The IMPERIA Group

The IMPERIA Group

Business Assessment
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Demand Constraint Categories (Yes/No Questions)
1. Lead Flow: Assess How Consistently Your Business Generates New Opportunities

Answer the following questions to evaluate whether your business has a steady, predictable system for attracting leads. Consider your current lead sources, pipeline consistency, and investment in marketing—this will help identify areas where you can strengthen your lead generation and avoid gaps that slow growth.

Answer all questions

	Yes	No	Not Sure
1. Do you consistently receive enough new leads to reach your revenue goals?
2. Do you have a predictable system that generates leads every week?
3. Do you have multiple lead sources instead of depending on just one?
4. Do you avoid long “dry spells” without new opportunities?
5. Do you know and track your cost per lead?
6. Do you actively invest in generating new leads?
7. Is your pipeline always full enough to sustain growth?
8. Do you rely on more than just referrals or word of mouth to survive?

Lead Flow Analysis
2. Market Awareness: Evaluate How Well Your Business Is Known and Recognized

Answer the following questions to assess whether your ideal customers are aware of your business and what you offer. Consider your brand visibility, online presence, reputation, and consistency of messaging—this will help identify opportunities to increase recognition, build trust, and stay top-of-mind with your market.

Answer all questions*

	Yes	No	Not Sure
Do your ideal customers know who you are and what you do?
Is your brand well-recognized in your market?
Do you have an up-to-date, professional website?
Do you have enough positive online reviews to attract new customers?
Are you visible on the platforms where your customers spend time?
Do people often mention they’ve “heard of” your business?
Do you regularly stay in front of your market with messaging?
Do people in your community or industry see you as a trusted option?

Market Awareness Analysis
3. Sales Conversion: Assess How Effectively Your Leads Turn Into Customers

Answer the following questions to evaluate your ability to turn qualified leads into paying clients. Consider your sales process, communication of value, follow-up practices, and tracking of results—this will help identify areas where you can improve conversion, close more deals, and maximize the return on your marketing efforts.

Answer all questions*

	Yes	No	Not Sure
Do you convert most qualified leads into paying customers?
Do you follow a clear and consistent sales process?
Do you rarely lose deals to competitors once you meet with a prospect?
Do you clearly communicate your value in sales conversations?
Do you track your sales close rate?
Are you confident handling objections from prospects?
Do you provide timely, professional proposals or bids?
Do you consistently follow up until a decision is made?

Sales Conversion Analysis
4. Pricing & Positioning: Evaluate How Your Business Stands Out and Captures Value

Answer the following questions to assess whether your pricing reflects the value you deliver and positions your business effectively in the market. Consider how customers perceive your pricing, your differentiators, and your overall market position—this will help identify opportunities to strengthen your value, reduce discounts, and support sustainable profitability.

Answer all questions*

	Yes	No	Not Sure
Do you feel your pricing reflects the value you deliver?
Do customers see your pricing as competitive?
Do you rarely hear “you’re too expensive”?
Do you have clear differentiators that set you apart from competitors?
Do customers understand why you charge what you charge?
Do you rarely need to discount to win work?
Do you clearly know your market position (premium, mid-market, low-cost)?
Does your pricing structure support long-term profitability?

Pricing & Positioning Analysis
5. Customer Retention & Referrals: Assess How Well You Keep and Leverage Happy Customers

Answer the following questions to evaluate whether your business turns customers into repeat clients and advocates. Consider your follow-up processes, referral requests, customer experience, and offerings that encourage repeat business—this will help identify opportunities to strengthen loyalty, generate more referrals, and increase long-term revenue.

Answer all questions*

	Yes	No	Not Sure
Do customers frequently come back for additional work?
Do customers actively refer your business to others?
Do you ask for referrals as part of your process?
Do you ask customers for online reviews?
Do you stay in contact with past customers?
Do you provide an experience customers want to share with friends?
Does repeat business make up a meaningful part of your revenue?
Do you offer services that encourage repeat business?

Customer Retention & Referrals Analysis
6. Marketing Consistency: Evaluate How Regularly and Effectively You Promote Your Business

Answer the following questions to assess whether your marketing is consistent, measurable, and strategically managed. Consider your campaigns, social media presence, advertising, and overall planning—this will help identify opportunities to stay top-of-mind, maximize ROI, and build momentum that drives predictable growth.

Answer all questions*

	Yes	No	Not Sure
Do you run marketing campaigns on an ongoing basis?
Do you measure ROI on your marketing activities?
Do you consistently post or engage on social media?
Do you consistently run paid advertising?
Do you maintain an up-to-date email list or CRM?
Do you regularly analyze which marketing channels perform best?
Do you plan and budget your marketing rather than doing it ad hoc?
Does your marketing keep you top of mind in your market?

Marketing Consistency Analysis
Supply Constraint Categories (Yes/No Questions)
1. Capacity & Workload: Assess How Well Your Business Handles Current and Future Demand

Answer the following questions to evaluate whether your team and resources can manage your workload effectively. Consider staffing, project timelines, flexibility, and balance—this will help identify areas where you can optimize capacity, take on more opportunities, and avoid bottlenecks that slow growth.

Answer all questions*

	Yes	No	Not Sure
Do you have enough staff and resources to handle all current work?
Do you consistently finish projects on time?
Do you rarely delay jobs due to lack of capacity?
Do you have schedule flexibility for new opportunities?
Can you take on additional work without overloading staff?
Do you rarely turn down work due to lack of resources?
Is your workload balanced across your team?
Is your backlog healthy but not overwhelming?

