Optimize Your Revenue Mix for More Profits in 2014



Many small business owners focus on generating more revenue every year, and that’s a great objective.  But not all revenue is created equally.  If you sell more than one product or service in your business, then you can benefit from looking at your revenue mix. 

And while it’s fun to watch our revenues grow, it’s the profit number that really matters.  If our expenses grow faster than your profits, we’re adding risk, overhead, and stress but don’t get the reward of more cash in our pocket, which is what really matters.

Take the time to think about what makes your product or services special. Is there one or two that really differentiate your company and generate enormous profits?

Your Revenue Mix

Let’s say you offer three different services: Services X, Y, and Z. Your revenue pie looks like this:

X:  $1.4 million or 70% of the total
Y:  $0.3 million or 15% of the total
Z:  $0.3 million or 15% of the total
Total:  $2.0 million

In this example, Service X is clearly the service making you the most revenue in your business.  But is it making you the most profits? 

The profit you receive from each of these service lines is as follows:

X:  $160K
Y: $20K loss
Z:  $60K
Total:  $200K

While Service X is generating the most profit volume for your business, it’s actually Service Z that’s the most profitable.  Earning $160K on $1.4 million yields 11.4% return on Service X, but earning $60K on $300K yields nearly double the return at 20%.  Service Z generates the most return.   And if possible, Service Y may need to be discontinued or turned around.  Perhaps this is an opportunity to shrink and grow at the same time- the addition by subtraction concept.

Optimizing Profits

Your strategy for a more optimum revenue mix might be to sell as much of Service Z as possible, while eliminating or fixing the problem around Service Y. 

It’s fun to experiment with different revenue mixes.  And of course, there are many more variables besides profit, such as: 

  • Which service do you prefer to work on?
  • Are you able to sell more of the most profitable service or are there marketing limitations?
  • Is one service a loss leader for the others?
  • Are you able to adjust price on the lower margin services to increase your profits? 

There are many more questions to ask and strategies to consider to make you more money, which is why we love our job! 

A New Year, A New Mix

We hope you’ll spend some time analyzing your revenue mix and having fun asking yourself “what if?”   If we can help you expedite the process or add our perspective, please reach out anytime.