Honest assessment.
WHAT TO MEASURE
Revenue Costs Profit Cash position Where customers come from
WHAT MANY NEW BUSINESSES DO NOT KNOW
Whether they are actually profitable.
Because costs are incomplete or money is mixed with personal.
WHAT TO ESTABLISH
What a customer is worth What it costs to get one Whether that is sustainable
WHAT TO REVIEW MONTHLY
The figures What produced enquiries What is not working
WHAT TO BE HONEST ABOUT
Whether the business supports you Whether it is improving What would need to change
WHEN TO CHANGE DIRECTION
When the evidence says so, not at the first difficulty.
Give it long enough to know.
WHEN TO STOP
If sustained effort produces nothing and the position worsens.
That is a legitimate decision, not a failure.
WHAT TO DO BEFORE DECIDING EITHER
Get the numbers straight.
Most decisions are made on impressions rather than figures.
