Benchmarks
January 26th, 2009In today’s economy, arriving at a reasonable price is more important than ever. One way to arrive at a fair price for both buyer and seller is to adjust the price using benchmarks. Following is some information on using benchmarks from the 2009 Business Reference Guide along with a business entry from the Guide as an illustration. For more information on the 2009 Business Reference Guide and the Online Business Reference Guide, see the advertisement following the article.
We feel it is very important, in analyzing and pricing a business, that you can compare it to similar businesses or benchmarks that are unique to this type of business. One common benchmark unique to each business is the expenses. We have included as many of these as we could find. Many have been contributed by Industry Experts. If no source is mentioned, then you can assume that an Industry Expert(s) has supplied them. In many cases we have used a breakdown of expenses from IBISWorld, and there is an attribution following the data. The example below is similar to those contributed by Industry Experts. The information from IBISWorld will have an attribution at the bottom.
Expenses as a percentage of annual sales:
Cost of Goods Sold…………………………..20%
Payroll/Labor Costs…………………………..40%
Occupancy Cost………………………………20%
Profit (estimated)………………………………20%
Important Note: The figures in the expenses as a percentage of annual sales may not always add up to 100 percent. We provide only the major categories, and there may be other expense items not included which would make up any difference. Also, in many cases, we have to meld the figures from several different industry experts or sources. This may also cause some totals to slightly exceed 100 percent.
There are also a lot of informative benchmarks, such as sales per square foot, sales per employee, etc.
Some of the benchmark data is from www.bizstats.com. The estimated sales data, especially from restaurants, is from Nation’s Restaurant News, an invaluable resource, and the Franchise Times, also an excellent resource. Still others are from our Industry Experts, local newspapers, magazines, newsletters, etc. Many are also from IBISWorld, a subscription research service, which we use – it’s an excellent resource.
Benchmarking
We mentioned, at the beginning of this section, that if the rule of thumb was used properly, the price derived could be more accurate than simply multiplying the sales by the percentage rule or the SDE multiple. Reviewing market-driven data, one can reasonably assume that a 10 percent swing (that’s our number, yours may higher or lower) on either side of the percentage multiple would allow for the additions or subtractions to arrive at a more accurate multiple of annual sales. Using our example above, the 40 percent figure, as well as available data and information, we could lower or raise that percentage by no more than 10 percent, and our multiple could be more accurate.
Critics of rules of thumb claim that a rule is simply an average and doesn’t allow for the variables of each individual business. Comparing the business under review with industry standards—benchmarks—can allow one to raise or lower the percentage accordingly. A 40 percent figure then could be as low as 30 percent, or as high as 50 percent. The review of market data has, for some businesses, percentages that range from almost zero percent to 100 percent; however, these extremes are quite rare. They are usually based on some quirk in the calculations or in the business itself—oddities such as it was closed when sold, or was so small that the selling price was not reflective of the sales.
The first step is to review any of the Pricing Tips, Benchmarks, and the other information available about the business under review. Many of the Pricing Tips are contributed by our industry experts and can help in this process.
The Benchmark section can help you look at the vital signs of the business and compare them to similar businesses. For example, looking at the expenses as a percentage of annual sales can be a good start.
For example, if the business under review has an occupancy percentage of 12 percent against the average eight percent benchmark, then perhaps the price should be reduced to compensate for the higher rent. The rent is pretty much a fixed expense; but the higher the rent, the lower the profit.
Certainly a new owner could lower some of the expenses, but a trained labor force, for example, is hard to replace. Obviously, reducing the percentage multiple is a judgment call; but let’s face it, even business valuation is not a science, but an art—and judgment plays a large part in it.
Another important benchmark is based on employee productivity. For example, under AAMCO transmissions in the Guide, there is the following statement: “A shop should generate $3,500 to $4,000 per technical employee per week.” If you are pricing a transmission business or even a similar one, the “$3,500 to $4,000 per technical employee per week” is an important benchmark. Does the business you are reviewing stack up against the benchmark?
Here are some revenue per employee figures from BizStats (www.bizstats.com), but keep in mind these are just “ballpark” figures and a bit dated so they should be used to serve merely as guidelines. BizStats recently merged with BizMinor, a large business data site. www.bizstats.com
Type of Business……………………Cost of Labor……….Rev. per Emp.
Ice cream & soft serve shops……………23.0%……………….$30,539
Donut shops………………………………..25.9%……………….$37,926
Drinking places……………………………..21.5%……………….$38,269
Convenience stores…………………………9.5%……………….$109,48
Beer, wine, & liquor stores……………….. 7.5%…………….. $173,645
Gasoline stations……………………………5.8%………………$214,916
Sporting goods, hobby, & musical
instrument stores…………………………..11.6%………………$114,100
Book stores, in general…………………….11.8%……………..$103,517
Family shoe stores………………………….11.0%……………..$112,517
Misc. store retailers…………………………13.0%……………..$103,733
Florists………………………………………..21.3%………………$52,359
Note: The figures include both full-time and part-time employees, and are not what they earn, but rather the sales they generate in a given year. BizStats contains many others—the above are just some examples. The revenue per employee is another benchmark that can be used to: 1. See how the business under review stacks up against its peers, and 2. Provide an excellent way to see how the business can be improved—a good selling point. If, for example, the business under review doesn’t stack up very well with the benchmarks, then a new owner may be able to increase the sales and profits.
