How Business Owners can Get Off the Cashflow Rollercoaster and Take Control of Their Profit
Let’s be real—too many business owners are busy but broke.
You’re bringing in sales, working hard, staying “productive”…
But the profit? It’s not showing up.
Cash is tight. Stress is high. And decisions feel risky because you don’t know what’s really going on with the money.
Here’s the truth:
If you don’t control your money, your money controls you.
Profit isn’t what’s left over—it’s what you plan for. You don’t need a finance degree—you need the right habits, systems, and clarity.
Let’s get into it and break down 5 key principles to get your financial house in order—so you can grow with confidence, stop guessing, and finally take home what you’re worth.
Key Principle #1: Profit Comes First—Not Last
The old way of thinking says:
Sales – Expenses = Profit. But that leaves profit to chance.
Smart business owners flip the formula: Sales – Profit = Expenses
That means you pay your business first—and run your operations on what’s left. It’s a simple mindset shift, but it changes everything.
When you make profit a priority, your spending becomes intentional. You stop tolerating waste. And you stop waiting for “someday” to finally feel in control.
Key Principle #1 Case Study: Perky Blenders
This London-based specialty coffee company adopted a profit-first approach early on. Instead of spending every pound on growth, they set aside a percentage of every sale into a profit account. That discipline helped them survive the pandemic cashflow dip and scale sustainably into grocery retail—without borrowing their way into stress.
Key Principle #2: Know Your Numbers Weekly—Not Just Yearly
Waiting for your accountant’s year-end report is like driving while blindfolded. You don’t need a deep dive into spreadsheets every day, but you do need a simple system to check your key numbers every week—like cash in, cash out, margins, and breakeven.
This isn’t about being a finance expert. It’s about asking:
- Are we on track this week?
- What can we tweak now to avoid pain later?
When you look at the numbers weekly, you make smarter decisions faster—and you catch issues before they blow up.
Key Principle #2 Case Study: The Bike Club
The Bike Club, a UK kids’ bike subscription business, introduced weekly financial tracking across key operational metrics. This gave their leadership team real-time clarity and helped them pivot pricing and packaging to protect margins. Their cashflow stabilised, allowing them to expand nationwide with confidence.
Key Principle #3: Forecast Like Your Future Depends on It (Because It Does)
Forecasting isn’t just for big corporates. If you want to sleep better and plan better, you need to know what your financial future looks like.
That means:
- Projecting revenue based on real data
- Mapping out fixed and variable costs
- Predicting cashflow 3–6 months ahead
When you forecast, you stop reacting and start leading. You can plan for tax bills, scale up at the right time, and invest without panic.
Key Principle #3 Case Study: The Cheeky Panda
This eco-friendly tissue brand built out 12-month rolling cashflow forecasts before scaling into retail chains like Boots and Ocado. It helped them secure funding, manage stock effectively, and stay profitable as they grew internationally. Their sharp forecasting approach kept the business resilient, even in tough markets.
Key Principle #4: Separate Personal and Business Finances (Completely)
Mixing personal and business money is a fast track to financial fog. It creates confusion, emotional decision-making, and tax-time chaos.
Every business owner should:
→Pay themselves a fixed wage
→Use separate accounts for operating costs, tax, and profit
→Avoid dipping into business funds for personal expenses
This creates discipline. It gives you clarity on what your business can afford—and what you need to change if it can’t.
Key Principle #4 Case Study: Neat Nutrition
The founders of this UK-based protein supplement business learned the hard way when they struggled to distinguish personal drawings from reinvestment. After moving to a clean financial separation model with clear wages and operating accounts, they were able to scale sustainably—and confidently approach investors without looking messy on paper.
Key Principle #5: Cut What Doesn’t Pay—Double Down on What Does
You don’t need to squeeze every penny, but you do need to know where your money is working—and where it’s leaking.
Ask yourself:
1. Which expenses actually create value?
2. What tools or roles aren’t delivering ROI?
3. Where can we simplify or streamline?
The goal isn’t to cut blindly—it’s to redirect money into what’s working. That’s how you drive profit without burnout.
Key Principle #5 Case Study: Wild Deodorant
This sustainable personal care brand doubled down on influencer marketing after cutting underperforming paid ad spend. By refocusing their budget on proven channels, they scaled user acquisition while improving profit margins. The result? A leaner, faster-growing business with money going where it counts.
Strategy Summary: What to Do This Week
If money feels tight—or you never seem to get ahead—don’t wait for the next cashflow crisis. Start here:
- Flip the formula: treat profit like a non-negotiable
- Set up a weekly money check-in (no spreadsheets required)
- Map out a 3–6 month cash forecast
- Pay yourself consistently and clean up your accounts
- Audit your costs: keep what pays, cut what drains
These aren’t finance tricks—they’re smart business habits. Habits that protect your profit and give you confidence every step of the way.
Take Action!
Take Control of Your Money!
You started your business to make a difference—and make money. If you’re working hard but not seeing the reward, something needs to change.
Let’s talk. Book a free 30-minute Discovery Call and we’ll look at what’s really going on with your numbers—and what to change to boost your profit fast.
Come to An Event
As part of our Entrepreneurship Academy and 1-2-1 Business Coaching Programmes, we run monthly events designed to help ambitious business owners like you take real steps forward.
You’ll learn ActionCOACH’s proven systems that drive growth—whether you attend a Business Growth MasterCLASS or our powerful 90 Day Planning Day. And you’ll do it alongside a room full of like-minded entrepreneurs.
