What are business objectives?

Objectives give the business a clearly defined target. Plans can then be made to achieve these targets. This can motivate the employees and encourages goal congrugence. It also enables the business to measure the progress towards to its stated aims.

The most effective business objectives meet the following criteria, S M A R T:

S – Specific – objectives are aimed at what the business does, e.g. a hotel might have an objective of filling 60% of its beds a night during October, an objective specific to that business.

M – Measurable – the business can put a value to the objective, e.g. €10,000 in sales in the next half year of trading.

A – Agreed by all those concerned in trying to achieve the objective.

R – Realistic – the objective should be challenging, but it should also be able to be achieved by the resources available.

T- Time specific – they have a time limit of when the objective should be achieved, e.g. by the end of the year.

The main objectives that a business might have are:

Survival – a short term objective, probably for small business just starting out, or when a new firm enters the market or at a time of crisis.  For startup business this usually means having sufficient cashflow.

Profit maximisation – try to make the most profit possible – most like to be the aim of the owners and shareholders.

Profit satisficing – try to make enough profit to keep the owners comfortable – probably the aim of smaller businesses whose owners do not want to work longer hours.

Sales growth – where the business tries to make as many sales as possible. This may be because the managers believe that the survival of the business depends on being large. Large businesses can also benefit from economies of scale.

A business may find that some of their objectives conflict with one and other:

Growth versus profit: for example, achieving higher sales in the short term (e.g. by cutting prices) will reduce short-term profit.

 Short-term versus long-term: for example, a business may decide to accept lower cash flows in the short-term whilst it invests heavily in new products or plant and equipment.

Large investors in the Stock Exchange are often accused of looking too much at short-term objectives and company performance rather than investing in a business for the long-term.  But ultimately the aim is to maximise shareholder return and share price.

What is Financial Planning & Analysis?

The basic elements of FP&A are forecasting, budgeting, reporting and analysis. But it could also include other areas such as resource allocation, IT support, Operations support and HR support. Each of the individual elements is a subject in itself. However, let’s attempt to understand the core elements in brief with day-to-day examples.

Forecasting

All of us have some amount of savings and we want to invest it somewhere.  Forecasting can be defined as the periodic prediction of future trends considering the current internal and external factors. Usually, this is done by analyzing and extrapolating the past results and applying known anomalies to past trends.

Budgeting

We all budget our expenses. At the beginning of every month, we draw up our expense statements and determine the amount we can afford to spend what we’d like to save.  Budgeting involves drawing out a detailed financial plan and establishing a goal for the future period. It usually details the various financial elements and its drivers considering the capabilities of the business. This activity is done before the beginning of the year and is drawn out by month.

Reporting

At periodic intervals, we all get appraisals at our workplace or we get to attend the PTA meetings at our child’s school. What we get to hear is a summary of past performances and our standing with respect to expectations.  Reporting can be defined as providing of information at periodic intervals to various stakeholders that enables them to take important decisions. Stakeholders include management, business partners, investors, creditors and debtors. Information could be related to past performance, future plan, strategy, objective and market standing among others.

Analysis

When we overspend, we try to see where we are over-spending, what expenses can be controlled, and how we strayed from what we initially planned.  Financial analysis can be defined as assessment of the financial aspects of an organization including deployment of funds, profitability, investor protection, business viability and market standing. It usually involves the understanding of ratios, comparisons with Budgets and Forecasts and detailed study of the financial statements. This activity not only helps understand the problems and provide decision support, but also visualizes opportunities and ensures better performance.

FP&A in Corporate World

In a corporate scenario, FP&A function usually comes under the direct purview of the Chief Financial Officer or the Director – Finance. The activity involves liaison with various departments, understanding their functions, their impact on the Business and providing support to take important business decisions.

FP&A caters to various departments like the Finance, Operations, HR, Corporate, Procurement, Quality, Sales and Marketing etc. In short, FP&A function is that thread of every organization that beads various departments together and ensures achievement of their common goal. In addition to providing timely reports and analysis, FP&A also provides support for redesigning the systems used for accounting, reporting etc.

Why FP&A?

  • Envisioning the short-term and long-term objectives
  • Driving performance
  • Meeting and overachieving Internal and external expectations
  • Timely identification and correction of financial or operational concerns
  • Understanding the reasons for variances to expectations
  • Strategic analysis
  • Identifying opportunities and providing decision support to capitalize them

FP&A is a very dynamic and interesting function of finance. It requires the analyst to be deeply involved with the business and to understand not only the numbers, but also the science of running the business. It is therefore, very important for analysts to understand the business before jumping into the numbers in order to keep the essence of “A” in FP&A alive.

The importance of Data Analysis

Data analysis is important to businesses will be an understatement. In fact, no business can survive without analysing available data. Visualize the following situations:

  • A pharmaceutical company is performing trials on number of patients to test its new drug to fight cancer. The number of patients under the trial is well over 500.
  • A company wants to launch new variant of its existing line of fruit juice. It wants to carry out the survey analysis and arrive at some meaningful conclusion.
  • Sales director of a company knows that there is something wrong with one of its successful products, however hasn’t yet carried out any market research data analysis. How and what does he conclude?

These situations are indicative enough to conclude that data analysis is the lifeline of any business. Whether one wants to arrive at some marketing decisions or fine-tune new product launch strategy, data analysis is the key to all the problems.

What is the importance of data analysis? – instead, one should say what is not important about data analysis.

Merely analysing data isn’t sufficient from the point of view of making a decision. How does one interpret from the analyzed data is more important. Thus, data analysis is not a decision making system, but decision supporting system.

Data analysis can offer the following benefits:

  • Structuring the findings from survey research or other means of data collection
  • Break a macro picture into a micro one
  • Acquiring meaningful insights from the dataset
  • Basing critical decisions from the findings
  • Ruling out human bias through proper statistical treatment

So next time, when you are asked ‘what is the importance of data analysis’, ask yourself ‘what use is a destination, if you don’t have a map’.