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Linking Strategy With Performance Measurement

It is important for every company to periodically evaluate where it is and where it intends to go in the foreseeable future.  This is required, for example, when raising finance, considering expansion or even when there is a substantial change in the economic environment as we are currently experiencing. This evaluation is best achieved by answering the following questions:

  • Where is my company at now?
  • Where do you/managers want this company to be in 5 years?
  • How do I manage the progress of this journey?

These questions will entail a deep and honest look at your company, setting a strategy for the foreseeable future and setting goals and measures to manage the delivery of this strategy. 

Where is my company at now?

The key place to start is a SWOT analysis of your business, a reality check of where your company is now and the opportunities and threats it is facing, focusing on all key aspects of the business, including:

  • The Market, your customers and your competitors;
  • Service delivery including the range of services; efficiency; etc.
  • Management including succession planning; staff remuneration, reward and retention;
  • Management Information systems
  • Financial including profitability and cash flow.

The review should take each of these aspects and detail the company’s current Strengths and Weaknesses in each aspect; and outline the company’s potential Opportunities and Threats, again under each aspect.

Where do you/managers want this company to be in 5 years?

Following on from the SWOT analysis, you should prepare a five year strategy for the company in conjunction with your key management.  This strategy will set out the vision for the business, supported by a detailed business plan that will set out how this vision will be delivered.  The business plan should cover all the aspects outlined in the SWOT analysis, i.e. the market and the customer; the service delivery; the management and information systems.  I would also recommend that you prepare five year financial projections as part of the plan.

This strategy and business plan should be written down and reviewed on a periodic basis. If required, the plan should be updated for changes in the environment the company operates.

How do I manage the progress of this journey?

The success or failure to deliver the strategy should be monitored throughout the life of the plan. This can be effectively achieved through a Performance Measurement and Reward system that will monitor the progress of the company and motivate staff to collectively deliver the vision, strategy and objectives of the company.  The key building blocks of a good system are identifying what should be measured, what standards are set for these measures and what are the rewards for achieving the targets?

Most companies have the traditional accounting measures, such as management accounts.  These are very limited as they measure historical information and it ignores other important areas such as customer satisfaction, process efficiency, etc.   A more useful measurement tool is the ‘Balanced Scorecard’ which compliments financial measures with non financial or operational measures on areas such as customer satisfaction, internal processes, innovation, etc.  The tool includes measures in four areas:

  • Financial – including the traditional actual versus budget, etc, and ‘key financial drivers’, drivers that will deliver the preferred financial results of the future.
  • Customer – including customer satisfaction with the company’s products, pre and post sales service, etc.
  • Internal Business – this area should focus on the internal items that the company needs to be good at in order to succeed, for example, staff retention measures; production efficiency and production quality measures.
  • Innovation and Learning – including employee competency, training, process improvement etc.

Once the company has established what should be measured, it then needs to establish the “owner” of the measure.  This is typically the individual or group of individuals who have the greatest influence on the item being measured.  Once the owner is identified, you then need to set targets for each measure in conjunction with the measure owner, so as to ensure ‘buy in’ both to the method of measuring and the target being set.  These targets need to be stretching of the owner’s ability but yet achievable and fair.

It is also important to include some form of benchmarking, comparing performance with both internal peers and external competitors.  The external benchmarking will ensure that the company keeps a focus on the market environment outside the company.

Finally ensure the measurement system is linked to the reward system as the reward system is used to guide individuals to deliver the standards/objectives previously set out. This reward system should be clear, motivating and the outcome needs to be in the control of the person being held responsible.

Contact: fcoombes@coombesfinance.com

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Facing Up To Reality

There are few companies that are not immune to the recent and dramatic downturn in the economy. Most companies are facing a drop in sales which has a knock on effect on profits.  Companies are also facing tightening cash flow as customers are slower to pay and banks tightening on credit due to the financial crises.

