DAY ONE

Whoever owns the scorecard, a new analyst, an operator, or you on the Monday you decide to stop explaining noise, needs six things on day one. Without them, the first month goes on hunting for things they should have been handed.

1. A year of weekly numbersRevenue, orders, sessions, conversion, cost per first order, and email and SMS revenue per recipient, by week, in one sheet.
2. The promotion and change calendarEvery sale, launch, price change, flow rewrite and site change of the last year, with dates. Gaps are findings.
3. Campaign historyEvery campaign of the last year with its audience size, orders and revenue, for the spread in chapter 5.
4. Launch historyEvery product, channel and market launch of the last three years, with its plan and its actual result.
5. The list of live betsEverything now running that costs real money or time, with its owner.
6. Authority to say “noise”The founder’s agreement that a number inside its limits gets no explanation in the meeting.

Do this

• Ask for all six in one message today. Whatever comes back slowest is where the business knows least about itself.