part 2 welcome to: building business acumen ® marine civil aerospace energy nuclear defense...
TRANSCRIPT
Part 2
Welcome to:
Building Business Acumen®
Marine
Civil Aerospace
Energy
Nuclear
Defense Aerospace
Rolls – RoyceEngine Services
OaklandRRESO
In today’s business world, no growth means lagging behind in a world that grows every day…
Investors expect it.
Employees are more energized by it.
Customers are generally attracted to it.
Executives are measured by it.
Why Grow?
Business in Rapid Decline…
• The best & brightest leave first.
• Productivity goes down.
• Morale goes down.
• Costs are cut, which limits the ability to grow, the company becomes less profitable.
Studies Show: It usually takes 4 or 5 years for the company to recover.
Business in Rapid Growth…
• Growth attracts/retains the best & brightest!
•Productivity goes up, that equals more profit, which generates more cash, which provides more ability to grow!
• Morale is higher.
• You have the ability to grow in your career!
Growth gets more time & attention than any of the 5 drivers - in a public company.
Ways we measure growth
Business growth can be measured in many ways, but the most common ways:
1) Revenues2) Award Fee percentage (Customers we
supply product to)3) Profit dollars4) Profit percentage5) EBIT dollars6) EBIT percentage
(Page 15)
Recent interview with Sir John Rose:
Question: In light of the economic challenges why did Rolls-Royce do so well?
Answer: Our results were strong due to:
1) A strong order book.
2) Over 52% (2009) of revenue is from service.
3) We were early in cost reduction and efficiency improvement.
Definition: PEOPLE
People
The External Customer, Vendor/Re-seller, or Internal Customer that has the ability to impact the success of the business.
Revenue per Employee
Profit per Employee
Customer Retention
Employee Turnover
Measures
Definition
People:
What is more important than meeting customer expectations?
Exceeding?Anticipating Customer Needs & Expectations!
“If I would have asked my customer what they wanted, they would have said a faster horse!”
~Henry Ford
Failing to Anticipate customer needs/expectations!
What companies have failed to anticipate customer expectations? What were the results?
Unprepared for recession and required government bailout money. Ford secured line of credit prior and retained full ownership.
Decided to move to digital product line. Polaroid did not and is no longer a serious competitor.
In 1943, the CEO said the customer need for their product was approximately 5 computers for the entire world.
Did not move to a digital music player and lost a significant market share to innovative companies like Apple and Motorola.
• GM/Ford
• Kodak
• IBM
• Sony
World Class Employees“In responding to the short-term challenges we are
currently facing and in developing the business for the longer term, our people are our strongest asset.
Rolls-Royce is a power and systems company, powered by the knowledge, experience and imagination of all our employees across the world.
Our advantages are dependent on the contributions they make…” AR page 9
Evidence of our leadership…
What is the Purpose of the Annual Report?
(high-level view) General Communication
Shareholders, existing/potential investors (others?) Important, numbers, decision and
strategy Where we have been and where we
are going Marketing
The what, who and how Name, image & Branding Colors
Compliance GAAP IFRS
Demystify the Annual Report(Page 21)
• Financial Hi-lights ( Inside Cover)
• Chairman Statement ( page 2)
• Chief Executive Review (page 4)
• Management Discussion & Analysis (Part II pages 19 - 35)
• Financial Statement
• Notes to the Financial Section (pages 97)
Income statement (page 92)
Balance Sheet (page 93)
Statement of Cash Flows (page 94)
Rolls-Royce’s Annual Report (Page 21)
• What is the basic equation for each statement?
• What is the purpose of the statement?
• What are the key numbers and how are they
trending?
• How can you impact each statement?
Financial Statements
Income Statement Balance Sheet Statement of Cash
Flows
P&LStatement of OperationsEarning Statement
Top Line
Bottom Line
Equation: Revenue – Expenses = Profit (or loss)
Gross Margin$11,085 - $8,885 = $2,200$2,200 ÷ $11,0854 = 19.85%
Profit Margin$543 ÷$11,085 = 4.9%
Bottom Line
Underlying Profit Before Taxation$955 ÷$11,085 = 8.62%
FX Hedging Mainly a UK and Civil issue
Civil receive their UK income in USD
Costs largely in £,
Treasury transact with banks to convert the USD into £
We agree to do this well in advance
Could be up to 5 years ahead so that we know what £ we will receive
Securing this certainty is referred to as Hedging
“An investment made in order to reduce the risk of adverse price movements in a security or
denomination.”
Indicates Financial Strength
Equation:Assets = Liabilities + Equity
Least Liquid
Most Liquid
Due First
Due Last
Due in a year or less
Becomes cash in a year or less
Equity Position 24.51%
Total current assets
Total current liabilities
2009 to 2010 Variance
Equity is up by 5.23%
Assets are up by 5.21%
Liabilities are up by 5.28%
Strong Balance Sheet?
1) Enough Cash. Also have additional
“head room”, or borrowing capacity of
1.7 B. (see page 61)
2) Current ratio = 1.1 (2008) to 0.96
(2009)
3) Equity position at 24.52%
2,962
859
10,414
20.3
915
8.8
24.19
24.52
14.7
4.0
3.64
58,000
10,4142,111
10,414915
3,782915
15,4223,782
9,08210,414
880915
10,414379
(Page 2)
1 ½
0
SCORING:
Right answer = 1 pointSomewhat close = ½ pointMissed it by a ways = 0 point
~Human Histogram~
Competitor Reports
Caterpillar
GE
United Technologies
Keep your friends close, and your enemies Keep your friends close, and your enemies closer.closer.
--Lao Tzu--Lao Tzu
Work Team Impact on the 5 Drivers
Which is better, increasing revenue by £100 or cutting costs by £100?
Increasing revenue increases profit before tax by £14
Cutting costs increases profit before tax by £75
What are the other considerations of increasing revenue vs. cutting costs?
External Factors (page 40)
How does the situation affect:
CashCash
ProfitProfit
AssetsAssets
PeoplePeople
GrowthGrowth
Heads Up!Heads Up!
The Role of the Stock Market
1) What role does the stock market play?
2) Who cares about a company’s stock price and why?a. Investorsb. Analysts
The Role of the Stock Market
1) What role does the stock market play?
2) Who cares about a company’s stock price and why?a. Investorsb. Analystsc. The CEOd. Employees
3) What are the benefits of a higher stock price?
6 Benefits of a Higher Stock Price:
(Page 17)1) Treasury stock is worth more.2) Secondary offering brings more
cash.3) Better credit ratings = more
access to cash at a cheaper rate.
4) More acquisition power.5) Can attract talented people.6) More expensive in a buy-out.
Apply business acumen to better understand my
internal customers business—
Thus becoming a more trusted business partner.
Not just doing things right but… doing the right things! Jimmy Feeny
95%95%Sets a future specific Sets a future specific appointment with the appointment with the
person they committed to...person they committed to...
60%60%Commits to another…Commits to another…
50%50%Plans how to do it…Plans how to do it…
40%40%When they’ll do it...When they’ll do it...
25%25%Commits, “ I’ll do it!”...Commits, “ I’ll do it!”...
10%10%““That’s a good idea”...That’s a good idea”...
Chances of the idea being Chances of the idea being incorporated into their life is...incorporated into their life is...When a Person Says When a Person Says ……
Changing Behavior**Based on a 1993 Brigham Young University Study*Based on a 1993 Brigham Young University Study