What are the top three areas of improvement right now for your business? I asked this question of 20 business leaders and advisors on Wednesday morning (March 13th) during the third session of our value acceleration series. In this discussion, we focused on how to increase business value by aligning values, decreasing risk, and improving what we call the “four C’s.”
To back up for a minute, value acceleration is the process of helping clients increase the value of their business and build liquidity into their lives. Previously, we looked at the Discover stage, in which business owners take inventory of their personal, financial, and business goals and assemble information into a prioritized action plan. On Wednesday, we focused on the Prepare stage of the value acceleration process.
Aligning values may sound like an abstract concept, but it has a real world impact on business performance and profitability. For example, if a business has multiple owners with different future plans, the company can be pulled in two competing directions. Another example of poor alignment would be if a shareholder’s business plans (such as expanding the asset base to drive revenue) compete with personal plans (such as pulling money out of the business to fund retirement). Friction creates problems. The first step in the prepare stage is therefore to reduce friction by aligning values.
Personal risk creates business risk, and business risk creates personal risk. For example, if a business owner suddenly needs cash to fund unexpected medical bills, planned business expansion may be delayed to provide liquidity to the owner. If a key employee unexpectedly quits, the business owner may have to carve time away from their personal life to juggle new responsibilities.
Business owners should therefore seek to reduce risk in their personal lives, (e.g., life insurance, use of wills, time management planning) and in their business, (e.g., employee contracts, customer contracts, supplier and customer diversification, etc.).
Intangible value and the four C's
Now more than ever, the value of a business is driven by intangible value rather than tangible asset value. One study found that intangible asset value made up 87% of S&P 500 market value in 2015 (up from 17% in 1975). We Therefore, we focused on how to increase business value by increasing intangible asset value. Specifically, we talked about the “four C’s” of intangible asset value: human capital, structural capital, social capital, and consumer capital.
We highlighted a couple of strategies to increase intangible asset value. First of all, do a cost-benefit analysis before implementing any strategies to boost intangible asset value. Second, to avoid employee burnout, break planned improvements into 90-day increments with specific targets.
At BerryDunn, we often diagram company performance on the underlying drivers of the 4 C’s (below). We use this tool to identify and assess the areas for greatest potential improvements:
By aligning values, decreasing risk, and improving the four C’s, business owners can achieve a spike in cash flow and business value, and obtain liquidity to fund their plans outside of their business.
Our next discussion in the Value Acceleration presentation series will be on Thursday April 11th at 8:00 a.m. in our Portland office. We will be focusing on the Decide stage of the value acceleration process, in which business owners choose between growing the business and exiting it.