What is Cash Flow in a Business? How to Track, Analyze and Improve
Imagine your business is booming. Customers are lining up, invoices are rolling in and revenue looks great on paper. But when it comes time to pay vendors, cover payroll or invest in growth, you’re scrambling to find the cash. Sound familiar? Welcome to the world of cash flow.
Cash flow isn’t just about how much money your business makes—it’s about when that money arrives and whether it’s there when you need it. A profitable business can still find itself in financial trouble if cash flow isn’t managed properly.
So, what is cash flow in a business?
In this guide, we’ll break down why business cash flow matters, common pitfalls that trip companies up and actionable strategies to keep your finances in the green. Whether you’re an entrepreneur looking to scale or a seasoned business owner fine-tuning your financial strategy, this is your go-to guide for discovering:
- What is cash flow in a business?
- Why is cash flow important?
- Common challenges in managing cash flow
- How to calculate cash flow
- Importance of company cash flow management and analysis
- How to improve cash flow in a business
What is cash flow in a business?
Cash flow is the pulse of your business’s financial health. It’s the money flowing in from customers, sales or funding, and the money flowing out to pay employees, cover expenses and invest in growth. And we know from recent spend trend data that highly profitable companies dedicate a large portion of their spending to growth measures like digital marketing.
A well-managed cash flow ensures that your business has the liquidity to meet financial obligations, capitalize on new opportunities and maintain stability—even in times of uncertainty. Understanding and optimizing cash flow is essential for long-term success. Even profitable businesses can struggle if they don’t have cash available when they need it.
Incoming vs. outgoing cash flow
Business cash flow can be broken down into incoming cash flow (money flowing into the business) and outgoing cash flow (money leaving the business).
Incoming cash flow includes things like customer payments, loan proceeds, investor funding and revenue from selling assets.
Outgoing cash flow covers rent, payroll, supplier payments, taxes, debt repayments, operational costs and other expenses.
Positive vs. negative cash flow
Positive cash flow means more money is coming in than going out. This allows for reinvestment, savings and financial flexibility.
Negative cash flow happens when expenses exceed income, leaving a business struggling to meet obligations. While occasional negative cash flow may not be a red flag, consistent shortfalls signal potential trouble. Think of it like a leaky bucket: sooner or later, you’ll run dry unless you patch the problem.
Types of cash flow
Cash flow breaks down into three main categories:
- Operating cash flow – This is your day-to-day cash movement. It includes revenue from sales, payments from customers and expenses like payroll, rent and utilities.
- Investing cash flow – Money going in and out related to investments. This could be purchasing equipment, acquiring another business or selling assets.
- Financing cash flow – Funds moving between your business and investors or lenders, such as business loans, issuing shares, or paying dividends.
Understanding these cash flow types and categories can help you spot potential financial trouble before it happens.
Why is cash flow important?
A steady, positive cash flow gives you the ability to cover expenses, invest in new opportunities and weather unexpected financial storms.
Here’s why visibility into cash flow should be a top priority for every business owner:
- It keeps operations running smoothly. If you don’t have enough cash on hand, even a minor delay in customer payments can lead to missed payroll, unpaid suppliers or service disruptions.
- It prevents reliance on expensive debt. When cash is tight, businesses often turn to high-interest credit lines or loans to cover expenses. Avoiding unnecessary debt keeps your business financially healthy.
- It fuels business growth. Whether you want to expand into new markets, hire additional staff or upgrade equipment, having available cash allows you to jump on opportunities without hesitation.
- It builds financial resilience. Unexpected costs, like equipment breakdowns or economic downturns, can cripple a business that isn’t financially prepared. A well-managed cash flow acts as a safety net.
“There’s a timing aspect to cash flow,” Jennifer McNamee, CPA and Senior Finance and Account Manager at Float, explains. “If you have a mismatch on the inflows and outflows, you could run out of cash. Then you have to tap into emergency solutions like debt or a line of credit, which are costly ways to finance your business.”
Common challenges in managing cash flow
Even businesses with strong revenue can run into cash flow problems. According to a Float study, 65% of SMBs are dealing with long processing times for financial transactions, and 59% are experiencing lengthy loan approval processes—both issues that can lead to significant cash flow issues.
Here are some of the most common challenges that can impact financial stability:
- Delayed customer payments – When businesses rely on invoices with long payment terms (e.g., net 30, net 60), it can create cash flow gaps. If customers take too long to pay, it affects the company’s ability to cover its own expenses.
- Large upfront costs – Some businesses, especially those in retail or manufacturing, must pay for inventory, raw materials or equipment long before they generate revenue from sales.
- Unexpected expenses – Emergencies happen. Whether it’s equipment repairs, tax obligations or market downturns, unexpected costs can drain cash reserves quickly.
- Poor payment terms with vendors – If your vendors require quick payments while your customers take longer to pay, you may find yourself constantly short on cash.
- Seasonality – Maybe your business has peaks and valleys in operations, much like an ice cream shop would during the winter. Accurately forecasting seasonal dips in sales can help you prepare for the lull.
- Lack of cash flow visibility – If a business doesn’t regularly monitor cash inflows and outflows, it can be blindsided by a sudden shortage. Understanding cash flow trends through frequent reporting is key to preventing financial surprises.
How to calculate cash flow
Calculating cash flow is essential for understanding your business’s financial health. Accurate visibility into cash flow requires diligent expense management, revenue tracking and proactive forecasting. The primary tool used to calculate it is the cash flow statement, which provides a snapshot of how cash moves in and out of your business over a specific period.
