How much revenue did your business earn this month?
That might be easy to answer if you have a retail business.
But what if you run a subscription model? Or you’re a contractor who get paid for projects up-front, months ahead of time?
Figuring this all out is called “revenue recognition,” and it’s a big challenge for entrepreneurs. Not just because it’s complicated, but also because if your business has investors or creditors, there are complicated rules around it.
In this guide, we’ll cover what revenue recognition is, how the rules around it have changed recently, and how to make sure you’re doing it right.
What is revenue recognition?
Revenue recognition is figuring out when a business has actually earned its revenue.
If your business uses the cash basis of accounting, that’s easy: you earn your revenue when the cash hits your cash register or bank account.
It’s different for businesses that use accrual basis accounting. Under accrual basis, you recognize revenue only when it’s been earned.
Knowing when to recognize revenue is one of the reasons why we have Generally Accepted Accounting Principles (GAAP). GAAP has detailed rules for when and how to recognize revenue.
People outside your company, like investors, will often require that your financial statements adhere to GAAP. The main reason is they want you to recognize revenue in a way that is familiar, standardized, and not misleading.
Do I need to worry about it?
Revenue recognition matters to any company that collects money from its customers up front, before it actually earns that money.
Examples of businesses that need to think about revenue recognition include:
Subscription businesses (like publications, software companies, membership sites, etc.)
Contractors who get paid for projects up-front
Professionals who collect a retainer
Examples of revenue recognition in action
For a subscription service
Let’s imagine that your Los Angeles-based wine store, the Vine Cellar, runs a monthly wine club. Your customers pay you $600 up front for an annual subscription, and every month you send them three bottles of ground-breaking organic wine to their doorstep. When do you recognize the revenue?
You would likely recognize only $50 of the revenue each month. Just because one of your customers paid you $600 doesn’t mean you’ve earned the whole $600. If for some reason you had to cancel someone’s subscription before the end of their contract, for example, you would owe that customer money.
For a contractor
Let’s say that you run a small finance podcast—The Bean Counter. You’ve built up a sizeable listenership over the years, and one day, a big accounting firm approaches you and offers you $9,000 for three months of ads on your podcast. When do you recognize the revenue?
As in the previous example, you’d probably split the $9,000 fee over three months, and recognize revenue only after each month’s ads had run. So in this case, you would recognize $3,000 in revenue every month.
What do I do with the revenue I haven’t earned yet?
Revenue that you’ve collected but not recognized is called deferred revenue (or “unearned revenue”). Even though it has the word “revenue” in the name, accountants classify deferred revenue as a liability, because it is technically money you owe your customers.
For example, when the wine store from the example above collects $600 at the beginning of the year from a customer, the store would initially have to record all $600 as deferred revenue.
So if you do collect revenue you haven’t recognized yet, categorize the deferred revenue as a liability on your books. Then each month move the amount you’ve recognized over from liability to the asset category (from “deferred revenue” to plain old “revenue”).
Deferred revenue is one reason why it’s so important to do revenue recognition right. Investors and lenders want to make sure that all of your liabilities are spelled out clearly in your financial records, and that you’re not recording debts as revenues!
If you’re a Bench customer, your bookkeeper will take care of recording your deferred revenue properly. For example, if you collect an annual subscription fee in January, your books won’t show all that revenue at once, you’ll see it on your financial statements one month at a time, as you earn it.
The rules of revenue recognition have changed
In 2014, the organization in charge of GAAP, the Financial Accounting Standards Board (FASB), announced they were changing the rules around revenue recognition.
They called the new rules ASC 606, and they could mean big changes for the way your business recognizes revenue, especially if you operate on a subscription model.
ASC 606 went into effect for publicly-traded companies in 2017, and will go into effect for everyone else in January of 2019.
How revenue recognition works under ASC 606
It’s complicated, but it all boils down to a five step process that all companies must go through in order to recognize revenue properly:
1. Get clear on your contract with the customer
Make sure that the agreement you sign with your customer spells out clearly what goods or services you’re delivering, and what the payment terms are for those goods or services.
2. Identify the obligations in the contract
If your contract contains more than one good or service, identify and separate them out.
For example, if your subscription wine delivery service also offers online wine tasting lessons and customer support, make sure to not miss those when recognizing revenue. Remember things like discounts, refunds, credits, bonuses, incentives, etc.
3. Determine the total transaction price
Make sure the agreement you sign with your customer spells out clearly how much you’re charging them for all of the goods and services you’re delivering.
4. Match the transaction price to the obligations in the contract
Break down the price of each individual good or service you’re delivering. If you don’t have an exact price for each good or service, estimate it.
5. Recognize revenue as you deliver each separate good or service
Make sure to recognize revenue only after you’ve delivered each good or service you seperated and priced out in steps 1-4.
Do these changes affect my business?
One industry that will be drastically affected by ASC 606 is the software as a service industry (SaaS), mainly because of how inconsistent and unclear SaaS accounting used to be before the changes.
SaaS services often bundle lots of different services into one plan, and when exactly the services have been delivered to the customer can sometimes be unclear. ChartMogul has an excellent breakdown of how ASC 606 affects SaaS businesses.
But SaaS companies aren’t the only businesses that will be affected by ASC 606.
If you run a business that collects payments from customers up-front and your investors or lenders want your financial records to be in line with GAAP, it pays to read up on ASC 606.
What should I do now?
Figure out how important GAAP is to your business
If you run a very small business with no lenders or investors, you might not have to worry about any of this.
But if you’re a startup looking for investment, a mom and pop looking for a bank loan, or you’re looking to sell your business, the way you record revenue needs to be in line with GAAP and ASC 606.
Get clear on the new rules
Read over steps 1-5 of ASC 606 above and make sure you understand how they affect the way you recognize revenue.
Talk to an expert
If you’re not sure how ASC 606 affects your business and can’t make heads or tails of steps 1-5, talk to an accountant, preferably someone with expertise in your industry who has experience helping similar companies with ASC 606.