Executive Dashboard
4 ALERTSAgency-wide view · 27 active clients · Sunday, April 26
Demo data — connect API to go live
Daily Glance — 8 numbers that never leave the screen
LIVE
Cash in Bank
$84,320
+$2.1K this week
LIVE
MRR
$52,480
+$1,200 vs last month
Active Clients
27
· 18 inactive excluded
Overdue Tasks
6
+2 since yesterday
Performance Alerts
4
−3 vs 7d avg
Pipeline Value
$18,400
· 4 active proposals
Team Utilization
71%
· Target 65–75%
Revenue vs Forecast
94%
$49.3K of $52.5K target
1 — Financial Health
survival metrics · updated daily
Cash Position
HEALTHYCash Runway
22w
Safe zone — target >12w
Net Profit Margin
21%
Target: 15–25% · healthy
Revenue vs. Forecast MTD
$49,330 collected94% · $3,150 gap
Target: $52,500 · 4 days remaining to close gap
AR Aging — Past 30 Days
$8,880 outstanding| Client | Amount | Days Out | |
|---|---|---|---|
| Go Pro Restoration | $1,920 | 44d | |
| Sophie Goudreau | $960 | 56d | |
| Pelmar Engineering | $3,840 | 38d | |
| Natural Food Pantry | $2,160 | 31d |
Gross Margin by Client
Below 50% = review pricing or scope creep| Client | Revenue | Direct Cost | Margin | Bar |
|---|---|---|---|---|
| Terra Flowers | $1,800 | $320 | 82% | |
| AMCO Fencing | $2,200 | $510 | 77% | |
| Northgate Dental | $1,600 | $490 | 69% | |
| Go Pro Restoration | $1,200 | $560 | 53% | |
| Natural Food Pantry | $980 | $610 | 38% |
2 — Client Portfolio Health
27 active · 45 total managed
Client Status
Monthly churn: 3.6%27
Active
3
Paused
4
At Risk
1
Churned MTD
Revenue Concentration — Top 5 Clients
Top 5 = 73% of MRR — above 40% concentration risk threshold
Total Managed Spend
$48,217
MTD across 27 clients
Avg Revenue / Client
$1,944
MRR ÷ active clients
Client Tenure Distribution
Long-tenured = profit center<3 months4 clients · 15%
3–12 months11 clients · 41%
12+ months12 clients · 44%
44% of clients are 12+ months — strong retention base. 15% are under 3 months — watch for early churn signals (declining comms, missed approvals).
Client Health Scores
Red = CEO attention required this week| Client | Health | Tenure | Next Renewal | Spend/mo | Risk | |
|---|---|---|---|---|---|---|
| AMCO Fencing | 4mo | 2026-10 | $2,200 | LOW | Open | |
| Terra Flowers | 18mo | 2026-09 | $1,800 | LOW | Open | |
| Pelmar Engineering | 11mo | 2026-07 | $1,920 | MED | Open | |
| Go Pro Restoration | 7mo | 2026-08 | $1,200 | HIGH | Open | |
| Natural Food Pantry | 9mo | 2026-06 | $980 | HIGH | Open | |
| Sophie Goudreau | 14mo | 2026-05 | $960 | HIGH | Open |
3 — Pipeline & Growth
future revenue · weekly review
Active Pipeline
$18,400
MRR value in active conversations
Coverage Ratio
1.8×
Need 3–4× to hit target — undercovered
Win Rate (90d)
31%
4 of 13 proposals closed
Avg Sales Cycle
24 days
Discovery call → signed contract
Proposals Outstanding
Flag >14 days with no movement| Prospect | Value | Sent | Stage |
|---|---|---|---|
| Ottawa HVAC Co. | $1,800/mo | 6 days ago | Proposal |
| Kanata Dental Group | $2,400/mo | 11 days ago | Negotiation |
| Capital Law Group | $2,200/mo | 3 days ago | Discovery |
| Riverside Roofing | $1,600/mo | 18 days ago | Stalled |
Lead Source Attribution (90d)
Client Referrals9 leads · 68%
Inbound / Website2 leads · 18%
Cold Outreach1 leads · 7%
Other1 leads · 7%
68% referral dependency = structural risk. One lost referral source disrupts the growth engine.
