Skip to main content
We’re here with practical marketing information for your business. Access comprehensive marketing resources and more.

Search

How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

30% of businesses under-budgeted their entire forecast

20 June 2024

Three in ten (29%) business owners said that they under-budgeted their entire forecast in the last financial year according to a new survey by Capital on Tap.

60% of small business owners say it's becoming more challenging to keep to their business' budget because of the UK's economic downturn. But what are SMEs' budgeting habits, and how have these changed since the UK went into a recession?

To find out, small business credit card company Capital on Tap surveyed 250 small business owners to find out where businesses are most likely to over, and under, budget and how often different industries are re-forecasting.

The survey shows it can be difficult to forecast correctly, with 29% of small business owners saying they under-budgeted their entire forecast in the last financial year, admitting shortfalls across all projected expenses.

A further 31% of business owners said they under-budgeted utilities and maintenance fees, potentially due to fluctuating energy costs. Plus, 28% of small business owners under-budgeted equipment and technology costs.

 

Business expense

% of all business owners that under-budgeted for this

Utilities and maintenance costs (e.g electricity and gas)

31%

Equipment and technology costs

28%

Shipping and import or export fees

23%

Advertising and marketing

23%

Transport and logistics expenses

22%

Insurance premiums

22%

33% of small business owners have over-budgeted for HR consulting or outsourcing costs

HR and consulting was the most over-budgeted expense for small business owners (33%), with all industries over-budgeting by an average of 8%. This may be due to initial setup costs for outsourcing contracts leading to higher budget estimates.

Shipping and import or export fees (32%) was the next most over-budgeted expense, followed by loan payments (31%).

 

Business expense

% of all business owners that over-budgeted for this

HR consulting or outsourcing costs

33%

Shipping and import or export fees

32%

Loan payments

31%

Research and development (e.g market research or product development)

31%

Office space rental deposits

31%

The sales and marketing sector re-forecasts their budget 30 times annually — the most of any industry

Our research found that 46% of all small businesses review their budgets at least once a month, providing a good benchmark for other small business owners. But, in terms of industry, the sales and marketing sectors are reviewing their budgets the most (30 times per year). Additionally, travel and transport businesses review their budget an average of 24 times each year.

The sectors reviewing their budgets the least are the hospitality and entertainment and events industry, both re-forecasting an average of five times a year.

 

Industry

Average no. of times per year business owners from this industry re-forecasts their budget

Sales and Marketing

30

Travel and Transport

24

Education and Tutoring

14

Over half (56%) of entrepreneurs said that the recession has negatively impacted their business' revenue and profitability

60% of small business owners said that keeping to their budget has become more challenging because of the recession, and a further 56% said the recession has negatively impacted their business' revenue.

In terms of industry, a staggering 70% of business owners in the entertainment and events, and technology and IT services, industries plan to re-forecast their budget because of the recession.

 

Industry

% who plan to re-forecast their budget, or have done so, due to the recession

Entertainment and Events

70%

Technology and IT Services

70%

Sales and Marketing

63%

Arts and Crafts

59%

Personal Care

 

 

Rebecca Alford, Finance Director at Capital on Tap, provides top tips on how to create a budget.

"Forecasting a financial plan for the year ahead is a vital tool for shaping your business' strategy. The most successful forecasts look at ingoings, outgoings, and potential changes in the industry landscape and help a business to prepare accordingly.

"The business world changes rapidly, and the landscape can shift at a moment's notice. If your budget is unable to adapt to these changes, you might find that your business will struggle.

"Another helpful tool is to use a business credit card. This can help to streamline cash flow management for SMEs, while a line of credit can help cover unexpected costs that aren't accounted for in your budget.

"A contingency fund is essentially a buffer that can be used to cover any unanticipated expenses. It might seem unnecessary at first, but it gives you peace of mind that you're ready for any unexpected changes and have something to fall back on."

The credit card for small businessesCapital on Tap

 

Earn 1% cashback on your spending with a Capital on Tap credit card. Get a credit limit of up to £250,000, no hidden charges or annual fee and a range of exclusive small business benefits.

Apply in seconds, get a decision in minutes and start spending immediately with your virtual card.

APPLY NOW

Top five tips to successfully forecast your business' budget in 2024

Rebecca Alford, Finance Director at Capital on Tap, provides top tips on how to how to navigate budgeting during a recession.

1. Be flexible

"Keeping your forecast flexible means you have room to change, expand and deviate slightly if you need to. The business world changes rapidly, and the landscape can shift at a moment's notice. If your budget is unable to adapt to these changes, you might find that your business will struggle. Remember, a forecast is made up of best guesses. Your situation may change, so you should be prepared to alter your financial plan in line with your business.

"Another helpful tool is to use a business credit card. This can help to streamline cash flow management for SMEs, while a line of credit can help cover unexpected costs that aren't accounted for in your budget."

2. Create a detailed budget

"Breaking down your budget into specific sections is essential - the more specific, the better. Be realistic with your estimates, and use your past spending patterns to inform your decisions.

You can look at the most common under-budgeted business expenses and the most common over-budgeted business expenses, analysed in our latest study."

3. Effectively delegate financial responsibilities

When separating your finances by various teams, delegating responsibility is important. There is nothing more valuable than having several sets of eyes on something as detailed as a budget. The goal is for your plan to work as a cohesive whole in addition to satisfying each team's needs."

4. Re-forecast regularly

"As mentioned, where you allocate your business's funds is likely to change throughout the year. Small business owners can keep up with the constantly evolving landscape by reviewing performance regularly. As shown in our survey 30% of people review their budgets once a month, and this is a solid starting point.

Keeping an eye on your business's spending patterns and adjusting accordingly can help prepare you for the year ahead by proactively managing deviations to budget before they hurt your cash flow."

5. Create a contingency fund

"A contingency fund is essentially a buffer that can be used to cover any unanticipated expenses. It might seem unnecessary at first, but it gives you peace of mind that you're ready for any unexpected changes and have something to fall back on."

Post made possible by Francesca Ferrari of Kaizen for Capital on Tap.

Stay up-to-date with business advice and news

Sign up to our lively and colourful newsletter for new and more established small businesses.