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If revenue dropped 20% tomorrow, how many weeks could you cover payroll, taxes, and debt payments from cash on hand?
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Less than 4 weeks
4–12 weeks
More than 12 weeks
Do you run a rolling 13-week cash forecast?
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No — what's that?
Roughly, in my head or a messy spreadsheet
Yes, updated weekly
How would you describe your debt right now?
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It's a real monthly drag — or I'm not sure of the total cost
Manageable, but I haven't ranked it by cash impact
Ranked by cash drag, with a paydown plan
What share of revenue comes from your single biggest client?
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Over 30%
15–30%
Under 15%
Do you know your customer retention / churn rate?
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No — never measured it
Rough idea, not tracked
Tracked monthly, with win-back plays
Can you tie every marketing dollar to revenue?
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No — we spend and hope
Some channels, not all
Yes — every channel has to prove contribution
How fast do new leads get a response?
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Hours — or 'when someone gets to it'
Within an hour, usually
Under 5 minutes, automated plus human follow-up
When did you last audit subscriptions, vendors, and overhead for waste?
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Never — or over a year ago
In the last year, casually
Quarterly, with a waste-vs-capability rule
If demand dried up for 90 days, do you have an offense plan — buying attention, talent, or assets cheap?
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No — we'd just try to survive
Vague ideas, nothing written down
Yes — trigger list ready
If your top marketing channel stopped working tomorrow, what happens?
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Panic — it's most of our leads
Painful, but we have 1–2 others running
We'd barely blink — we're diversified
If a key employee quit tomorrow, what breaks?
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A lot — they're the only one who knows how
Some disruption, we'd figure it out
Nothing critical — cross-trained and documented
Do you have a written 90-day action plan for a downturn?
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No
Rough outline in my head
Yes — sequenced, with owners and deadlines
Do you have pre-decided tripwires — 'if X number hits Y, we do Z'?
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No
A few informal ones
Yes — dashboard with triggers and pre-decided actions