Too often companies facing these problems perform the ostrich trick, i.e. bury their head in sand and hope when they come up for air, everything will be ok again.  This will not work in the current climate and companies must take key actions to analyse the current position of the business, proactively address the issues the company is facing and continually monitor progress.

It is vitally important that management have a complete understanding of its current business performance based on up-to-date information.  It is important to know and understand which parts of the business are working and which are not, which services or sectors are performing better or worse than others?  Which are more/less profitable? Which sectors are likely to be more/less affected by a continuing slowdown?

These questions can be best addressed by performing a detailed analysis of your company’s strengths, weaknesses, opportunities and threats.  This ‘SWOT’ analysis should be a reality check of where your company is now, the opportunities and threats it is facing, and focusing on all key aspects of the business, including:

  • The products & services you provide, their profitability, etc.
  • The Market, your customers and your competitors;
  • Service delivery including the range of services; efficiency; etc.
  • Management including succession planning; staff remuneration, reward and retention;
  • Management Information systems to provide you with reliable and timely;
  • Financial including profitability and cash flow.

The analysis will identify key contributors to the declining profits and you should then prepare a detailed plan on how you will address the issues.  This will probably include some hard decisions such as ending non profitable service lines, or even redundancies.  The important point is that management face up to these hard decisions and put together a proactive plan to implement them.  I would advise companies to document this plan (the “Business Plan”) and support the decisions with detailed projections of the business going forward. 

The Business Plan also needs to address the tightening cash flows by including detailed cash flow projections.  These should clearly show any cash flow issues that may arise in the foreseeable future based on your current banking facilities. Having identified these issues, you can then proactively address them by approaching your bank, presenting your Business Plan and working with them to find a reasonable solution for both parties. 

Once the plan is decided upon and is being implemented, it is extremely important that it is monitored and reported timely to the relevant stakeholders.  This can be effectively achieved through a Performance Measurement and Reward system.

You should summarise these measures in the form of so called key performance indicators (KPIs) and review regularly (usually monthly).  The KPIs should not only measure historic results, but also focus on the ‘key drivers’, drivers that will deliver the preferred financial results of the future.

I would recommend that one KPI is a rolling cash flow projection that project forward detailed cash inflows and outflows for a minimum of 2 months, with less detailed cash flows projections for the following 6 months.  This will assist in managing cash flow and avoid nasty surprises.

Appoint an “owner” for each KPI, typically the individual or group of individuals who have the greatest influence on the item being measured. Set targets for each measure in conjunction with the measure owner, so as to ensure ‘buy in’ both to the method of measuring and the target being set. 

Finally ensure the measurement system is linked to the reward system as the reward system is used to guide individuals to deliver the standards/objectives previously set out. This reward system should be clear, motivating and the outcome needs to be in the control of the person being held responsible.

In summary, companies need to be proactive in addressing the current economic situation and its effect on business.  Carry out a detailed review of the business, set out a plan to address the current treats and opportunities and monitor progress through regular KPIs. Finally, it is always more beneficial if an “outsider” assists and indeed leads this process as he/she will tend to challenge opinions more, bring experience from outside your company/industry and perhaps will be able to get a clearer view of the organisation.

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How To Beat The Credit Crunch?

Privately Owned Businesses in Ireland have performed well over the last five years or so and M&A activity in the sector is strong.  We have also seen many companies investing in opportunities away from their core businesses, for example the Sisk Group acquired a number of companies in the Health care sector over the last two years and the Bandon based Fleming Group investing a reported $32 million for a controlling stake in a bio-energy company in the American state of Iowa. Furthermore, we are seeing an increasing number of acquisitions outside of Ireland.  This is highlighted in the Ion Equity M&A Tracker Survey, which shows that 56% of the number of M&A transactions for the first 9 months of 2007 was foreign acquisitions by Irish Owned companies, up from 48% of transaction for a similar period in 2006.

