During this talk I would address the revenue formula at the veterinary practices. While the main focus should be in the profitability, it is important to recognize how to increase revenue at the veterinary practices. There are three areas of improvements (number of active clients, average transaction value and number of visits per year), which can be improved in order to increase revenue (as well as two factors, margin and overheads). The same way it is almost impossible to lose weight and gain muscle, it is equally difficult to get increase footfall and average transaction at the same time. Practices should learn to focus their efforts based on KPI´s and not gut feeling.