Another common benchmark is sales per gross square foot. Here are examples from some large restaurant franchises and chains, again from www.bizstats.com. Again, they are a bit dated, but they will give you an idea of what these popular restaurants do. You can compare them with similar businesses to see how they stack up with these successful operations.
………………………………..Sales Per………. Avg. Store……….Avg. Sales
Company……………………..Sqr Foot…………Size……………….Per Store
Cheesecake Factory………..$1,020…………..10,730……………$10,940,800
Krispy Kreme…………………..$859…………….4,600……………..$3,952,000
Papa John’s…………………….$575…………….1,300……………….$747,000
McDonald’s……………………..$543…………….3,000…………….$1,628,000
Applebee’s……………………..$454…………….5,000…………….$2,975,000
Panera Bread…………………..$418…………….4,400…………….$1,840,000
Denny’s…………………………$270…………….4,800…………….$1,294,765
Schlotzskys Deli……………….$147…………….4,000……………….$588,000
These are just a few examples. Keep in mind that many of the businesses above are company-owned operations. They are essentially completely help-operated, but can be a good gauge when compared to the businesses you are reviewing. Owner-operated businesses should be more tightly controlled than management-operated.
Benchmarking allows one to look at a business from an entirely different viewpoint. Look at the revenues per employee, the sales per square foot and average sales per store. These can play a part in the success, or lack of it, of a business. Even rough comparisons can provide sufficient data to raise or lower the percentage to arrive at a more accurate multiplier.
The data above gives you an idea of the information that is available. We have found that BizStats has a lot of valuable information. Go to www.bizstats.com. Nation’s Restaurant has a lot of data on the restaurant and quick-service businesses. For subscription information, go to www.nrn.com.
Franchise Times is also an excellent resource for benchmarking. For subscription information, go to www.franchisetimes.com. We have also found Forbes magazine full of interesting information, especially on valuation issues. Associations also have valuable information. Unfortunately, many of them are now furnishing it to members only. If it’s really important, we have found that contacting the association by email may result in finding someone who is willing to help.
IBISWorld is a wonderful source of information. We are members; and, although not inexpensive, it is very useful. They do sell their industry-specific reports individually; so if you are working on a larger business where information is needed, go their Web site at www.ibisworld.com and take a look. A quick profile is usually free, so go to the site.
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BUSINESS ENTRY FROM 2009 BUSINESS REFERENCE GUIDE
Chiropractic Practices
SIC: 8041
NAICS: 621310
Number of Businesses / Units: 35,800
This industry comprises establishments of health practitioners having the degree of D.C. (Doctor of chiropractic) primarily engaged in the independent practice of chiropractic. These practitioners provide diagnostic and therapeutic treatment of neuromusculoskeletal and related disorders through the manipulation and adjustment of the spinal column and extremities, and operate private or group practices in their own offices (e.g., centers, clinics) or in the facilities of others, such as hospitals or HMO medical centers.
Rules of Thumb
General Information
Source: “A look at chiropractic statistics and opportunities” www.chiroeco.com
Expert Ratings
| Competition | 2.8 | (1=Lot of : 4= Not Much) |
| 2.4 | (1=Very : 4= Not Much) | |
| 2 | (1=Down : 4= Up) | |
| 2.4 | (1=Poor : 4= Excellent) | |
| 2.4 | (1=Low : 4= High) | |
| 2.4 | (1=Declining : 4= Growing) | |
| 1 | (1=Easy : 4= Difficult) |
Expert Comments
- “Hard to finance relative to other healthcare practices. Easy startup with low cost.”
- “Insured practices subject to more risk”
- “Lots of competition in some locales. High loan default rate. Low cost/barrier to entry. Many buyers have bad credit history.”
- “Insurance reimbursement is on the decline in many sectors, especially Medicare and WorkComp. Past 10 years’ increasing values during hot economy are likely to be unsupportable in event of an economic downturn which will reduce patients’ cash expenditures.”
Questions
- “School of practice, ancillary services”
- “# FTE DCs? # hours worked/week for each DC? Modalities offered? Practice focus? i.e., personal injury, wellness, workers comp, rehab, etc. Any recent/pending legislation affecting practice income/insurance reimbursement? Payer mix? Ancillaries offered and % income (e.g., pillows, nutritionals, orthotics, creams, wraps, etc.)”
- “If the buyer is not a licensed chiropractor, the buyer should inquire of the state if a non-chiropractor is allowed to own a chiropractic practice or employ a chiropractor in that state.”
Pricing Tips
“Depends on hours worked. Value of equipment can vary considerably depending on techniques/technology. Equipment value for solo practice may range from $20K to $150K+ so this can affect value quite a bit. Price usually does not include A/R and sold as asset sale.”