So what of the well documented “credit crunch” and how has this impacted on M&A activity?  The Ion Equity M&A tracker Survey shows that value of M&A in the first nine months of 2007 increased by 82.5% over a similar period in 2006, an indication that the Irish M&A market has remained strong to date and indeed is growing. However experts believe that the credit crises has not yet impacted on the M&A figures as most of these deals were in the ‘pipeline’ when the crises emerged.  Therefore, they believe that the credit crunch is likely to impact in 2008 with an anticipated slow down in M&A activity.  This will have a greater impact on the Private Business sector as they rely heavily on debt financing in their M&A transactions.

There is no doubt that the feedback from the banking community is that they are open for business but that “caution” is the underlying sentiment.  Caution translates into more security required, lower loan to value lending and more robust business plans.  In other words, banks in general will remain supportive of expansion but your business plans need to be stronger, the acquisition case more compelling and it is likely that the portion of debt to equity required will be much lower, and therefore a greater requirement for non debt finance.

Will this ‘cautious’ debt financing cause M&A activity to slow down in the Private Business sector?  The answer is probably yes, but it need not be the case as there are alternatives.  A number of these alternatives could be summed up in a word – “Partnerships” and these partnerships can come in different disguises.

Take an example of a Family Business where the Owners have no succession plans for their business.  According to the recently published PWC report, 66% of Irish Family Businesses have no succession plans and this compares to 51% across Europe. In this situation the business is probably key to the locality and so it is difficult for the Owner to let go with fears of the impact of a sale might have on loyal workers, etc.  Similarly a buyer may find it difficult to acquire due to the credit crunch.

A solution for the owner and the buyer is to form a “partnership” whereby the buyer acquires between 60% and 75% of the Family Business and enters into an option to acquire the balance at some point in the future.  This allows the vendor to reduce his or her involvement in the business, receive funds from the sale yet remain involved to ensure that the business is transferred safely.  The buyer on the other hand does not have to come up with 100% of the acquisition price on day one, yet have sufficient control to allow borrowing to be secured on the assets and cash flows of the target company.  Furthermore the buyer retains the goodwill and knowledge of the seller for the all important hand over period.  This is particularly important where the buyer is entering a new market or is diversifying away from their core business.

Another partnership solution that will assist in these credit challenging times is to partner with private equity investors.  Private investors, who have traditionally invested in property, are seeking alternative investment options with the decline in the property markets in Ireland and the UK. Some private investors have turned to investing into private business transactions to assist acquisitions and/or expansion.

The “equity” investment can take many forms such as an investment instrument with a fixed rate of return that is secured behind the bank debt. This can either be a preference share or loan note that can be redeemed at a premium at some point in the future. Further security may be gained by having the preference share/loan convertible into equity shares if the preference share/loan is not repaid.  An alternative is to issue ordinary shares in the company whereby the investor owns an minority share.  The buyer will have the option to acquire this back from the investor at some point in the future. Sometimes the investment term can be a combination of both of the above, i.e. a preference share/loan note with a fixed rate of return plus a small equity share, thereby allowing the investor a share of the growth of the company.

A further partnership option is where two or more like minded Private Companies come together to invest in an expansion strategy.  For example, where two similar companies who share a common key supplier, may come together to acquire that supplier.  This will secure the supply of the key materials or services as well as enhance the return of both entities.  Alternatively, like minded businesses may come together to enter into a new market.  This will allow all parties to pool their resources and knowledge there by increasing the likelihood of success.  The banks will feel more secure as the risk is diversified between two or more parties and so a higher proportion of debt to equity may be available.  Finally the participating companies may be able to leverage the equity off of the assets in their own companies and the burden will not be as much as it is split between two or more parties.

Therefore in summary, the credit crisis has not materially affected M&A activity to date. However it is widely believed that it will have some negative impact in 2008 due to a ‘cautious’ lending approach by banks.  This challenge can be overcome through creative structuring of the transaction using ‘partnerships’ or similar arrangements.  These partnerships will not only help secure the required funding in cases where debt funding may be tight, but partnerships may also bring industry knowledge, management skills and commercial security to the investment.  Hence they can bring to a transaction valuable non finance investment in addition to capital, the combined I refer to as ‘smart money’.

