Understanding Your Revenue Drivers
For your business to make money, you need to generate revenue.
You produce revenue through your usual business activity, by making sales, getting your invoices paid, or taking cash from paying customers.
So, the better you are at selling your products/services and bringing money into the business, the higher your revenue levels will be.
But what actually drives these revenue levels? And how do you get in control of these drivers?
Knowing where your cash is coming from is more crucial than ever
As a trading company, you may face multiple challenges of a global pandemic, an increase in online consumer buying and a ‘new normal’ when
it comes to trading, markets and buying expectations. The better you can understand the nature of your revenue and its drivers, the more you
can flex, manage and control your ability to generate this income.
This helps your medium to long-term strategic thinking, and your decision-making, allowing you to be confident that you’re focusing on the
business areas that deliver maximum revenue.
Important areas to consider will include:
Revenue channels – where does your revenue actually come from? Do you create income from online sales and
e-commerce, through retail sales in bricks and mortar stores, or through wholesales to other businesses? You may focus on just one of
these channels, or it could be that you use a mixture of two, three or more.
Revenue streams – your total revenue will be made up of a number of different ‘streams’ So, you might be a coffee
shop, whose revenue streams include coffee sales, cake and pastry sales and lunch sales. Knowing which revenue streams you rely on, which
are most productive and what return they are delivering allows you to make decisions. If 80% of your income comes from 20% of your
products, perhaps you need to tighten up your product range and remove some of the poor sellers. If you’re selling more services to one
particular industry, perhaps you should focus more marketing in this specific niche, or downscale your sales activity in less profitable
Product/service split – Do you know which products/services are the most profitable in the business? Which
products/services have been resilient to market changes (giving you some revenue stability) and which have adapted well to change? The
more you can dive into your metrics and find the most productive and adaptable products and services, the greater your ability is to
provide constant and evolving revenue for the business.
Value vs volume – Is your revenue based on selling a high volume of products/services at low margin, or low volume
at a high margin? Based on this, can you move your margin down to create a more attractive price point (and more value for customers)? Or
are their ways to push volume up, shifting more units and boosting total revenue? By diversifying into new channels, new streams or new
products/services you can aim to balance value and volume to create brand new sales – and higher revenue levels.
If you want to boost revenue and increase your overall profitability, come and talk to us. We’ll review the numbers in your business, help
you to understand your revenue drivers and will give you proactive advice on enhancing your total revenue as a company.
Contact your WDF Professional team member if you would like to discuss further how we can help you. Phone 02 6921 5444 or email firstname.lastname@example.org