Executive Tools
- Executive Summary
- Self Assessment Checklist
Expert Practices Articles
- Economic Outlook
- Understanding Economic Cycles
- Preparing for the Downturn
- Acquiring Troubled Companies During an Economic Downturn
- Extending Credit in a Down Economic Cycle
- Stepping Up Accounts Receivables
- Turnaround Time
Tools & Analysis
- Recession Marketing Checklist -- What Should You Do?
- Warning Signs: Red Flags that Signal Impending Business Disaster
- Acquisition Opportunity Due Diligence
Book List: Managing in a Down Economy
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CEO Best Practice: Board of Advisors/Directors
Executive Summary
- Economic Outlook
- Understanding Economic Cycles
- Preparing for the Downturn
- Acquiring Troubled Companies During an Economic Downturn
- Extending Credit in a Down Economic Cycle
- Stepping Up Accounts Receivables
- Turnaround Time
Economic Outlook
Vistage speaker Brian Beaulieu, an economist with the Institute
for Trend Research, projects a fairly mild recession with a very
strong recovery. Vistage speaker Ed Freiermuth, a former banker
and current turnaround strategist, foresees a slightly more painful
economic adjustment and a milder recovery. Despite their divergent
outlooks, both agree that the coming downturn represents a time
of opportunity for well-managed companies.
Freiermuth attributes the current downswing to an excess of corporate
and consumer debt and over-leveraged companies that have caused
a credit crunch within the banking industry. Beaulieu believes the
recession will unfold as more of a "sectoral" correction,
with mature manufacturing and high-tech industries taking the brunt
of the blow.
To prepare your company for recessionary conditions, Beaulieu recommends
the following:
- Set conservative budgets so you don't hemorrhage cash.
- Build in as much financial liquidity as possible.
- Work with your lenders to get as much credit as possible, striving
to maintain a 10 percent margin for error with your financial
covenants.
- Prepare a comprehensive cash flow forecast that includes best-
and worst-case scenarios.
- Scrutinize every job in the company to determine which ones
are essential to the core business and which can be cut if needed.
- Once you have these defensive strategies in place, start thinking
about how to position your business to take advantage of the next
economic upturn.
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Understanding Economic Cycles
According to Beaulieu, every economic cycle consists of four distinct
phases:
- Phase A (Advancing). In phase A, the economy has hit bottom
and is just beginning to come out of a recession. Trend data for
sales, orders, inventory, etc., continues to look dismal (and
may still be trending downward) but leading indicators point to
a recovery in the near future. During this phase, companies should
shed their defensive tactics and begin ramping up for the recovery.
- Phase B (Best). During this phase, the economy runs progressively
higher than the previous year and trend data climbs at a sharp
rate. Companies should take risks, budget for prosperity, implement
aggressive expansion programs that were planned and staffed for
during phase A, and roll out new products and services
- Phase C (Cautionary). In phase C, the economy begins to weaken
but hasn't turned overtly negative. At most companies, performance
continues to run above previous year levels, but growth gets harder
to achieve. Instead of pursuing growth, companies should stop
hiring, avoid long-term purchase commitments, tighten requirements
for capital equipment expenditures, weed out inferior products
and begin implementing cost-cutting measures.
- Phase D (Danger). In this phase, the economy has turned overtly
negative. Data trends have fallen below previous year levels and
are actively declining for most businesses. Companies should manage
for survival rather than growth, pay extra attention to cash flow,
margins and key financial ratios, tighten up on accounts receivables,
and adopt a defensive position vis-à-vis market and pricing
pressures.
Taking advantage of economic downturns, says Beaulieu, requires
the ability to predict with reasonable accuracy when one phase will
shift gears into the next. This can be accomplished by:
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Preparing for the Downturn
Freiermuth recommends seven steps for preparing your company to
ride out the economic storm:
- Analyze the business. Put together a five-year financial history
of the business and look for trends in key financial ratios. Use
the "Robert Morris Associates Annual Statement Studies"
to compare your company's performance to the industry as a whole.
Search for signs of trouble within your industry, such as excess
capacity, unreasonably low prices and erosion of the top line.
- Create a worst-case cash flow forecast. Build a worst-case
scenario that assumes a 10 to 20 percent drop in sales. Identify
the level of operating cash needed to run the business and look
at where you need to make cuts in order to ensure that the money
going out doesn't exceed the money coming in.
- Review the terms and conditions of your loan covenants. Go
over the terms and conditions of your bank loan, making sure you
have plenty of room to remain in compliance with all the covenants.
Strive for a 10 percent buffer on every covenant.
