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Realistic business planning

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A business plan summarizes a project in a way that makes it understandable and attractive to potential financiers, business partners or employees. Keep in mind that the first review of a business plan is an elimination process, rather than a selection process. The challenge is to stimulate readers’ curiosity and allow them to read the plan easily. The plan should clearly identify the problem the business is going to address, not only the solution. A good understanding of a particular problem or need will lead to success. First confirm the need, then build the product. Show you understand the problem and your solution will be more convincing. Next, be focussed. Define the target market and provide a relevant description, with figures that show the size of the market. For readers to reach your conclusions, rather than their own, you need to guide them. It is not enough to describe facts as different readers may draw different conclusions. Show evidence of market acceptance, in particular with a new product or concept. Consumer behaviour is hard to predict. A common pitfall is to assume that customers will behave in the way you expect. Reality is different and common sense is the least accurate way to predict consumer behaviour.
Now describe the implementation approach. A good idea is unlikely to be unique. If it is good, expect a few other people to be thinking about it. If it’s really good, you may find others working on it already. The difference is in implementation. This is the real challenge. Even if the idea is not unique, you can make a difference in the way you carry it out. And that is what investors are looking for.
Be coherent with figures. There will never be accurate figures until the business is underway and even then, some pieces may be missing. It is always possible however to use comparisons, benchmarks and reference points. Use them to estimate market size, market share and profit margins. Readers of your business plan will in the first instance not be able to double check the figures. They would rather look at the coherence of figures and check that they are consistent with the strategy.
Sometimes financiers provide a format for the business plan. If not, use an easy to read format. Remember that complicated documents are irritating and flat text with long paragraphs is boring. Think about the way people read a newspaper: they check the headlines first and focus on interesting stories. Readers of business plans are no different. Don’t use small type and don’t exceed 30 pages. If readers want more, they will ask. Remember that large files are also difficult to send by email, particularly in our situation in Ethiopia.
Use simple style, common vocabulary and avoid abbreviations. Describe the business in a way that makes it easy to understand. Describe the need to be addressed and the market opportunity. Then explain how this need will be met.
Draw the organization chart as it should be at maturity, not to fit the current team. Highlight the team’s capabilities and don’t hesitate to identify gaps, showing awareness of future trends.
It is a mistake not to include a thorough analysis of potential competition. If there is no competition, that is not necessary a positive point. In fact, it may be very negative because there could be no market for the idea. Once competition has been covered, show the differentiating points. Avoid statements saying that your business will be “better” or “cheaper” or “faster”.
Marketing and sales are strategic components of any business. Focus on how this will be done and remember that the marketing approach may provide competitive advantage.
The most important determinant for success is the ability to execute. Implementation is the real differentiator. This includes all aspects, from the choice of technology to customer service.
Always include a section analyzing the risks that may affect the business. An accurate assessment of risks will help convince investors that you are fully aware of the threats the business may face. It will also show that you are prepared and capable of responding to the challenge. This reminds us of the current electricity and telecommunications problems we are facing currently. I have spoken to several business owners running different kinds of businesses and they are all seriously affected by the current state of affairs. Production time is reduced, production costs are rising, essential information and opportunities are missed, and a lot of business and money is lost. I wonder how many of us were prepared for infrastructural risks of this magnitude. Those who were and had earlier invested in alternative sources of energy are now at an advantage. Not much can be done though about the telecommunications interruptions as this sector is in the hands of the states monopoly, making all businesses dependent on one service provider and not allowing for alternatives. Businesses that depend on internet connections like travel agents for example are seriously crippled as a result.
Going back to our business plan, don’t forget to state clearly what is expected from the target readers. The conclusion should include your funding request.
In conclusion:
Use the business plan as a communication tool.
Be simple, realistic and use common sense.
Don’t look for funding but for raising interest.
Be ready to support any statement with detailed information.

