External financial management and appropriate interpretation of business data
Client
Zaloto - flexible, fast-moving and complex financial marketplace startupZaloto is your guide to a new home. They provide non-public offers from property developers and broker the best mortgage rates on the market. As a young start-up they experienced a huge boom in mortgages, but the subsequent cooling of the mortgage market, along with its significant regulation, has forced them to diversify and target their business flexibly and quickly. We started working with Zaloto during the mortgage boom, primarily in the areas of external financial management and the effective use and interpretation of CRM data. With the subsequent diversification, we were then faced with the challenge of predicting completely unknown business processes.
Baseline
- Low visibility of lead 2 revenue, mostly based on simple Google Analytics outputs.
- Lack of identification of true cost per lead or customer.
- Lack of predictive models.
- Insufficient reporting to cover dynamic business changes.
- Disconnected day-to-day business, P&L and CF reporting.
Our solution
- Identifying the true cost effectiveness and profitability of leads and B2B customers, and the effectiveness of marketing spend.
- Data unification, standardization and automation into a consistent reporting ecosystem.
- Day-to-day business, P&L and CF reporting linkage, establishing regular analysis and reporting cycles.
- Forecasting tools based directly on scalable parameters that affect the business, with the ability to create flexible plans for immediate evaluation of alternative scenarios.
- Unified reporting ekosystem enabling rapid integration of new business processes.
Summary
- External financial management support
- Appropriate linking and leveraging of available business data
- Design of reporting ecosystem
- Modelling of appropriate tools for strategic decision making
- Project ~90 hours / monthly cooperation ~20 hours
Client words
"As a relatively young and small company, we are strongly influenced by external factors. During the mortgage boom, we needed to consolidate and quantify our processes to maximize profitability and optimize cash flow. Martin provided us with services and knowledge that only a very strong or multinational company could normally afford. However, it was only with the subsequent diversification that the true value of Martin's services became apparent. Even when we took steps into the unknown, we always had a quick and flexible case study of possible business scenarios and their impact on profit and cash flow, which helped us enormously in making decisions about the future direction of the business."Standardization of reporting with project management integration
External financial management and appropriate interpretation of business data
Forecast parameterisation and standardisation
Customer and product profitability identification and forecasting
Developing an eCommerce business case simulator
Identifying the cost of the product and the correct pricing
Identification of the profitability of products and distribution channels
Martin Klen Business consulting
Introduction
Offering 20+ years experience in various business analysis and financial management roles from big multinational companies and and mid-size local companies as well. Strong focus on business partnering and on implementation, standardization and centralization of (not only) finance processes according to the business needs.
Key competences
- Business processes analysis
- KPI identification
- Forecasts and financial projections modelling
- Reporting tools design and recommendations
- Business data interpretation
- Decision making support