Frank Coombes is founder and director of Coombes Corporate Finance, a corporate finance house that focuses on the Privately Owned Business sector. 

Contact Frank at 021 2427185
or email me @ fcoombes@coombesfinance.com

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EXPANSION THROUGH ACQUISITION

Acquisitions! One may ask how relevant this is with the doom and gloom of the “credit crises”, however a recently published survey carried out on privately owned business shows that over 70% of participants forecasted growth in their business over the next 12 months.  This growth will be delivered through organic growth and through acquisitions and it is the latter this article will address.

The key place to start is to identify the type of company you wish to target and so you need to set out target selection criteria, addressing questions such as:

What sector are you targeting – are you looking for expansion of own business sector or diversifying into a new sector?

  • Do you want to expand your existing market or do you want to move up or down the supply chain?
  • Do you want to expand into a new geographical area?  In recent years, many Irish companies have acquired in the UK and in Central/Eastern Europe.
  • What size of company should you target?

These are important questions to answer and in doing so you need to ensure that any selection ties back to your overall business strategy/vision and that any potential acquisition enhances the value of your existing business.

Once the criteria are established, then you need to research based on these criteria using a combination of your own knowledge and desk top research.  The power of the internet and search engines comes to the fore here, with financial and non financial information being readily available.  From this research you should be able to shortlist some key targets.

When completing this research, you need to look at the “culture” of any target business to ensure that it matches your business culture and by culture I refer to service culture, attitude towards customers, attitude toward staff, etc.  These are very important and often overlooked but if there is a mismatch of culture, then the post acquisition integration will become very difficult and may jeopardise the success of the transaction.

Once the target(s) have been identified, you then approach the owners and establish if they are interested in a transaction. I would advise to use an external advisor for this process so that initially you distance yourself from the approach.  Such enquiries are usually made on a no names basis and only when a level of interest is established that your name is released.  However once interest is established, it is then important that you get to meet the vendors at an early stage, to establish the fit of the target company to yours, again not forgetting the culture elements mentioned above.

Then the negotiations will start, establishing what type of deal can be done.  I would advise you to remain flexible and open to ideas during this part of the process.  In my experience, an owner manager selling his/her business is interested in the financial value, but often fringe non financial issues are as important if not more important than money – items such as looking after their staff, the company name which may by the family name, supporting local charities, etc. Therefore, it is important to establish value expectations at an early stage, but it is also important to listen to the vendor and establish the important fringe items that may help you clinch the deal.

Once a deal is agreed in principal, write it down in the form of a Heads of Agreement (“HOA”) detailing key terms.  These HOA will be non binding on both parties with the exception of giving you exclusivity to complete the deal and the negotiations should remain confidential.

You then need to complete your legal, financial and other types of due diligence.  These should be completed by suitably qualified professionals, remembering that due diligence is done to protect your investment and identify any potential issues that may arise post acquisition.  During this time you should also be identifying the source(s) of funding to complete the transaction.  Despite the recent credit crises, banks remain open for business and they will fund good sound proposals, and so it is important to present the opportunity professionally identifying the benefits of the acquisition such as synergies, etc.

If you are happy with the due diligence, then a Share Purchase agreement needs to be drafted by your legal team and agreed with the vendor.  This will include the agreed terms and various warranties that are designed to protect you and your investment.

On closing the acquisition, there is often cause for celebrating and it is important to celebrate the event, both for you and the vendor. However, soon realism sets in that the real work now begins in integrating and making a success of the acquisition.  It is wise that during the due diligence phase that you plan this integration, identifying funding requirement, business process integration, cultural differences, staff remuneration differences, etc.  If this is done at due diligence stage, then post acquisition integration will be easier and more successful.