Cash FlowvsRevenue

Cash flow is the actual money moving in and out of your business — not revenue, not profit, but real dollars in your bank account. Revenue is an accounting concept (you 'earned' $100K); cash flow is a reality concept (you 'received' $80K and 'spent' $95K, so you're $15K poorer). Companies die from running out of cash, not from unprofitability. 82% of small businesses fail due to cash flow problems, not lack of demand. The three types: Operating Cash Flow (from business activity), Investing Cash Flow (buying/selling assets), and Financing Cash Flow (debt, equity).

Revenue is the total income generated from selling your product or service before any expenses are deducted. It is the top line of your income statement and the first number investors look at. Revenue quality matters as much as revenue quantity: $1M in recurring subscription revenue is worth 8-15x as a valuation multiple, while $1M in one-time services revenue is worth only 1-3x. Slack grew to $12M ARR before raising its Series A because they focused on revenue quality — recurring, low-churn enterprise contracts — not vanity revenue spikes.

The trap is confusing revenue with cash. A SaaS company booking $500K in annual contracts sounds healthy — but if those contracts are paid monthly ($42K/month), and you spent $200K this month on salaries and $100K on marketing, you're cash-flow negative by $258K THIS MONTH despite being 'profitable' on an annual basis. Enterprise SaaS is worse: Net-60 or Net-90 payment terms mean you deliver value for 3 months before receiving a single dollar. Many profitable companies have died because they couldn't cover payroll while 'waiting for invoices to be paid.'

The trap is celebrating revenue growth while ignoring the cost of generating it. A startup doing $1M in revenue but spending $1.5M to get there is dying — it just doesn't know it yet. Revenue is vanity; profit is sanity; cash is reality. Also, one-time revenue spikes (viral launches, seasonal sales, a single large contract) are not sustainable growth. If you strip out the spikes, what's your underlying recurring revenue trend?

Calculate your monthly Operating Cash Flow: Cash Received (not revenue booked) − Cash Spent (not expenses accrued). Track the gap between revenue recognition and cash collection (DSO — Days Sales Outstanding). Target: DSO under 45 days for SaaS, under 30 for e-commerce. Build a 13-week rolling cash flow forecast: project every cash in-flow and out-flow weekly. Never rely on revenue projections — only count cash when it hits your account.

Track revenue by three dimensions: (1) Source: organic vs paid vs referral — know which channels actually generate revenue, not just traffic. (2) Type: recurring vs one-time — only recurring revenue drives SaaS valuations. (3) Cohort: does each monthly cohort's revenue grow, stay flat, or shrink over time? If older cohorts are shrinking, you have a retention problem hidden by new customer acquisition.