Accounting analysis is a way to analyze an organization's financial activities and to help assess its financial health. It can also be used to evaluate strategic decisions such as whether to outsource services or set up a new business unit. Accounting analysis is often used to inform investment decisions as well.

In this blog post, we will discuss the importance of accounting for non-financial factors when constructing a financial model for a startup. A startup is a new business venture, typically technology-focused and backed by venture capital, aiming to disrupt an existing market or industry. The startup financial model is a mathematical representation of the financial and operational information of a business. It covers areas such as sales, costs, profitability, investments, financing as well as liquidity. Accounting for non-financial factors in the financial model can give a startup an additional competitive advantage and help it succeed.

Key Takeaways

  • Accounting for non-financial factors is an important part of constructing a financial model for a startup.
  • A financial model must consider areas like sales, costs, profitability, investments, and financing.
  • Accounting for non-financial factors can give any startup an added competitive advantage.

Non-Financial Analysis

Successful business planning and financial modeling for a startup include the consideration of non-financial factors. Non-financial analysis can provide valuable information from different business inputs to help you better assess the potential of your business. Here is a discussion on the inputs to consider and how to assess non-financial information.

Different business inputs to consider

Non-financial analyses can cover topics from marketing to human resources. While it is not feasible to consider every aspect of a business as part of a financial model, it is important to consider the key factors that can influence the success of a startup. Many of these factors are intangible, so they require special attention. Here are some examples of business inputs to consider when creating a financial model:

  • Brand recognition and how this can impact customer engagement and loyalty
  • Industry trends or changes that can affect profitability
  • Level of competition and how it can influence pricing and market share
  • Regulatory or legal issues that can impede success
  • Supply chain risks and potential bottlenecks
  • Employee engagement and retention rates

How to assess non-financial information

Assessing non-financial information can be a complex process. It requires you to consider different external factors and to analyze how they could impact the financial projections of a startup. One way to assess non-financial information is to create a risk matrix. This is done by taking into account the probability of a risk occurring and the likely consequences. For example, if there is a risk that regulatory changes could negatively impact a startup’s business model, the probability of the regulatory changes occurring should be assessed as well as the potential for financial losses if the changes do occur. The risk matrix can help you identify which non-financial factors have the most potential to affect the financial model of a startup.

In addition to creating a risk matrix, it is important to stay up to date on industry trends and changes. New technologies, regulations, or customer demands can all have an effect on a startup’s financial model. Staying knowledgeable about the current industry environment is essential in order to anticipate any potential changes that could impact the financial projections.

In order to make sure your financial model is comprehensive and accurate, it is important to consider non-financial aspects. This requires understanding the different business inputs to consider as well as how to assess non-financial information. By accounting for non-financial influences in your financial model, you can increase the chances of long-term success for your startup.

Common Factors

Cost of Operations

Every startup should analyze their cost of operations when assessing their financial plan. This should include ongoing costs and expenses that are necessary in order to continue day-to-day operations and maintain profitability. Common costs associated with a startup include rent, technology, equipment, personnel and supplies. Analyzing these factors can help the business understand and account for potential costs over the long term.

Working Capital

Another key factor for a startup to consider is their current working capital and any potential capital purchases necessary for the business in the future. Working capital is utilized to pay for everyday operations such as wages, rent and accounts receivable. Having a grasp on working capital will allow the business to stay afloat during certain periods and make decisions about future investments with a better understanding of the total financial commitments.

Customer Relationships and Sentiment

Relationships with customers play a major role in the success of a startup. Knowing customer preferences and loyalty helps to create better customer relations, which in turn can lead to increased sales and wallet share. Therefore, these customer-facing factors should be factored into a startup’s financial model. Customer sentiment should also be taken into account, as it may affect customer loyalty and purchase decisions, leading to fewer sales and potentially even the closure of the business.

  • Cost of operations
  • Working capital
  • Customer relationships and sentiment

Economic Implications

When considering accounting for non-financial factors in your startup’s financial model, it’s important to acknowledge the potential economic implications. Factors like the potential for new investments, industry and tech trends can heavily impact business decisions, so it’s essential for startups to factor these elements into their financial model.

Potential for new investments and market entry

When entering a new market, businesses must account for potential investments that may be needed. Startups may need to evaluate the total cost needed to retain market share and remain competitive. They should also weigh the risk of entering a mature market and the competition they may encounter. It’s important to consider these factors when accounting for non-financial aspects in your financial model.