ton.haverkort@gmail.com

Tigistu Artero

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Name: Tigistu Artero

Education: 6th grade

Company name: Tigistu Butchery and Grocery

Studio Title: Owner

Founded in: 2015

What it does: Selling meat and beverages

HQ: Summit

Number of employees: 5

Startup Capital: 22,000 birr

Current capital: Growing

Reasons for starting the business: To make my own money

Biggest perk of ownership: Being my own boss

Biggest strength: Commitment

Biggest challenge: Finding a suitable work place

Plan: To expand

First career: Shoe shine

Most interested in meeting: Haile G/ Selassie

Most admired person: Haile G/ Selassie

Stress reducer: Being alone

Favorite past-time: Working

Favorite book: None

Favorite destination: Dilla

Favorite automobile: Toyota Pickup

The Other Side of Debt Financing

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“How much debt is right for a company?” This is a question my friend asked me the other day when we had coffee together. Even though at that spot I answered him “it depends on the situation (industry, profitability, competitive position and sales volatility) the firm is in”, later that day this very brief conversation brings me back to the corporate finance class which I took some years before. What does an optimal capital structure look like? Is debt better than equity? What is the relationship between capital structure and firm value? How to make a wise investment decision? These were some of the questions which filled my mind right after that conversation. In a way to answer these and other questions I did some research about capital structure which becomes the foundation of this article.
The relative proportion of equity (E), debt (D) and other securities that a firm has outstanding constitutes its capital structure (an equity represents ownership interest of shareholders of a company whereas debt represent money borrowed by the company that must be repaid). When a corporation want to raise funds from outside investors, the most common choices are financing through equity alone or financing through a combination of equity and debt. However, some earlier research reveal that the total value of a firm, its share price and its cost of capital is independent of its choice of capital structure. This means, in a perfect capital markets (no taxes and transaction costs), capital structure merely allocates cash flows between debt and equity without affecting the total cash flows to the firm. But capital markets are not perfect in real world, so what is the significance of the (research) result? This is a very common question raised by many people. A brief response may be that all scientific theory begun with a set of idealized assumptions. It is only after we know this that we can measure how much closely the assumptions hold and consider consequence of any major deviations.
In a real world, the assertion that capital structure will not affect firm value is at odds when we observe that a lot of companies invest significant amount of time both in terms of managerial time and effort and investment banking fees to manage their capital structure. In fact, the choice of leverage is of critical importance to firms’ value and future success in many cases. For instance, in 2018 Awash, Abyssinia, Wegagen, United, Dashen, Oromia COPB and Addis Int bank (all Ethiopian’s banks) have different D to E ratio, though the variation is not as pronounced as firms in different industry (see the Figure 1 below). (Here readers should note that I am not implying any performance comparison by stating the D to E ratio).
If capital structure is unimportant regarding firm value, why we see consistent difference in capital structure across industries and firms? Many previous researches make it clear that capital structure is unimportant in a perfect capital market. Therefore, if capital structure matter, it must stem from market imperfections. One of the most important market imperfections that we will discuss in this text is taxes. Corporations must pay taxes on the income they earn. Because they pay taxes on their profit after interest payments are deducted, interest expense reduces the amount of corporate taxes a firm pay. This means the interest shields the tax the corporation must pay which is usually referred as the interest tax shield. This feature of the tax code creates an incentive to use more debt.
When a firm uses debt, the interest tax shield provides corporate tax benefits. This means a corporation will pay less taxes when it has debt and pays interest for that than it has no or low debt. This conclusion can easily be illustrated with the Pizza example. No matter how you slice the pizza, it is the same amount you have (a setting in a perfect capital markets). However, assume the tax man get a slice of the pizza as a tax payment for every slice equity holder get, but when debt holders get a slice, there is no tax payment. By allocating more pizza to debt holders, more pizza will be available to investors. Even though the total amount of the pizza does not change, there is more pizza left for investors because less pizza is consumed by the tax man as taxes (in other words the tax man gets a fraction of the smaller pizza allocated to equity holders).
All the above discussion leads us to one critical question. “Do firms prefer debt as a source of funding for capital expenditure?” Though I could not find compiled data for Ethiopian companies, evidence of US corporation may give us some insight about firms’ behavior. Data from 1975-2011 shows when US firms want to raise new capital, they do so primarily by issuing new debt. But this does not mean that all firms sell debt to raise funds. There are many firms who sell equity to raise funds, but other firms are buying or repurchasing an equal or greater amount of equity. In other words, firms are net purchaser (rather than issuer) of equity whereas they are net issuer of debt. Hence for US firm’s debt is preferred as a source of external financing. However, companies only revert to external sources (E and D) of financing when the internal sources (retained earnings) are not enough. This means retained earnings is firm’s first choice when it comes to capital expenditure. In other words, a pecking order theory holds which says a manger prefer retained earnings and only issue new equity as a last resort.
Does this mean that firms should use more and more leverage because of the existence of tax advantages for debt financing? Not at all! Studies confirmed that companies should not use the maximum possible amount of debt in their capital structure. Companies should reserve flexibility, a substantial reserve of untapped borrowing power. This is achieved by limiting the amount of debt in capital structure to a certain level even if there is a possibility to borrow more. Excessive leverage may lead a company to financial distress: a situation where it is unable to pay its debt obligations. However, far more significant than financial distress and its attendant cost of bankruptcy is the fact that aggressive use of debt will likely limit the possibility to raise funds quickly on acceptable terms. This leads to liquidity constraints which will reduce the market value of the company. Managers fearful of incurring liquidity constraints will trim strategic expenditure and will not be aggressive in exploiting marketing and investment opportunity. Problems also arise with agency cost of monitoring loan covenants, property mortgages and performance management as the firm need guarantee proper payment of debt obligations. In fact, according to some research agency costs may become highly prohibitive especially as debt approaches 20% to 30% of the capital market value (debt as a fraction of total firm value).
Even financial distress and bankruptcy cost which we consider to be not significant, can sometimes be so significant that each may completely offset the benefit of interest tax shield. For instance, bankruptcy is a long and complicated process which imposes both direct and indirect costs on the firm and its investors. Though the bankruptcy code is designed to provide an orderly process for settling a firm’s debt, the process is still complex, time-consuming and costly. When a firm becomes financially distress, it usually hires outside professional including legal and accounting experts, consultants, appraisers and investment bankers which are usually costly. In addition to direct legal and administrative cost, there are also several indirect costs associated with financial distress whether a firm has filed for bankruptcy. Even though these costs are mostly difficult to measure they are much larger than the direct cost of bankruptcy. An example of these costs includes loss of customers, loss of suppliers, loss of employees and loss of receivables.
In summary, a company’s chief financial officer (CFO) need to ask a series of questions to determine the right amount of debt in the capital structure. These questions include but not limited to: how much additional money the company needs to raise in the next 3 to 5 years to carry out its strategies? Can it can be deferred without incurring large organizational and opportunity cost? What are the lending criteria of each target sources? Will the company debt policy allow a flow of funds to all strategically important programs even in the event of adversity? Will the company be competitively vulnerable if it achieves its target capital structure? This means a CFO need to weigh the tax benefit of debt against loss of flexibility and costs associated with bankruptcy and financial distress to determine the right amount of debt in the company. Nevertheless, in order to apply this core concept, it is needless to say that the existence of financial markets (capital markets) is indispensable. Unfortunately, as a nation we are new to financial markets and because of its nonexistence we lost many promising investment opportunities. On the contrary, we invest on many bad investments (sometimes) purely because of the lack of detail financial information. Hence, it is important to build awareness about financial engineering among all business stakeholders so that our industries may benefit from the resource effectiveness stemmed from the use of such value creation model.