“Cash practice is worth more than insured practice.”
“Normal selling range about 60% to 70% of gross income. Typical solo practice grosses $250K to $350K/year.”
“It is my personal belief that chiropractic market values are overheated, as practice sales are occurring that are difficult to support with earnings. Some lenders are leaving the market for the same reason, due to high & increasing rates of default on loans to buyers. I find that values of [3-4x (SDE minus one owner’s market rate salary for work performed)] can be supported by earnings, the income approach to valuation, and the principle of substitution. On the other hand, there are demonstrated sales far above this level.”
“Pricing varies widely by location and type of practice, cash or insurance-dominated. Insurance reimbursement is still trending downward; Medicare is planning further reductions which other insurance companies will follow. Statistics are similar to medical family practice.”
“Are you and the doctor a compatible personality match? Is the personality of the selling doctor vivacious and outgoing, while the ‘new’ doctor is a little reserved? Is your chiropractic technique compatible with the seller’s? Every instance of non-compatibility may mean one fewer patient will remain with you.
“With compatibility being addressed, I value the practice and goodwill to be equal to one-year net income. This figure will be corrected based upon a few factors:
- Blend of patient financial classes
- Insurance dependency / non-dependency
- Selling doctor’s philosophy (pain practice / wellness practice)
- Percentage of actual overhead (high overhead lowers value)
“Purchasing a practice is a very smart thing to do. I would always look for a practice to buy rather than start fresh.”
Source: From an article by Bruce A. Parker, D.C. in Today’s Chiropractic. For more information, go to www.bruceparkerconsulting.com.
Benchmarks
| Statistics | |
| Number of Enterprises | 61,655 |
| Average Profit Margin | 28.0% |
| Average Revenue of Enterprise | $201,384 |
Source: IBISWorld, April 2008
| Product/Services | Share |
| Low back Pain | 68.0% |
| Other | 32.0% |
Source: IBISWorld, April 2008
Cost Structure
| Item | Cost |
| Wages | 33.0% |
| Rent | 7.5% |
| Purchases | 5.0% |
| Utilities | 2.6% |
| Depreciation | 2.2% |
| Other | 21.7% |
| Profit | 28.0% |
Source: IBISWorld, April 2008
“65-75% overhead”
| Personal Characteristics | Group/Partnership | Solo |
| Mean billings | $671,870 | $322,653 |
| Median billings | $547,500 | $250,000 |
| Mean collections | $471,354 | $226,147 |
| Median collections | $402,500 | $182,500 |
| Mean net practice income | $195,891 | $110,522 |
| Median net practice income | $120,000 | $75,000 |
| Expenses | Group/Partnership | Solo |
| Advertising | $16,434 | $9,218 |
| Malpractice insurance | $3,390 | $1,990 |
| Office lease or rent (annual) | $34,531 | $18,649 |
| Wholesale cost of products | $10,532 | $6,829 |
Source: Source: Chiropractic Economics, Vol 53, Issue 8, May 22, 2007, www.chiroeco.com
“Typical solo practice grosses $250K–$350K/year, though many make less. Monthly charges in A/R 2.4. 150 avg weekly patient visits/DC. Typical owner DC compensation about $98K. Typical associate DC compensation about $52K.”
“The ‘Typical’ Chiropractor
According to the survey data, the typical full-time chiropractor is a Caucasian male who is in professional practice from 30 to 40 hours per week. Most chiropractors (61.8%) practice in a single-practitioner office. Typically, doctors of chiropractic also have a baccalaureate degree and participate in continuing education exceeding 21 hours per year; however, about two-thirds have not worked toward certification in a specialty area. Similar to the 1998 survey data, which showed 46.6% of chiropractors had practiced 5 to 15 years, 42.3% of those in the current survey have been in practice for 5 to 15 years; a weighted average of responses reveals that the average chiropractor was in practice for 13.2 years in 1998 and 15.6 years in 2003.”
Source: National Board of Chiropractic Examiners
| Components of Chiropractic Practice | |
| Direct patient care | 52.9% |
| Documentation | 18.9% |
| Patient education | 15.1% |
| Business management | 13.2% |
Source: National Board of Chiropractic Examiners
Reimbursement Categories, Managed Care, and Referral
| Private Insurance | 21.5% |
| Private pay/cash | 21.2% |
| Managed care | 19.4% |
| Personal injury | 13.6% |
| Medicare | 10.8% |
| Workers’ Comp | 07.8% |
| Pro Bono | 03.9% |
| Medicaid | 01.8% |
Source: National Board of Chiropractic Examiners
Expenses as a Percentage of Sales
| 6% to 15% | |
| 20% to 30%% | |
| 11% | |
| 25% to 35% |
Industry Trend
“Up as boomers’ health deteriorates”
Advantages
- “Less training required than other doctorates.”
- “Low cost of entry; not much capital equipment needed”
Disadvantages
- “High competition in many areas; changing regulatory/insurance/tort reform environment in many states negatively impacting practice revenues”
Additional Resources
Trade Publications
Associations
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