Perpetual Revenues (the second P in the word Happy) is the distinction of whether you have a business or not. Money or revenue is the market’s way of telling you your products and services have value.
A – Assets
P – Profit
P – Perpetual Revenue
Y – You
Perpetual is a very important word before revenues. Perpetual means that those revenues will keep going indefinitely. At the cemetery the perpetual care sticker means that the cemetery will take care of the burial plot forever. Your revenues should hopefully be a systematic, recurring stream of income and take care of your business forever.
Without revenues you can’t pay your bills, your employees or yourself and there is no basis to whether your product has value because people are not willing to pay for it. Once you ‘turn’ revenues and you bring your product to market and have successfully sustained and grown revenues, then you will be on the road towards perpetual revenue.
A sudden flurry of income is not good enough. Ask yourself, your team and your customers, will this product/service still have demand a year down the line? How about ten? As you ask yourself these questions, you will be positioning yourself to ensure that revenue streams are perpetual, and that your business is not going to be here-today and gone-tomorrow.
Perpetual revenue — that is what makes a business immortal.