DuPont Analysis: Capital, Debt and Equity

Capital equals debt plus equity. We hear this phrase, but do we really understand what it means? The best explanation that I ever head was also the simplest. Capital represents all of the assets of the company. Debt and equity represent who owns those assets.

As an example, if a company has $1,000 in capital assets, and $400 in debt, then equity is equal to $600. The bank, or whoever holds the company’s debt, owns 40% of the capital, and the owner(s) of the company own 60%. The proportion of debt and equity to capital is also known as the company’s capital structure.

We should also note that, although we express these relationships in dollars, we may not be talking about cash in the bank, but about other types of assets that could include buildings or other real estate, equipment, inventory as well as other intangible assets, such as good will (which is another topic completely!).

You will recall from last week that return on equity (ROE) was the ratio at the top of the DuPont pyramid (for an image of the pyramid click here), so let’s start there. ROE represents the earnings that a company makes on each dollar of invested equity. In other words, it is a sign of how each dollar of equity is contributing to the bottom line. The calculation for return on equity is:

Net Income
Equity

So, if a company had net income of $12,000 and equity of $100,000, then ROE would be 12% (ratios are usually expressed as a percentage). In other words, for every dollar of equity, the company returned $.12. One way that the ratio can be useful is to compare it to previous years. For example, if the previous years’ ROE was 8%, you could infer progress.

On the other hand, if the previous year was 16%, you could infer the opposite. Another way to use ROE would be to compare it to your industry’s average. If the industry’s average was 20%, for example, your company could be at a competitive disadvantage.

As we work down the DuPont pyramid, we see that ROE can be broken down into two constituent parts, Return on Capital (ROC) and Leverage. ROC is similar to ROE, in that it expresses the return on each dollar of capital in the company. Its’ formula is:

Net Income
Capital

If the same company as above had $150,000 in capital, then the ROC would be 8% or a return of $.08 on each dollar of capital. As in the previous example, you could compare the ROC to previous years, or to company expectations for this year, or you could compare it to the industry ROC. All would be useful in understanding how your company is performing.

At this point you might exclaim, “Wait a minute, how can ROC be less than ROE!” The answer to the question reveals the power of leverage, as well as the usefulness of the DuPont Analysis. To explain the power of leverage, let’s look at the capital structure of the company, that is, the ratio of Capital, Debt and Equity.

Let’s start out by assuming in a first example, that the company actually had no debt. If that was the case, then there would be no difference between the account of capital (debt + equity) and the amount of equity. Therefore ROE would be $12,000/150,000 = 8% and ROC would also be $12,000/$150,000 = 8%.

In reality, we said that the company had $150,000 of capital. If equity is $100,000 then based on the formula capital equals debt plus equity, then the company has $50,000 in debt. Let’s now look at the formula for Leverage:

Capital
Equity

Based on the formula, our example company has leverage of 150,000/100.000 = 150%., or simply expressed, 1.5 When we apply the principles of the DuPont Analysis, this becomes clear.

Ratios at each level of the DuPont Analysis are equal to the ratio above. So, another formula for ROE is:

ROC x Leverage = ROE

In this case 8% (ROC) x 1.5 (Leverage) = 12%. By using debt to increase the amount of invested equity, the company was able to get a better return. If the company had no debt, they actually would not have had as good a net profit.

We can see then that by deconstructing the top ratio, ROE in to ROC and Leverage, we have a better understanding of the company’s financial structure and why they have made the returns that they have. Next week, we will continue to delve deeper into the DuPont pyramid.

It’s Cash That Counts

Next week I will begin a series about a financial anlysis tool known as the Dupont Analysis. To set the foundation, I am repeating this Blog about cashflow, because it introduces the capital blance sheet, which is integral to a Dupont Analysis.

I was working with an entrepreneur in startup mode, and was once again reminded of the difference between profits and cash. Particularly in startups, but also in more mature companies that achieve a breakthrough of some sort, mistaking profits reported on an income and expense statement with cash in the bank could be a crucial error. How do people make this mistake?

They do so by not taking into account the timing of cash flows. Remember, an income and expense sheet is reporting sales and expenses as they are booked for accounting reasons, but the cash flows that accompany the sales often do not happen at the same time.

For example, unless they are in retail, most companies do work on a credit basis (when retail accepts a credit card payment, they deposit slips like cash, so there is no extended term). You may not think about that way, but terms like Net 30 or Net 60 are nothing more than extending credit to your clients. In other words, your company is financing your customers’ purchases. The longer that it takes to be paid by your customer, the larger the debt that you finance.

