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8 Metrics for Creative Service Companies
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METRICSFOR CREATIVE SERVICE COMPANIESJODY GRUNDEN & JAMIE NAU, SUMMIT CPA
Owners Camp • Seat t le• May 2016
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METRICSFOR CREATIVE SERVICE COMPANIESJODY GRUNDEN & JAMIE NAU, SUMMIT CPA
Owners Camp • Seat t le • May 2016
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Introduction
**This presentation will be available for download**
Jody Grunden, CPASummit CPA Group
JAMIE NAU, CPASummit CPA Group
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43%More effective by knowing and understanding their metrics.
Why You’re Here
High performing companies are
Source: "Predictive Business Analytics: Forward Looking Capabilities to Improve Business Performance,” Lawrence Maisel, Gary Cokins
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Revenue & Net Income Per Producer
What is the Story?
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Revenue & Net Income Per Producer
What is the Story?
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Cash
4321
Effective Rate
NetIncome
Capacity to Contract
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4321
Cash
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How Much Cash Should I Keep on Hand?
Cash Reserve
Minimum of 10-30%of Revenue
Tax Reserve
40% of Forecast Net Income
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How Much Cash Should I Keep on Hand?
Cash Reserve
Minimum of 10-30%of Revenue
Tax Reserve
40% of Forecast Net Income
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How Much Cash Should I Keep on Hand?
Profit & Loss
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How Much Cash Should I Keep on Hand?
Profit & Loss
3,744,000 x 10%
374,400
3,744,000 x 30%
1,123,200
Cash Reserve
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How Much Cash Should I Keep on Hand?
Cash Reserve
Minimum of 10-30%of Revenue
Tax Reserve
40% of Forecast Net Income
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How Much Cash Should I Keep on Hand?
Profit & Loss
647,712x 40%
259,084
Tax Reserve
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Is This Company Adequately Funded?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Assets
Operating Cash 200,000 217,800 149,600 177,400 205,200 143,000 223,600 251,400 205,200 293,000 320,800 348,600 Cash Reserve 36,800 36,800 92,800 92,800 92,800 92,800 100,000 100,000 100,000 100,000 100,000 100,000 Total Cash 236,800 254,600 242,400 270,200 298,000 235,800 323,600 351,400 305,200 393,000 420,800 448,600
Tax Reserve - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 Accounts Receivable 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 Net Fixed Assets 50,000 49,000 48,000 47,000 46,000 45,000 44,000 43,000 42,000 41,000 40,000 39,000
Total AssetsTotal Assets 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
Liabilities & Equity
Accounts Payable 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 Line of Credit 50,000 40,000 - - - - - - - - - -
Total Liabilities 90,000 80,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000
Equity
Partners Equity 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 Net Income 46,800 93,600 140,400 187,200 234,000 280,800 327,600 374,400 421,200 468,000 514,800 561,600 Distributions - - - (60,000) (60,000) (150,000) (150,000) (150,000) (224,000) (224,000) (224,000) (224,000)
Total Equity 346,800 393,600 440,400 427,200 474,000 430,800 477,600 524,400 497,200 544,000 590,800 637,600
Liabilies and Equity 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
Balance Sheet
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Is This Company Adequately Funded?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Assets
Operating Cash 200,000 217,800 149,600 177,400 205,200 143,000 223,600 251,400 205,200 293,000 320,800 348,600 Cash Reserve 36,800 36,800 92,800 92,800 92,800 92,800 100,000 100,000 100,000 100,000 100,000 100,000 Total Cash 236,800 254,600 242,400 270,200 298,000 235,800 323,600 351,400 305,200 393,000 420,800 448,600
Tax Reserve - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 Accounts Receivable 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 Net Fixed Assets 50,000 49,000 48,000 47,000 46,000 45,000 44,000 43,000 42,000 41,000 40,000 39,000
