslovne transakcije.
• Costs of raw materials, salaries of workers /Cijena
materijala, plaće radnika.
• Don’t forget rest of the costs – for example, rent, taxes,
all other salaries, marketing, travel) /Ne zaboravite na
ostale troškove kao najam, porezi i druge plaće,
marketing, putovanje…
2012.

Increasing profits for each transaction/
Povećanje profita za svaku transakciju
– Be careful not to sacrifice quality!!! /Pazite
da ne žrtvujete kvalitetu!!!
• Raise prices (very difficult to do in tough
economic times) /Podignite cijene (to nije
nimalo lako u teškim ekonomskim uvjetima)


34

Repeat business/
Ponavljanje poslova
• Much easier to sell more to current
customers/Mnogo je lakše prodati više
postojećim mušterijama.
– Relationship is already established /Već postoji
odnos.
• They know who you are /Poznaju vas.
• Trust is established /Postoji povjerenje.
• Like your products or services /Sviđa im se vaš proizvod
ili usluga.
2012.

Reaching current customers
Dosezanje postojećih mušterija
• You need a method of telling customers when something new
is available, a sale is occurring, etc /Potrebna vam je metoda
obavještavanja mušterija o novostima (popustima i sl.)
– Have them sign up for a mailing list /Neka vam se prijave
na mailing listu.
– Gather their email and mailing addresses /Prikupite
njihove e- mailove i adrese.
– Sign up on Facebook or your website /Neka vas prate na
Faceebooku ili web stranici
– Get their phone number/Uzmite brojeve telefona.
• Use the method of reaching your existing customers that
makes sense for your company /Upotrijebiti metodu koja
©
odgovora vašoj tvrtci.Expressive Business Strategies,
2012.

Reaching current customers –
Customer satisfaction /Dosezanje
postojećih mušterijazadovoljstvo mušterija
• No point trying to reach current customers or
clients if they are not happy with your
products and/or services! /Nema smisla
dosezati postojeće mušterije ako su one
nezadovoljne vašim proizvodima i uslugama.
2012.

Achieving customer satisfaction
Kako zadovoljiti mušterije
“The customer is always right”/”Kupac je uvijek
u pravu”
•Take their complaints and learn from them –
use the information to make your process or
product or service better /Prihvatite njihove
prigovore i učite iz njih – upotrijebite
informaciju kako biste poboljšali svoj proizvod ili
uslugu.
2012.

Retaining existing customers
Zadržavanje postojećih mušterija
Do not assume that your customers will keep
buying just because they’ve purchased from you
before /Nemojte misliti da će vaše mušterije i dalje
kupovati od vas samo zato što su to činile ranije.

Customers: /Kupci(mušterije)
•Must feel there is a perceived value/Moraju osjetiti da
ih se vrednuje.
•Want consistency of products and services /Žele
konzistentnost proizvoda i usluga
•Need to feel listened-to /Trebaju da ih se sasluša.
2012.

Survey your customers/Napravite
istraživanje među mušterijama
Find out about their experience / satisfaction
with a product. Use this information to improve
AND to know you’re doing the right thing
Saznajte o njihovim iskustvima. Upotrijebite te
informacije kako bi poboljšali poslovanje i
saznali radite li dobro.

2012.

•Offer product reviews on your website /Ponudite
ocjenu proizvoda na svojim web stranicama.
•Comment card on restaurant table/Stavite knjige
komentara u restoranima.
•Coupon for filling out survey /Dajte mušterijama
listiće s kratkim anketama.
•Email a survey /Šaljite ankete e-mailom.
•Call once a service has been completed to make
sure it was satisfactory /Nazovite nakon što je
proizvod ili usluga isporučena i pitajte jesu li
zadovoljni.

41

Customer satisfaction/
Zadovoljstvo mušterija
• Provide good value for the price /Pružite
kvalitetu za cijenu koju nudite.
• Provide excellent service /Pružite izvrsnu
uslugu.
• Listen to your customers /Slušajte svoje
mušterije

2012.

• Pay attention to the details/Obratite
pozornost na detalje
– Often it’s the small things that make a difference
Ask yourself – would I be satisfied with our
customer service and the quality of our
products?/ Često su male stvari te koje čine
razliku. Upitajte se biste li vi bili zadovolji
kvalitetom usluge ili proizvoda koji nudite.


43

Key to Growing your business/Ključ
za razvijanje poslovanja
• The easiest sale is to your current customers /
clients, keep them satisfied./Najlakša prodaje
je postojećim mušterijama, neka budu
zadovoljne.
• Don’t be so focused on gaining new customers
that you ignore your customer customers /
clients. /Nemojte se fokusirati na dosezane
novih mušterija tako što ćete ignorirati
postojeće
2012.

Summary/Sažetak
• Business is about risk. It’s a risk to start a
business./Posao je rizik. Pokretanje poslova je
riskantno.
• Understanding your risk, market, business and
competition helps you with business
planning./Razumijevanje vašeg rizika, posla i
kompeticije pomaže vam u razvoju
poslovanja.

45

• With a good plan you can raise money to fuel
growth. /Uz dobar plan možete skupiti novac
za poticanje rasta.
• Grow your business and keep your customers
satisfied. /Razvijajte svoj posao i održavajte
zadovoljstvo svojih mušterija.
• The Result: Success! /Rezultat: Uspjeh!


46

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