Growth Readiness Reality Check
You have a revenue target. But is your business actually built to hit it? This assessment evaluates your goal against real category benchmarks, pressure-tests your operational infrastructure, and tells you exactly where the gaps are, plus a 90-day plan to close them. Takes about 10 minutes.
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INTERNAL
HOW YOUR BUSINESS OPERATES
Q1. Create your anonymous ID (6 characters). Combine: First 2 letters of your mother's maiden name + Last 2 digits of your phone number + First 2 letters of the street you grew up on.
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Example: Smith + ...47 + Oak Street → SM47OA.
Q2. What category is your your business in?
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A. Beauty / Personal Care
B. Apparel / Soft Goods Accessories
C. Food & Beverage
D. Supplements & Functional Wellness
E. Hardware / Gear / Sporting Goods
F. Home & Household Consumables
G. Pet Consumables
Q3. How long has the business been actively selling in the market?
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A. Less than 1 year
B. 1-2 years
C. 3-5 years
D. 6-10 years
E. More than 10 years
Q4. What was your Gross Revenue for the last 12 months?
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Gross margin = (Revenue − Cost of Goods Sold) ÷ Revenue. For the most accurate comparison, include in COGS: product/manufacturing cost, freight, returns, discounts, and any fees you pay to sell or deliver the product (Amazon referral/FBA fees, payment processing, 3PL/fulfillment). Exclude marketing, advertising, payroll, and rent. Enter number only, rounded to nearest 100,000 (e.g., 3,100,000).
Q5. What is your current Year-over-Year (YoY) revenue growth rate?
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Enter number only, rounded to nearest whole number (e.g., 12).
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Q6. Roughly, what is your gross margin %? If multiple channels, use blended average.
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Enter number only (e.g., 45).
Q7. What is the average price range of a single product?
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A. Less than $20
B. $20-50
C. $51-100
D. $101-200
E. More than $200
Q8. How many active SKUs (distinct product variations) do you currently manage?
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A. 1-10
B. 11-50
C. 51-100
D. 100+
Q9. Which best describes how your product is developed and produced?
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A. We designed it and manufacture/produce it ourselves (own facility, kitchen, workshop)
B. We designed it and outsource production (contract manufacturer, co-packer, cut-and-sew shop)
C. We customize or modify an existing base product (private label with meaningful changes to formulation, materials, or design)
D. We brand a ready-made product (white-label, OEM, or off-the-shelf with our packaging)
Q10. What comes closest to the standard payment terms you have with your primary factory or supplier?
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A. I pay before production
B. On shipment
C.15-30 days after shipment
D. 45-60 days after shipment
E. 60+ days after shipment
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Q11A. What % of your total revenue comes from Wholesale?
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Enter number only (e.g., 30). All channels should total 100%.
Q11B: What % of your Wholesale revenue do you spend on trade marketing?
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Broker commissions, trade shows, demos, slotting fees, co-op funds. Number only (e.g., 10). Enter "0" if no wholesale. Enter "UNSURE" if you don't track this.
Q12A. What % of your total revenue comes from Amazon / Marketplaces?
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Enter number only (e.g., 20).
Q12B. What % of your Amazon revenue do you spend on Amazon advertising?
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Sponsored Products, Brands, Display. Number only (e.g., 25).Enter "0" if no Amazon.
Q13A. What % of your total revenue comes from DTC (Your Website)?
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Enter number only (e.g., 40).
Q13B. What % of your DTC/website revenue do you spend on paid advertising?
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Meta, Google, TikTok, influencer, affiliates. Number only (e.g., 25). Enter "0" if no DTC.
Q14. What % of your DTC and Amazon revenue comes from recurring sources, such as DTC return customers and Amazon Subscribe & Save?
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Enter number only (e.g., 10). Enter 0 if you do not have DTC or Amazon revenue or if you don’t know.
Q15. Based on your current burn rate and bank balance, what is your estimated cash runway?
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A. < 3 months
B. 3-6 months
C. 6-12 months
D. 12+ months / Profitable
Q16. How much inventory do you typically hold relative to your monthly sales?
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A. Less than 1 month of sales (often running low)
B. 1-2 months of sales
C. 3-4 months of sales
D. 5-6 months of sales
E. 6+ months of sales (or seasonal pre-build)
F. Not applicable (made-to-order, dropship, or digital product)
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THE GOAL
Q17. Fast forward 3 years. What annual revenue number would make you say "We made it"?
Be honest — your real "we did it" number, not the one you think you're supposed to say.Enter number only, rounded to nearest 100,000 (e.g., 3,000,000)
Q18. What revenue do you need to hit in the next 12 months to stay on track?
