In the SaaS world, is marketing a fixed cost? The answer is yes, and there’s no way around it. If you want to stay in business, you have to spend money on marketing.
I remember when I first started my business, I was so focused on the product and getting everything perfect that I didn’t even think about marketing. Big mistake! Once we launched, we quickly realized that nobody knew we existed unless we told them about us. And that costs money – whether it’s paying for ads or hiring a PR firm to get press coverage.
So if you’re still wondering is marketing a fixed cost, just know that marketing is a necessary evil – but it doesn’t have to break the bank. There are plenty of ways to get exposure without spending a fortune. You just have to be creative and resourceful!
Is Marketing a Fixed Cost?
Marketing is typically a fixed cost, meaning that it does not change based on production levels. This is because marketing is necessary to maintain awareness and interest in a product or company, regardless of how many products are made.
For example, a company that makes 10,000 widgets per month will still need to spend money on marketing to keep people interested in buying them.
Are Marketing Expenses Fixed or Variable?
Having a handle on fixed and variable costs is as useful for new companies as it is for older ones.
The first step in performing a break-even analysis is classifying your costs as either fixed or variable.
When it comes to advertising and marketing, it can be difficult to decide which expenses are fixed and which are variable. A top-down analysis can help you understand the differences between the two and place each expense in the correct category.
When running a small company, you have two kinds of expenses – those which are fixed and those that are variable.
Variable costs are those which change with the number of products you manufacture, while fixed costs do not.
A change in your fixed or variable costs will have an impact on your company’s net income. Additionally, it could also affect your business’s breakeven point.
What Are Fixed Costs?
Fixed costs are those expenses that stay the same regardless of how much you produce or sell. They’re often time-related, like salaries or rent, but they can also include utilities, insurance, and interest payments.
Here are the top five fixed expenses in most businesses:
- Rent – the rent you pay for office space, factory space, or warehouse space.
- Utilities – expenses on electricity, water, telephone, and other utilities.
- Insurance – the liability insurance you hold on your business.
- Depreciation – the decline in value of a physical asset.
- Amortization – the allocation of the cost of an intangible asset over a period of time.
Although it may be difficult, you can reduce your fixed costs by relocating to a more affordable office, reducing employee headcount, or cutting other unnecessary spending.
If you’re applying for a bank loan, adjusting the depreciation schedule can improve your balance sheet. However, if you decide to change your depreciation schedule, be aware that this may have implications for your taxes. Consult with a financial advisor to ensure that any changes you make are in line with your overall financial goals.
What Are Variable Costs?
Variable costs are the costs that fluctuate with sales volume. An increase or decrease in sales will result in a corresponding change in variable costs.
Variable costs are the direct costs associated with producing a good or service. These costs vary based on production volume and typically include raw materials, labor, and shipping. Reducing variable costs is one way that companies can increase profits and improve competitiveness.
Here are some examples of variable expenses in most businesses:
- Raw Materials – the raw materials that go into manufacturing your product
- Production Supplies – the supplies that help maintain your equipment
- Sales Commissions – part of a salesperson’s salary based on how many products they sell
- Credit Card Fees – the fees that banks charge for their credit card service to their customers
- Shipping Costs – the fees that freight companies charge for distributing your products
Variable costs are those that fluctuate with production volume. They increase or decrease as output increases or decreases. Many businesses find it easier to manage variable costs than fixed costs, as they can be more easily changed without major disruptions. Performance bonuses to employees are one example of a variable cost.
Advertising Vs Marketing
Advertising and marketing aren’t the same things, but they serve similar purposes.
Marketing is the process of creating a strategy that will help to establish a good reputation, attract and retain customers, and promote products or services. This process often includes advertising, but it is not limited to this one element. By taking a comprehensive approach to marketing, businesses can increase their chances of success.
While advertising, including print, TV, and online ads, are separate elements, they work together with PR, pricing, and customer service to help you achieve your marketing objectives.
Marketing as a Fixed Expense
A fixed expense is a cost that remains the same, regardless of whether you produce more or less. Your monthly rent is an example.
Annual budgets serve as an example of fixed expenses because budget allocations typically don’t change until the next planning cycle. Marketing is a major expense in any small business budget and, as such, should be included in your annual budget.
Your marketing budget allocation becomes a fixed expense, which means it usually won’t change for the coming year. This allows you to plan your marketing efforts in advance and stick to a set budget.
Classifying Advertising Expenses
Variable advertising expenses respond directly to changes in production levels or sales volume. This could include paid search ads or print advertisements. These expenses can be a subset of your total advertising budget.
As a business owner, you may find it necessary to adjust your budget allocations in order to meet changing needs. Advertising expenses can be classified as variable costs, as they are often part of the marketing budget. This means that they can fluctuate based on your advertising campaigns and other marketing initiatives.
The advertising costs on an Income Statement are usually grouped under Sales, General, and Administrative (SG&A).
Depending on your perspective, you can consider your advertising campaigns as investments or costs.
Conclusion
Is marketing a fixed cost? Yes, marketing is a fixed cost. But that doesn’t mean you have to spend a fortune on it. There are plenty of ways to get exposure without spending a lot of money. You just have to be creative and resourceful!
