EBITDA: This acronym gets thrown around a lot in financial reporting and stands for earnings before interest, tax, depreciation and amortization. It is an understanding of a companys profitability, says Mr. Jivraj. This is an important value for an investor to understand where a company stands in terms of their success. 8. Return on investment (ROI): ROI measures the amount of return on an investment relative to its cost. Small-business owners may consider ROI the most important metric when determining whether a certain product or process will yield positive results, says Jamie Firsten, a partner in the business law group at Cassels Brock. When businesses can neatly attribute revenue or profit to a particular investment, such as an output increase from a sewing machine to replace hand sewing, then decision making becomes much easier. Mr. Firsten says the ROI can sometimes be difficult to determine for small-business owners when the returns are not easily attributable to a particular investment. These issues are more prevalent today, where certain products and processes investments, such as computer software, sometimes lead to incremental cost savings and efficiencies, he said. 9.
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