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The COVID Comeback: Companies Cope With Reopening Challenges

By Anne Field
July 7, 2020
 

Businesses across the country are opening up. That’s good news, of course. Or is it?

Fact is, for many companies, from retail stores to interior designers re-opening involves a great many challenges. And the situation has been made even more formidable as such states as Florida and Texas order the re-shuttering of some businesses, while others, like New York, slow down schedules or change the parameters of the re-opening phases. Here are some of the top challenges facing small companies as they attempt to make their COVID comebacks.

Unpredictability

“The single biggest issue for small businesses is uncertainty,” says James Cassel, chairman of Miami-based investment banking firm Cassel Salpeter & Co. That’s especially true for enterprises serving customers from a physical location. Perhaps their patrons aren’t ready to spend a lot of time inside. But even if they are, there are logistical questions for staff, both now and down the road: Are camps and day-care centers opening? what about schools holding in-person classes in the fall? If they don’t, how to juggle childcare and work schedules? And of course, underlying it all: Will a new surge of cases force companies to close up again?

The result: Small businesses are struggling to plan in an unpredictable environment. “They’re trying to determine an optimal strategy that will enable their businesses to be profitable when there are so many variables out of their control,” says Johana Schwartzman, who heads Go Blossom Consulting, a business and marketing strategy consulting firm in Toronto.

Ideally, according to Schwartzman, businesses can develop at least a “plan b” to fall back on, if not a “plan c,” too–different options to follow depending on, say, whether they face a second COVID wave or employees need to stay home with children. She points to a company that typically teaches art to students at their physical location. In case the business has to close again, the owner is considering stocking up on art kits to sell to parents and holding classes via Zoom.

Perhaps the most pressing issue related to uncertainty is cash flow. According to Brian DeChesare, founder and CEO of finance blog Mergers & Inquisitions, about half of small businesses are concerned about how much cash they have on hand. “They might be able to afford to reopen, but they won’t be able to sustain operations for an extended period of time if profits are down significantly,” he says.

Safety Concerns

Companies need to take steps to ensure the safety of not only customers, but employees, as well. In March, Sumita Batra, CEO of Ziba Beauty, an Artesia, Cal.-based eyebrow threading salon, closed all 14 venues, selling supplies like gloves and hand sanitizers to keep the business alive. Because the service is high-touch, requiring close contact between client and employee, however, Batra’s employees, many of whom live with elderly parents, are wary of returning. “How can they keep social distancing? It’s impossible,” she says.

The upshot: In June, although she was allowed to open under California’s rules, Batra chose to remained closed through July. (Several counties also pushed back their opening dates to later in the month.) With customers clamoring to schedule appointments, Batra launched a social media campaign on Facebook and Instagram to explain her decision to stay closed. That included a video in which eyebrow threaders address customers, explaining their reluctance to return. According to Batra, customers have responded positively.

Once she opens up, like many business owners, Batra will face another safety-related problem: paying for PPE and other cleaning and sterilization measures. According to Batra, the equipment is both more difficult to find and more expensive than usual. To cut costs, she’s trying to renegotiate the terms of her leases with her landlords.

New and Old Business Models

Since March, many retailers, as well as wholesalers that sell to brick-and-mortar stores, have expanded their e-commerce sales to stay afloat. But that creates a conundrum: As stores open up, how much resources to put into traditional channels vs. new ones? “It calls for a re-prioritization of funding,” says Alexander Kehoe, who runs Caveni Digital Solutions, a digital marketing company in Philadelphia.

Kehoe points to a wholesaler that added a direct-to-consumer e-commerce capability about six weeks ago. Now that many of its regular retail customers are opening up, however, it’s unclear how to divvy up dollars, and directives. The firm is dealing by staying loose: Should those older clients experience normal levels of demand, then the company will most likely focus more on its original market. On the other hand, if that business is slow, the e-commerce side will require greater attention. “It means being ready to do both,” says Kehoe.

Re-Connecting with Customers

Just because a company has reopened, doesn’t mean it’s business as usual.

And that can affect relationships with new and existing customers.

Take Ryan Novak, the owner of Chocolate Pizza Company, a gourmet chocolate maker in Marcellus, NY. While the company’s manufacturing facilities stayed open during lockdown, Novak had to close his retail location, which he re-opened in June. But, according to Novak, an essential ingredient in his company’s success has been the ability for retail employees to chat with customers and build a rapport. Now, however, employees are separated from patrons by Plexiglass, face masks and social distancing, while customers tend to get in and out quickly rather than spending time to browse. “It’s hard to build a relationship,” says Novak.

To create more of a personal connection with customers, Novak recently asked his retail staff for patrons’ most frequently asked questions. Then he added wall art with interesting, eye-catching tidbits about the company to answer those queries, like the single largest order (31,000 “chocolate pizzas”), and pictures of far-flung places they’ve shipped to.

Pent-Up Demand

As they rev up, some companies are scrambling to meet a backlog of orders (admittedly, a good problem to have). Case in point: TAKA Interiors, a Lyndhurst, NJ, interior design firm. Under normal circumstances, according to co-owner Tamara Ramos, she and her partner provide in-home one-on-one services. But while clients were sheltering in place, they switched to virtual consultations, and projects that required entering client’s homes were put on hold.

