The owner had applied for a loan, but the bank was unable to accommodate the request. An analysis of the financial picture indicated that the company was operating in the red..they were operating below the break-even point.
Bill conducted a break-even analysis and determined the gross revenue needed to be cash flow neutral. He then analyzed the company's process for obtaining new customers and found that two steps in the process were operating at low levels, yielding a below normal conversion percentage.
Bill designed and reviewed metrics for the owner to track on a weekly basis to chart their progress to break-even.