4 — Operations & Delivery
service quality · client retention protection
Team Utilization
71%
Healthy — target 65–75%
Accounts / Person
15
At upper limit — quality risk above this
Deliverable Completion
87%
Below 90% target — clients will notice
Avg Response Time
19h
Above same-day target of <8h
Overdue Tasks
6 overdueHIGHAMCO — April PPC report2 days ago
HIGHGo Pro — CallRail audit3 days ago
HIGHNFP — Conversion tracking review4 days ago
MEDSophie — Weekly check-in1 day ago
MEDPelmar — Ad copy v3 approval1 day ago
LOWBercier — Ad schedule update5 days ago
Account Performance Alerts
Client-facing issuesHIGHAMCO FencingCPL up 34% vs 7d avg ($47 → $63)
HIGHGo Pro RestorationCallRail tracking broken — call data missing
MEDPelmar EngineeringImpression share <20% on core terms
LOWSophie GoudreauApproval pending 5+ days — campaigns at risk
5 — People & Team
small team · every person = 25% of capacity
Team Overview
3
Headcount
1 FTE + 2 contractors
0
Open Roles
No active hiring
0%
12mo Turnover
Strong retention
K
Kristian
Senior Digital Strategist · 45 accounts
Util84%
C
Contractor A
PPC Specialist · 12 accounts
Util71%
H
Hannah
Designer · 8 accounts
Util62%
Team Pulse
Anonymous weekly check-in · 1–5 scale4.2
this week · team of 3
6-week trend
Burnout risk: Kristian at 84% utilization. Sustainable limit is ~75%. Reduce or delegate within 2 weeks.
~320h
30d Capacity
Across all contributors
$17.5K
Revenue / Person
MRR ÷ headcount
6 — Own Marketing & Acquisition
cobbler's children check · don't let this go to zero
Inbound Leads (week)
2
Target: 3+/week
Website Visitors (week)
318
Target: 500+
Content Published (mo)
3
Target: 8+ pieces
Avg Client Acq. Cost
$0
Target: <$500
7 — Strategic Indicators
long-term resilience · monthly review
CEO Time Allocation (this week)
Target: <30% on deliveryClient Delivery42%
Admin / Finance18%
Sales / Biz Dev17%
Strategy / Planning14%
Team Management9%
42% on delivery is 12pp above target. Sales + strategy time (31%) should be the majority of CEO hours.
Single Points of Failure
5 identified| Function | Owner | Risk |
|---|---|---|
| All client relationships | Kristian only | HIGH |
| Google Ads API credentials | Kristian only | HIGH |
| Invoicing & collections | Kristian only | HIGH |
| CallRail access | Kristian only | MED |
| DataForSEO API | Kristian only | LOW |
Revenue Growth
Year-over-Year
+18%
$44.5K → $52.5K MRR
Quarter-over-Quarter
+7%
Q4 2025 → Q1 2026
Owner Effective Hourly Rate
$87/hr
Annual comp ÷ hours worked — target $120/hr+. Raise prices or reduce hours on low-margin clients.
This Week — CEO Priority Actions
5 itemsHIGHChase AR: $2,880 from Go Pro + Sophie overdue 44–56 days
HIGHPipeline undercovered (1.8× vs 3–4× needed) — book 2 prospect calls this week
MEDResolve 6 overdue tasks before client escalations — delegate or block time
MEDPublish 5 more content pieces — on pace to miss monthly target of 8
LOWReduce delivery time allocation from 42% → <30% by delegating 2 recurring tasks