As a result, when clients started allowing the partners into their homes about a month ago, there was a pent-up demand not only for projects placed on pause but also for more extensive renovations. “People who just wanted their living room changed before lockdown now also want a home office and a playroom,” says Ramos. That also means large-scale projects lasting three-to-four months versus the usual six weeks or so.

To meet the demand, Ramos and her partner decided to change their usual design approach. Instead of joining forces and working together on, say, two projects at one time, now each woman is operating solo, while still touching base with the other. “We’re dividing our forces,” says Ramos.

Handling the backlog of projects also requires a triage, of sorts. Clients who had to postpone work during the lockdown period go to the top of the list. “Anyone who signed a contract in March, we’re getting to them first,” says Ramos.

Click here to read the PDF.

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What to Look for in Remote Employees

By Julie Bawden-Davis
July 02, 2020
 

 

It takes a certain type of employee to successfully work from home for the long term. When you’re recruiting remote employees, consider for these necessary characteristics.

Working from home (WFH) has become a fixture in workforce policy and talent management. For those companies intending to make WFH permanent or semi-permanent, it may be helpful to modify recruiting and hiring practices for remote workers. This means developing new practices and perspectives to identify and attract people who are suited to work and succeed in this new reality.

While WFH employees need to have the proper hard skillsets, soft skills, particularly for the digital age, are equally as important. To be as productive as possible, remote employees need to be determined and have time management and organizational skills, as well as enough of a command of digital tools to keep on top of the work and collaborate.

“Work-from-home employees must also possess very strong communication skills,” says Andrew Hinkelman, founder of Priority-1 Group, a leadership coaching and consulting organization. During 25 years in the tech industry as a chief technology officer, Hinkelman built remote teams.

Internal motivation and drive are also critical to WFH success, believes Stewart Guss, founder of Stewart J. Guss, Injury Accident Lawyers.

“People in sales and recruiters tend to be the type of people you want in work- from-home positions. They’re usually independent,” he says.

“The ability to stay focused, despite distractions in the home environment, is also vital to WFH success,” adds James Cassel, co-founder and chairman of Miami-based Cassel Salpeter, an investment banking firm. “It’s one thing to deal with distractions from colleagues at the office, but quite another to be faced with the temptation to address domestic issues.”

The Differences in WFH Recruiting and Hiring

Certain traits and attributes will be of more importance than others when you’re recruiting and hiring remote employees. Consider probing for the following traits when interviewing potential WFH employees.

Self-direction. “The ability to take the initiative to set goals and complete work with limited supervision is essential,” says Tracey Wik, managing director of talent and organization effectiveness at GrowthPlay, a research-based sales talent consulting company.

“Look for work-from-home employees who demonstrate the intrinsic motivation to meet expectations without a lot of hand-holding,” she adds.

Comfort in using and learning new digital tools. Employees need to be adept at using digital tools for themselves and for collaboration purposes. Ultimately,

it’s on the company to ensure that their employees are sufficiently trained on the tools they’re expected to use in their day to day, but ensuring that the candidate will be comfortable with the expectation of learning and using these tools is critical.

Time management efficiency. “Look for employees who can maintain a steady, unhurried pace for task assignments and remain available or implement a backup system when unavailable to ensure others’ needs are managed,” says Wik.

Secure work environment. There are best practices around how to create a secure home office. This includes cybersecurity protocols for equipment and a space free of distractions. Look for employees who understand the gravity of cybersecurity and take it seriously.

Ability to effectively communicate. “Successfully interpreting and digesting information from a variety of sources and communicating effectively is an important attribute in a work-from-home employee,” says Terry Salo, senior HR consultant for outsourced human resources company strategic HR Inc. This is especially important as communication during WFH mainly occurs without tonal or facial cues. A keen understanding of how messages can be interpreted over digital channels will go a long way in ensuring context doesn’t get lost in email and on messenger platforms.

How to Spot Great Remote Employees

You can use various methods to determine if potential WFH employees possess the ideal skills for remote work.

“I determine work-from-home suitability by asking if the person has experience with independent work,” says Megan Marrs, founder of K9 of Mine, which provides dog care resources and information. “I ask if they’ve freelanced or completed independent projects in their spare time. I’ve also found that introverts tend to fare better with remote work than extroverts.”

“Have them complete a personality assessment test to check their soft skills,” he says.

It’s also helpful to ask potential WFH employees how they structure their days, adds Marrs.

“Those who have developed a routine to their workday will likely have the necessary mindset for creating work/life balance,” he explains.

Cassel suggests looking for self-starters with self-reliant character traits. You also want someone who has shown adaptability and persistence in their prior work experience, especially those who can change course if necessary.

Successfully interpreting and digesting information from a variety of sources and communicating effectively is an important attribute in a working-from-home employee.

 Terry Salo, senior HR consultant, strategic HR Inc.

One way to identify these traits is to ask the candidate about which project they’re most proud of. After they explain what it is, encourage them to discuss the dynamics of how it came to life, focusing especially on where communication and collaboration took place. The objective of this line of questioning is to create an opportunity for the candidate to explain their leadership role in the project, hopefully to focus on how their bias towards action helped bring the project through any roadblocks or hurdles.

