# Understanding Run Rate and the Risks of Using it as a Forecasting Technique

Article Summary

Run rate is a financial metric that estimates future performance based on current data. It is calculated by projecting a known value over a longer duration to provide an estimate of what the results would look like if the current trend continues. Run rate serves as a forecasting tool, a performance evaluation metric, and aids in budgeting and planning. However, there are risks associated with relying solely on run rate, including its short-term perspective, lack of context, inaccuracy for volatile businesses, and unrealistic assumptions. To mitigate these risks, it is important to complement run rate analysis with alternative approaches, consider external factors, and evaluate qualitative aspects. By utilizing a comprehensive approach, businesses can make more informed decisions while understanding the limitations of run rate.

## What is run rate?

Run rate is a financial metric that calculates the extrapolated performance of a business or a specific metric over a certain period. It provides an estimate of future performance based on current data. Essentially, run rate takes a known value from a specific time frame and projects it over a longer duration to provide an estimate of what the results would look like if the current trend continues.

To calculate the run rate, you take the value of a particular metric, such as revenue, sales, or expenses, for a specific time period (often monthly or quarterly), and multiply it by the number of periods in a year. For example, if a business has generated \$100,000 in monthly revenue, the run rate would be \$1,200,000 (\$100,000 x 12) annually.

## How does run rate work?

Run rate serves multiple purposes in business and finance. It can be used as a forecasting tool to estimate future performance based on current trends. For example, if a company’s run rate shows steady revenue growth over the past few quarters, it suggests a positive trajectory and potential future revenue growth.

Run rate is also valuable for performance evaluation and benchmarking. By comparing the actual performance to the run rate, businesses can assess whether they are meeting or exceeding expectations. It helps in identifying areas where improvement is needed and provides insights for strategic decision-making.

Additionally, run rate is commonly used for budgeting and planning purposes. It allows businesses to estimate expenses, revenue, or other metrics for the upcoming periods, facilitating resource allocation and goal setting.

## Risks associated with using run rate

While run rate can be a useful tool, it’s important to recognize its limitations and associated risks. Here are a few potential pitfalls:

### Short-term perspective:

Run rate assumes that the current trend will continue unchanged, which may not always be the case. Short-term fluctuations and external factors can significantly impact a business’s performance, rendering the run rate projection inaccurate.

### Lack of context:

Run rate focuses solely on extrapolating current data without considering the underlying factors driving the performance. It does not account for market dynamics, changes in customer behavior, or industry trends, which can lead to misleading conclusions.

For businesses with high volatility or seasonal variations, run rate may not accurately capture their performance. It fails to account for the cyclicality or irregular patterns, potentially leading to unrealistic projections.

### Unrealistic assumptions:

Run rate assumes that the future will resemble the past, disregarding any changes or disruptions that may occur. It overlooks the potential impact of new competitors, technological advancements, or regulatory changes, which can significantly alter the business landscape.

## Strategies to mitigate run rate risks

To minimize the risks associated with using run rate, consider the following strategies:

### Complement with alternative approaches:

Instead of relying solely on run rate, use other forecasting techniques and financial models to validate the projections. Incorporate qualitative analysis, market research, and expert opinions to gain a comprehensive understanding of the factors influencing the performance.

### Consider external factors:

Acknowledge the impact of external factors such as industry trends, market conditions, and competitive landscape. By taking these factors into account, you can obtain a more holistic view of the business’s future performance and potential deviations from the run rate.

### Evaluate qualitative factors:

While run rate focuses on quantitative data, qualitative factors such as customer feedback, employee morale, and industry developments can provide valuable insights. Incorporate these qualitative aspects into your analysis to complement the quantitative projections.

## FAQ

### How frequently should run rate be recalculated?

The frequency of recalculating run rate depends on the nature of the business and the stability of the metrics being analyzed. In dynamic industries or volatile businesses, more frequent recalculations may be necessary to capture the changing trends accurately.

### Is run rate suitable for all types of businesses?

Run rate may be more suitable for businesses with relatively stable performance patterns and limited volatility. Industries with seasonal variations or businesses experiencing rapid growth or disruption may require additional considerations beyond run rate analysis.

### Can run rate be used for long-term forecasting?

While run rate can provide insights into short- to medium-term performance, it becomes less reliable for long-term forecasting. The assumptions and limitations associated with run rate make it less accurate when projecting further into the future.

### What are the differences between run rate and annualized revenue?

Run rate calculates an estimated future value based on a shorter time period, whereas annualized revenue represents the actual revenue earned over a full year. Annualized revenue accounts for the actual performance rather than projecting it based on a short-term trend.

## Key takeaways

• Run rate is a financial metric that estimates future performance based on current data.
• It can be used for forecasting, performance evaluation, and budgeting purposes.
• Risks associated with using run rate include short-term perspective, lack of context, inaccuracy for volatile businesses, and unrealistic assumptions.
• Strategies to mitigate run rate risks include complementing with alternative approaches, considering external factors, and evaluating qualitative factors.
###### View Article Sources
1. How to Choose the Right Forecasting Technique – Harvard Business Review
2. How Fast Can Your Company Afford to Grow? – Harvard Business Review
3. The Right Way to Use Compensation – Harvard Business Review