Every company has a cash cycle, and depending on the business that you are in, there are more or less components to that cash cycle. Let’s take a company that distributes materials to other businesses. Here is a view of their cash cycle:

1. Purchase materials on credit terms (Net 30, 60, etc.) from suppliers
2. Hold in inventory
3.Repackage and sell to customers on credit terms (Net, 30, 60, etc)
4. Paid by customers
5. Pay suppliers

Now, this is a simplified cash cycle, but you get the idea. Obviously, if your customers are slow to pay you and you must pay your suppliers, you could be in for a shortfall of cash. Actually, one of the greatest risks to a startup or small company that is trying to grow is running out of cash while the business is expanding quickly. We should also note that there are other expenses (salaries, benefits, office space or utilities) that must be paid even if your customers are not quick paying you.

That brings us to the concept of Working Capital. Working Capital is the amount of cash that your company needs to have available in order to keep the cash cycle going or better put, to keep the company going. Working Capital is usually tracked in a type of spreadsheet known as a Capital Balance Sheet (which is a bit different than a Balance Sheet).

In a regular balance sheet, capital is kept above and debt below. In a capital balance sheet, a certain portion of debt is brought above. Here is the outline of a how to calculate Working Capital in a simple capital balance sheet:

Receivables (what your customers owe you)
+ Inventory
+ Current Assets
– Payables (what you owe your suppliers)
= Working Capital

Working capital represents the cash that a company needs to keep on hand to operate with receivables, inventory and payables. Receivables represent the cash that you have invested in materials and financing your clients. Payables are what your suppliers have invested in your company.

If the company sells $10,000 worth of materials in a month, 50% at Net 30 and 50% at Net 60, it means that they will not collect any cash for at least 30 days (if the customer pays on time!), and some of it not for 60. Even so, after expenses they might show a net profit of $1,500. There’s the rub, the net profit is not cash in the bank! If the company has bills to pay this month (or salaries) they must use the cash flow from previous sales to pay.

A startup company, in particular, will have problems if as they grow they do not have adequate cash in the bank to pay for expenses while waiting for cash to flow from sales. Often, a portion of the original investment capital in a new company is put aside for Working Capital; other means of having working capital at the ready could include a line of credit.

This is precisely what is meant by being adequately capitalized. Working with investors, bankers and others, the company’s executives must ensure that they have the cash in the bank to operate or they will literally be “out of business”!

Customer Service Personified

Last Saturday, my wife and I were on Navy Pier waiting for the fireworks when I ran into my good friend Joseph, who I believe to be the personification of Customer Service. The lessons he teaches by his actions are worth reviewing, so here is a repeat of that Blog from last year.

This past week, I took my wife for lunch at the Union League Club in Chicago. While I was there, I saw my good friend Joseph. Actually, he saw me first, as Joseph is a member of the wait staff at the club. By the time I had my soup from the buffet Joseph had placed my favorite soft drink at a table in the corner that he knew I preferred. As I approached, he caught my eye, flashed his signature smile and held out his hand to greet me, saying as he always does, “It’s good to see you!” My wife shares my opinion that Joseph personifies customer service.

Now, the award winning Union League Club in Chicago has many outstanding employees who give great service all the time so that it is easy to say that the club administration is doing all the right things to encourage their employees. Many of their employees have been on staff for years, indicating that they enjoy working at the club, and it shows! All the same, there is something special about Joseph; you can’t just teach somebody to be the way he is, although others could learn from his example. After thinking it over for a while, I concluded that there are four qualities that Joseph personifies: pride of ownership, personal warmth, attention to detail and enthusiasm.

Pride of ownership: It does not matter in which of the clubs restaurants you see Joseph; he always acts as if he owns the place. I mean this in a good sense, that he wants people to enjoy his restaurant and he will do everything possible to see that you do.

Personal Warmth: I believe that there are few people who can go to one of the club’s restaurants more than a couple of times that don’t know Joseph and consider him a friend. He consciously works at getting to know you and what you like. His efforts include more than just food and drink; in his unobtrusive way, Joseph gets to know about you as a person and remembers what he learns.

Attention to Detail: Joseph is always moving, seeing what is going on and who needs something. He is able to anticipate what you need next almost before you know it. As I mentioned above, my favorite soft drink will appear on the table before I get there with my food. Grab a dessert and he will be there with a fork before you sit down.

