Business Diagnostics

📈 Executive Summary

This comprehensive business diagnostic evaluates ContractCo across six critical business areas based on responses from three team members.
The analysis reveals significant strengths in Customer Service while highlighting critical gaps in Marketing and strategic Planning.

60%

Customer Service
(Top Performer)

47%

Marketing
(Needs Attention)

42%

Exit Readiness
(Requires Planning)

-0.9

Marketing Gap
(Performance vs Priority)

🎯 Top Performer

Customer Service: 60% (6.0 Performance vs 4.53 Priority)
Strong customer focus with excellent retention strategies and solution-oriented approach.

⚠️ Critical Priority

Marketing: 47% with high priority (5.6) but underperforming (4.7)
Lacks written marketing plan, competitive differentiation, and digital strategy.

🔧 Operations Solid

Operations: 55% with balanced priority-performance alignment
Strong technology adoption but needs better SOPs and process documentation.

📋 Strategic Planning

Planning: 44% requires strategic foundation development
Missing vision statement, strategic goals, and SWOT analysis documentation.

🎯 Priority vs Performance Matrix

Priority →

Performance →

Marketing (5.6, 4.7) – High Priority, Underperforming

Operations (5.33, 5.5) – Balanced Performance

Internal Communications (5.2, 5.3) – Aligned

Customer Service (4.53, 6) – Overperforming

Planning (3.07, 4.4) – Low Priority, Moderate Performance

📊 Detailed Performance Analysis

Business Area	Score	Percentage	Priority Rating	Performance Rating	Gap Analysis	Status
Customer Service	51/85	60%	4.53	6.0	+1.47	Overperforming
Operations	60/110	55%	5.33	5.5	+0.17	Balanced
Internal Communications	48/90	53%	5.2	5.3	+0.1	Aligned
Marketing	119/255	47%	5.6	4.7	-0.9	Underperforming
Planning	59/135	44%	3.07	4.4	+1.33	Low Priority
Exit Planning	94/225	42%	N/A	4.2	N/A	Needs Development

🎯 Priority Analysis & Focus Areas

🚨 Immediate Action Required

Marketing Strategy Development

High priority (5.6) but significantly underperforming (4.7). Critical gap of -0.9 points.

No written marketing plan (Team average: 2.3/5)
Unclear competitive differentiation (Team average: 1.7/5)
Outdated website (67% say not updated in 2 years)
Limited digital marketing strategy

⚡ High Impact Opportunities

Operations Optimization

High priority (5.33) with good performance (5.5). Small optimization gap.

Develop Standard Operating Procedures (Current: 1.5/5)
Improve delivery/fulfillment tracking (Current: 2.5/5)
Enhance continuous improvement processes

Internal Communications Enhancement

Moderate priority (5.2) with aligned performance (5.3).

Clarify company vision and goals communication (1.7/5)
Expand information sharing with employees (2.7/5)
Improve feedback collection processes

✅ Leverage Existing Strengths

Customer Service Excellence

Significantly overperforming (6.0) relative to priority (4.53). Major competitive advantage.

Strong customer focus and solution orientation (5/5)
Active customer retention programs
High repeat business rate
Customer advisory group established

👥 Team Response Analysis

William Montoya

Participation: Responded to all business areas

Key Perspectives:

Strong advocate for technology adoption and strategic planning
Higher scores in marketing plan development (4/5 vs team average 2.3)
Focus on employee development and key employee planning
Moderate approach to most operational areas

Areas of Concern: Digital marketing strategy, mobile device awareness

Therese Callahan

Participation: Primary customer service expert

Key Perspectives:

Drives customer service excellence and retention strategies
Strong operational compliance and technology adoption
Conservative on marketing and planning initiatives
Focus on customer satisfaction and service delivery

Areas of Concern: Strategic vision clarity, marketing planning

Katrina Fields

Participation: Strategic and planning focus

Key Perspectives:

Revenue growth perspective with business development focus
Conservative approach to most operational areas
Limited engagement with digital marketing initiatives
Moderate planning and strategic development scores

Areas of Concern: Digital marketing, technology adoption, strategic planning

Team Consensus Analysis

Area	Strong Agreement	Mixed Views	Areas for Discussion
Marketing	Need for 30-second elevator pitch	Website update necessity	Marketing plan development priorities
Operations	Technology adoption importance	SOP development urgency	Resource allocation for improvements
Planning	Scenario planning value	Vision statement importance	Strategic goal prioritization
Customer Service	Customer retention priority	CRM system implementation	Service delivery standards

🎯 Strategic Action Plan

Phase 1: Immediate Actions (0-90 days)

