I recently met with the CEO of an early-stage software development company, just to see how things were going. "Things are moving forward", he said, ". . . busier than you can imagine . . ." The good news is that the company had customers - good paying customers, in fact. Like many product development companies, though, they were tight on cash and barely making it month to month. In addition, because many of their products were still in the development stage, they had negotiated a wide range of pricing and payment arrangements with their customers. When I asked about the company's long-term pricing strategy and whether customers would be willing to pay prices that supported a profitable business (given the costs necessary to deliver the products), I got a blank stare. "That's a really good question," he said . . . "I sure hope so."
What a shame that so much hard work and money is often expended without really having a long-term vision for the company's profitability or a well thought-out business plan. As I reflected on our conversation, a few things that might help similar early stage companies came to mind:
What a shame that so much hard work and money is often expended without really having a long-term vision for the company's profitability or a well thought-out business plan. As I reflected on our conversation, a few things that might help similar early stage companies came to mind:
- Know your market - Having a great product is not enough. Market research is necessary to understand who will buy your product and how much they're willing to pay. Figure this out early before you spend too much time or money building a product.
- Understand your cost structure - Just because someone is willing to pay for your product doesn't mean you'll have a profitable business. What does it take to deliver your product - all in? This includes not only the direct costs of manufacturing, delivery, installation, etc., but also the costs of product development, maintenance and overhead. Is there enough profit, given market pricing to cover projected costs? Does the projected profit make it worth your effort personally? As comedian/actor Steve Martin once said, "... it's a profit deal."
- Predict your cash needs - Many early stage businesses sacrifice profits early on to capture market share and gain critical mass. This is fine as long as you have the cash to finance those early losses. Having a solid financial plan that carefully models cash flows is critical - you don't want to run out of money!
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