Enthusiasm: It is obvious that Joseph loves what he does. His underlying enthusiasm for his work shines through as he surveys the room and does whatever needs to be done. At the same time, Joseph has a great sense of timing, knowing how to take care of something without becoming the focus.

Recently, I took my granddaughters to the club for lunch for the first time. They were in Chicago, and I felt were ready for the experience. I was sorry that Joseph was not there that day, as I had prepared them in advance to watch him as an example of how to approach life with a great attitude and the spirit of great customer service that anyone in business should possess.

Worn Down by Your Business? Beat a drum!

I am writing this on Sunday morning of the first vacation I have taken in 2 years. There is so much to do that I don’t know how I can take a vacation right now. I am sure that many if not most entrepreneurs and small business owners often feel this way. Yet, if I allow myself to be completely burned out, my business will suffer. So, here is an idea to help you sustain yourself during busy times. Beat a drum!

Well, maybe not literally, although in my case I do mean so. Several years ago I attended a fund-raiser for a friend’s dance company (Chicago Dance Inc., if you are in or near Chicago, it would be well worth it to catch a performance). I bought tickets for a raffle, and won a free class at the Old Town School of Folk Music. Being of Irish descent, I have long been interested in Irish and in particular the bodhran, a Celtic drum. I enjoyed the class and took another. After the second class, I decided to try my hand drumming at an Irish music session in a pub, where I met my current teacher, John Williams.

I now spend a half an hour practicing every day and 3 hours on Sundays playing the bodhran at a pub. The physical exertion of playing the drum has helped to reduce my stress levels and be more relaxed. The camaraderie of the other members of the music “session” and our common love of Irish music has given me an outlet for conversation that has nothing to do with business, so that I am able to focus on something completely different. As well, playing music in a session is just plain fun! How many of us small business owners and entrepreneurs ever do something just for fun?

Now, I don’t think that every entrepreneur in the world needs to play a drum, but taking up a hobby of some sort, even for a few minutes a day, will help you increase your energy and clear your mind so that when you return to your business you will do so with new enthusiasm. My Irish mother in law used to have a saying, “A change is as good as a break!”, meaning that it can be just as restful to do something different as to do nothing at all. I highly recommend it.

If by chance, you would like to hear some great Irish music, stop by Tommy Nevins Pub in Evanston, Illinois any Sunday between 3:00 and 6:00 PM. You might even spy the Bulldog beating on a drum!

Here is a quick update to my Blog last week “Beat a Drum”, last week I participated in a great bodhran seminar with Mairtin de Cogain at Milwaukee Irish Fest. Mairtin is a well known Irish musician who is currently using Kickstarter to finance a DVD project including video, lyrics and music about the County of Cork, Ireland. Check it out!

What is a Consulting Executive’s Time Worth?

Quite often, when I am working with an owner or executive of a small consulting company, I find that the person I am working with is hard put to tell me what they are worth. In some cases, the owner or executive is worth everything, as they are doing everything. But even those who are doing everything cannot answer my question because they don’t know.

The fact is, every hour that an owner/executive works is worth something, but the real question is, is the company capturing the value that the owner/executive is creating with every hour of work? Unfortunately, the answer is often no; here is why.

An owner or executive of a consulting company often has 2 roles; the first as a consultant working with clients and secondly as an owner/executive running a company. The consultant is billing hours to the client for work done, but the executive is not, as the client work they are doing is either selling or pre-sales, and the internal company work is simply not billable.

Yet, all of the work that the owner/executive performs creates value for the company. If the owner cannot find a way to monetize that value, the company is losing out on an important revenue stream. The answer on how to capture that value is overhead; bringing us to a discussion on how overhead is handled in many small companies.

When considering the P & L of small consulting company, look at where the cost of providing consulting services is placed; often under General and Administrative Expenses as part of salaries, even if the consultants are contractors paid on an hourly basis. The cost of providing consulting services more properly belongs at the top of the
P & L, under the Cost of Providing Goods and Services, it reflects the direct cost of providing the consulting services.

Any non-billable time then belongs under General and Administrative Services. The key reason for differentiating here is to be able to understand what part of the consultant’s time belongs in overhead. This applies in particular to the non-billable hours of the owner/executive, as including these hours in overhead is the only way to monetize non-billable hours.

Let’s take this one step further. In many small consulting companies, the owner/executive may not even paid a regular salary, simply paying themselves what the company can afford at the end of each month. However, if the owner/executive is truly worth their billing rate, then every hour that they work should be calculated at a cost that is the same as their billable rate. As a result, when the company’s overhead is calculated and added on to the billable rate of each consultant, the true value of the owner/executive will be captured.