Total AssetsTotal Assets 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
Liabilities & Equity
Accounts Payable 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 Line of Credit 50,000 40,000 - - - - - - - - - -
Total Liabilities 90,000 80,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000
Equity
Partners Equity 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 Net Income 46,800 93,600 140,400 187,200 234,000 280,800 327,600 374,400 421,200 468,000 514,800 561,600 Distributions - - - (60,000) (60,000) (150,000) (150,000) (150,000) (224,000) (224,000) (224,000) (224,000)
Total Equity 346,800 393,600 440,400 427,200 474,000 430,800 477,600 524,400 497,200 544,000 590,800 637,600
Liabilies and Equity 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
448,600÷ 3,744,000
12.9% of Revenue
Cash Reserve
Balance Sheet
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Is This Company Adequately Funded?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Assets
Operating Cash 200,000 217,800 149,600 177,400 205,200 143,000 223,600 251,400 205,200 293,000 320,800 348,600 Cash Reserve 36,800 36,800 92,800 92,800 92,800 92,800 100,000 100,000 100,000 100,000 100,000 100,000 Total Cash 236,800 254,600 242,400 270,200 298,000 235,800 323,600 351,400 305,200 393,000 420,800 448,600
Tax Reserve - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 - 20,000 40,000 Accounts Receivable 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 150,000 Net Fixed Assets 50,000 49,000 48,000 47,000 46,000 45,000 44,000 43,000 42,000 41,000 40,000 39,000
Total AssetsTotal Assets 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
Liabilities & Equity
Accounts Payable 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 Line of Credit 50,000 40,000 - - - - - - - - - -
Total Liabilities 90,000 80,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000 40,000
Equity
Partners Equity 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 300,000 Net Income 46,800 93,600 140,400 187,200 234,000 280,800 327,600 374,400 421,200 468,000 514,800 561,600 Distributions - - - (60,000) (60,000) (150,000) (150,000) (150,000) (224,000) (224,000) (224,000) (224,000)
Total Equity 346,800 393,600 440,400 427,200 474,000 430,800 477,600 524,400 497,200 544,000 590,800 637,600
Liabilies and Equity 436,800 473,600 480,400 467,200 514,000 470,800 517,600 564,400 537,200 584,000 630,800 677,600
Tax Reserve
40,000+ 224,000
264,00040% of Net Income
Balance Sheet
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4321
Effective Rate
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What is Weekly Expectation and Utilization Rate?
Weekly Expectation
# of Weekly Billable Hours
Utilization Rate
Total Available Hours per week
# of Weekly Billable Hours
Total Hours Paid
(Annual expectation less company culture)
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28 30 32 34 36 Billble Hours per Week
2,080 2,080 2,080 2,080 2,080 Total Hours Paid
Company Culture
(72) (72) (72) (72) (72) Holidays 9 days
(120) (120) (120) (120) (120) Vacation 3 weeks
(40) (40) (40) (40) (40) Bureau Events 1 week
(40) (40) (40) (40) (40) Company Retreat 1 week
(272) (272) (272) (272) (272) Hours Not Worked
1,808 1,808 1,808 1,808 1,808 Net Available Hours
70.0% 75.0% 80.0% 85.0% 90.0% Weekly Expectation
1,266 1,356 1,446 1,537 1,627 Chargeable Hour per Year
60.8% 65.2% 69.5% 73.9% 78.2% Target Utilization
What is Weekly Expectation and Utilization Rate?
1,356÷ 2,080
65.2% Utilization
Utilization Rate Target
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What is Standard Rate, Average Billable Rate and Effective Rate?
Standard Rate
$ Per Hour
Avg. Billable Rate
Total Revenue
Effective Rate
That You Charge for your Service # Billable
Hours
Total Revenue
# Hours Paid
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28 30 32 34 36 Billable Hours per Week
2,000 2,000 2,000 2,000 2,000 Monthly Billable Hours
175.00 175.00 175.00 175.00 175.00 Standard Billable Rate
350,000 350,000 350,000 350,000 350,000 Gross Revenue
(50,000) (50,000) (50,000) (50,000) (50,000) Write-downs
300,000 300,000 300,000 300,000 300,000 Monthly Revenue
2,000 2,000 2,000 2,000 2,000 Monthly Billable Hours
150.00 150.00 150.00 150.00 150.00 Average Billable Rate
60.8% 65.2% 69.5% 73.9% 78.2% Target Utilization Rate
91.20 97.80 104.25 110.85 117.30 Effective Billable Rate
What is Standard Rate, Average Billable Rate and Effective Rate?
