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Your numbers, told as a story - not a chart-dump.

A realistic preview based on a sample tenant (Acme Plumbing Ltd, May 2026). Ada picks the 5 metrics that matter this month. Pareto + Helix + Pivot do the analysis. Memo writes you the report. 7 strategies are firing right now because 7 signals tripped. This is the shape of YOUR dashboard the day after you sign up.

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Sample preview. Numbers below are for an illustrative SMB. The shape (which agent owns which slice, how the strategies surface, how Memo writes the report) is what YOUR dashboard does - with your own data - from day one.

Ada - analytics lead

The 5 metrics that matter this month.

Ada owns the dashboard. She picks 5-10 from the 20-metric catalogue (full list below) based on which are drifting + which are at the inflection point. Unhealthy first.

  • Days sales outstanding (AR days) outside band
    58 days

    AR days at 58 days - above 45 means the chase cadence is too soft or the deposit rule is missing for high-risk customers; Eddy / Coin can rank the 3 to tighten.

    What moves it: payment-terms tightening · invoice-on-completion · deposit at quote
  • Capacity utilisation outside band
    58.0%

    Utilisation is 58.0% - below 65% wastes capacity; above 85% burns the team. The right band is 65-85%; Snip/Pour/Chase queue the right next-shift adjustment.

    What moves it: empty-slot filler · van-day routing · off-peak pricing
  • Customer churn rate (monthly) outside band
    6.2%

    Churn is 6.2% - above 5%/mo is a retention problem, not a sales problem; Pia's bucket analysis names the specific fix to test.

    What moves it: onboarding depth · first-90-day check-ins · Pia's reason clustering
  • Gross profit margin outside band
    38.0%

    Gross margin is 38.0% - if it's slipped, the usual cause is a quiet supplier-price move on a high-volume input; check Brace / Crate's latest scorecard.

    What moves it: supplier cost · service-mix shift · labour utilisation
  • LTV : CAC ratio outside band
    5.33x

    LTV:CAC is 5.33xx - the industry-healthy range is 3-5x. Below 3 = unsustainable acquisition; above 5 = you're under-investing in growth.

    What moves it: LTV uplift (upsell) · CAC drop (better channel mix) · retention extension
Pareto + Helix + Pivot

The deep analysis behind the numbers.

Pareto reads your customers. Helix partners with Marnie on ad spend. Pivot partners with Otis on ops. Each one names the specific lever to pull this week.

Pareto Customer insights
  • LTV (simple) £1,200
  • LTV (cost-aware) £2,100
  • LTV (subscription) £1,117.74

Three honest LTVs; the cost-aware one is the number you should plan margin off.

Customer observations this month
  • Top 8 customers are 62% of revenue - concentration risk warning. Two of them have spend dropping 30%+ this quarter.
  • Direct + referral cohort retains 3.1x better than Meta-ads cohort over the first 6 months.
  • Cohort retention slipping for paid channels: Mar cohort down to 41% by month 4 vs 68% for direct.
Helix Marketing analytics (partners with Marnie)

Cut meta_ads (ROAS < 1); expected blended CAC drop 18-35% (Cometly); Allocate 70/20/10: organic £1050, google_ads £300, experimental £150

Honest by design: when no channel has hit the confidence threshold (≥3 wins / ≥10 leads), Helix stays silent rather than fabricate.

Pivot Ops analytics (partners with Otis)

Under 65% - capacity is going to waste. The fix is the empty-slot filler pattern (Snip / Pour / Chase), not 'work harder'. | Forecast 180h is 20%+ below capacity 400h. Trim the lowest-margin work + redirect capacity to higher-margin demand.

Utilisation, on-time rate, capacity-vs-demand. Names the shift-mix fix OR the pre-book to lock in.

C-suite strategies firing

7 named strategies fire this month.

Each unhealthy metric or surfaced signal triggers a named strategy from the manager who owns that domain. The dashboard shows the strategy + why it works + the expected outcome + the timing + the honest risks.

  • Sara this month

    Run Pia's reason-clustering pass + 30/60/90 onboarding tighten

    Industry data: monthly churn >5% is rarely about the product - it's onboarding depth. Pia clusters the cancel reasons; Sara names the onboarding step to add.

