Operating Leverage


It is a financial thought quite similar to break-even analysis. Both fixed and variable costs are used in the production and marketing of products. The higher the operating leverage, the faster the speed of increase of total profits after the sales crosses the break-even volume. Likewise, those firms with high operational leverage will suffer losses at a faster rate after the sales volume drops under the break-even point.

Organizations with high operating leverage gain more from sales from organizations that have low operating leverage. Organizations with high operating leverage are more responsive to drop in sales volume, losses will occur at a faster speed.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

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Direct Response


You should, if at all possible, engage in direct marketing. The value to you is enormous. You get to pinpoint your prospects with amazing accuracy. You can be selective in regard to age, race, sex, occupation, buying habits, money spent on past direct mail purchases, education, special interests, family composition, religion, marital status, and geographic location. The list should naturally start with your own customers. From there you can expand it to include people who have recently moved into your area, and people who have recently been married or divorced, or become parents. You can eliminate people who have moved away.

You might engage in a simple direct mailing of postcards to customers, informing them of a sale you will have the next week. They will very much appreciate the early notification and will show their gratitude by purchasing from you. You might also engage a full scale direct mailing, consisting of an outer envelop, a direct mail letter, a brochure, an order form, a postpaid return envelop, and even more.

Whatever you do, the process begins when you decide exactly what it is you wish to offer. How will you structure that offer? Then you must select your mailing list. If you haven’t got the names already, you can purchase them from a list broker. Be sure, you buy a clean, fresh list. You must be certain that you know all  the costs involved: postage printing, writing the mailing, artwork, paper, personalization (individualizing each letter by name and address, and repeat mailing costs. Your gross sales, minus these costs and your production, handling, and shipping costs, will contribute your profits. Be sure you make financial projections and know your break-even point.

In the old days, a direct mail campaign meant a letter. Today it means a letter, two, three or five follow-up letters, perhaps a follow-up phone call or two, and finally, one more direct mail letter. Many entrepreneurs engage in weekly or monthly direct mailings.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

The Profit Economics


The following information is required, at a minimum, to understand the profit economics of a business:

  1. How many dollars of assets are committed in each stage of each product/market business (e.g., R&D, materials, plant and equipment, finished stock, post-sale support)?
  2. What is the fixed/variable cost relationship for each product/market business, that is, for each dollar of sales, how many cents are attributable to bedrock fixed costs, how many to structured or discretionary costs, and how many to out-of-pocket costs?
  3. How do costs and profit change with swings in volume?
  4. What is the break-even point at current volume and what actions could be taken to bring that break-even point down should volume potential decline?
  5. What is the rate of incremental profit on each added increment of volume? What are the volume points where new increments of structured cost must be added?

A net profit and loss statement (after all allocations) and a balance sheet for each product line are essential for generating answers to these questions. Despite their claim that “we know all that,” very few managers actually have this information readily available.

Actually, most accounting systems are not designed to provide these kinds of statements and the accountants will argue that you can’t get them because many products run over the same machines, a lot of indirect costs can’t be allocated, and so on. To which we say, baloney! Shared fixed and indirect charges often represent the most serious cost problems in business situations where a cost disadvantage exists. And they are impossible to attack in the aggregate. They must be broken down and assigned to a discrete business unit even if done arbitrarily. Then a manager with hands-on responsibility can argue about fairness and whether there is value received for the costs involved. Although this is obviously not a precise exercise, it is effective and essential. Without full cost profit and loss and balance sheet statements managers cannot really understand the profit economics of their business. Further, they can’t make the types of intelligent business decisions and plans so important in today’s environment.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Lectures, Line of Sight