In this episode of the Ecommerce Finance Podcast, Stephen Brown and Preston Alder discuss the critical aspects of budgeting and forecasting in ecommerce.

They explore the importance of understanding cash flow, the phases of financial management, and the strategies for building effective budgets and forecasts.

They emphasize the need for accurate accounting and the flexibility required in planning to adapt to changing business conditions.

Ultimately, they highlight how a structured approach to budgeting and forecasting can lead to profitable growth and reduced stress in managing a business.

Sound Bites

• "Cash is king."
• "The budget is a P&L forecast."
• "Winging it only gets you so far."

Takeaways

• Budgeting provides a clear picture of cash flow.

• Understanding cash flow is essential for daily decision-making.

• A structured budget helps in achieving profitable growth.

• Accurate financials are crucial for effective budgeting.

• Flexibility in planning allows for better adaptation to changes.

• The three phases of financial management are accounting, forecasting, and real-time measurement.

• Marketing and sales forecasts should be based on historical data.

• Cash flow forecasting is vital for inventory management.

• Regular reviews of budgets and forecasts help identify issues early.

• Building a budget requires collaboration across different business functions.

Chapters

00:00 Introduction to Budgeting and Forecasting

02:32 The Importance of Budgeting in Business

05:13 Understanding Cash Flow and Its Impact

07:39 The Three Phases of Financial Management

10:22 Building a Budget: The How and Who

12:55 Marketing and Sales Forecasting Strategies

15:35 The Role of Agencies in Marketing

18:17 Lessons Learned from Outsourcing Marketing

20:52 Forecasting for Growth: The 10 Million Dollar Brand

21:59 Annual Cash Flow Forecasting: Strategies and Scenarios

24:13 The Importance of Team Collaboration in Financial Planning

26:01 Navigating Cash Flow and Budgeting Challenges

28:31 The Role of Profitability in Business Growth

30:36 Planning vs. Plans: The Importance of Strategic Flexibility

35:11 The Impact of Profit Focus on Business Operations