Abiy Getachew is a consultant at HST consulting p.l.c.
You may reach him at abiy.getachew@hst-et.com

What African Art Needs Now

Writing from Atlanta, where the African population including Ethiopian, Nigerian and Ghanaian in particular reside, there is a great love and appreciation for art and architecture evident in almost every area of the city. Atlanta is the historic home of Dr. Martin Luther King Jr.; a major city for filming blockbuster movies; a draw for hundreds every second Friday to the Castleberry Art Stroll; and abode for the prestigious High Museum and countless visual and performance artists of Africa and the Diaspora. It is the creations of Black people that is shaping up to be the art of the 21st century in the USA.
The New York Times recent opinion piece by Elizabeth Méndez Berry and Chi-hui Yang entitled “The Dominance of the White Male Critic” has lots to say about the possible trajectory in a frank commentary; food for thought if not action. So let’s start with the rise of black contemporary artists on the art scene in the USA and the role of reviews. Critiques are an important aspect of promoting exhibitions and artists, attracting viewers, influencing buyers, and documenting the impact of said art. Berry and Yang state, “It’s 2019 and we are in the middle of a renaissance in black artistic production. And you are telling me the best people to evaluate that are the same ones who basically ignored black artists for decades?” the art critic Antwaun Sargent tweeted in May. “The problem is not that these critics lack some essential connection with the work of artists of color,” the art critic Aruna D’Souza said in an interview. “It’s that many of them simply are not familiar with the intellectual, conceptual and artistic ideas that underlie the work.” The article goes on to say, “This matters because culture is a battleground where some narratives win and others lose. Whether we believe someone should be locked in a cage or not is shaped by the stories we absorb about one another, and whether they’re disrupted or not. At a time when inequality and white supremacy are soaring, collective opinion is born at monuments, museums, screens and stages – well before it’s confirmed at the ballot box.”
With the fast shifting sands on the continent and in the Diaspora including the launch of the African Continental Trade Agreement and Year of Return on one hand and political instability and rampant racism on the other, art remains a visual voice amidst the shouts. Hence, the role of critics to lead the discourse and to help decipher the influences and inspiration of Black art is crucial. So the premise of Berry and Yang’s commentary are on point. Its not that the white critics don’t have the qualification to critique the plethora of exhibitions, its more a mater of the disconnect and the perspective. After all, we view things from our own lens, naturally and expectedly. However, in a time when Black voices are being raised and the quest for equal rights and justice for all are being sought, art and the critics who write about art definitely need to get it right. Getting it right means relaying reviews which are relevant and beyond mere aesthetic assessment. It is also an opportunity for more black critics at home and abroad to write about art and for that matter, art schools in Africa need to offer writing classes to grow a new generation of art critics. But alas, that is merely my opinion and I do hope that those who can and are trusted with the power to shape art curricula, will. The future of black art depends on it.
I close with a quote from the same New York Times op-ed, “Art reviews matter because they can define aesthetic movements or dismiss them. Think of cultural criticism as a public utility, civic infrastructure that needs to be valued not based just on its monetary impact but also on its capacity to expand the collective conversation at a time when it is dangerously contracting. Arts writing fosters an engaged citizenry that participates in the making of its own story. Conversations about our monuments, museums, screens and stages have the same blind spots as our political discourse.” If the latter is true then it is certainly time to take off the blinders and ensure proper peripheral vision.

Dr. Desta Meghoo is a Jamaican born Creative Consultant, Curator and cultural promoter based in Ethiopia since 2005. She also serves as Liaison to the AU for the Ghana based, Diaspora African Forum.