I'm Karl Ulrich.

I'm a professor at the Wharton School.

This session is on pro forma financial statements.

The word pro forma is just Latin for as a matter of form.

And what it means is it's a forecast of future financial statements for

your business.

Prepared in a fairly standard way.

A way that people expect to see financials for new ventures.

The important point to note here is that this is not an accounting of your

actual financial performance.

It's a projection of what you believe will happen in the future.

And they're called pro forma financial statements.

The analysis is generally done monthly.

So you analyze at the level of months, and you do it typically for 36 months.

In some businesses, it might go out for 5 years, or 60 months.

But most of the statements, I see these days are done for

3 years, or for 36 months.

There are three standard forms inside of pro forma financial statements and

they are the income statement, the cash flow statement, and the balance sheet.

Now let me just point out right now

that as an entrepreneur you need some learn some accounting.

And you're not going to learn it here,

you need to take a course in accounting if you haven't already done that.

There's some very good courses available for free online,

including a great one offered by my colleagues at the Wharton School.

This is not a substitute for an accounting course, but I want to talk about

accounting in the context of the pro forma financial statement.

The other thing that usually goes with a set of pro forma financial statements is

a detailed budget for what you actually plan to spend for the next 12 months.

Investors usually want to see what exactly are you planning to spend money on for

the next 12 months because they are providing that capital,

they want to know how you're going to spend it.

So your pro forma financial statements are usually accompanied by a 12 month budget.

Now, the three statements, the income statement, the cash flow statement, and

the balance sheet are interrelated.

And so, for

instance, the income statement is not the same as the cash flow statement.

And the reason for

that is that under accounting conventions Income is not the same as cash.

So for instance, if you have spent cash

on inventory, that shows up on the cash flow statement but

doesn't show up anywhere on the income statement.

Because an inventory transaction isn't related to income.

So cash flow statement and income statement are not the same because

accounting, the way we do accounting in business cash is not the same as income.

Similarly, on the balance sheet,the balance sheet shows assets and

liabilities, not just cash.

So it will also show some things like debt, inventory, receivables,

shareholders equity, retained earnings.

A few other asset categories and liability categories that are not shown elsewhere.

So you really need these three distinct statements, the income statement,

the cash flow statement and the balance sheet.

These are also, as you probably know, exactly the same statements

that are used in reporting financial performance of companies and,

in particular, for public companies.

Now the questions that are answered by pro forma financial statements are these.

What do I believe this business could look like financially in the future?

And the reason that its important is you want to be able to show to yourself and

to investors what the future prospects for this business are.

And so, the pro forma financial analysis says hey, in year three,

this business could have this revenue and operate with this level of profit.

And that informs the question of, might this be a good investment,

might this company actually be quite valuable someday.

The second question the statements answer is what's

the relationship between my key performance indicators?

That is the things that I as a manager control and

the financial performance of the organization.

So for instance, it might show, what's the relationship between

the number of retailers that I've set up to sell my product and

the financial performance of the company?

The third question that's answered by the Pro Forma Financial Statements is how much

cash do I need, before I reach break-even?

So effectively, how much cash is required to support the negative cash

flow associated with the early months or years of starting up this business?

And then the last question that's answered by these statements is.

Is my operating plan that is what I say I'm going to go do over the next

months and years, is that consistent with my financial plan and

is it financially feasible?

I want to give you, use an example to illustrate the perform of financial

statements I'm a founder and

investor in a company called Belle-V Kitchen that sells kitchen products.

This is an example of a bottle opener that we sell.

And just for the sake of an example, I'm going to

imagine a company that's called Carl's Openers and we make two products.

We make a bottle opener and we also make a wine opener.

So Carl's Openers has two products: a bottle opener and a wine opener.

And I want to show you what the Pro Forma Financial Statements might look like for

that business and use it to underscore a few key points.

First thing I want to say is that you, the entrepreneur in preparing

this financial statements start with the Income Statement.

That's the place to start, so let's focus first on the Income Statement.

Now this is an example of a monthly analysis for

the first year of the business.

And so you've see it's just got 12 columns for the 12 months, and

then the last column is the annual total.

Which just sums up across the rows across the 12 months,

this is usually where you start.

And as you build the spreadsheet, you will use 36 columns,

which will be the 12 months for each of the next three years.