    Expected: 1-2pp churn drop in 8 weeks if onboarding gap was real

    Reads from: Pia (decline_feedback)

    Honest risks (2)
    • Slow signal - take 6-8 weeks to see the curve bend
    • Misdiagnosis if churn cause is actually pricing
  • Casey this month

    Felix per-customer chase tightening + Faye deposit-rule rollout

    AR days >45 is rarely a payment-terms problem - it's a chase-cadence problem (too soft) or a deposit-rule gap (no deposit on high-risk customers). Both fix in the same loop.

    Expected: AR days drop 10-20 in 8-12 weeks

    Reads from: Felix + Faye

    Honest risks (1)
    • Tighter chases can lose a slow-but-loyal customer if not segmented
  • Casey this quarter

    Felix supplier-cost drift audit + service-mix shift review

    Gross margin drift is usually a supplier-price move on a high-volume input + a service-mix shift toward lower-margin work. The fix is per-line-item, not per-account.

    Expected: Margin recovery 1-3pp in one quarter

    Reads from: Felix + the niche margin-defender specialist

    Honest risks (1)
    • Pricing the lift through to customer may compress demand
  • Rory this quarter

    Cara channel-shift + Pareto retention extension (LTV side)

    LTV:CAC <3 is unsustainable. The two honest fixes are CAC reduction (Cara's channel shift) or LTV extension (Pareto's retention work). Pulling both levers at once is faster than either alone.

    Expected: LTV:CAC back to 3+ in one quarter

    Reads from: Cara + Pareto

    Honest risks (1)
    • Pulling both can move neither cleanly; pick one to lead
  • Ollie this month

    Pivot empty-slot filler pattern + off-peak pricing test

    Utilisation under 65% wastes the most valuable asset in a service business. The fix isn't 'work harder' - it's the empty-slot-filler pattern (Snip / Pour / Chase) targeted at loyal customers + a small off-peak pricing test.

    Expected: Utilisation up 8-15pp in 4-6 weeks

    Reads from: Pivot + the niche slot-filler specialist

    Honest risks (1)
    • Off-peak pricing trains some customers to wait for the discount
  • Maya this month

    Rae 24-48h emotional-peak ask + per-platform tailoring

    Reviews collected jump 2x when the ask lands inside the 24-48h post-service emotional window. Generic scheduled asks miss the peak.

    Expected: Reviews/month doubles inside 6 weeks

    Reads from: Rae

    Honest risks (1)
    • Negative reviews surface faster too - prepare the response template
  • Casey this quarter

    Tick / Cinch / Pulse estimator coaching by job-type

    Estimator blind-spots are per-estimator AND per-job-type. Generic margin analysis lumps them together and misses the pattern; the named coaching note fixes the recurring miss.

    Expected: Quote-to-actual variance drops 10-30%

    Reads from: Tick + Cinch + Pulse

    Honest risks (1)
    • Estimator pushback if framing is criticism not coaching
Memo - report writer

The monthly report Memo writes for you.

In your voice, hypothesis-led, never a dashboard dump. Memo also routes a tactical brief to each ops lead (Marnie / Otis / Faye / Sara) sized to their decisions for the week.

Your monthly client report

May 2026 (sample) brief for demo-acme-plumbing-ltd

I'm Memo. The team pulled the numbers; this is what they actually mean for you this month + what I'd test next.

What the numbers are saying

Days sales outstanding (AR days)

AR days at 58 days - above 45 means the chase cadence is too soft or the deposit rule is missing for high-risk customers; Eddy / Coin can rank the 3 to tighten. outside healthy range — pay attention.

Capacity utilisation

Utilisation is 58.0% - below 65% wastes capacity; above 85% burns the team. The right band is 65-85%; Snip/Pour/Chase queue the right next-shift adjustment. outside healthy range — pay attention.

Customer churn rate (monthly)

Churn is 6.2% - above 5%/mo is a retention problem, not a sales problem; Pia's bucket analysis names the specific fix to test. outside healthy range — pay attention.

