Free Tool

The 10-Point Business Health Check

Score your business across 10 key areas. Answer honestly — this is for you, not for anyone else. Each area has 3 questions. Yes = 1 point, No = 0 points.

Work through this on paper, in a doc, or just in your head. It takes about 10 minutes. The score matters less than the conversation it starts with yourself.

Revenue clarity

Are you making money on the right things?

Can you tell, at a glance, which products or services make you the most profit (not just the most revenue)?

Do you know your revenue by service line or product, not just as a single total?

In the last 12 months, have you made a deliberate decision to stop selling something because the margin wasn't worth it?

If you answered 'no' to most of these, you're flying blind on what's actually driving your business. The first step is building a simple revenue breakdown by product or service, with costs attached.

Margin health

Where are the real profits hiding?

Do you know your gross margin percentage for each major revenue line?

Have you reviewed your pricing in the last 12 months against your actual costs?

Are there clients or products you're effectively losing money on when you factor in your time?

Most businesses have a small number of things that drive the majority of profit, and a long tail of things that break even or drain. Knowing which is which is the foundation of every good business decision.

Cash flow timing

When does money actually land?

Do you have a rolling 8-13 week cash flow forecast that you update regularly?

Do you know, right now, which months this year are going to be tight?

Is your invoicing process fast — do invoices go out the moment work is completed?

Cash flow problems are almost always predictable in advance. If you're regularly surprised by a cash crunch, the forecast is missing. Build it. Update it weekly.

Lead generation

Is your pipeline predictable?

Do you know, approximately, how many qualified leads you get per month?

Is your lead flow consistent, or does it come in feast-or-famine waves?

If your best current lead source dried up tomorrow, do you have a second one ready?

Unpredictable lead flow is one of the most corrosive things for a business. It makes planning impossible and creates panic that leads to bad decisions (discounting, taking on the wrong clients). At least one lead source should be reliable and measurable.

Conversion rate

Are you closing the right percentage?

Do you know your conversion rate — leads to paying clients?

In the last 6 months, have you analysed why you lost deals you should have won?

Is your sales process documented, or does it live in your head?

Conversion rate problems often masquerade as lead generation problems. Before investing more in marketing, make sure you know what happens to leads when they arrive. A leaky bucket doesn't benefit from more water.

Operational leverage

Can the business run without you?

If you took two weeks off with no internet access, would the business still function?

Are your core processes documented well enough that someone else could follow them?

Is there at least one significant part of the business that runs without your direct involvement?

If the business stops when you stop, you don't own a business — you own a job. This is one of the most important shifts to make. Start by documenting one process. Then delegate it. Then repeat.

Team and capacity

Are you the bottleneck?

Is there work sitting undone because it's waiting for your input or approval?

Do you regularly work evenings or weekends to keep up?

Have you hired or delegated in the last 12 months based on a clear capacity plan?

Capacity problems feel like a hustle problem but they're usually a structure problem. You can't work your way out of a broken system — you have to fix the system.

Marketing effectiveness

Is your spend actually working?

Can you attribute a real client or sale to your marketing activity in the last 90 days?

Do you know your approximate cost per lead from each marketing channel?

Have you stopped any marketing activity in the last 12 months because the data showed it wasn't working?

Most business owners are either spending too little on marketing and hoping, or spending without knowing what's working. Measurement doesn't have to be complicated — even basic tracking (where did you hear about us?) gives you data to act on.

Product-market fit

Is what you're selling what people want?

In the last 6 months, have clients chosen you specifically for what you offer — or because you were available and affordable?

Do clients refer you? If yes, what do they say about you when they do?

Is there a reason you, specifically, rather than any other provider in your market?

Product-market fit isn't just for startups. Established businesses can drift out of fit as their market changes. If you're competing mainly on price, or clients struggle to explain why they chose you, that's a signal worth paying attention to.

Growth trajectory

Are you moving in the right direction?

Is your revenue higher than it was 12 months ago?

Do you have a written plan for where you want the business to be in 12-24 months?

Is the business today more systematised and less reliant on you than it was a year ago?

Growth isn't just revenue. A business that's growing in the right direction is becoming more valuable, more stable, and less dependent on you over time. That's the version worth building.

Scoring guide

For each area, count your ‘yes’ answers (0, 1, 2, or 3) and note the areas where you scored lowest. Those are your priorities.

25+

Strong foundation. Focus on the specific areas where you scored low.

15–24

Some clear gaps. Pick the two lowest-scoring areas and work on those first.

8–14

Significant opportunities. You'll want to work through these systematically — start with cash flow and lead generation.

The business needs structural attention. Start with the basics — revenue clarity, cash flow, and one reliable lead source.

Found some gaps?

The 7 Reasons guide walks through the most common growth blockers in detail — with a clear “what to do” for each one.

Get the 7 Reasons guide →About Dom →