The situation we are faced with

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Every company entering marketplaces faces the challenge of maximizing revenue and increasing turnover in a short time. Popular marketplaces have now become a battlefield for buyers' attention.

The large influx of new sellers has made it much more difficult to develop your own business on these platforms than before. The main thing is to operate with digital indicators and analytical cyprus whatsapp phone number data, and not to act at random and blindly.

Anton Mamonov, Icover's Operations Director, shared tools for smart financial planning.

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Calculation and analysis of return on working capital


The situation we are faced with
Our company started its business in 2008 and for the first 10 years it developed as a small retail chain in the mobile accessories market. In 2018, the business began to try its hand at marketplaces.

With the advent of the pandemic, it turned out that we already had a pretty good understanding of how to do business in this channel. We, a small niche retail company, had access to 140 million potential buyers at once.

It quickly became clear that there was no point in continuing to focus on expensive smartphone accessories. We moved into the larger niche of small household appliances and household goods.

If earlier our limitation was in the sales area, at the intersection of the product range and the available customer base, then with the entry into MP and the change in the product range strategy this limitation was removed. A new, unfamiliar limitation in money arose, when we can sell everything that we manage to buy. And we can buy only as much as we have enough money for.

In such conditions, the company has two options: attract other people’s money (loans, supplier deferrals, bond issues) and increase the efficiency of using its own and other people’s money.
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The ability to attract other people's funds is always limited by both the reasonable caution of potential creditors and the business's own caution. Therefore, for us, the efficient use of capital has become synonymous with the words "profitability" and "growth".

But, as Peter Drucker said: “If you can’t measure it, you can’t manage it.” To solve the problem of increasing the efficiency of capital use, there was a need to create new tools in management accounting.

We have developed a system of indicators and metrics that would provide managers with information that would enable them to make the right decisions about what to sell and which distribution channels to focus on.

Similar indicators were needed by managers to make decisions on what terms it makes sense to attract loans, how to compare the potential profitability of new business areas, etc.

On topic. Where to get money to enter the marketplace? Five sources of funding