Sample only. This is a made-up business with made-up numbers, showing the format of a Diagnostic report.
Diagnostic report (sample)
Executive summary
Dijla Coffee, a made-up Baghdad seller, has loyal customers and steady Instagram demand. Its growth is held back by unclear margins and orders lost at the door. Fixing the first two priorities within 3 months could add about 200,000 IQD a month in gross profit.
- Overall health score
- 2.25/5
- Recommended next step
- Growth Sprint, or M7 and I1 on their own.
Baseline
| Item | Today | Source |
|---|---|---|
| Orders per month | 180 | Order chats, 6-month average |
| Average order value | 28,000 IQD | Sample of orders |
| Monthly revenue | About 5,040,000 IQD | Orders × average value |
| Gross margin per order | 9,000 IQD | Supplier invoices (estimate) |
| Repeat purchase rate | 18% | Customer list (estimate) |
| Refused deliveries | 9% | Delivery receipts |
Orders per month
- Today
- 180
- Source
- Order chats, 6-month average
Average order value
- Today
- 28,000 IQD
- Source
- Sample of orders
Monthly revenue
- Today
- About 5,040,000 IQD
- Source
- Orders × average value
Gross margin per order
- Today
- 9,000 IQD
- Source
- Supplier invoices (estimate)
Repeat purchase rate
- Today
- 18%
- Source
- Customer list (estimate)
Refused deliveries
- Today
- 9%
- Source
- Delivery receipts
Health scorecard
| Area | Score | Evidence |
|---|---|---|
| Strategy and direction | 3 | Clear customer, no written targets |
| Product and pricing | 2 | Two best sellers earn the lowest margin |
| Brand and marketing | 3 | Consistent content, no sales tracking |
| Sales and customer experience | 3 | Quick replies, no follow-up after purchase |
| Operations and supply | 2 | Stock is counted by hand, with frequent stock-outs |
| Finance and records | 1 | Business and personal money are mixed |
| Team and management | 2 | Everything depends on the owner |
| Legal and compliance (flag only) | 2 | Questions for a licensed professional |
| Average | 2.25 |
Strategy and direction
- Score
- 3
- Evidence
- Clear customer, no written targets
Product and pricing
- Score
- 2
- Evidence
- Two best sellers earn the lowest margin
Brand and marketing
- Score
- 3
- Evidence
- Consistent content, no sales tracking
Sales and customer experience
- Score
- 3
- Evidence
- Quick replies, no follow-up after purchase
Operations and supply
- Score
- 2
- Evidence
- Stock is counted by hand, with frequent stock-outs
Finance and records
- Score
- 1
- Evidence
- Business and personal money are mixed
Team and management
- Score
- 2
- Evidence
- Everything depends on the owner
Legal and compliance (flag only)
- Score
- 2
- Evidence
- Questions for a licensed professional
Average
- Score
- 2.25
Top priorities and quick wins
| Priority | Quick win | Owner | Cost | Start | Expected effect |
|---|---|---|---|---|---|
| Cut refused deliveries | Confirm each order on WhatsApp before dispatch | Sales staff | None | Week 1 | From about 16 refused orders a month to 7: about 81,000 IQD |
| Fix best-seller pricing | Raise two products by 2,000 IQD each, and watch demand | Owner | None | Week 2 | About 120,000 IQD a month on 60 orders, if demand holds |
| Separate the money | Open a separate cash book | Owner | None | Week 1 | Monthly profit becomes visible |
Cut refused deliveries
- Quick win
- Confirm each order on WhatsApp before dispatch
- Owner
- Sales staff
- Cost
- None
- Start
- Week 1
- Expected effect
- From about 16 refused orders a month to 7: about 81,000 IQD
Fix best-seller pricing
- Quick win
- Raise two products by 2,000 IQD each, and watch demand
- Owner
- Owner
- Cost
- None
- Start
- Week 2
- Expected effect
- About 120,000 IQD a month on 60 orders, if demand holds
Separate the money
- Quick win
- Open a separate cash book
- Owner
- Owner
- Cost
- None
- Start
- Week 1
- Expected effect
- Monthly profit becomes visible
Roadmap
| Horizon | Focus | Modules |
|---|---|---|
| 0–3 months | Margins and records | M7 Financial model and pricing, I1 Systems setup |
| 3–6 months | Reliable demand | M4 Marketing strategy, I3 Social commerce setup |
| 6–12 months | Repeat customers | M5 Sales and customer experience, I4 Campaign launch |
0–3 months
- Focus
- Margins and records
- Modules
- M7 Financial model and pricing, I1 Systems setup
3–6 months
- Focus
- Reliable demand
- Modules
- M4 Marketing strategy, I3 Social commerce setup
6–12 months
- Focus
- Repeat customers
- Modules
- M5 Sales and customer experience, I4 Campaign launch