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" ... After all, when profits are down, you’ll want to cut costs so that you can keep yourself in the black. For many entrepreneurs, this means cutting out advertising. While this may be necessary for some, try to avoid this “all or nothing” mindset. Within reason, you should actually keep marketing and advertising during tough times. For starters, this will ensure that your target audience doesn’t forget that you exist. ... "
" ... I am a small-business retail consultant, speaker, writer and pod-caster. I have 20 years experience creating sales strategies, managing stock and driving profits in… ... "
" ... Yes, profits are important and should be maximized. Especially since they are the root driver of EBITDA which is relied on heavily in valuing companies. But if at the same time, you are not being sensitive to maximizing cash flow during growth periods of your business, you are going to have a hard time attracting new investors, lenders or acquirers for your business. At the end of the day, there has to be enough cash left to distribute out to the investment partners in a business (e.g., banks, private equity firms), along the way, in order to get their upfront attention. So, plan accordingly. ... "