Helping Hires New to Remote Work

You may find that your new hire is suited for WFH, but not accustomed to it. Make new employees feel comfortable quickly by providing clarity.

“Clarity is vital,” says Wik. “This includes clarity about the culture of the organization and how that will manifest virtually, and clarity about expectations.”

To ensure that all expectations are clear with new remote employees, opt for phone or video calls, suggests, Ed Mitzen, founder of healthcare marketing agency Fingerpaint. “Set frequent check-ins as employees get acclimated to their new roles.”

“Consider dedicating an office liaison to new employees. Such a person can help train, monitor, coach and groom new employees to be ready to meet company expectations,” says Cassel. “Additionally, company mentors can show new work-from-home employees the ins and outs of the business and its leaders’ expectations.”

Patience is also vital. “It can take several weeks or months to adjust to this new working style if employees are new to working from home,” says Wik.

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South Florida home to one of top areas in US for private equity investment

By Ashley Portero
July 1, 2020
 

Private equity companies invested more than $700 billion in U.S. businesses last year, with billions of dollars directed to South Florida companies.

Florida’s 23rd congressional district – representing sections of Miami-Dade and Broward counties – attracted $12 billion in new private equity investment in 2019, according to a study from the American Investment Council, a lobbying and research organization that promotes private equity growth.

That district, represented by U.S. Rep. Debbie Wasserman-Schultz, ranked third in the nation for new PE investment by dollar amount, following New York’s 12th district and Wisconsin’s 4th district. Less than 30 companies in Wasserman-Schultz’s district received private equity capital, the study said.

Statewide, private equity companies invested $47 billion across 292 companies in 2019. Florida follows California, with $90 billion of new PE investment in 656 companies, and Texas, which received $75 billion across 529 companies.

Together, the business services (32%) and information technology (18%) sectors attracted half of U.S private equity investment last year. The financial services (7%) and materials and resources (2%) sectors received the least investment.

Drew Maloney, president and CEO of the American Investment Council, said private equity firms invested an estimated $64 billion of new capital into more than 1,000 U.S. companies in the first quarter of 2020.

“In cities and towns across America, private equity firms are investing in businesses of all shapes and sizes,” he said in an introduction to the report. “These findings… remind us how private equity has the potential to play an outsized role in the [Covid-19] economic recovery.”

Private equity firms are formed by investors who want to invest directly into a company, rather than buying stock. PE funds use investor capital to purchase companies and then enhance their value for a future sale, often by cutting costs.

South Florida leads the Sunshine State in private equity firms and private equity-backed deals, according to a recent analysis from Miami-based investment bank Cassel Salpeter & Co. The region accounted for 45% of the state’s private equity deals in 2019.

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Thinking about working from home permanently? It may introduce new challenges while solving others

By James Cassel

As businesses consider safely reopening, companies have been awakened to the possibilities of working from home on a larger scale. Necessity is the mother of invention, but moving the workplace to a home office setting permanently may introduce new challenges while solving others.

I like to dine out. But even with some restaurants reopening, I’m not sure I’m ready to return to my favorite places. So, as I write, I am waiting for the local fish lady from Shore to Door Fish Market in Coconut Grove to deliver a fresh catch from the Keys. At dinner, my family and I may discuss when it’s right to depend less on her while also considering when it’s best to return to our traditional workplaces. Like our dinner, it’s not a decision to rush nor an easy one to make. We all want out.

We’ve learned we may need less real estate to keep business operations running. Depending on the type of company, a hybrid work model may be coming for some. Flex hours, common practice on the West Coast, can be used, with some expected to come into the office at certain times and other times working from home. But that is not an option for everyone. Just ask someone on a production line, driving a delivery vehicle, frontline medical workers, or many other essential employees.

As this tale of two cities approaches — with those who can shift easily to working from home doing so, and those who can’t continuing to brave the outside world — let’s consider what the new workplace may look like and if it’s right for your business.

There are numerous examples and studies showing increased productivity while working from home (the environment also does better). But, I am not sure I concur. Some companies like Box liked the change so much that they’re allowing employees to work-from-home until 2021. Twitter and Square are offering to make that option permanent. Shopify is even paying for work- from-home supplies. But will this really work? In 2017, IBM had many employees working from home but ultimately brought them back into the office. The same was true at Yahoo!

Remember, company teams were frozen in amber when the pandemic hit, with most hiring coming to a standstill. Company culture at these businesses was already established, but as time goes on, new personnel will need to be nurtured to understand company culture, something work-from-home may not be as well suited for. We may also become less tolerant of awkward moments with children, pets and unsuspecting relatives making unwanted, often comedic cameos on Zoom chats.

Networking and developing the relationships successful companies need to grow, survive and pivot is also hard to accomplish working from home. Being out and about helps. It also takes looking beyond productivity statistics to identify potential company leaders adept at the social interaction and teambuilding that leadership requires.

There’s a difference between the salesperson tasked with building and maintaining relationships with customers and clients, and the techie who can tackle a problem remotely. Plus, have you ever tried mentoring via a computer? Also, working from home, for some, can be isolating, causing negative mental health effects.

