Benjamin Franklin is quoted as saying: “If you fail to plan, you are planning to fail.” Customers buy from your business and suppliers sell to your business – but it’s Capital that powers your business. Capital is not free. Its cost is based on the risk perceived by its provider. The relationship between risk and cost of capital is best understood based on The Capital Pricing Model (CPM). This insightful talk will reveal and explain the CPM, thus empowering you and your business to plan and take action to minimize perceived risk and attract affordable capital.