Data-driven decision-making: cashflow and financial health

Anna Stubbs • November 19, 2024

In this series, we continue to look at how data-driven decisions sit at the heart of running a successful business in 2024.

Today, we’re looking at how proactive use of data can improve your small business cashflow, and the overall financial health of your company.

Do you know the positive impact that data analysis could have on your cashflow?

We all know that ‘cash is king’, but keeping tabs on the unpredictable path of your business finances can be hard work. Cashflow can ebb, flow and suddenly dip, leaving you without the working capital you need to trade, grow and expand the business.

How can data-driven decision-making help you get in control of your cash?

Here are five ways that data puts you back in the driving seat:


Enhanced financial forecasting

Forecasting apps, like Float and Fathom, take the historical data from your account, analyse the current trends and project your cashflow and revenue forward in time to give accurate forecasts of your future cash position.


Optimised inventory management

Instead of guessing when to replenish and buy new stock, data analytics can help you identify the best inventory levels. This reduces the risk of running out of stock or having excess inventory that can tie up valuable cash.


Targeted marketing

With some analysis of your sales data, you can quickly identify your most valuable customers. This gives you the customer data needed to tailor your marketing efforts, reach the most engaged audience and drive higher revenues.


Improved pricing strategies

Data-driven pricing allows you to set prices that are competitive but still profitable for the business. Thorough analysis of the price points in your market help you fix a price that sells, while also maximising your revenue potential.


Cost reduction

Deep dives into your operational data and spending can be revealing. You can quickly spot the areas where costs can be reduced, budgets can be trimmed and better profit margins are possible – all of which helps to improve your cash position.


Talk to us about using data to improve your financial health



Putting data-based reporting, key performance indicators (KPIs) and forecasting at the heart of your financial management is a no-brainer. But where do you start?

Our team can talk you through the best way to record, filter and analyse your financial data, so you can make informed decisions that keep your cashflow in a positive position.

The Man on the Moon Principle

By Anna Stubbs • October 22, 2025
In 1961, President John F Kennedy famously announced his goal of landing a man on the moon and returning him safely to Earth before the decade was out. As we know, in July 1969, Neil Armstrong and Buzz Aldrin became the first people to walk on the moon, and were brought back to Earth safely, achieving JFK’s goal.  At a time when most people hadn’t even been on an aeroplane, landing on the moon would’ve felt unachievable and overwhelming. However, such a massive goal united people with a purpose; the story goes that even a cleaner mopping the floor at the space station said his job was to help put a man on the moon. So, how did they make the goal achievable? They broke it down into milestones, with each one taking them closer and closer to achieving their ultimate goal. The first milestone was to achieve lift off. So, they set about resolving this challenge. The next milestone was to reach orbit, so they had a team working on this milestone. Then, they had to reach the moon’s atmosphere, land safely on the moon, take off from the moon, enter Earth’s atmosphere and land safely back down to Earth. You can see how breaking the goal down into milestones gave everyone a more achievable objective to focus on which was less overwhelming. Those milestones were then broken down into the actions which needed to be completed. Each action was essentially a small step towards reaching the ultimate goal.

5 signs you’re undercharging

By Anna Stubbs • October 22, 2025
Are you undercharging for your services? It can be hard to tell, particularly if you’re in a niche industry or you’re a contractor. Costs have been rising, so it may be time to rethink your own pricing.

Understanding your revenue drivers

By Anna Stubbs • October 22, 2025
For your business to make money, you need to generate revenue. You produce revenue through your usual business activity, by making sales, getting your invoices paid, or taking cash from paying customers. So, the better you are at selling your products/services and bringing money into the business, the higher your revenue levels will be. But what actually drives these revenue levels? And how do you get in control of these drivers?