The Hospitality Business WasTurning Over $1.5 Million — But Nobody Knew What It Was Making Each Month
A hospitality business was turning over approximately $1.5million a year.
Sales were strong. The business was busy. Staff were working.
But there was a fundamental problem:
The owners couldn't clearly see what the business was actuallymaking each month.
The bookkeeping was being completed, but the accounts weren'tproducing reliable monthly management information.
Before we could talk about improving profitability, we firstneeded numbers we could trust.
First, we fixed the numbers
We reviewed the bookkeeping and month-end processes and identifiedseveral issues affecting the accuracy of the monthly results.
Among other things, we:
· moved equipment purchasesthat had incorrectly been expensed through the profit and loss statement to thebalance sheet where appropriate;
· cleaned up the chart ofaccounts so revenue, cost of goods sold and operating expenses could beproperly analysed;
· introduced trackingcategories to provide better visibility over the business;
· developed proper month-endprocedures;
· brought cash sales andundeposited cash into the accounts;
· reconciled uncleared salesamounts from Epos Now; and
· accrued wages into thecorrect reporting periods.
None of these changes, by themselves, were the objective.
The objective was to produce financial information that actuallyshowed what was happening in the business each month.
Once the accounts were reliable, we could start asking betterquestions.
Then we benchmarked the business
We didn't just compare this month with last month.
We compared the business against external industry information,including specialist industry benchmarkingreports, ATO small business benchmarks and IBISWorld industry research,where relevant.
We considered measures such as cost of goods sold, gross margins,labour costs, overheads, net profit margins and sales patterns.
Benchmarking wasn't the answer by itself.
It helped us identify where the business was performingdifferently and where we needed to investigate further.
We could then work through the underlying drivers of profitability— including purchasing and cost of goods sold, labour efficiency, pricing,operating hours, overheads and other areas affecting margins.
For example, one area we investigated was labour.
Rather than simply looking at the total annual wage bill, weasked:
Were all of the hours the business was open actually profitable?
By comparing sales patterns across different operating hours withthe staffing required during those periods, we could identify times when thebusiness was generating revenue but potentially very little profit after labourand other operating costs.
That gave the owners a better basis for making decisions aboutstaffing levels and operating hours.
We also looked at cost of goods sold and gross margins.
One of the areas reviewed was the cost of providing free meals tostaff. The business moved from providing free staff meals to a discountedarrangement, among other changes designed to improve the amount of gross profitretained from each dollar of sales.
These were only some of the areas addressed.
The broader objective was to understand what was drivingprofitability and identify practical changes that could improve the bottomline.
Revenue wasn't the problem
A business turning over $1.5 million can still underperform.
The objective wasn't simply to increase sales.
It was to improve the amount of profit being retained from thesales the business was already generating.
Reliable monthly reporting gave us the starting point.Benchmarking helped identify where to look. More detailed analysis helpedidentify what could actually be changed.
Following the changes to the financial reporting and theoperational decisions that came from the analysis, withina few months, net profit had increased by approximately 7%.
The improved profitability and reporting also gave us a muchclearer basis for considering remuneration for the working directors, ratherthan making those decisions without reliable information about the underlyingperformance and cash requirements of the business.
Bookkeeping should tell yousomething
Accurate bookkeeping is essential.
But for a growing business, getting the transactions into theaccounting system is only the starting point.
Good monthly reporting should help answer questions such as:
What is actually driving our profit?
How do our margins compare with similar businesses?
Where are we losing margin?
Are our wages appropriate for the sales we're generating?
Are all of our operating hours commercially worthwhile?
What can we change to improve the bottom line?
Because the goal isn't simply to have higher revenue.
The goal is to build a more profitable business.
This case study has been generalised and certain details have beenchanged to protect client and business confidentiality. Benchmarkinginformation should be considered in the context of the particular business andshould not be treated as a substitute for analysis of its actual circumstances.
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