You have heard it, "cash is king". I'm going to tell you this is not accurate. Margin is king. There is not a durable source of cash without margin. Unless from an outside source, cash in your business primarily comes from the margin. We can sell assets to generate cash. However, if you sell all your business assets, you likely don't have a business remaining.

So, what is margin? Margin is something we all think we understand. In my experience, this is also not necessarily true with professionals. It's one of those things, like water out of your tap in your kitchen; professionals tend it assume "it will just be there". Before we get into creative alternatives to fund you business, let's take a second and make sure we understand just what margin is. Margin is the difference between your revenue line and your costs. Right, you are thinking, "I know this." Not just your cost of goods but also all the discretionary decisions you make regarding your business or organization ultimately cost money or use excess time. Too much time on a task lowers efficiencies and yields. All costs. This is where entrepreneurs, business owners, and professionals tend to enter the land of assumptions.

"I have dealt with thousands of people in my 35-year banking career. Paul is one of the most precise, thoughtful, and prepared clients I have experienced. This kind of commitment to details is rarely seen in our industry. Paul is qualified, through his vast experience and achievements, to share on the subject of creating a strong business plan and acquiring financing for a business. Thinking outside the box is a strength of Paul’s and shows that securing traditional means of funding is not the only path to success. Adhering to Paul’s guidance in this book will provide a solid foundation for other entrepreneurs and business owners." (Paul Kohler, past president, Charter Bank, senior vice president and Western banking manager, Nicolet National Bank)