Marketing Foundation

Develop written marketing plan with clear goals, strategies, and budget
Define competitive differentiation and unique value proposition
Update website design and content (currently 2+ years old)
Implement basic CRM system for customer tracking
Create standardized marketing materials and messaging

Success Metrics: Marketing plan completion, website launch, CRM implementation

Operational Documentation

Document Standard Operating Procedures (SOPs) for key processes
Improve delivery/fulfillment tracking systems
Establish quality control documentation
Create employee procedure manuals

Success Metrics: SOP completion rate, process standardization

Phase 2: Strategic Development (3-6 months)

Strategic Planning Foundation

Develop and communicate company vision statement
Complete comprehensive SWOT analysis
Establish written strategic goals with timelines
Implement regular strategic planning meetings
Define critical success factors and KPIs

Success Metrics: Vision statement adoption, strategic plan completion

Digital Marketing Enhancement

Develop comprehensive digital marketing strategy
Implement SEO and social media marketing
Create mobile-friendly marketing approach
Establish marketing metrics and ROI tracking

Success Metrics: Digital presence improvement, lead generation increase

Phase 3: Optimization & Growth (6-12 months)

Customer Service Leverage

Develop referral marketing program based on customer satisfaction
Expand customer advisory group participation
Implement customer feedback loop for product development
Create case studies and testimonials for marketing

Success Metrics: Referral program effectiveness, customer advocacy growth

Exit Planning Preparation

Develop 3-5 year exit timeline and strategy
Improve financial statement quality (currently in-house preparation)
Create comprehensive business valuation
Develop key employee retention and succession plans
Prepare compelling business story and presentation

Success Metrics: Exit readiness score improvement, business valuation completion

Resource Requirements & Investment

Initiative	Timeline	Investment Level	Key Resources	Expected ROI
Marketing Plan Development	60 days	Medium	Marketing consultant, internal team time	Lead generation increase 25-40%
Website Redesign	90 days	Medium	Web developer, content creation	Online presence improvement
CRM Implementation	45 days	Low-Medium	CRM platform, training	Customer retention +15%
SOP Documentation	120 days	Low	Internal team, process mapping	Efficiency gains 10-20%
Strategic Planning Process	180 days	Medium	Strategic facilitator, team time	Long-term growth alignment

📋 Detailed Area Analysis

Marketing – Critical Priority (47% Score)

Priority Rating

5.6

Performance Rating

4.7

Key Issues:

No written marketing plan (average score: 2.3/5)
Unclear competitive differentiation (average score: 1.7/5)
Limited understanding of target customers (average score: 2.0/5)
Website outdated (67% say not updated in 2+ years)
No mobile marketing strategy (67% unaware of mobile impact)

Customer Service – Top Performer (60% Score)

Priority Rating

4.53

Performance Rating

6.0

Strengths:

Strong solution focus for customer needs (5/5)
Active customer retention programs
High repeat business rate
Customer advisory group established
Welcome letters to new customers

Operations – Solid Foundation (55% Score)

Priority Rating

5.33

Performance Rating

5.5

Mixed Performance:

Strong technology adoption (4.5/5 average)
Good equipment maintenance practices (3.5/5)
Weak in SOPs documentation (1.5/5)
Variable delivery tracking systems (2.5/5)

Planning – Foundation Building Needed (44% Score)

Priority Rating

3.07

Performance Rating

4.4

Development Areas:

No written vision statement (2.3/5)
SWOT analysis not documented (2.3/5)
Strategic goals not written (1.7/5)
Irregular strategic planning meetings (2.0/5)
Strong in scenario planning (3.3/5)

Exit Planning – Requires Development (42% Score)

Current Status:

No determined exit date (1.7/5)
No identified buyer (1.0/5)
In-house financial statements (1.0/5)
Strong key employee planning (4.0/5)
Limited tax planning awareness (1.0/5)
Business operates with general business knowledge requirements (4.3/5)

🎯 Final Recommendations

Immediate Focus (Next 90 Days)

Develop comprehensive written marketing plan
Define competitive differentiation clearly
Implement basic CRM system
Document core Standard Operating Procedures
Update website design and content

Leverage Strengths

Build referral marketing on customer service excellence
Expand technology capabilities systematically
Enhance employee retention and development programs
Utilize customer advisory group for product development

Strategic Development

Establish strategic planning process with regular meetings
Create and communicate company vision statement
Develop 3-5 year business exit strategy
Improve financial statement quality and business valuation

Success Measures

Track progress using these key metrics:

Marketing: Lead generation increase of 25-40% within 6 months
Operations: 10-20% efficiency improvement through process standardization
Planning: Complete strategic plan with measurable goals within 6 months
Exit Readiness: Improve from 42% to 65%+ within 12 months
Overall Performance: Target 60%+ scores across all business areas