Your "must hit" number. Enter number only, rounded to nearest 100,000 (e.g., 3,000,000)
Q19. How are you thinking about profitability over the next 12 months?
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A. We need to be solidly profitable and cash-generating
B. We're okay with roughly breakeven if we can keep growing
C. We're willing to run at a meaningful loss to invest in growth
D. We're already very profitable; protecting margins matters most
E. Not sure / it changes month to month
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OPERATIONS
Q20. How many employees do you have working 20 hours or more per week?
Use fractions for part-timers (e.g., 4.5)
Q21. How many contractors or agencies do you have working less than 20 hours per week?
Q22. How many major priorities do you have this month? (Things requiring real team time and focus.)
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A. 1-2
B. 3-4
C. 5-7
D. 8+
E. I'm not sure / it changes constantly
Q23. Which statement comes closest to how your team operates right now?
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A. We value agility — mostly coordinate via text/Slack/email, team comes to me for blockers
B. I meet 1:1 with functional leads to ensure they're clear, then trust them to cascade
C. We have a weekly team meeting where everyone shares what they worked on
D. We have a regular leadership meeting covering both immediate fires and strategic ideas
E. We have separate meetings for KPIs/blockers and strategy/planning — rarely meet otherwise
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Q24. Which is closest to how your team operates regarding decisions?
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A. Decisions are clearly communicated to the team and documented somewhere the team can reference. We rarely revisit them.
B. Decisions are usually clear in the moment, but we don't always write them down. Occasionally the same topic resurfaces, and we have to track down someone who might have clear memory of what we decided.
C. Decisions often get revisited within a few weeks depending on what is considered urgent at the time.
D. The same decisions keep coming back up. It's hard to tell what's been decided vs. what's still being discussed.
Q25. How do you coordinate with your team? CHECK ALL THAT APPLY.
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A. Email
B. Slack / Teams / similar
C. Text / WhatsApp
D. In person
E. Project tools (Asana, ClickUp, Notion, etc.)
Q26. Not including company‑level strategy, capital structure, mission, etc., which functions require you to make the final decision? CHECK ALL THAT APPLY.
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A. Marketing
B. Sales
C. Finance
D. Product / R&D
E. Operations / Logistics
F. HR / Hiring
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Q27. Does your company have a documented strategic plan that every employee can access?
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A. Yes, we have a clear plan (1-3 years) that is updated quarterly and shared with everyone
B. Yes, we have a plan, but it usually collects dust until the end of the year
C. Sort of — we have a budget/financial plan we reference regularly, but not a strategic roadmap.
D. No, the "plan" is mostly in the founder's head or scattered across emails/meetings
E. No, we are too busy with what is happening right now to plan that far ahead
Q28. Which tools does your team actively use? CHECK ALL THAT APPLY.
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A. Productivity / collaboration (Slack, Teams, Asana, Notion, etc.)
B. Business intelligence / dashboards
C. ERP / inventory / logistics tools
D. Financial tools (accounting, cashflow, FP&A)
E. Planning tools (OKRs, annual planning, etc.)
F. Communication tools (Email, Zoom, etc.)
G. Other
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Q29. If you went on vacation for two weeks and only checked in twice, how confident are you things would run smoothly?
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TOTAL DISASTER
1
2
3
4
5
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7
8
9
NO PROBLEM AT ALL
10
1 is TOTAL DISASTER, 10 is NO PROBLEM AT ALL
Q30. Where do you most need to improve to hit your 12-month target? SELECT UP TO 3.
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A. Revenue growth: New customers, channels, or products
B. Marketing efficiency: Better CAC, ROAS, or conversion
C. Supply chain & logistics: Manufacturing, fulfillment, inventory
D. Systems & data: Better visibility, cleaner data, fewer spreadsheets
E. Focus & cadence: One clear plan, fewer priorities, stronger team alignment
F. Team & leadership: Hiring, delegation, reducing founder bottleneck
G. Cash & capital: Runway, working capital, fundraising
H. Customer retention: Repeat rate, LTV, reducing churn
Q31. Which of the following do you expect to complete in the next 6 months? CHECK ALL THAT APPLY.
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A. Capital raise (equity investment)
B. Debt financing (loan, line of credit)
C. Key hire (senior role)
D. Multiple hires (3+ people)
E. Major cost reduction (layoffs, cutting programs)
F. New pricing
G. New product launch
H. New channel expansion
I. New geographic expansion
J. Major marketing push (significant increase in spend)
K. New/additional supply chain
L. New/additional logistics/warehousing
M. None of the above
Email address where your report should be sent:
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Your individual results are confidential. We will never share your scores, report, or survey responses with third parties. Aggregate, anonymized data may be used to improve our benchmarks. You can request deletion of your data at any time.
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