Gross profit margin

Gross margin is 38.0% - if it's slipped, the usual cause is a quiet supplier-price move on a high-volume input; check Brace / Crate's latest scorecard. outside healthy range — pay attention.

LTV : CAC ratio

LTV:CAC is 5.33xx - the industry-healthy range is 3-5x. Below 3 = unsustainable acquisition; above 5 = you're under-investing in growth. outside healthy range — pay attention.

Customer-side observations (Pareto)

  • Top 8 customers are 62% of revenue - concentration risk warning. Two of them have spend dropping 30%+ this quarter.
  • Direct + referral cohort retains 3.1x better than Meta-ads cohort over the first 6 months.
  • Cohort retention slipping for paid channels: Mar cohort down to 41% by month 4 vs 68% for direct.

What to test next

  • Marketing (Helix): Cut meta_ads (ROAS < 1); expected blended CAC drop 18-35% (Cometly); Allocate 70/20/10: organic £1050, google_ads £300, experimental £150
  • Operations (Pivot): Under 65% - capacity is going to waste. The fix is the empty-slot filler pattern (Snip / Pour / Chase), not 'work harder'. | Forecast 180h is 20%+ below capacity 400h. Trim the lowest-margin work + redirect capacity to higher-margin demand.

Reports route to the right manager too — Marnie's got the marketing brief, Otis the operations one. Reply to this email to push back on any of it; I'll route.

Brief for Marnie

Marketing brief from Memo - May 2026 (sample)

Decisions Marnie owns this week: where to shift spend, which copy to A/B, which audience to tighten.

Numbers in your scope

  • Customer churn rate (monthly): 6.2% — outside healthy range
  • LTV : CAC ratio: 5.33x — outside healthy range
  • Reviews collected per month: 3 — outside healthy range
  • Customer acquisition cost: £210
  • Customer lifetime value: £1,120

What Pareto is seeing in your customers

  • Top 8 customers are 62% of revenue - concentration risk warning. Two of them have spend dropping 30%+ this quarter.
  • Direct + referral cohort retains 3.1x better than Meta-ads cohort over the first 6 months.
  • Cohort retention slipping for paid channels: Mar cohort down to 41% by month 4 vs 68% for direct.

What I'd test next

  • Cut meta_ads (ROAS < 1); expected blended CAC drop 18-35% (Cometly); Allocate 70/20/10: organic £1050, google_ads £300, experimental £150
Brief for Otis

Operations brief from Memo - May 2026 (sample)

Decisions Otis owns this week: shift mix, capacity pre-books, scheduling tightening.

Numbers in your scope

  • Capacity utilisation: 58.0% — outside healthy range
  • Revenue per employee: £92,000
  • On-time completion rate: 91.0%
  • Annual staff turnover: 14.0%

What I'd test next

  • Under 65% - capacity is going to waste. The fix is the empty-slot filler pattern (Snip / Pour / Chase), not 'work harder'. | Forecast 180h is 20%+ below capacity 400h. Trim the lowest-margin work + redirect capacity to higher-margin demand.
Brief for Faye

Finance brief from Memo - May 2026 (sample)

Decisions Faye owns this week: AR chase tightening, supplier renegotiation, price-tier review.

Numbers in your scope

  • Days sales outstanding (AR days): 58 days — outside healthy range
  • Gross profit margin: 38.0% — outside healthy range
  • Net profit margin: 7.0% — outside healthy range
  • Average order value: £240
  • Monthly burn rate: £4,200
Brief for Sara

Customer-experience brief from Memo - May 2026 (sample)

Decisions Sara owns this week: retention conversations, complaint recovery, onboarding tightening.

Numbers in your scope

  • Customer churn rate (monthly): 6.2% — outside healthy range
  • LTV : CAC ratio: 5.33x — outside healthy range
  • Customer acquisition cost: £210
  • Customer lifetime value: £1,120
  • Net promoter score: 36.00x

What Pareto is seeing in your customers

  • Top 8 customers are 62% of revenue - concentration risk warning. Two of them have spend dropping 30%+ this quarter.
  • Direct + referral cohort retains 3.1x better than Meta-ads cohort over the first 6 months.
  • Cohort retention slipping for paid channels: Mar cohort down to 41% by month 4 vs 68% for direct.
Sentiment - Rae + the classifier

What customers actually said this week.