We don’t know for sure when a vaccine will be ready, if we can achieve herd immunity, whether our own antibodies can keep us safe, or for how long. It’s a waiting game. Right now, for many, working from home is not a choice. Take advantage of this time to find out what works best for your company. It is probably too soon to set a permanent policy, but tinkering with different workforce models may prove fruitful.

I love the fish lady’s offerings, but I love dining out, too. Maybe in the future, I will enjoy a little bit of both. But I haven’t made a decision yet on the right course moving forward, and when it comes to your business, neither should you.

James S. Cassel is co-founder and chairman of Cassel Salpeter & Co., LLC, an investment-banking firm with headquarters in Miami that works with middle- market companies. He may be reached via email at jcassel@casselsalpeter.com or via LinkedIn at https://www.linkedin.com/in/jamesscassel.

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Cash-strapped businesses hit with new infection-control costs

By Yamil Berard

Some pass along costs to consumers while others turn to insurers, government for help

Having a family history of glaucoma, Liz Coyle was quick to schedule a visit to her eye doctor once coronavirus restrictions were lifted on some Georgia businesses. Around the same time, she wanted to catch up on her oral health by scheduling a visit to the dentist.

At each check-up, she was pleasantly surprised by what she saw – employees in masks, disposable gloves and isolation gowns; examination rooms sterilized between patients; chairs in waiting rooms roped-off to ensure social distancing; pumps of hand sanitizer everywhere.

What shocked her: A $40 fee tacked on to her dental bill.

“At the end of the day, I was, OK, fine,” said Coyle, who is executive director of the consumer advocacy group Georgia Watch. “But $40?”

It’s a new cost of doing business in the age of the coronavirus. As Georgia businesses attempt to recover from the financial shock of the pandemic and cover the skyrocketing prices of infection-control measures, consumers may be hit with additional fees or higher charges.

So far, the separate infection-control charges tend to be concentrated among health care providers.

On social media, metro area patients are reporting being billed for extra fees their insurance doesn’t cover following dental visits.

Nancy Jones, a health care consultant, says some of her clients — particularly specialists such as cardiologists, surgeons and physicians who serve patients with chronic illnesses – also have raised fees to compensate for the costs of personal protective equipment.

“If you’re going in before your scheduled surgery and you’re going in for a consult meeting with a general surgeon in his office to talk about the process, you may be seeing a surcharge fee for PPE,” said Jones, senior consultant with Atlanta-based JW Healthcare Consultants.

Instead of imposing separate surcharges to help cover additional PPE costs, other businesses, such as hair salons, have hiked prices.

Chris Clark, chief executive officer of the Georgia Chamber of Commerce, told the AJC he wouldn’t be surprised to see more businesses consider price increases.

Merchants from big-box retailers and corporations to mom-and-pop shops have been hit with additional costs under the new infection-control standards. He doesn’t see fast food restaurants, mostly restricted by fixed price menus, as likely to adopt the fees. But a bowling alley might be able to convince customers to pay a little more.

“Most small businesses I’ve talked to haven’t had revenue for four months,’’ Clark said. “Now, they can reopen, but there are all these things that the government requires them to do.”

The balancing act

 As they weigh the benefits of charging more, businesses are walking a tight rope with consumers, said James Cassel, an investment banker who handles mergers and acquisitions for companies across a broad spectrum of industries.

“Businesses are faced with – do they believe they have the pricing power on the one side, or simply do they have the customer base that understands it and is willing to pay a little more,” said Cassel, who is co-founder of the Florida-based Cassel Salpeter & Co.

Healthcare providers are struggling with that question already. Dentists say they were hit hardest because they were among the first to shut down. Now, patient volumes are still low, but their costs have shot up.

“All dental offices have been hit hard with huge costs that were unexpected,” said Florida dentist Keith Hutchinson, who is charging an extra $10 per appointment to try to offset the $60,000 he spent in recent weeks on office partitions, PPE, filtration systems and sanitation supplies. Hutchinson said he sees dozens of Georgia retirees and seasonal residents at his five clinics in the Tampa Bay area.

State Rep. Lee Hawkins, R-Gainesville, also a dentist, concurred that costs are becoming unmanageable for dentists. “Here’s the deal,’’ Hawkins said. “Our (shields) and masks do not last long. The burn rate is much faster on all this stuff, and the availability is still tough and that keeps prices very high.”

Still, Hawkins, whose son, Ben, is also a dentist, said their offices aren’t likely to charge fees. “I think most folks don’t like to see add-ons on their bills,’’ Hawkins said.

Dr. Andrew Reisman, a family care physician in Gainesville and the president of the Medical Association of Georgia, is sure his patients would be deterred. Many just can’t afford it.

“We are not charging for PPE,’’ Reisman said. “We probably should because it has been so expensive, but we don’t want to give patients yet another excuse not to come to the doctor’s office.”

Coyle said the fees will be a barrier to Georgians in critical need of essential services. “We are in the middle of a public health crisis,” she said, “it seems that we need to do more to make sure people don’t fall through the cracks.”

Teetering on insolvency

 Rather than pass along higher costs, some cash-strapped businesses are looking elsewhere for financial help. Healthcare providers pushed the federal government for additional relief payments, and last week the Department of Health and Human Services announced it would distribute up to $15 billion to those with heavy Medicaid patient loads. In addition, HHS mentioned it was working on an additional allocation for dentists but provided no details.

