What You Need to Know About Business Viability

What does Viability mean in Business?Business viability refers to the ability of a company or enterprise to sustain its operations and generate profits over the long term. It encompasses the overall health and potential success of a business, taking into account various critical factors.

These factors include market demand, competitive landscape, financial resources, operational efficiency, scalability, and adaptability to changing market conditions.

Assessing business viability is essential for entrepreneurs, investors, and stakeholders as it helps determine the feasibility of a business idea, the potential for growth, and the likelihood of achieving sustainable profitability.

By analysing these factors, businesses can make informed decisions, develop effective strategies, and maximise their chances of long-term success in a dynamic and competitive marketplace.

What does Viability mean in Business?

Viability, in the context of business, refers to the ability of a company to remain sustainable and thrive in the long term. It encompasses several key aspects that contribute to the overall success and profitability of an enterprise. Firstly, viability involves assessing the market demand for a product or service.

Understanding the needs and preferences of target customers and ensuring that there is a viable market for the offerings is crucial. A business must also consider its competitive advantage and the ability to differentiate itself from competitors. This could be achieved through unique features, quality, pricing, customer service, or innovation. Additionally, financial viability plays a crucial role, involving factors such as revenue generation, cost management, and profitability.

A financially viable business has a healthy balance between income and expenses, proper cash flow management, and the ability to generate profits consistently. Lastly, viability entails adaptability to changing market dynamics, industry trends, and technological advancements.

A business that can embrace innovation, adjust its strategies, and respond effectively to evolving customer demands is more likely to maintain its viability in the long run

How Business Viability works 

Viability in business entails a two-part process: creating a marketing strategy and ensuring financial stability.

  1. Marketing Strategy:
    • Unique Selling Proposition: A crucial element for business viability, a unique selling proposition sets your business apart from competitors, giving it a distinct edge.
    • Stable Customer Base: Identifying your target audience is essential for viability. Thorough research helps determine who your customers are and how to effectively reach them.
    • Competitive Advantage: Despite having a unique product and target audience, considering the competition is crucial. Understanding your competitors allows you to position your business strategically.
  2. Financial Stability:
    • Cash Stability: The most vital factor in business viability is having sufficient assets, including cash reserves, to support day-to-day operations and withstand market fluctuations. Achieving cash stability requires careful financial management, avoiding excessive spending and overestimating future sales.
    • Monitoring Financial Status: Consistently tracking your business’s financial position is vital for viability. Utilize reliable financial software, regularly input business data, and analyze it against predetermined goals to ensure stability and make informed decisions.

By combining a well-crafted marketing strategy with financial stability, businesses can enhance their chances of success, adapt to market changes, and maintain long-term viability.

Understanding the unique selling proposition, identifying the target audience, considering competition, and ensuring cash stability while actively monitoring the financial status contribute to building a sustainable and viable business

Viability vs. Solvency


  • a general evaluation of a company’s success or potential success
  • involves a variety of business factors, such as marketing and finances


  • an evaluation of a company’s financial situation
  • frequently assessed with a current ratio

Solvency and liquidity, two other concepts that are frequently used to describe economic success, are sometimes mistaken with commercial viability. When a company’s assets exceed its liabilities, it is solvent. Liquidity and solvency are sometimes mistaken, although they are not the same thing.

A common metric for assessing solvency is the current ratio, which is calculated by dividing a company’s total current assets by its total current liabilities. To be solvent and cover liabilities, a company needs a current ratio of 2:1, or two times as many current assets as current liabilities.

Due to the possibility of losses while selling assets to raise money, you should have twice as many assets as liabilities. If a company’s current ratio is greater than 2:1, it is likely to be financially stable and avoid business bankruptcy.

Viability vs. Liquidity


  • a review of the entire business concept, not just the financials
  • considers both immediate and long-term profitability


  • a quick indicator of financial health
  • considers a company’s capacity to convert assets into cash in a timely manner.

More of a short-term indicator is liquidity. It speaks to a company’s capacity to swiftly convert assets into cash without suffering a loss. You could need to sell assets if your company is short on cash. Selling an asset could result in a loss unless it is cash, which is the most liquid asset of all.

For instance, if you sell receivables, you could not obtain the entire value. If you try to sell the equipment, you will undoubtedly lose money because it has probably lost value.

If you’re liquid, you have enough cash on hand or other assets that can be sold quickly to cover your immediate expenses and/or pay your staff. Positive cash flow, often known as liquidity, is what this is.

Key Takeaways

  • The long-term existence and profitability of a corporation are factors in its viability.
  • Having a strong marketing plan and keeping a tight watch on your finances are essential to building a successful business.
  • Solvency and liquidity are not the same as viability.
  • Having sufficient assets to meet your liabilities is known as solvency.
  • Liquidity is the capacity to convert resources into currency in a timely manner.

Frequently asked questions

How do you show business viability?

to show business viability, you need to consider these three factors: Market size: Is the market large enough to accommodate new sellers? Is there room for growth? Target audience: Do potential customers have a discretionary income? ... Competition: Who are the most important retailers in this market?

What is an example of viability business?

An example of viability in business is the ability of a business to quickly turn assets into cash without loss. If your business needs money, you may have to sell assets. Unless the asset is cash, the most liquid asset of all, you may lose money by selling. For example, you may not get full value if you sell receivables.


In conclusion, business viability encompasses the comprehensive assessment of a company’s potential for success and sustainability. It involves evaluating various aspects, including marketing and financials, to determine the feasibility and long-term prospects of a business venture.

By analysing market demand, understanding the target audience, and developing effective marketing strategies, businesses can establish a competitive edge and attract customers. Simultaneously, assessing financial health, managing costs, and maintaining sufficient resources are essential for ensuring the financial viability of the business. Business viability necessitates a holistic understanding of market dynamics, customer needs, and prudent financial management practices.

By prioritising these factors, businesses can enhance their chances of long-term success, adapt to evolving market conditions, and cultivate resilience in a competitive landscape. Ultimately viability in business serves as a guiding principle, shaping strategic decisions and fostering sustainable growth for a thriving company.

Insolvency & Restructuring Expert at Business Insolvency Helpline | + posts

With over three decades of experience in the business and turnaround sector, Steve Jones is one of the founders of Business Insolvency Helpline. With specialist knowledge of Insolvency, Liquidations, Administration, Pre-packs, CVA, MVL, Restructuring Advice and Company investment.