30 specific checks across six categories. Find what's broken before you scale spend, then fix it. Built from work with 11+ early-stage startups across the UK and Africa.
If a metric isn't measured, it isn't real. The basics every founder should have running before any paid spend.
Where revenue comes from — properly. Not a last-click illusion.
Skip these and you'll burn through paid spend without knowing why. Get them right first.
Most startups leak revenue in week 1. Reducing time-to-value is one of the highest-leverage growth activities.
A 1pp drop in monthly churn lifts LTV by ~33%. Retention compounds in a way acquisition doesn't.
How you review, what you measure against, who sees it. The cadence is the leverage.
Pre-flight check rule: if more than 6 of these are unchecked, you're not ready to spend on paid acquisition. Fix the foundations first.
45-minute audit call. We diagnose your tracking, attribution, and the gap between spend and pipeline. No pitch.