Meanwhile, some business groups are pursuing other strategies.

The American Dental Association, for example, is asking that insurers and other third-party payers alter their fees to help cover the increased infection- control costs.

Insurance companies are also being asked to help cover losses through their business interruption policies. Insurers, though, have largely rejected the claims because the policies often don’t outline provisions for pandemics.

Such disputes are winding up in court. Around the country, restaurants have sued insurers for pandemic-related losses. And last month, Hartford, the insurer for many of Georgia’s 33,000 dentists, was served with a putative class-action lawsuit for failure to cover pandemic-related businesses losses.

Marietta attorney Roy Barnes, the former governor representing plaintiffs in the lawsuit, said he is likely to expand the suit to include other health care professionals who are teetering on insolvency because of the closures and the additional costs to meet infection-control standards.

“Here’s the deal. Our (shields) and masks do not last long. The burn rate is much faster on all this stuff, and the availability is still tough and that keeps prices very high.” —State Rep. Lee Hawkins, R-Gainesville, who is also a dentist

 “There’s no question that this virus has affected a broad spectrum of businesses,” Barnes told the AJC.

Dr. Roy Johnson, the lead plaintiff in the suit, said he was lucky to qualify for the Paycheck Protection Program under the federal relief package, which delivered $100,000 in loans to ensure that the 11-member staff at his Smyrna dental office remained employed.

However, healthcare providers with a heavy debt burden and significant overhead before the pandemic hit will be severely strained, he said. “It’s been very hard,” Johnson, who has practiced dentistry for more than four decades. “There are going to be some dentists who have a lot of trouble.”

Among them is Dr. Robert Lee, who said he is struggling to survive as the only dentist in nine counties in one of the poorest corners of southern Georgia. “Our fees are the lowest in the country,’’ Lee said. “And now they are being eaten up by PPE.”

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How to Increase Your Small Business Market Share

By Joshua Stowers

Looking to increase your small business market share? Find out how to calculate and improve your share of the market.

Market share is the percentage of total sales in an industry generated by a business or product. If you have a large market share, your business is likely pretty successful. If you have a small market share, you may be looking for ways to increase it. To increase their market share, small businesses must implement a growth strategy, which often includes analyzing competitors, introducing more efficient products and services, and providing excellent customer service.

How do you calculate market share?

Knowing how you stack up against your competition is critical to running a successful business, and one of the ways to gain a clear picture of where you stand in your industry is to calculate your business’s market share.

Market share is the percentage of total sales within an industry that the sales of a particular business represents, said Ian Kelly, vice president of operations for NuLeaf Naturals.

“It’s calculated by dividing the total revenue a business makes per industry by the total revenue made within that defined industry,” Kelly told business.com.

For example, if your business reported its gross revenue of $2 million and the industry in which your business operates has a total gross revenue of $50 million, your market share would be 4%.

Company’s revenue ($2 million) / Entire market revenue ($50 million) = 0.04 (4% market share)

There are different types of small business accounting software that include digital marketing tools designed to help analyze your market share projection and provide up-to-date industry and market analysis.

What defines a business with small market share?

Businesses with small or low market share are usually defined as those that have small percentages of the total sales within their respective industries. Using a market share growth strategy, like the BCG matrix, can help your business gain insights on industry competition. The BCG matrix is a marketing strategy designed to support businesses with growth opportunities and long- term financial planning by evaluating its products and services.

“For small businesses, a small market share could easily be less than 1% or up to nearly half of the total revenue per industry, depending on the scope of the calculation and the number of competitors,” Kelly said. “This is because market share can be defined at different levels – global, national, statewide, countywide, or even within cities and neighborhoods.”

Kelly said businesses with small market share can be defined by their market leader because the competition depends on the industry as well. The shares of competitors may be higher in some industries and lower in others.

What is a good percentage of market share?

A good market share percentage depends on the product or service, business location, and industry competition. However, Robert Withers, founder of Natural Citizen, believes that businesses should aim to be No. 1 or 2 in a market.

“Uber Eats recently exited India because it did not think it could be first or second in that market,” he said. “Most consumers only keep a few choices at the top of their minds when considering a purchase of a good or service.”

By not being one of the top competitors, Withers said, businesses will find it difficult to be successful unless they factor another marketing strategy into maintaining a steady customer base.

While there are numerous key factors to consider when determining a good market share percentage, it ultimately depends on your industry and the products or services you sell, according to James Cassel, co-founder and chairman of Miami-based investment banking firm Cassel Salpeter & Co.

“In a very large market with no dominant player, a company with a 10% market share might have a good percentage of that market,” Cassel said. “However, if, for example, there’s a market where two players each have 40%- plus of the market, a third player with just 5% market share could be rather small and insignificant, or it may fill a void in the market and be very important to the market.”

How do small businesses increase market share?

The U.S. Small Business Administration’s Office of Advocacy reported that small businesses accounted for about 44% of all economic activity in the U.S. as of 2014. While this is a great overall contribution, it’s a drop of four percentage points from the previous 16 years.

So, how can small businesses stop this decline in market share? There are two basic ways to do it for your business, according to Cassel.

“One is by organically growing your business by increasing your marketing and sales budget or developing new and innovative products, which will help you build your customer base and sales,” he said. “Alternatively, you can increase your market share by buying a competitor.”