Industry and tech trends

Startups should also consider technology and industry trends when creating a financial model. Innovation in the technology space is making waves in industry markets and startups must understand how this affects their goal and objectives. Industry trends should also be considered as the landscape can alter rapidly, requiring the company to remain flexible and agile to accommodate changing demands.

  • Identify any new investments that are necessary to enter a new market
  • Evaluate technology and industry trends that may require other resources to conform
  • Understand the risks of entering a mature market and the competition you may encounter

Other Considerations

When planning the financial model of your startup, there are some factors that may not necessarily appear on paper but still have a tangible effect on your success. While you will certainly have to consider the financial elements of starting a business, it is also essential to factor in the non-financial variables.

Quality of Supply Chain and Business Partners

Any successful business needs to ensure that the products and services are of the highest quality. If your startup is reliant on any third-party vendors, it is important to do due diligence to verify their reliability. Unreliable suppliers can become a source of considerable cost overruns. Investing time and energy in selecting the right suppliers could save your business a lot of financial woes down the line.

Personality, Passion, and Pedigree of Start-up Founders

The world can be unforgiving when it comes to start-ups and entrepreneurs, and a certain amount of ‘divine luck’ could mean the difference between success and failure. The personality and project enthusiasm of the founder is an element which may add value to the financial model. Moreover, the experience and know-how that an experienced anchor investor or a business mogul brings to the table could be the essential ingredient to turn a startup into a profitable venture.

Accounting for Non-Financial Factors in Your Startup’s Financial Model

6. Financial Model Forecast

a. How to Incorporate Non-Financial Factors in Your Financial Model

When creating a financial model for your startup, incorporating non-financial factors into your calculations is an essential part of the process. Non-financial factors relate to items such as product adoption, network effects, customer loyalty, brand awareness, and the like. When building a financial model for your startup, it’s important to consider these non-financial factors as part of your overall forecast. Depending on the type of startup and its growth strategy, different factors will carry more weight. For example, if you are developing a software as a service (SaaS) product, customer retention and loyalty will be more critical than if you were launching a physical product.

When incorporating non-financial factors into your financial model, there are several different approaches you can take. The most common approach is to use market research and predictive analytics tools to estimate the impact of these factors. By gathering and analyzing data on your industry, you can develop an estimate of the size of your target market and the potential returns associated with your product or service.

In addition to market research, you can also use surveys and focus groups to gather information about potential customers. Through this data, you can gain a deeper understanding of things like customer loyalty and brand awareness, which can be incorporated into your financial model. You can also use case studies and competitor analysis to gain additional insights.

b. Importance of Careful Calibration

When it comes to incorporating non-financial factors into your financial model, careful calibration is key. These factors can be difficult to predict, and the accuracy of your model will depend on how accurately you forecast them. As you incorporate more non-financial factors, the complexity of your financial model will increase. As such, it’s important to ensure that every factor is accounted for and properly calibrated.

To ensure accuracy, you should also adjust your financial model over time as your business grows and evolves. If a new factor arises, you should incorporate it into your model and recalibrate the other elements accordingly. Additionally, it’s critical to ensure that your model is up to date. The data and assumptions behind your model should be regularly reviewed and adjusted as needed.

When accounting for non-financial factors in your financial model, it’s important to remember that there is no one-size-fits-all approach. Each business is different, and it’s important to tailor your financial model to the specifics of your business.


Accounting for non-financial factors can be absolutely critical when it comes to the success of a startup’s financial model. Non-financial factors have ripple effects on your long-term growth and can swiftly and completely derail operations. To make the most of your financial plan, it is essential to evaluate and analyze the qualitative components of your business, such as customer feedback, employee morale, operations management and brand visibility.

Below are a few actionable steps to take if you want to improve your accounting for non-financial factors:

  • Take feedback from customers seriously and improve your customer service.
  • Analyze customer segmentation data to target effective marketing strategies.
  • Conduct surveys to gauge employee satisfaction with their role and daily operations.
  • Analyze inventory data to get an accurate idea of the current demand.
  • Monitor feedback from the larger business community to get an understanding of your reputation.
  • Track customer purchase behavior over time to get a good picture of their engagement.
  • Create a strategy to measure and track customer service satisfaction.

By actively considering and analyzing non-financial factors in addition to your company’s financial data, you can make sound decisions which will lead to the success of your startup.

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