And then you'll provide an annual summary for each of those three years.

Let's just look at what's in the Income Statement.

The top portion of the income statement shows revenues, and

revenues are usually shown by product line or by service line.

So, in this example of Carl's openers I show,

we have two products, a bottle opener and a wine opener.

And so it shows the revenues for each of those two products separately and

then just sums them up as our total revenues.

The next category of items shown on the income statement are the cost of goods.

Sometimes known as cost of sales and sometimes referred to by the acronym

COGS which just refers to Cost of Goods Sold or COGS.

COGS are the cost that you incur in direct proportion to the number of units you sell

and usually the COGS are what you pay your supplier to provide you with the product.

What is your cost of that product?

Or what does it cost you to manufacture or deliver the service that you're providing?

Your actual cost associated with delivering a unit of product or service.

Those are your COGS, or cost of goods sold.

And of course the difference between the revenues and

the costs of goods sold is called your gross margin.

That's the difference between what you bring in and

the actual cost of providing that product, that's the gross margin.

The next category of items shown on the income statement is referred to as SG&A,

or Sales General and Administrative Costs.

And those are the things that are required to operate your business that

don't vary directly with sales.

So typical examples there would be administrative payroll, or

rent, or insurance.

Those are all things, utilities,

that don't vary directly with the quantity of product you sell.

And they're called SG&A or sales, general and administrative costs.

If you take the revenues minus the cost of goods that gives you gross margin,

gross profit.

If you subtract from that your SG&A you're left with what's called your EBITDA

which is your earnings before interest taxes depreciation and amortization.

You could think of this as your operating income before you paid the cost of

financing the business is based on the way that think about it.

And for many businesses, EBITDA is your actual earnings, for

businesses that have a lot of equipment or that have debt

It isn't exactly the same as your net income.

Usually, in your pro forma financial statements,

you will also show some ratios as a percentage.

For instance, it's usually, most people want to see what is

my gross profit percentage, or my gross margin percentage.

And that's simply the ratio of my gross profit to my revenues, and

similarly the other ratios are calculated as shown here.

The first point I want to make is to think about how to build this model, and.

As I said in the beginning, I'm not going to teach you enough about accounting

that if you know nothing about accounting you can build this financial statements.

But after you've learn some accounting,

I want to make this important point which is as you build the income statement.

You shouldn't just type the end to the income statement and

number through revenues.

Rather, you should build a spreadsheet model that calculates that

revenue based on some operating parameters of the business.

Let me give you a concrete example.

Shown here in this spreadsheet, I show revenue of $5,500 for

bottle openers for the month of January.

I shouldn't just typed in 5,500 because where does that number come from exactly?

Instead what I should do is put in some rows in that spreadsheet for

how many retailers do I expect to have in January.

How many openers do I expect to sell per store in January?

What's the average sales price of my product to that retailer?

And then I'll also have some rows for

how many units do I expect to sell directly to consumers?

Say, on my website.

What's my average direct selling price?

And I can use those five parameters to then calculate

what my total revenues are for bottle openers.

So the difference here is that if I model my spreadsheet using some

parameters that I can better understand like how many retailers do I have?

How many units do I expect to sell per retailer?

And what do I expect that average selling price to that retailer to be?

I have a more principled reason for coming up with that number, 5,500.

It's also much easier for me to modify this model.

It's also much clearer what my assumptions are.

And it links financial performance to the things that I,

as an entrepreneur, can directly control.

Like how many retailers do I have?

You do a similar thing with the cost.

What's my factory price per unit?

What's the freight per unit?

What duties do I pay per unit?

Enter those into your model to drive your cost of goods rather than just putting in

a number there that maybe you calculated on a scrap of paper.

Now of course, every business is different and

every business will have a different model that drives its revenues.

But you should think about for your business what is the fundamental logic for

where my revenues come from.

And create a spreadsheet model that uses those parameters as your input.

Not just a number that you calculate on the back of an envelope and

stick in the spreadsheet.

One of the challenges in preparing Pro Forma Financial Statements

is deciding which scenario you show.

You, of course, know that your future is uncertain.

It's very difficult to predict what your actual revenues or

costs are going to be out in year three.