Whether you intend to grow your market share organically or by acquisition, you need to consider how customer perception affects a buyer’s decision and how a strong brand image can amount to considerable market share. Finding a balanced mix of proven marketing strategies and innovative approaches to capture your target market’s attention can attract customers to your business and encourage them to choose you over your competition.

Here are a few pointers to keep in mind as you strategize how you will grow your market share:

  • Keep your revenue above the break-even point. Although it’s important to price your products or services competitively, you don’t want to lose money on each sale in your efforts to beat the competition
  • Identify your direct competitors and why they are successful in your industry. What are they doing better than you? Find out why your competitors’ customers choose their business over yours.
  • Improve your customer Look for ways to provide good customer service and personalize your communications with your customers.
  • Enhance your product and brand If your customers have been asking for improvements to your product or your brand image feels stale or outdated, it may be time to make some changes.

You can also increase your market share by competing in the market segments where your business’s strengths are more likely to be valued and where your major rivals are unlikely to compete.

Market segmentation is the formula of dividing your target market into approachable groups by creating subsets of a market based on characteristics such as age, income, personality or behavior. These segments can later be used to enhance products and target advertisements to various customers.

Generally, there are four categories of market segmentation: demographic, psychographic, behavioral and geographic. Here are some examples of each segment category.

  • Demographic: This is based on statistical data such as gender, education and income. This information is relatively easy for new businesses to find out about their target audience when prepping for launch.
  • Psychographic: This is based on attributes of your ideal customers, such as personality traits, values, interests, lifestyles, and opinions. You’ll need to conduct more in-depth research if you want to target customers based on this type of information.
  • Behavioral: This category refers to customer actions in terms of product usage and brand interaction. It primarily aims to target customers based on their purchasing behaviors.
  • Geographic: The geographic category is the simplest for businesses to identify, as groups may be segmented by ZIP code, city, distance from a certain location or type of area (such as climate or population density).

Click here to read the PDF.

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Automating Home-Based Accounts Payable During COVID-19

By Mark Henricks
June 12, 2020

Automated accounts payable offers companies long- term benefits that extend to past the pandemic.

A few months ago, many companies were content with the analog approach to accounts payable (AP), having employees send paper invoices, manually process payments and deliver paper checks through the mail. However, as lockdowns forced businesses to migrate AP functions to employees’ homes, some businesses decided to automate AP services, discovering an additional suite of benefits that is likely to carry over even as more and more states emerge from lockdown and business begins in the next normal.

In addition to enabling employees to execute AP functions from virtually anywhere, automated AP can generate cost savings, faster turnaround, and improved accuracy in payment reporting. As more and more organizations look for ways to drive efficiencies and modernize, businesses that have yet to automate their AP services may want to consider doing so.

Automated Accounts Payable

For remote workers, the technological requirements for implementing modern automated accounts payable solutions are minimal. Virtually any desktop, laptop or tablet can be used by off-site employees to run the required software, most of which is cloud based. Some can be used with smartphones.

The main switch is to electronic payments — paper payments have become much less common.

“More and more businesses today don’t cut checks,” says James Cassel, co- founder of Miami-based investment banking firm Cassel Salpeter. “They’re paying with electronic transfer.”

In addition to businesses increasingly settling with vendors through automated clearinghouse (ACH) transfers and instant payment systems, card payments are also growing. In ordinary times, vendors like card payments because they receive payment instantly.

Today, many vendors simply don’t want paper checks at all. One reason is that no one is in their offices to receive them or visiting bank lockboxes to pick them up. As a result, there is little demand or need for employees to set up blank checks and check printers at home.

Businesses that are reluctant to abandon paper checks can instruct their banks to mail checks for them. The same goes for paper invoices. Businesses can ask vendors to email PDF-format copies or scanned images of printed documents. Smartphones can take photos of documents for the same purpose.

How to Start Automating Accounts Payable

Getting started with automated accounts payable starts with analyzing the payables workflow. Businesses can begin by tracking how invoices are currently being received and processed and who approves and initiates payments.

Part of this process is to set up the workflow that will be implemented in the automated solution. The workflow will describe a set of actions and a path that invoices and payments must follow from receipt to payment.

Next, the automated accounts payable software can be connected to the business’s existing accounting software. Accounts payable software can connect to many popular business accounting packages. This way, vendors are paid automatically on the due date and the payment information will flow instantly, automatically and directly to the accounting software.

That said, automated accounts payable solutions aren’t the only way to go. Accounting software can be configured to make automatic payments, and bank accounts can be set up to send repeating payments.

Ideally, whatever method is used will have the flexibility to stop or delay payments when needed. Flexibility can be especially important during a broad-scale business interruption like the one being experienced now.

Managing AP Automation

Managing accounts payable remotely can raise some issues, as well. For instance, businesses need to make sure payments leave an audit trail and that policies and practices conform to compliance requirements, Cassel says.

Alistair Bambridge, CEO of New York-based Bambridge Accountants, says maintaining communication between the various points in the payables chain may be challenging when people aren’t working in the same physical space.

Bambridge says his firm and his firm’s clients are turning to videoconferencing and messaging apps to stay in touch with team members.