As you can see, the value of an owner/executive of a consulting company is worth a lot, but only if that value is properly captured.

Chief Twitter Officer?

The headline to an article published recently in India Real Time (WSJ.com) read, “Can Chief Twit be far behind?” The reference was to the possibility that the Chief Twitter Officer may already be in existence. The article also mentions officers such as Chief Monster at Monster.com, Chief Internet Evangelist at Google and Chief Belief Officer at Future Group. Your humble blogger, who is known as the Chief Bulldog at the The COO’s Bulldog certainly is in good company.

Then there is the Chief Human Capital Officer at the US Department of Energy. I don’t know; I think I would rather be a person than capital, what do you think? Not to be outdone, another government agency has a Chief FOIA Officer. (Would that be pronounced “foya” or “foeea”?) It turns out that the Chief FOIA Officer works for the FCA, or the Farm Credit Agency, processing Freedom of Information Act (FOIA) requests that come to the agency. I wonder if the federal government has a Chief Acronyms Officer to make all of these up.

In an article on Greenbiz.com Ellen Weintraub complained that while she had seen plenty of Vice Presidents of Sustainability and Directors of Sustainability, she had yet to see a Chief Officer of Sustainability. Perhaps there is not enough work to keep that person busy, this making them more of a Chief Unsustainability Officer. When I looked up the definition of sustainable, I came across the words “carry on”. The Chief Carry On Officer would either be in charge of company parties or loading people on airplanes these days!

Then there is the Chief Green Officer; is the word green a noun denoting the person’s responsibilities or an adjective describing their color? Or is the Chief Green Officer simply another name for the CFO? It has gotten so bad that Steve Tobak, in his BNET column, The Corner Office, opines that we should no longer say C-Suite, but should rather use the term C-Tent!

Getting back to the Chief Twit; I worked for him a number of years ago, but fortunately did not stay long at that company!

Know Your Competitive Advantage

Competitive advantage is what all businesses are seeking: it allows your business to charge higher prices for your products and services or to get more customers. Everyone is seeking competitive advantage in their market.

Gaining and maintaining competitive advantage requires that your business be focused on the proper things; that is simple, but not always easy. There are really only two areas of business focus in order to establish competitive advantage: first, you must be competitive in your industry and secondly your business must differentiate itself from the competition. Sounds like a contradiction to me! Let’s take a closer look at each.

In order to be competitive in your industry your business must do “industry basics” well. For example, if you are Starbucks, you can have the nicest storefront possible, with great music and a cool ambiance. But, if your coffee is not at the right temperature, or tastes bad, you will not be able to compete in your market. For a coffee shop, temperature and taste are basics and the company must focus on them in the right way.

In what might seem to be contradictory, it is also true that you should not exceed your industry basics in the name of competition. That practice can be costly and self-defeating. Take the example of a distribution company that competes in a market where 5 day delivery of goods is the standard and customers do not expect more. If a company were to spend time and money on next day delivery, they would be wasting money creating differentiation that their customers don’t want. Doing so puts the focus in the wrong place and could actually hurt the business.

In many cases, businesses do not always focus on the right places to understand industry basics. For example, a business’ financial results, in comparison with the industry median for that result is often a good place to see where your business stands in your industry.

A software development company might look at their software production cost (Cost of Sales); they may not be competing on price, but if their production costs are significantly higher than others in the market, they will have a hard time competing. Proper focus here will keep them competitive in their industry.

Differentiation, on the other hand, is not about industry basics. It is about how your business can do something differently to distinguish itself in the industry. Of course, what you do differently must also be something that your market wants!

Let’s look at distribution again. Supposing that the company that tried to differentiate with quick delivery took some time to talk to their customers that are retail operations. Perhaps they might discover that their customers spend time breaking down the goods they receive from the distribution company into smaller lots for reshipping. The distribution company might be able to save their customers time and effort by packaging their goods in such a way that the customers would have minimal repackaging to do.

At times, it might be possible to turn an industry standard on it’s’ head in order to gain competitive advantage. Prior to Starbucks, most of the coffee industry was centered on fast food coffee chains such as donut shops. Fast was the operating word. Starbucks created a product that included not just upgraded coffee, but an entire experience.

The company wanted people to stay longer, not leave quickly. Starbucks achieved tremendous success with that strategy; only recently have they made moves that have harmed them (but that’s the topic of another Blog).

The name of the game in competitive advantage is to stay focused on the right things for your industry!