What is Growth Rate? How to Calculate Growth Rate?

Growth Rate: How to Calculate, Features and Benefits

Growth is a key sign of a company's success and future potential, and a great way to measure it is by looking at the growth rate. But what exactly is a good growth rate for a company, and how do you calculate it?

We break it down for you in this guide.

We'll explain what makes a good growth rate and how to calculate it using different methods. Plus, we'll share some tips on how to boost growth in your business.

What is growth rate?

A company's growth rate is the percentage change in its total revenue from one year to the next. It helps gauge the company's financial health.

A good growth rate is steady, consistent, and achievable. This means the growth should be sustainable over time without overburdening the business or its resources.

There are various ways to calculate growth, including financial ratios and mathematical formulas.

To calculate the growth rate, simply divide the difference between two values by the original value.

For instance, to find your company's yearly growth rate, you would subtract the previous year's earnings from the current year's earnings and then divide that by the previous year's earnings.

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Factors influencing growth

  • Market conditions
  • Competition within your industry
  • New technologies or products
  • External economic factors like inflation or interest rates

Understanding these factors and their impact on your business is crucial for sustaining growth.

Strategies to spur growth

Whether you're growing a small startup or an established enterprise, here are some key strategies to consider:

  • Invest in innovation and, research, and development
  • Focus on customer satisfaction and loyalty
  • Introduce effective marketing strategies that target the right audience
  • Build good relationships with suppliers and other business partners

What Is a good growth rate for a small business?

A small business typically has fewer than 100 employees. In the U.S., there are about 30 million small businesses, making up 99.7% of all businesses in the country. On average, a small business grows at a rate of 7-8% per year. This means that a small business with 10 employees might add 1 to 2 employees each year as its revenue grows.

Several factors can influence a small business's growth rate, such as:

  • The industry it operates in
  • Local market conditions
  • Management's ability to execute its business plan

While there's no one-size-fits-all formula for success, businesses that grow faster than average often identify a niche market and develop effective marketing and sales strategies. They also tend to have strong financial management practices and leverage technology to scale operations.

How to estimate a realistic growth rate for your company?

To determine a realistic growth rate for your company, consider these approaches:

  1. Industry Historical Sales Data: Look at your industry's historical sales data to understand how fast the industry is growing and what growth you need to stay competitive.
  2. Growth Rates of Similar Companies: Examine the growth rates of similar companies in your industry. This helps set achievable and realistic growth targets.
  3. Expert Opinions: Speak with experts in your field to get their perspectives on realistic growth rates for your company.

By considering these factors, you can set a growth rate that is both achievable and realistic. Additionally, here are four key avenues to help determine a realistic growth rate for a small business:

  1. Analyst Estimates: Analysts can easily provide infor into your startups's growth rate in terms of sales / services, aiding in informed decision-making for your business plan and strategy.
  2. Historical Earnings Per Share (EPS) Growth: Review your company's historical EPS growth to gauge its past performance compared to industry peers and predict future growth potential.
  3. Return on Equity (ROE) as a Growth Rate: Assess your company's growth potential based on its historical ROE. This measures investment quality and efficiency, indicating the risk level needed to achieve higher growth.
  4. Sustainable Growth Rate (SGR): SGR considers current profitability, revenue from new customers, and the time it takes to acquire these customers. This gives a long-term view of your company's growth potential.

By evaluating these factors, you can gain a clear understanding of how quickly your company can grow over the long term.

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How to measure business growth?

Measuring business growth is crucial for understanding your company's progress and planning for the future. Here are some key steps and metrics to help you gauge your business's growth effectively:

1. Choose a metric and determine the time frame

Start by selecting a metric you want to track, such as revenue growth or new customer acquisition. Decide on a time frame for measuring this metric, whether it be quarterly, annually, or over a longer period. Here’s a breakdown of common metrics:

  • Revenue Growth: This measures how well your business is generating revenue and can indicate the efficiency of your marketing and sales efforts.
  • Sales Conversion Rate: This tracks how many leads turn into actual customers, helping identify any bottlenecks in your customer acquisition process.
  • Customer Base Size: Measuring the number of customers or total revenue from customers can provide insights into your company's performance.
  • Cash Flow: Monitoring the money coming in and going out of your business can highlight financial challenges or opportunities.
  • Market Share: This helps you understand your company's performance compared to competitors and the effectiveness of your marketing strategies.

2. Identify the starting value

Determine the starting value for your chosen metric. For instance, if measuring annual growth, use the total revenue or customer count at the beginning of the year. For longer periods, use the starting values from the beginning of that timeframe.

