Financial analysis is a very useful tool to
understand how a company is doing. It’s a bit like one of these Russian dolls,
a matryoshka. You have a good look at it from all sides,
and then you find out there’s a level below it. You take a good look at that level, notice all the details, and find out there’s a level below it. And on and on and on. Let’s apply that idea to financial analysis! Financial analysis matryoshka-style! Financial analysis starts with revenue: the
goods or services that a company delivered to its customers. Does the company have any revenue, or is it
still in its “pre-revenue” phase: in such an early stage of its development that the
company does not have any revenue yet. In the “pre-revenue phase”, you can analyze
the business plan projecting expected future results, or analyze the “burn rate”: how
quickly is the company burning through the cash they raised before they run out (as they
don’t generate any revenue). If the company does have revenue, how much
did they generate in actual revenue? You find information about a company’s revenue
in its income statement, it’s actually the very first thing on there, the top line. Start with the absolute amount, and then check
whether the revenue is growing or shrinking over the years. That’s often called the V%, for Variance %. How do you calculate the revenue growth versus prior year? Take the current year number, deduct the prior
year number, divide the outcome of that by the prior year number, and deduct 1 from that outcome. [CORRECTION: no need to apply the -1] Here’s that calculation with the numbers
filled in for our example. In financial analysis, both the absolute amount
and the direction are important. A company with $1 million in revenue and 20%
growth might be more interesting than a company with $2 million in revenue and no growth. Let’s go one level deeper into revenue growth. Here’s an example: you read a financial
news headline about ABC Corp’s double-digit revenue growth of 10%. The key financial analysis question to ask is: what was the company’s underlying organic revenue growth? Organic revenue growth is the revenue growth
excluding the revenue impact of acquisitions and divestitures, and excluding the revenue
impact of foreign currency fluctuations. For ABC Corp, total revenue growth is 10%,
of which 1% was driven by favorable currency impact, and 2% by acquisitions, so the organic
revenue growth is 7%. That’s the apples-to-apples revenue growth
number you are looking for, most publicly listed companies will provide it to you in
the management discussion and analysis section of the annual report. Analyzing revenue and revenue growth. Your financial analysis takes you from the
absolute revenue number in dollars to the revenue growth %, to the organic revenue growth
%, and onwards to revenue and revenue growth by business, an analysis of price versus volume,
on and on and on. With a matryoshka doll, there is a starting
point and an ending point. If only financial analysis was that easy! From revenue analysis we move to profitability analysis. We move down the line items of the income
statement: revenue minus expenses equals profit. There are various subtotals of profitability
in the income statement: Gross Profit, Operating Margin, Earnings Before Tax, and Net Income. The most important one for financial analysis
is Operating Margin. This is the margin or profit that a company
generates from its operations. The starting question to ask in your financial
analysis of profitability: is Operating Margin a positive or negative number in dollars,
and how has it been developing over the years? Preferably, you would have Operating Margin
growing faster than revenue, like in this example: 25% Operating Margin growth on 20%
revenue growth, which means profitability is growing faster than revenues. Here’s the income statement on its own. Here’s the same income statement again,
with each of the line items shown as a percentage of revenue. This helps to put profitability in perspective,
and provide a starting point for further analysis. Analyzing profitability. How much Operating Margin does the company generate? What is the Operating Margin as a percentage of revenue? Is the margin growing (expanding) over the
years, or shrinking (contracting)? If you go one level deeper into Operating
Margin: were there any “unusual items” included in current year or prior year results? Things like one-time acquisition-related,
restructuring or litigation-related charges. If so, it’s a good idea to compare Operating
Margin excluding these items for both years. Your financial analysis can then take you
to the next level: which of the expense line items is the largest one, how does the Gross
Margin % look versus the Operating Margin %, how does the Operating Margin % of this
company compare to its competitors? From profitability analysis we move to cash flow analysis. Does the company’s profitability translate
to cash flowing into its bank accounts? Sometimes it does, sometimes it doesn’t. The key financial analysis concept here is
free cash flow generation: how much cash does the company generate that it is free to spend? And is that number higher or lower than last year? Free cash flow is that part of the total cash
flow that is not needed for either operations or reinvestment into the company. This number can be calculated from the cash
flow statement. The cash flow statement explains how much
cash has come in and gone out during an accounting period, and what the sources and uses of this cash flow were. The cash flow statement has three sections:
cash from operating activities, cash from investing activities, cash from financing activities. These sections are showing what their titles suggest. Cash from operating activities details the
net cash provided by or used in operating activities: customers paying the company,
the company paying suppliers and employees, that sort of thing. Cash from investing activities details the
net cash used in investing activities: buying property and equipment, paying for the acquisition of a business. Cash from financing activities details the
net cash provided by or used in financing activities: transactions between a company
and its lenders like raising cash by issuing new debt, or paying dividends to shareholders. To calculate Free Cash Flow, we need one and
a half of these categories: cash from operating activities, minus capital expenditures. And now for something completely different! So far our financial analysis has focused
on the positive, the “upside potential”: revenue growth, margin improvement, free cash
flow generation. If those are indicators of financial health,
then their opposites must be indicators of an unhealthy financial situation, right? Revenue decline, margin deterioration, and
free cash flow decline as indicators of an unhealthy financial situation? Well, that’s only part of the story! The most important question in financial analysis
might actually be: can the business survive in times of turbulence? How vulnerable or fragile is the company,
particularly to unexpected events? That’s where financial analysis of solvency
and liquidity can help, but only for those elements of risk that are in plain view on
the financial statements, as hidden risk is by definition hidden. Some of the answers are found on the balance
sheet, the overview of what a company owns and what a company owes. The balance sheet example you see here on
the screen has many of the line items you would frequently find. For example: what was the cash balance on
the latest balance sheet, and how many months can this keep the company operating versus
the expenses on the income statement? Cash is part of a larger balance sheet category
called current assets (cash and other assets that are expected to be converted to cash
within a year). These current assets you can compare to current
liabilities (amounts due to be paid to creditors within twelve months). The ratio between the two is called the current
ratio, which when it is very low can give an indication of liquidity issues. A key solvency metric is the debt-to-equity ratio. The idea here is to take the total liabilities
and divide them by the total equity. The higher the debt-to-equity ratio, the higher
the financial leverage. You have now arrived in the world of financial
ratio analysis, which provides a set of tools to analyze the relative financial performance
of a company.