Every review + inbound runs through the sentiment classifier (Q22 / ADR-0166). Hot words drive the call; the rationale is in-band so you can audit any classification.

Hot-word digest (top 5)

  • excellent 1× positive
  • professional 1× positive
  • polite 1× positive
  • recommend 1× positive
  • quick 1× positive

Classified samples

  • positive "Excellent service, very professional and polite. Would recommend"
  • positive "On time, quick, friendly - amazing!"
  • negative "Late and unprofessional. Disappointed."
  • negative "Polite but slow. The wait was very frustrating."
  • positive "Brilliant work, will use again"
  • negative "Awful experience. Rude and overcharged. Refund."
  • positive "Service was not bad, actually pretty good"
The full 20-metric catalogue

Every metric Ada can pick from.

Each carries its formula, healthy range, the named levers that move it, and the impact hypothesis Memo fills in when it surfaces in your monthly report.

Financial (8)

  • Revenue growth (month-on-month) (this_month_revenue - last_month_revenue) / last_month_revenue Healthy: ≥ 0.0% new-customer wins · price uplift
  • Net profit margin net_profit / revenue Healthy: ≥ 10.0% supplier negotiation · payroll mix
  • Gross profit margin (revenue - cogs) / revenue Healthy: ≥ 40.0% supplier cost · service-mix shift
  • Cash runway (days at current burn) cash_in_bank / avg_daily_outflow Healthy: ≥ 60 days AR collection · supplier-pay timing
  • Days sales outstanding (AR days) (open_ar_balance / annual_revenue) * 365 Healthy: ≤ 45 days payment-terms tightening · invoice-on-completion
  • Average order value total_revenue / total_orders No fixed band cross-sell + upsell at checkout · bundle / package framing
  • Payroll-to-revenue ratio total_payroll / revenue Healthy: 20.0% - 45.0% automation of repetitive tasks · shift-mix optimisation
  • Monthly burn rate monthly_outflow - monthly_inflow No fixed band non-essential spend pause · subscription audit

Customer (6)

  • Customer acquisition cost total_acquisition_spend / new_customers_won No fixed band channel-mix shift · qualifier-page tightening
  • Customer lifetime value aov × purchase_frequency × customer_lifespan_years No fixed band upsell + cross-sell cadence · retention programme
  • LTV : CAC ratio ltv_gbp / cac_gbp Healthy: 3.00x - 5.00x LTV uplift (upsell) · CAC drop (better channel mix)
  • Customer churn rate (monthly) customers_lost_this_month / customers_at_start_of_month Healthy: ≤ 5.0% onboarding depth · first-90-day check-ins
  • Repeat-purchase rate customers_with_2plus_orders / total_customers Healthy: ≥ 30.0% post-purchase nurture · reorder-prediction (Shelf-pattern)
  • Net promoter score (% promoters) - (% detractors) Healthy: ≥ 30.00x service-recovery speed · promoter-driven referral asks

Operational (4)

  • Capacity utilisation hours_billed / hours_available Healthy: 65.0% - 85.0% empty-slot filler · van-day routing
  • On-time completion rate jobs_completed_within_window / jobs_completed Healthy: ≥ 90.0% realistic SLA promises · weather-window scheduling (Sky/Vane)
  • Revenue per employee annual_revenue / fte_count No fixed band automation of repetitive admin · service-mix shift to higher-margin work
  • Annual staff turnover staff_left / avg_headcount Healthy: ≤ 20.0% retention conversations (Anchor pattern) · training-pipeline investment

Marketing + sales (2)

  • Lead-to-won conversion customers_won / qualified_leads Healthy: ≥ 15.0% speed-to-lead under 5 min · consultation-to-contract sequence
  • Reviews collected per month new_reviews_this_month Healthy: ≥ 4 two-way review engine (Tang/Mirror/Star) · emotional-peak timing

See this on YOUR business.

Sam takes the first five minutes. Memo writes your first report next month. The 20 metrics start tracking the day you sign up.

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