You don’t need to be a CPA to make sense of this (although a cup of strong coffee might help). To oversimplify it, you can calculate cash flow with this basic formula:
Cash Flow = [ Cash Inflows – Cash Outflows ]
Reading your cash flow statement will be slightly more complex. Cash flow statements track how money moves in and out of your business and are divided into three main sections, which you can see in the example below.

Operating activities cover cash generated from day-to-day business operations. It starts with net income, then adjusts for non-cash expenses like depreciation and amortization. It also accounts for changes in working capital, such as money tied up in accounts receivable, inventory and accounts payable. If your company sells products or services on credit, cash flow may be delayed, while paying suppliers later can temporarily improve cash flow.
Investing activities focus on buying and selling long-term assets. This includes capital expenditures (CapEx), like purchasing equipment or property, which reduce cash. On the other hand, selling assets or investments brings in cash. This section also includes buying or selling marketable securities or acquiring other businesses.
Financing activities track cash movements related to investors and lenders. Raising funds through loans or issuing stock brings in cash, while repaying debt, paying dividends, or buying back shares reduces it. This section reflects how your company funds its operations beyond its core business activities.
At the bottom of the cash flow statement, all these cash movements are added up to show the net increase or decrease in cash for the period. This is reconciled with the beginning cash balance, leading to the final ending cash balance—the actual cash the business has on hand at the end of the reporting period.
Importance of company cash flow management and analysis
Analyzing cash flow will help you make smarter business decisions. Here’s how:
- Identifying financial trends: By consistently analyzing cash flow, you can recognize patterns in revenue and expenses, such as seasonal dips, delayed customer payments, or unexpected cash shortages. This allows your business to plan ahead, ensuring you have enough cash reserves during slow periods and optimizing spending during peak times.
- Ensuring liquidity: Maintaining a steady balance between cash inflows and outflows ensures that your business can cover essential expenses like payroll, rent and supplier payments without disruption. A clear picture of your cash position helps prevent cash shortages that could jeopardize operations.
- Avoiding unnecessary debt: Poor cash flow management often leads businesses to rely on short-term loans, high-interest credit lines or emergency funding to stay afloat. By proactively monitoring cash flow, you can better anticipate financial needs, reduce reliance on costly borrowing and allocate funds more efficiently to support sustainable growth.
But cash flow management isn’t all about saving for a rainy day. Once you’ve mastered it, you can use cash flow to help your business grow by reinvesting strategically. “Sometimes, businesses get too focused on cash preservation and miss out on opportunities for growth,” says Jennifer. “Finding the right balance between saving and strategic reinvestment is key.”
With a balanced approach, reinvestment can help you expand operations by opening new locations, hiring employees, or increasing production capacity. It can support technological upgrades, investing in tools or automation that improve efficiency and productivity.
Allocating funds to marketing efforts can drive customer acquisition and increase revenue, while reinvesting in product development fuels innovation by supporting research and development. Overall, sound cash flow management sets you up for sustainable success in your business.
How to improve cash flow in a business
Here are 7 ways to take back control and improve your business’ cash flow.
1. Speed up receivables
One of the easiest ways to improve cash flow is to get paid faster. Send invoices as soon as work is completed and set clear payment terms. Consider offering early payment discounts to encourage quicker transactions, and automate reminders to follow up on outstanding invoices. The faster money comes in, the less likely you are to run into cash shortages.
2. Negotiate better payment terms
Negotiating extended payment deadlines with vendors gives your business more flexibility. If possible, arrange staggered or milestone-based payments for large projects to spread costs over time. Many vendors are open to flexible arrangements, especially if you maintain a strong relationship.
3. Cut unnecessary expenses
Conduct regular audits of your expenses to identify areas where you can cut back costs. Cancel unused subscriptions (hey, we’re all guilty of it!), renegotiate contracts and consider shifting to more cost-effective operational models. Even small savings can add up to significant cash flow improvements over time.
4. Maintain a cash reserve
Having a financial cushion is crucial for handling unexpected expenses. Set aside a portion of your profits into an emergency fund that can cover at least three to six months of operating costs. Consider placing these reserves in a high-yield account to maximize returns on idle cash while keeping it accessible when needed. This ensures that you have funds available to navigate downturns without relying on expensive debt options.
5. Optimize inventory management
For product-based businesses, inventory can be a major cash drain. Avoid overstocking by closely monitoring sales trends and using just-in-time inventory systems to reduce holding costs. Clearing out slow-moving stock through discounts or promotions can also free up cash that’s otherwise tied up in unsold products.
6. Leverage cash flow management tools
Technology can help you track and improve business cash flow. Software like Float provides real-time insights into cash movements, helping you forecast potential shortfalls and make informed decisions. Automating financial tracking also reduces human error and ensures you always have a clear picture of your financial standing.
7. Diversify revenue streams
Relying on a single income source can be risky. Consider expanding your offerings, entering new markets or adopting subscription-based models to create more predictable revenue. Upselling and cross-selling to existing customers can also improve business cash flow without increasing acquisition costs.
Get visibility into your cash flow with Float
Cash flow management doesn’t have to be a guessing game. With Float, you gain real-time insights into your business’s financial health with a leading spending and expense management platform that helps you track outflow to make informed financial decisions. Whether you’re looking to streamline operations, cut costs, or plan for future growth, Float gives Canadian businesses tools needed to stay on top of cash flow with confidence. Try Float today and take control of your business finances.