Analysis of financial management by small businesses in facing business competition in the city of Makassar

This qualitative research employed a phenomenological approach. The results of the study indicate that Professional financial management for small business operators includes thorough budget planning, the separation of personal and business finances, meticulous transaction recording, and cash flow management to maintain liquidity. Cost efficiency, reinvestment of profits for development, and wise utilisation of external funding sources are important strategies to scale up the business. Support from financial technology such as recording applications, digital payments, and fintech helps to enhance efficiency and access to capital. All these steps need to be complemented by regular financial evaluations so that business operators can quickly adjust their strategies in response to market changes and drive sustainable growth, while also building strong competitiveness amidst dynamic business competition.