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28 30 32 34 36 Billable Hours per Week
2,000 2,000 2,000 2,000 2,000 Monthly Billable Hours
175.00 175.00 175.00 175.00 175.00 Standard Billable Rate
350,000 350,000 350,000 350,000 350,000 Gross Revenue
(50,000) (50,000) (50,000) (50,000) (50,000) Write-downs
300,000 300,000 300,000 300,000 300,000 Monthly Revenue
2,000 2,000 2,000 2,000 2,000 Monthly Billable Hours
150.00 150.00 150.00 150.00 150.00 Average Billable Rate
60.8% 65.2% 69.5% 73.9% 78.2% Target Utilization Rate
91.20 97.80 104.25 110.85 117.30 Effective Billable Rate
What is Standard Rate, Average Billable Rate and Effective Rate?
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28 30 32 34 36 Biillable Hours per Week
300,000 300,000 300,000 300,000 300,000 Monthly Revenue
3,289 3,067 2,878 2,710 2,558 Monthly Tota l Hours
91.20 97.80 104.25 110.70 117.30 Effecti ve Bi l lable Rate
173.20 173.20 173.20 173.20 173.20 Monthly Hours per FTE
18.99 17.71 16.61 15.65 14.77 FTE
7,500 7,500 7,500 7,500 7,500 Monthly FTE Cost ($90K/yr)
142,443 132,830 124,612 117,351 110,748 Monthly Cost
157,557 167,170 175,388 182,649 189,252 Gross Profi t
52.52% 55.72% 58.46% 60.88% 63.08% Gross Profi t %
What is Standard Rate, Average Billable Rate and Effective Rate?
Monthly Total Hours
2,000÷ 65.2%
3,067Monthly Total Hours
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What is Standard Rate, Average Billable Rate and Effective Rate?
28 30 32 34 36 Billable Hours per Week
300,000 300,000 300,000 300,000 300,000 Monthly Revenue
3,289 3,067 2,878 2,710 2,558 Monthly Tota l Hours
91.20 97.80 104.25 110.70 117.30 Effective Bi l lable Rate
173.20 173.20 173.20 173.20 173.20 Monthly Hours per FTE
18.99 17.71 16.61 15.65 14.77 FTE
7,500 7,500 7,500 7,500 7,500 Monthly FTE Cost ($90K/yr)
142,443 132,830 124,612 117,351 110,748 Monthly Cost
157,557 167,170 175,388 182,649 189,252 Gross Profi t
52.52% 55.72% 58.46% 60.88% 63.08% Gross Profi t %
Full-Time Equivalent
3,067÷ 173.20
17.71FTE
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What is Standard Rate, Average Billable Rate and Effective Rate?
28 30 32 34 36 Billable Hours per Week
300,000 300,000 300,000 300,000 300,000 Monthly Revenue
3,289 3,067 2,878 2,710 2,558 Monthly Tota l Hours
91.20 97.80 104.25 110.70 117.30 Effecti ve Bi l lable Rate
173.20 173.20 173.20 173.20 173.20 Monthly Hours per FTE
18.99 17.71 16.61 15.65 14.77 FTE
7,500 7,500 7,500 7,500 7,500 Monthly FTE Cost ($90K/yr)
142,443 132,830 124,612 117,351 110,748 Monthly Cost
157,557 167,170 175,388 182,649 189,252 Gross Profi t
52.52% 55.72% 58.46% 60.88% 63.08% Gross Profi t %
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4321
Net Income
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What should YOUR Net Income be?
10-15%of Revenue
Answer:
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What is Standard Rate, Average Billable Rate and Effective Rate?
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What is Standard Rate, Average Billable Rate and Effective Rate?
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How Do We Determine Burden Rate?
Burden Rate
Avg. Employee Burden
Avg. Salary
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How Do We Determine Burden Rate?
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How Do We Determine Burden Rate?
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How Do We Determine Burden Rate?
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How Do We Determine Burden Rate?
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Food for ThoughtHow Much Does 2 Hours Effect Cash?
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Food for Thought: How Much Does 2 Hours Effect Cash?