Capacity & Workload Analysis
2. Labor & Skills: Evaluate Whether Your Team Has the Talent and Expertise You Need

Answer the following questions to assess whether your business has the right people, skills, and support to deliver quality work consistently. Consider recruiting, retention, subcontractor support, cross-training, and staff development—this will help identify opportunities to strengthen your team, close skill gaps, and confidently take on larger projects.

Answer all questions*

	Yes	No	Not Sure
Do you have the skilled labor needed for your projects?
Is recruiting new employees not a major struggle?
Is retaining employees not a major struggle?
Do you have reliable subcontractors to call on when needed?
Is your team cross-trained and flexible?
Do you rarely face skill gaps that delay jobs?
Do you have training programs to develop your staff?
Are you confident in your ability to staff larger jobs?

Labor & Skills Analysis
3. Systems & Processes: Assess How Efficient and Scalable Your Operations Are

Answer the following questions to evaluate whether your business has reliable, standardized systems in place for estimating, scheduling, tracking, and invoicing. Consider how well your processes minimize errors, streamline communication, and handle growth—this will help identify opportunities to improve efficiency, reduce mistakes, and make your operations scalable.

Answer all questions*

	Yes	No	Not Sure
Do you use standardized estimating systems?
Do you use standardized scheduling systems?
Do you use standardized job-tracking systems?
Do you use standardized invoicing systems?
Do your processes minimize mistakes and miscommunication?
Is communication between sales and production smooth?
Could your systems handle double the workload if needed?
Are your processes documented and repeatable?

Systems & Processes Analysis
4. Cash Flow & Resources: Evaluate Your Financial Strength and Flexibility

Answer the following questions to assess whether your business has the cash, financing, and resources needed to operate smoothly and take on new opportunities. Consider payroll, job costs, billing, and financial buffers—this will help identify areas where you can strengthen cash flow, reduce risk, and ensure your business has the resources to grow confidently.

Answer all questions*

	Yes	No	Not Sure
Do you have enough cash to cover payroll and materials?
Do you rarely face cash flow crunches?
Do you have access to financing if needed?
Can you comfortably handle upfront job costs?
Do you bill and collect payments on time?
Do you maintain a financial buffer for emergencies?
Do you know your working capital requirements?
Do you rarely delay work because of lack of funds?

Cash Flow & Resources Analysis
5. Quality & Efficiency: Assess How Well Your Business Delivers Excellent Work Efficiently

Answer the following questions to evaluate whether your business consistently meets customer standards while maximizing productivity and minimizing errors. Consider rework rates, crew efficiency, quality control, and continuous improvement—this will help identify opportunities to boost quality, reduce waste, and protect your profitability.

Answer all questions*

	Yes	No	Not Sure
Does your work consistently meet or exceed customer standards?
Are rework or warranty calls rare?
Do you measure and track productivity?
Do your crews work efficiently with minimal wasted time?
Do your processes prevent costly errors?
Is quality control built into every job?
Do you regularly pursue efficiency improvements?
Do mistakes rarely eat into profitability?

Quality & Efficiency Analysis
6. Scalability & Growth Readiness: Evaluate Whether Your Business Is Ready to Expand

Answer the following questions to assess whether your business has the leadership, systems, and resources in place to handle growth smoothly. Consider staffing, vendor reliability, management structure, and operational readiness—this will help identify opportunities to remove bottlenecks, build capacity, and confidently take your business to the next level.

Answer all questions*

	Yes	No	Not Sure
Could you scale smoothly if demand doubled tomorrow?
Do you have leadership capacity beyond the owner/CEO?
Do you have reliable vendors to support growth?
Can you scale staffing quickly if needed?
Are your systems ready for higher volume?
Does your management structure support more growth?
Are you not overly dependent on one person?
Are you confident in handling expansion opportunities?

Scalability & Growth Analysis
Is there any additional information that you think would be helpful for us to know as we evaluate your business?
Thank you for taking the time to complete our business assessment! Your responses give us a clear picture of where your business is thriving and where opportunities for growth exist. Our team will review your answers, identify the areas with the greatest potential impact, and follow up with a personalized plan to help you break through obstacles and take your business to the next level. You can expect to hear from us shortly with actionable insights and recommendations tailored to your goals.
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The IMPERIA Group

Demand Constraint Categories (Yes/No Questions)

1. Lead Flow: Assess How Consistently Your Business Generates New Opportunities

2. Market Awareness: Evaluate How Well Your Business Is Known and Recognized

3. Sales Conversion: Assess How Effectively Your Leads Turn Into Customers

4. Pricing & Positioning: Evaluate How Your Business Stands Out and Captures Value

5. Customer Retention & Referrals: Assess How Well You Keep and Leverage Happy Customers

6. Marketing Consistency: Evaluate How Regularly and Effectively You Promote Your Business

Supply Constraint Categories (Yes/No Questions)

1. Capacity & Workload: Assess How Well Your Business Handles Current and Future Demand

2. Labor & Skills: Evaluate Whether Your Team Has the Talent and Expertise You Need

3. Systems & Processes: Assess How Efficient and Scalable Your Operations Are

4. Cash Flow & Resources: Evaluate Your Financial Strength and Flexibility

5. Quality & Efficiency: Assess How Well Your Business Delivers Excellent Work Efficiently

6. Scalability & Growth Readiness: Evaluate Whether Your Business Is Ready to Expand