Introduction to Using Financial Statements in Decision Making
Financial statements are like a business's report card - they tell us how well a company is doing financially. Just like you might check your bank balance before buying something expensive, business owners and managers use financial statements to make smart decisions about their companies.
Think of it this way: if you were thinking about buying shares in a company or lending money to a business, wouldn't you want to know if they're making money or losing it? That's exactly what financial statements help us figure out!
Key Definitions:
- Financial Statements: Official records that show a business's financial activities and position.
- Decision Making: The process of choosing between different options based on available information.
- Stakeholders: People or groups who have an interest in the business (owners, employees, customers, suppliers).
📊 Why Financial Statements Matter
Imagine trying to drive a car without a speedometer, fuel gauge, or any dashboard indicators. You'd have no idea how fast you're going or if you're about to run out of petrol! Financial statements are like a business's dashboard - they provide crucial information that helps managers steer the company in the right direction.
The Three Main Financial Statements
There are three key financial statements that businesses use to make decisions. Each one tells us something different about the company's financial health.
1. Profit and Loss Account (Income Statement)
This statement shows whether a business made money or lost money over a specific period (usually a year). It's like checking if you earned more pocket money than you spent last month.
💰 Revenue
All the money coming into the business from sales. This is the "income" part of the income statement.
💲 Expenses
All the money going out of the business for costs like rent, wages and materials.
✅ Profit/Loss
What's left when you subtract expenses from revenue. Positive = profit, negative = loss.
Real Example: Pizza Palace
Pizza Palace's profit and loss account shows they earned £50,000 from pizza sales last year but spent £45,000 on ingredients, rent and wages. Their profit was £5,000. The owner can use this information to decide whether to open a second shop or find ways to reduce costs.
2. Balance Sheet
The balance sheet is like a snapshot of what a business owns and owes at a specific moment in time. It's similar to making a list of all your possessions and all your debts on a particular day.
🏠 Assets
Everything the business owns that has value - cash, equipment, buildings, stock and money owed by customers. These are split into current assets (easily turned into cash) and fixed assets (long-term items like machinery).
💳 Liabilities
Everything the business owes to others - loans, money owed to suppliers and unpaid bills. Current liabilities must be paid within a year, whilst long-term liabilities can be paid over several years.
Using Financial Statements for Decision Making
Now that we understand what financial statements show us, let's explore how businesses actually use this information to make important decisions.
Performance Analysis
Business managers compare their financial statements from different time periods to see if the company is improving or getting worse. This is called trend analysis.
Case Study: TechStart Ltd
TechStart's profit and loss accounts show their revenue grew from £100,000 to £150,000 over two years, but their expenses also increased from £80,000 to £140,000. Whilst revenue is growing, profit has actually decreased from £20,000 to £10,000. The management team decides they need to control costs better rather than just focus on increasing sales.
Investment Decisions
When businesses want to buy new equipment or expand, they use financial statements to see if they can afford it and if it makes financial sense.
📈 Cash Position
Check if there's enough cash available for the investment without putting the business at risk.
📉 Profit Trends
Look at whether profits are stable enough to support loan repayments if borrowing is needed.
⚖ Return Potential
Estimate if the investment will generate enough extra profit to justify the cost.
Cash Flow Statements and Liquidity Management
The cash flow statement tracks the actual movement of cash in and out of the business. This is crucial because a business can be profitable on paper but still run out of cash to pay bills!
💧 Operating Cash Flow
Cash generated from normal business activities like selling products and paying suppliers. This should be positive for a healthy business.
Real-World Example: Seasonal Business
Garden Centre Green has high sales in spring and summer but very low sales in winter. Their cash flow statement helps them plan by showing they need to save cash during busy months to cover expenses during quiet periods. Without this planning, they might run out of money to pay staff wages in January even though they're profitable overall.
Comparing Performance with Competitors
Smart business owners don't just look at their own financial statements - they also compare their performance with similar businesses in their industry.
Benchmarking
This involves comparing key financial figures with industry averages or direct competitors to see how well the business is performing.
🎯 Key Comparisons
Profit margins, sales growth rates and efficiency measures help identify areas where the business is doing well or needs improvement compared to competitors.
Making Strategic Decisions
Financial statements help businesses make big strategic decisions that affect their future direction.
Expansion vs Consolidation
Should the business grow bigger or focus on improving what it already does? Financial statements provide the evidence needed to make this choice.
Case Study: Local Bakery Chain
Crusty's Bakeries has three shops and is considering opening a fourth. Their financial statements show that whilst Shop 1 and Shop 2 are very profitable, Shop 3 (opened last year) is still making losses. Instead of expanding, they decide to focus on making Shop 3 profitable first. This decision saves them from potentially losing money on a fourth shop whilst they still have problems to solve.
Stakeholder Communication
Different groups of people need information from financial statements to make their own decisions about the business.
💼 Investors
Want to know if the business will give them good returns on their investment.
🏦 Banks
Need to see if the business can repay loans before lending money.
👥 Employees
Want assurance that their jobs are secure and the company can pay wages.
Limitations and Considerations
Whilst financial statements are incredibly useful, they're not perfect. Smart decision-makers understand their limitations.
⚠ Important Limitations
Financial statements only show what happened in the past, not what will happen in the future. They also don't capture everything important about a business, like employee satisfaction or customer loyalty. External factors like economic changes or new competitors can make historical financial data less relevant for future decisions.