And so, you have the choice when you're preparing this models of

showing a conservative scenario.

Where showing a very classic scenario, or maybe showing your expected case scenario.

And I've just going to give you my scents of correct practice in entrepreneurship.

I've been involved in 28th ventures

I've seen exactly three that have exceeded their plans significantly.

As a general rule in current practice,

entrepreneurs are optimistic, and they're optimistic in those scenarios.

The net effect of that is investors have come to expect

that your financial statements are a little bit aggressive.

There a little bit optimistic and so as a matter of practice,

I believe that most entrepreneurs show the 80th- 90th percentile outcome.

That is the scenario that is only 20% likely to play out in the future.

That tends to be what's shown in the Pro Forma Financial Statements.

Now that's not ideal, I would much prefer that entrepreneurs and

investors come to expect that maybe several scenarios that are articulated

in the Pro Forma Financial Statements.

But, it is the state of current practice,

particularly prior to the launch of the product.

Now of course as the business operates for some time the numbers have to get more and

more realistic because investors start to look for,

is the management team hitting their plan?

And so, once the business actually starts to operate and generate some revenues.

Typically, the Pro Forma Financial Statements, start to come much closer to

what management truly believes is the likely outcome for the next few periods.

Let me also make an observation, just a little hint, which is I think it's bad

form, it's just bad practice as an entrepreneur to make this statement.

Well, these are conservative assumptions, people seem to do it all the time.

And they say, we've modeled conservatively that we'll have 200 retailers in January.

The reason I say that is that they're never conservative.

In most cases, they're optimistic and so,

you're sort of revealing you don't know what you're doing.

If you call them conservative scenarios.

I find investors don't like to hear that.

They want to see your scenario.

Don't characterize it as conservative.

It's probably optimistic, and investors expect it to be a little optimistic.

Let me just go through some best practices.

Again, build your model using key revenue and

cost drivers so your assumptions are clear.

And so, your logic is clear as to where your revenue and cost numbers come from.

Start with the income statement and

then use that to drive the cash flow statement and the balance sheet.

Use detailed worksheets at a monthly level to drive the summary sheets.

Model your scenarios, model your financials monthly, typically for

36 months.

And then provide an annual summary so we can see the annual data.

And then lastly, although you probably want to provide some summary financials

in your business plan or your pitch deck that is shared with investors.

You probably benefit from just providing the pro forma financials as a separate

document.

It's usually a PDF file generated from a spreadsheet

just provide that as a separate document.

That's often the way investors expect to see it.

Lastly, let me give you some practical advice.

You do need to know some accounting, and

at a minimum, you can take an online course.

As I said, Wharton offers a great one online,

just take the accounting course because you need to understand the language of

business if you're going to be an entrepreneur.

And this is isn't enough accounting to really understand the language of

business.

You start by building the income statement and I would recommend that you the CEO,

you the entrepreneur build your own financial model, particularly for

the income statement.

I think it's important for you to understand it and

understand it at a quite detailed level.

So you should build it yourself.

Having said that, getting the balance sheet and the cash flow statement to work

properly to link those three documents is a little tricky.

If you aren't good at it, if you haven't done it before then

I would engage a partner or consultant to help you build out the full financials.

There are some very good templates available online.

One of the templates, in fact the one I used for

that example, comes from the non-profit called Score.

And you can go to the score.org website to download those spreadsheets.

There are some paid services that will automatically generate financials

from a set of assumptions.

One of them that entrepreneurs I know had used this called LivePlan.

This isn't an endorsement of LivePlan.

I'm just pointing out as one of the examples of those companies those can

generate financials automatically from some very user friendly assumptions.

In my experience, investors expect to see a true spreadsheet model.

And so, I think you might use Slide Plan to help generate those spreadsheets.

But you probably do need an actual Excel document or spreadsheet document

that contains your financials and you might need to get some help to do that.

But I do think you the entrepreneur,

you the CEO do need to create your own income statement as a way to get started.

Pro Forma Financial Statements they're sort of a necessary evil

in entrepreneurship.

But I do think they're really important to help

you really think through the feasibility of your financial plan.

And its consistency with the operating plan that you

anticipate over the next months and years.

Pro Forma Financial Statements (Entrepreneurship 4)

Wharton Entrepreneurship Capstone

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