Another consideration should be identifying an accounts payables solution with a view to the long game. That means one with integrated communication as well as tools for compliance and appropriate sign-offs. When employees are distributed, they can’t step into one another’s office to discuss a payment, for instance.

Those types of solutions are already available. Synaptic AP, for example, is a cloud-based solution that is compatible with Salesforce and other ERPs.

Synaptic AP clients can automate supplier payments via virtual card payments, automated reconciliation, and flexible payment options.

Ultimately, having employees remotely handle accounts payables is a technological and process challenge most businesses can handle. And no matter how businesses solve the accounts payable puzzle during the current crisis, it’s likely to have a lasting and ultimately positive impact.

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Look beyond the traditional valuation metrics when selling a middle-market company

May 22, 2020
By James S. Cassel and Paul Berkowitz

Economic uncertainty has increased for most middle market companies, with many owners weighing whether to sell their business. Even during this difficult time, some want to sell sooner rather than later, driven by concern about future prospects, the emergence of liquidity issues, or just because they’re ready to move on. The question is whether there is a buyer willing to pay an acceptable price.

In today’s environment, a successful sale means looking beyond traditional valuation metrics. Selling during the pandemic, and even the post-pandemic era, makes earnouts — promising the seller future consideration tied to predetermined financial goals — the best strategy for bridging the valuation gap and getting the best price. Used for years, earnouts will now become more prevalent.

For buyers prior to COVID-19, projections, along with trailing 12 months EBITDA — earnings before interest, taxes, depreciation, and amortization — or free cash flow, were in most cases the go-to performance metrics for establishing a company’s value. Comparable transaction values were also considered. Today, these may not be as relevant.

Approaching the negotiation table, the typical seller may claim business will get back to “normal,” pre-pandemic levels. But with most businesses having gone off a cliff in March and uncertainty helping to make historical metrics poor indicators, accurate projections are difficult to come by. Meanwhile, the savvy buyer has no guarantee if, or even when, business will get back to normal.

So, for the seller that has an interested buyer, earnouts and sharing the risk can bridge the valuation gap. But the devil is in the details when it comes to earnouts. Get them wrong and you could see trouble ahead. A great investment banker is a critical resource in getting them right, but here are some issues to consider:

  • What metric should you use? Should you base an earnout on revenue, gross margins, EBITDA, or net profit? Sellers should push for the metric most likely to hit earnout goals.
  • Include parameters outlining what the buyer must do to maximize the earnout, showing what operational procedures and expenditures made the company successful prior to the sale. Ensuring your consideration doesn’t fall short may mean pushing for continued funding for R&D, products/services promotion, and/or other initiatives.
  • Include provisions making the buyer keep separate books from their other businesses, while requiring they regularly provide financial information on the company you sold them.
  • Specify prohibitions on the buyer selling significant company assets, charging fees for overhead, or on diverting assets to other businesses. Require that the business continue to run as it has historically.
  • Determine how the day-to-day operations of the business will proceed and whether the seller will continue to operate the business.
  • Review all earnout tax considerations to maximize the value received.
  • Establish appropriate, reasonable periods for With getting to the new normal expected to take some time, longer earnouts may be better.
  • Include provisions for resolving disputes without litigation, with guidelines for hiring independent dispute resolution experts.
  • When defining rules that establish if a buyer breached the contract, avoid standards that require proving the buyer’s intent to reduce the earnout, which is hard to do.
  • Finally, a liquidated damages provision may be appropriate, providing for an earnout payment if the buyer breaches the contract.

Given today’s economy, with its uncertain future, earnouts are an effective means of bridging the valuation gap for a company sale. But availing yourself of this timely deal tool means thoughtful attention to details now, to avoid friction and/or litigation later, especially given courts often favor the buyer in earnout disputes.

Specific, detailed, unambiguous terms are best. Play it right, and you will achieve a win-win where you get fairly compensated, and the buyer feels they got a fair deal with a shared risk profile.

James S. Cassel is co-founder and chairman of Cassel Salpeter & Co., LLC, an investment-banking firm with headquarters in Miami that works with middle- market companies. jcassel@casselsalpeter.com or https://www.linkedin.com/in/jamesscassel.

Paul Berkowitz is a shareholder in the Miami office of Greenberg Traurig, P.A. with a practice focusing on business matters. berkowitzp@gtlaw.com or https://www.linkedin.com/in/paulberkowitz68821219/

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What Can You Do With a Finance Degree?

By Ilana Kowarski
May 21, 2020

The ability to manage money is a skill that can be applied in nearly any industry, experts say.

PEOPLE WHO ENJOY working with numbers, excel at math and take pride in their ability to manage money wisely should consider pursuing a finance degree.

Find B-Schools That Lead to Good Jobs

“Is the field you want to enter associated with quantitative and logical thinking? If so, a finance degree might be a good challenge for you to consider,” Ahmed Mir, who earned a master of science degree in finance and investment from the University of Nottingham in the United Kingdom, suggested in an email.

Mir – the founder of Nature & Bloom, a London-based firm that sells CBD supplements – notes that a finance degree can pave the way for a career as an entrepreneur. “If you intend to own your own business, the ability to manage and understand your own finances is crucial to long term success and as a result, a degree in the field would set you up well to manage cashflow.”

