Your business tells a four-chapter story. Most owners only read the first chapter — profit — and wonder why they never understand what is really going on. Learn to read all four and transform your cashflow forever.
ROI Briefs are built to help you do something — not just learn about it.
So everything you put into the interactive sections is yours to keep. Work through them, email yourself the results, and you’ll finish with a real step toward the business — and the life — you actually want.
Imagine reading only the first chapter of a murder mystery. You will never know who committed the crime. Businesses worldwide read chapter one of their financial story over and over — and wonder why they do not understand what is happening.
“Revenue is vanity, profit is sanity, cash is king or queen.”
Every CEO stands up at year-end and talks about revenue and profit. That is chapter one. But there are four chapters in the story of your numbers, and the result — the ending — is cash.
You can survive with decent people, strategy, and execution. But run out of cash and it is game over.
Typical improvements when businesses adopt the four-chapter cashflow approach and Power of One methodology.
So what is? What would you most like to be different or better in your business at the moment? Tell me in a sentence or two and I’ll reply personally with a brief that fits.
Give a range, not an exact figure. Put your lowest honest guess in the first box and your highest in the second. If you only have one number, put it in either box.
Is there something bigger on your mind? Optional. If another problem matters more right now, tell me and I’ll send you a brief that fits that too.
Keep going. The rest of this brief is about fixing it.
The balance sheet is not complex. It is a simple mathematical equation. If you understand basic arithmetic, you understand what a balance sheet is.
Funding equals operations. The equation must balance. Your management team controls the working capital side — how you collect, manage inventory, and pay suppliers. This is where the game is won or lost.
Click each chapter to reveal what it means for your business. Most owners only discuss chapter one. The management team is responsible for chapters one and two.
Revenue, margins and the bottom line. The chapter everyone talks about.
Operating profit — your profit before interest and tax — is what the management team controls. It is driven by four levers: price, volume, margins, and overheads. A business can show strong profit growth and still be cash-poor if the other chapters are ignored.
Receivables, inventory and payables. Where cash goes to hide.
Working capital consists of three items: accounts receivable (are you collecting properly?), inventory or work-in-progress (are you managing stock or invoicing promptly?), and accounts payable (do you have the right supplier terms?). Chapter two often steals from chapter one — profit gets absorbed by growing working capital.
Property, equipment and fixed assets. The structural foundations.
Everything in your balance sheet that is not working capital falls here — land, buildings, equipment, vehicles. Your management team has limited day-to-day control over these items, but major capital expenditure decisions directly impact cash.
The final score. The change in all your bank accounts.
Cashflow is the result of all four chapters. The quickest way to calculate it: what is the change in all your bank accounts? Start of period versus end of period. If you made £1.5m profit but your cash only improved by £300k, you need to explain that £1.2m gap to your team.
Every time your numbers move in the right direction, you create gains. Every time they move the wrong way, money walks out the door to fund inefficiency. Teach your team what success looks like — then close the gap.
Compare where you are today with where you want to be. The difference is the gap. For every metric — margin, collection days, inventory days — define three zones:
“Every time I catch a train and get off at a station, an announcement says ‘mind the gap.’ I am saying to every person listening: teach your team to mind the gap.”
Your team may not understand ratios. But they will understand colours. Set thresholds for each metric and present a simple red/green scorecard every month.
Margin above target. Collecting within terms. Inventory at plan. Overheads controlled. Keep doing what you are doing.
Margin slipping. Collection days growing. Inventory bloating. Overheads outpacing revenue. Immediate action required.
Move every metric from red to green. Each shift in the right direction creates a cash gain. Each shift the wrong way is money walking out the door.
Run a quarterly Power of One workshop with your management team. The structure is simple:
Write the seven levers down the side. For each one, ask the sales, marketing, operational and finance people: “Which products or services can we change? What ideas do you have?”
Rank all ideas from most to least sensitive. Choose the top 3–4 to implement this quarter. Many ideas will be linked. It is the repetition of these changes that builds the business you have always wanted.
There are only seven things your business can do to make more cash. Click each lever to explore how it works.
Increase what you charge
A 1% price increase is often 3–5 times more powerful than a 1% volume increase for cash impact. Most businesses undercharge. Review your pricing quarterly and test increases on lower-sensitivity products first.
Sell more units or services
Growth in volume drives revenue, but check whether it creates proportional cash. More volume with longer collection times or thinner margins can actually reduce cash. Profitable volume is the goal.
Improve gross profit percentage
Margin improvement comes from better purchasing, reducing waste, improving processes, and value-adding to existing products. Small percentage gains compound dramatically across your revenue base.
Manage fixed costs tightly
Challenge every overhead line. If revenue grew 12% but overheads grew 15%, you have a problem. Overheads should grow slower than revenue — this is where operational discipline shows.
Collect faster from customers
Every day of improvement is worth real money. If you collect in 76 days instead of 60, there are 16 days of cash sitting in your customers' bank accounts that belongs in yours. Show your sales team the cost of slow collection.
Reduce stock days or invoice sooner
In product businesses, excess stock ties up cash. In service businesses, work-in-progress that has not been invoiced is cash you have earned but not collected. Invoice more frequently and manage stock to demand.
Negotiate better supplier terms
Paying suppliers a few days slower — within agreed terms — keeps cash in your business longer. Renegotiate terms where possible, and use prompt-payment discounts strategically only when the maths works.
Seven levers. Four of them lift profit and cash — sell more, increase prices, reduce direct costs, reduce overheads. Three of them go straight to cash — get paid faster, pay out more slowly, hold less stock. Move each one by 1%, or by a single day, and see what the seven together are worth.
This is an illustrative model. Actual results depend on your business structure and the interdependency of levers.
Do not write everything down. Only write down what you are going to do. Here is where to start.
Before your next board or management meeting, prepare a one-page summary: profit, working capital movement, other capital, and the resulting cash. If you cannot explain the gap between profit and cash, that is your first priority.
Gather your management team quarterly. Whiteboard the seven levers. Workshop ideas for each. Rank by impact and pick the top three to four actions. It is the repetition of small changes that compounds into transformation.
For each of the seven levers, define what “good” looks like and what triggers a red flag. Present this as a simple colour-coded scorecard each month. Your team may not understand ratios — but they will understand colours.
Work with Geoff to read your cash story and pull the levers that free up cash — so profit on paper finally becomes money in the bank. A 30-minute conversation will show you where your cash is trapped.
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