3. Explain how City Racquetball Club's cash management would differ from the present if the new membership plan and fee structure were adopted. In general, the most important concept for a company to grasp is how much revenue is generated and how much can they expect to generate in future months. Knowing this information allows a business to budget and invest smartly. For CRC, their price per hour is an issue because it is never consistent or fixed. The price is always changing so creating a more concrete price will generate a consistent revenue stream for the club, and also create a better member experience for the customers. Consistency will influence a more organized budget and allow for more investments after seeing a clear picture of expenses and revenues