【正文】 orecast 每一季修正預(yù)算時，可列出對新生意收入及成本之預(yù)估 – provided conversion to profit is acceptable ? Separate New Business targets and costs should be discussed but not included in the budget Budget OMW Expectations ? What do we look at: 一些特別值得注意的項目 – Year on Year movement in cost 逐年成本的改變 – Impact of unusual / extraordinary items 特別事件成本對當(dāng)年的影響 – Phasing 分階段企劃的必要性 ? especially staffing which does not match revenue timing – Office expectations vs Market projections 整體市場的狀況 ? Revenue Growth 市場的成長 ? Cost Inflation 成本的上升 ? Salary Increases 薪資水平的上升 ? Budgets are submitted meeting both regional and worldwide expectations for: 預(yù)算力求在下列項目上達到標(biāo)準(zhǔn) ∶ – Revenue Growth 收入成長 – Profit Growth 利潤成長 – Margin Improvement 利潤率之改善 – S/R% improvement 人員成本率之改善 – Productivity Improvement (Revenue/ Head) 生產(chǎn)力之改善 Budget OMW Expectations Budgeting The Process ? The region will receive a target expectation from OMW which is based on: – WPP Objectives – Market revenue growth expectations – Stage of business cycle (recovery vs mature) – Current margins and ratios ? The RFD should discuss these expectations with each unit and build budgets to meet the target The Budget 財務(wù)預(yù)算 ? Start with a clean piece of paper 一切從零開始 ? Sit down with account people to get revenue estimates by client 預(yù)估每一個客戶的收入 ? Build a resource plan for each client 根據(jù)收入規(guī)劃服務(wù)人員 The Budget 財務(wù)預(yù)算 ? Determine what nonrevenue generating costs are necessary to run the office 預(yù)估非產(chǎn)出收入的相關(guān)成本 ? Finish Bottoms up Budget without looking at your actual cost base 由下往上的算出全部成本及收入 ? Determine whether Bottomsup budget meets expectation 檢視結(jié)果是否能達到目標(biāo) The Budget ? Compare Bottomsup Budget with the office’s real cost base 把由下往上算出的成本與實際成本作比較 ? Identify overcapacity / excess costs 找出差異點 ? Develop action plan to eliminate overcapacity / excess costs 擬定計劃來降低差異點 ? Commit to a Final Budget 完成預(yù)算 – Meets OMW Target expectations – Eliminates unproductive costs – Flexible to changes in revenues ( MUST BE DELIVERED ! ) Does Final Budget Show 最後的預(yù)算是否符合下列標(biāo)準(zhǔn) ? At least 15% profit Growth (bef. PY extraordinary) 利潤成長 15%以上 ? Margin improvement of 1% for revenue growth of 5% or less, greater improvement for higher revenue growth or lower margins. 獲利率至少比去年增加 1% ? S/R% improvement of at least 1% 人員成本比收入比率降低 1% ? Revenue Conversion vs 1998 of 30%+ 收入轉(zhuǎn)成利潤比率 30%以上 ? Productivity Improvement of at least 5% 生產(chǎn)力改善至少 5% – Revenue per Head – Profit per Head Does Final Budget Show 最後的預(yù)算是否符合下列標(biāo)準(zhǔn) ? Specific CAPEX Requirements 列出必要的資本支出 ? Accurate Salary Increase requirements, which mirror market expectations 薪資的調(diào)整反應(yīng)出市場的狀況 ? Accurate Client Profitability by Client 個別客戶的獲利率 ? Adequate Payroll Utilization (Direct Staff / S/R%) 人員的利用率 Does Final Budget Show 最後的預(yù)算是否符合下列標(biāo)準(zhǔn) ? Client Contribution margins approaching 60% 客戶的 Contribution margins 達到 60% ? Local O/H to Revenue ratios below 35% 營運成本比收入比率低於 35% ? An action plan to move the pieces to acceptable levels. 有明確的計劃如何達到上述標(biāo)準(zhǔn) OMW Issues Forecasting 預(yù)算的重要性 ? OMW is a portfolio of about 160 reporting units in just about 50 countries 奧美在全球 50多個國家，有 160多個事業(yè)單位 ? If every office misses forecast by 23% we will and have over/understate consolidated profits by up to $5 million. 每個事業(yè)單位在預(yù)算達成上不足 23%，會造成整體美金 5百萬利潤之下降 Forecasting Units ? We need accurate forecast from each unit ? Since there is always a degree of risk in our business, units should forecast their most likely scenario (unless advised otherwise). ? At a topline level each FD should supply their RFD with the following forecast and mentary – Best Case – Most Likely (submitted forecast ) – Worst Case – Indicate cost flexibility to cover ups/downs Summary 總結(jié) ? Targets, Budget and Forecast enable us to understand where the business is headed 作預(yù)算讓我們知道公司營運的情況如何 ? We need accurate Budgets and Forecast which should be ZeroBased 作預(yù)算力求 準(zhǔn)確 ，最好用由零開始作預(yù)算方式 ? We need to react quickly and decisively to changes in revenues 當(dāng)收入改變時，我們要果斷快速的應(yīng)變 Summary 總結(jié) ? Need to educate management and staff that we are entering a new world and not everything will remain constant 管理人員和員工都應(yīng)該認知現(xiàn)在的生意環(huán)境變化甚快 ? Manage staff expectations 有效地管理員工期望 Exercise ? Client specific: – Business terms Comment on existing terms, highlight those unfavorable to us – Contribution profit Room for improvement – Risks in 2023 budget Contingency plan – Opportunity How to maximize ? General: – 3 things you will do to enhance our finance discipline – What other financial information will be helpful – What kind of help do you need from the senior management THANKS ! ? 靜夜四無鄰，荒居舊業(yè)貧。 , January 29, 2023 ? 雨中黃葉樹，燈下白頭人。 16:41:2816:41:2816:411/29/2023 4:41:28 PM ? 1以我獨沈久，愧君相見頻。 :41:2816:41Jan2329Jan23 ? 1故人江海別，幾度隔山川。 16:41:2816:41:2816:41Sunday, January 29, 2023 ? 1乍見翻疑夢，相悲各問年。 :41:2816:41:28January 29, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 2023年 1月 29日星期日 下午 4時 41分 28秒 16:41: ? 1比不了得就不比，得不到的就不要。 。 2023年 1月 下午 4時 41分 :41January 29, 2023 ? 1行動出成果，工作出財富。 2023年 1月 29日星期日 4時 41分 28秒 16:41:2829 January 2023 ? 1做前，能夠環(huán)視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 下午 4時 41分 28秒 下午 4時 41分 16:41: ? 沒有失敗，只有暫時停止成功！。 , January 29, 2023 ? 很多事情努力了未必有結(jié)果，但是不努力卻什么改變也沒有。 16:41:2816:41:2816:411/29/2023 4:41:28 PM ? 1成功就是日復(fù)一日那一點點小小努力的積累。 :41:2816:41Jan2329Jan23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 16:41:2816:41:2816:41Sunday, January 29, 2023 ? 1不知香積寺，數(shù)里入云峰。 :41:2816:41:28January 29, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 1月 29日星期日 下午 4時 41分 28秒 16:41: ? 1楚塞三湘接，荊門九派通。 。 2023年 1月 下午 4時 41分 :41January 29, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 2023年 1月 29日星期日 4時 41分 28秒 16:41:2829 January 2023 ? 1空山新雨后，天氣晚來秋