3. Identify the ending value 

Calculate the ending value at the end of your selected period. This could be the total revenue or the customer count at the end of the year or chosen period. Comparing the starting and ending values will show how much your business has grown.

For example:

  • If a business has a value of $100,000 at the start and $200,000 at the end of two years, it has grown by 100%.
  • If a business starts with $50,000 and grows to $75,000 in two years, it has grown by 50%.

4. Use formulas to calculate the growth rate

Here are some formulas to help measure business growth:

Revenue growth rate: 

Growth rate: (end value/start value - 1) x 100%

Customer retention rate

Retention rate: (# of customers at end/# of customers at start) x 100%

Gross margin: (Total revenue - COGS/total revenue) x 100%

By regularly tracking these metrics and using these formulas, you can gain a clear understanding of your business's growth and make informed decisions to ensure sustainable success.

Similar reading: 10 invoice management tips for growing startups.

Potential pitfalls and challenges in measuring business growth

Measuring business growth is essential, but it comes with its own set of challenges. Here are some common pitfalls and tips on how to overcome them:

1. Data accuracy issues


  • Inaccurate / incomplete data can lead to incorrect growth measurements and misguided decisions.
  • Data entry errors, outdated information, and inconsistent data formats can compromise accuracy.


  • Implement robust data management practices, including regular data audits and cleaning.
  • Use automated data collection tools to minimize human error.
  • Standardize data entry processes and formats across the organization.

2. Choosing the wrong metrics


  • Selecting inappropriate or irrelevant metrics can provide a skewed view of business growth.
  • Overemphasis on vanity metrics (e.g., social media likes) that don't reflect actual business performance.


  • Align metrics with business goals and objectives. For example, focus on revenue growth, customer acquisition, and retention rates.
  • Regularly review / adjust the metrics to ensure they remain relevant and aligned with business strategy.
  • Use a balanced scorecard approach to consider multiple perspectives (financial, customer, internal processes, learning, and growth).

3. Misinterpreting data


  • Data can be complex and easy to misinterpret, leading to incorrect conclusions about growth trends.
  • Assuming that one variable directly affects another can be misleading.


  • Invest in training for team members on data analysis and interpretation.
  • Use data visualiwation software to make data easier to understand and interpret.
  • Conduct thorough analyses and consider multiple factors before making conclusions.

4. Failing to consider external factors


  • External elements such as economic conditions / market trends / competitive actions can impact growth but are often overlooked.


  • Regularly conduct a PESTLE analysis (Political, Economic, Social, Technological, Legal, and Environmental) to understand the external environment.
  • Incorporate market research and competitive analysis into growth measurement.

5. Inconsistent measurement periods


  • Measuring growth over inconsistent periods can distort trends and comparisons.
  • Irregular reporting intervals can lead to inaccurate assessments of growth.


  • Standardize measurement periods (e.g., monthly, quarterly, annually) to ensure consistent tracking.
  • Establish regular reporting schedules and stick to them.

6. Ignoring qualitative data


  • Overreliance on quantitative metrics can overlook important qualitative insights (e.g., customer feedback employee satisfaction).


  • Incorporate qualitative data sources such as surveys, interviews, and focus groups into growth measurement.
  • Use a mixed-methods approach to get a holistic view of business performance.

7. Lack of benchmarking


  • Without benchmarking against industry standards or competitors, it’s hard to gauge relative performance.


  • Identify key competitors and industry benchmarks for comparison.
  • Use benchmarking data to set realistic growth targets and identify areas for improvement.

8. Overlooking internal factors


  • Internal factors such as employee morale, operational efficiency, and company culture can significantly impact growth but are often ignored.


  • Regularly assess internal factors through employee surveys, performance reviews, and process audits.
  • Address internal issues promptly to ensure they don't hinder growth.

9. Not adapting to changes


  • Businesses often fail to adapt their measurement strategies to changing circumstances, leading to outdated or irrelevant data.


  • Stay agile and regularly review and update measurement strategies.
  • Be prepared to pivot metrics and focus areas as the business and market evolve.

10. Overemphasis on short-term growth


  • Focusing too much on short-term growth can lead to neglecting long-term sustainability and health.


  • Balance short-term and long-term growth objectives.
  • Incorporate metrics that reflect both immediate performance and future potential (e.g., customer lifetime value, innovation rate).

By being aware of these common pitfalls and proactively addressing them, businesses can more accurately measure their growth and make informed decisions to drive sustainable success.

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