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2,080 2,080 2,080 2,080 Total Hours Paid
28 30 32 34 Billable Hours per Week52 52 52 52 Week in Year
1,456 1,560 1,664 1,768 Billable Hour per Year
70.0% 75.0% 80.0% 85.0% Weekly Expectation
Company Culture
(72) (72) (72) (72) Holidays 9 days
(120) (120) (120) (120) Vacation 3 weeks
(40) (40) (40) (40) Bureau Events 1 week
(40) (40) (40) (40) Company Retreat 1 week
(272) (272) (272) (272) Hours Not Worked
1,184 1,288 1,392 1,496 Net Billable Hours
56.9% 61.9% 66.9% 71.9% Utilization Rate Target
Food for Thought: How Much Does 2 Hours Effect Cash?
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Food for Thought: How Much Does 2 Hours Effect Cash?
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Food for Thought: How Much Does 2 Hours Effect Cash?
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Food for ThoughtHow Much Does an Additional $10 effect CASH?
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Food for Thought: How Much Does an Additional $10 effect CASH?
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Food for Thought: How Much Does an Additional $10 effect CASH?
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4321
Capacity to Contract
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Capacity to Contract
Contracted Work
Revenue Capacity
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Percentage of your Revenue Capacity Committed to Contract Work
Capacity to Contract
January February March Total
Under Contract 275,000 220,000 100,000 595,000
Not Under Contract 37,000 92,000 212,000 341,000
Revenue based on Forecast 312,000 312,000 312,000 936,000
% under Contract 88% 71% 32% 64%
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Percentage of your Revenue Capacity Committed to Contract Work
Capacity to Contract
January February March Total
Under Contract 275,000 220,000 100,000 595,000
Not Under Contract 37,000 92,000 212,000 341,000
Revenue based on Forecast 312,000 312,000 312,000 936,000
% under Contract 88% 71% 32% 64%
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Percentage of your Revenue Capacity Committed to Contract Work
Capacity to Contract
January February March Total
Under Contract 275,000 220,000 100,000 595,000
Not Under Contract 37,000 92,000 212,000 341,000
Revenue based on Forecast 312,000 312,000 312,000 936,000
% under Contract 88% 71% 32% 64%
100% - 64%36%
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What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aug; 68%
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What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aug; 68%
68% + 36%104%
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51
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aug; 68%
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52
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec; 85%
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53
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec; 85%
85% + 36%121%
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54
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Aug; 68%
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55
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec; 52%
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56
What’s the Story Here? – 3 Month Average
Capacity to Contract
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dec; 52% 52% + 36%88%
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Bonus Metrics
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Recurring Monthly Revenue
Security: Increases
Recurring Monthly Revenue
Capacity to Contract: Decreases
Cash Reserve: Less Required
Effective Rate: Less Reliant
Emphasis on these KPIs decreases
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Gross Revenue per Producer
Gross Revenue & Net Income Per Producer
Benchmarked Against Forecast
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Forecasted Revenue & Net Income Per Producer
Revenue per Producer
187,200 187,200
15.0% 15.0%
14.0%
15.0%
16.0%
17.0%
18.0%
19.0%
20.0%
21.0%
180,000
182,000
184,000
186,000
188,000
190,000
192,000
194,000
January February March April May June July August September October November December
Goal - Rev/Producer Act - Rev/Producer Act - NI/Producer Goal - NI/Producer
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Forecasted Revenue & Net Income Per Producer
Revenue per Producer
192,000
185,070 16.7%
17.0%
14.0%
15.0%
16.0%
17.0%
18.0%
19.0%
20.0%
21.0%
180,000
182,000
184,000
186,000
188,000
190,000
192,000
194,000
January February March April May June July August September October November December
Goal - Rev/Producer Act - Rev/Producer Act - NI/Producer Goal - NI/Producer
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Capacity to Contract
Producer Job Type Billing Type
Types of Profit
• Utilization Rate• Profit per Producer
• Design• Engineering• Product
• Flat Fee• Retainer• Hourly• Value Billing
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In Summary
Cash Net Income
Capacity to Contract
Effective Rate
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Questions? Need more info?Feel free to get in touch!
Summit CPA Group
Jody Grunden, [email protected]
Jamie Nau, [email protected]
www.summitcpa.net