Furthermore, individuals who prefer to work for an established company rather than for themselves can expect to qualify for a variety of jobs with a finance degree. Though it is common for finance professionals to work at banks, they can find employment elsewhere, experts say.

Mir, for example, entered the tech sector after obtaining his finance degree and spent more than six years working for Amazon. His personal experience aligns with the observation of recruiters who say that finance credentials are highly marketable in many industries.

“A finance degree qualifies you for careers as a financial analyst, financial advisor, accountant, or financial manager for businesses of all sizes and industries,” Matt Erhard, a managing partner with Canadian recruiting firm Summit Search Group, wrote in an email. “This is one of the reasons these degrees are so valuable and versatile. Every company needs people who are knowledgeable about finances and accounting in order to run and grow effectively.”

What You Can Expect to Learn in a Finance Program

The field of finance focuses on the many strategic considerations involved in monetary decisions, including choices about borrowing, lending, saving, spending and investing, according to finance academics and practitioners.

Finance students are typically taught the art and science of financial analysis and financial modeling, including lessons on how to interpret complex data and create solid forecasts.

Knowledge of this academic discipline can help someone determine where to allocate limited financial resources when drafting a budget, and it can also inform financial predictions and facilitate financial planning. A sophisticated understanding of finance can clarify which business opportunities have the greatest profit potential as opposed to ventures that are unlikely to be successful, experts note, adding that such insight is essential for investment careers.

[ SEE: Best Graduate Finance Programs. ]

Finance training is also valuable when calculating how much an asset or company is worth and determining what price a company should charge for its product or service.

“Finance and the understanding of how money flows is the foundation of every business,” Adam Sanders, who has a bachelor’s degree and an MBA in finance, explained in an email. Sanders says the wide range of job options for finance grads is a significant advantage of pursuing a finance degree. “Any type of general business or money-related career is an option with a finance degree.”

Risk management is a career path where a finance degree often comes in handy, notes Sanders, an alumnus of Northwestern University’s Kellogg School of Management and director of Successful Release, an organization that helps former felons reenter the workforce. “It prepares you to better understand, evaluate and address the many risks that companies face. Risk management ultimately comes down to how much it will cost if things go wrong and how much it will cost to prevent it which is where finance professionals shine!”

[ READ: What You Need to Know About Becoming a Finance and Financial Management Services Major. ]

Finance degrees cultivate problem-solving skills that are attractive to employers, resulting in numerous career opportunities, according to experts. Degrees in finance-related fields such as economics, accounting and actuarial science can yield similar job prospects and serve as viable alternatives to finance degrees, experts say.

Additionally, industry-recognized certifications in finance such as Chartered Financial Analyst, or CFA, and Certified Financial Planner, or CFP, are extremely marketable and allow finance grads to differentiate themselves from their peers when competing for jobs.

Experts say the following positions are the sorts of jobs where finance training is especially helpful:

  • Financial analyst
  • Financial associate
  • Financial planner
  • Investment analyst
  • Budget analyst
  • Corporate planner
  • Portfolio manager
  • Wealth manager
  • Financial manager
  • High net worth money manager
  • Product manager
  • Head of product
  • Head of planning and analysis
  • Comptroller
  • Chief financial officer
  • Chief executive officer

Finance careers can be highly lucrative, especially for individuals who become managers in the field. According to the U.S. Bureau of Labor Statistics, the median annual salary among U.S. financial managers in 2019 was $129,890.

However, experts caution against pursuing a finance degree simply because of a desire to become rich, warning that it’s important for prospective finance students to think about whether they would actually enjoy a finance job and perform well in it.

[ READ: How to Choose Among the Many Types of Business Programs. ]

Andrew Temte, who has a Ph.D. in finance and a CFA certification, says liking money isn’t a good enough reason alone to enroll in a finance program, noting that he has witnessed many students make that mistake.

Temte, CEO of Kaplan Professional, which provides licensing exam preparation and continuing education, cautions that entry-level finance jobs aren’t necessarily glamorous. He encourages prospective finance students to arrange informational interviews with practicing finance professionals to get a sense of whether a finance career is a good fit.

Finance jobs require creativity and people skills in addition to hard skills, Temte notes. A finance professional must be able to make sense of numbers and explain those numbers, he emphasizes.

James Cassel, co-founder and chairman of the Miami-based investment bank Cassel Salpeter & Co., acknowledges that it is possible to work in a finance job without a finance degree. Cassel notes that he hires some individuals who have that credential and others who lack it.

Experts emphasize, however, that the technical skills gained via a finance degree can be very useful.

Steve Shreve, a mathematical sciences professor and co-founder of the master of science in computational finance program at Carnegie Mellon University, notes that quantitative finance programs are ideal for mathematically gifted students who are looking for practical ways to apply their numerical abilities.

The enormous amount of financial data available nowadays signals a growing need for data analysis, Shreve says.

Richard Bryant, the program’s executive director, says students who obtain more general, less math-focused finance degrees can follow a wide range of career paths ranging from mergers and acquisitions analysis to private equity investing.

Finance programs ultimately teach students how to use money optimally and increase wealth, a valuable skill no matter which sector they enter, experts say.

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Top Finance MBA Programs

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Q1 2020: Tech Deal Report