- Identify internal weaknesses. Look at every aspect of the business
to identify internal areas of weakness, including over-staffing,
excess inventory, too-liberal credit terms, increasingly aging
accounts receivables and declining quality standards.
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Acquiring Troubled Companies During an
Economic Downturn
According to Freiermuth, the process of acquiring troubled companies
requires four basic steps:
- Make sure your company has a solid financial foundation.
- Identify the prey (targets for acquisition).
- Get a "hunting license" (access to capital funds)
from the bank.
- Buy the assets of troubled companies.
To identify potential acquisition candidates:
- Study the financial condition of your competitors. In the U.S.,
use EUCC-1 lien searches, SEC reports and other publicly available
information.
- Compare competitor information to industry statistics.
- Find out who is accepting the unprofitable business you turn
away.
- Talk to your counterparts in competing companies.
- Talk to your suppliers and customers.
In order to grow when everyone else is cutting price, you must
have access to capital. This requires an opportunity-focused business
plan that tells a compelling story. When approaching your bank for
a "hunting license" (a line of credit that allows you
to pursue acquisition opportunities):
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Extending Credit in a Down Economy
When the economy goes south, most companies tighten up on credit
approval. However, smart companies look for ways to use the credit
function not only to retain current customers but to gain new ones
as well. According to Vistage speaker Abe "WalkingBear"
Sanchez, managing the credit function during a down economy requires
three steps:
- Hold onto your current customers. To keep your customers from
bolting to the competition, add more value by lowering the cost
of doing business with you.
- Reach out to new customers. Look for ways to accept new customers
you would normally turn away. This doesn't mean extending credit
to anyone who walks through the door. However, if you can find
a way to minimize the risk and remain confident of payment, there's
no reason not to extend credit.
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Stepping Up Accounts Receivables
During a soft economy, collecting on accounts receivables becomes
more important than ever. Sanchez recommends a three-step process
for collecting on delinquent accounts in a timely manner.
- Understand why customers haven't paid. Past-due customers come
in three categories:
- Slow payers are good, stable customers who have the ability
to pay. When they cut you a check, you know it will clear.
- Problem payers have either systems or financial problems.
Systems problems involve some glitch in the process (i.e.,
missing contracts or purchase orders, unused or misapplied
credits, lost paperwork) that prevent the customer from paying.
Financial problems, which can be short- or long-term, occur
when the customer doesn't have the money.
- Avoidance payers deliberately try to avoid payment. Fortunately,
they represent a very small percentage of delinquent accounts.
- Close the "sale." Determine which type of customer
you're dealing with, then take the appropriate steps to collect
your money:
- Contact the decision maker. Start the conversation by saying,
"Hello. I'm Joe Smith from ABC Company. Our records show
that invoice #111 dated January 1 is still open. Can you help
me with this matter?" Then sit back and listen.
- Determine the type of customer. Ask questions and listen
closely. Their answers will tell you what type of customer
you're dealing with.
- Make your presentation based on the type. For slow payers,
focus on getting the customer to pay you closer to the agreed
upon terms of sale. For systems problem payers, identify any
problems and fix them immediately. For financial temporary
customers, express a willingness to work with them while selling
them on the benefits of continuing to buy from you. Cut financial
serious customers off at once or put them on C.O.D. only.
Put avoidance payers on C.O.D. and send their account to a
collections agency or attorney.
Close the "sale" and follow up. Get a firm commitment
from the customer on when they will pay and then use a good contact
management system to track the account.
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Turnaround Time
Suppose reality exceeds your worst-case scenario and you find yourself
in serious financial trouble -- what happens then? First, says Vistage
speaker John Zaepfel, ask, "How did we get here, how serious
is the situation and how much time do we have?" Then implement
the following 10-point plan for recovery:
- Go into full crisis mode.
- Protect and manage your cash flow.
- Develop financial discipline.
- Attack the gross margins.
- Work with your bank and creditors.
- Create a cost-control team.
- Revise the organizational structure.
- Protect your service and current accounts.
- Focus on the core business.
- Identify a new model for the business.
Once the immediate crisis has passed and the company has achieved
a positive cash flow for the short-term, the next step involves
practicing ongoing financial discipline to achieve long-term profitability.
According to Zaepfel, this includes the following:
- Strive to increase your cash buffer.
- Tighten up on accounts receivable.
- Reduce inventory.
- Liquidate underutilized assets.
- Extend payables.
- Track key balance sheet ratios.
- Continually reforecast sales.
- Keep a lid on cost of goods sold.
- Tighten credit.
Ultimately, turnaround situations require intense focus from the
person at the top. To keep things as simple as possible:
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