Norsten Collective

Comprehensive Business Performance Audit

Where thebusinessstands.

Northline Fabrication

Jordan Hale · jordan@northlinefab.com · March 12, 2026

Sample fill for Northline Fabrication. Use Coach view to see flags, notes, and the review tools.

01 / The picture

50/ 100

The picture is mixed. Coach band: Developing.

CultureTalentStrategyMarketing & SalesExecution RhythmsProcessesCash

Return report

Write what they get back

Insights, the detail behind the scores, and three immediate actions. Save a draft to put them on this report and in Print. Sending shows that draft before it emails.

In review

Three immediate actions

notion: senttwenty: unmatched

Inverted flags

4
  • Are there any bottlenecks in your current processes?
  • Do you often find yourself working "in" the business rather than "on" it?
  • Are you frequently stressed out or overwhelmed by work related issues?
  • Access to Cash is What's Limiting Our Growth

No Clue

2
  • Gross Profit Margin This Year vs. Last Year is the Same or Increasing
  • Overhead as a % of Sales-Year Over Year- Has Improved

Return report

Draft. Not emailed yet.

From your coach

Owner is still the week. Vision is in their head more than in the seats. Cash and margin are not known with enough precision to manage. Start with one number per seat, a weekly scoreboard, and moving estimating off Jordan.

Three moves

Execution Rhythms

One number per seat

Put a weekly number on estimating, shop, and cash so the week is visible without Jordan.

Talent

Move estimating off the owner

Name a second reader for quotes and time how long a job waits on Jordan.

Cash

Know the cash number

Replace No Clue on margin with a monthly read the managers can say out loud.

Start here

Talent is the thinnest system.

Talent scores 27, 24 points from Developing.

02 / Seven systems

Seven systems

What is the Vision Statement?

“Be the fabricator owners call when the job cannot slip, without the owner being the one who keeps it from slipping.”

What are the top three areas in your business you believe need immediate attention?

“Get estimating off my desk. Give each manager one number. Make a week I can leave.”

If yes, what is your Core Customer description?

“Mid-size GCs doing public and industrial work who need steel that shows up the week they said it would.”

Bars under 50 are set in Windsor. No Clue scores 0 but reads as missing, not failing.

03 / Circles

Prolific People

48

Culture · Talent

Predictable Process

60

Execution Rhythms · Processes

Pricing Power

53

Strategy · Marketing & Sales · Cash

04 / Thirteen sections

The read

The read

The composite is 50. Taken together, the picture is mixed.

Customer Experience and Culture are the clearest sections.

Ownership and Innovation are the thinnest.

Among the seven systems, Talent is the lowest.

Prolific People is the thinnest circle.

Ownership sits outside the core rings and is still thin.

What they answered

Raw answers

Every question from this fill, in section order.

Culture

  • Do you have a clear vision statement?

    1/1

    Yes

  • Is your vision shared with all team members?

    1/1

    Yes

  • What is the Vision Statement?

    Be the fabricator owners call when the job cannot slip, without the owner being the one who keeps it from slipping.

  • Do all employees understand the company's core values?

    0/1

    No

  • How would you rate the alignment of the team with the company's vision?

    3/5

    Somewhat Aligned

  • Does your organization have a reason for existence BEYOND profit & jobs?

    1/1

    Yes

  • If yes, what is it?

    Give tradespeople a place where the work is clean and the week is predictable.

  • Do you have Core Values that have been discovered and articulated to your team?

    1/1

    Yes

Data & Metrics

  • Do you track Key Performance Indicators (KPIs)?

    1/1

    Yes

  • How often are KPIs reviewed?

    4/5

    Monthly

  • Do all team members have at least one number they are accountable for?

    0/1

    No

  • Do you use a dashboard to track weekly metrics?

    1/1

    Yes

  • Do you have an organizational chart?

    1/1

    Yes

  • Are all roles clearly defined with clear responsibilities (using the Accountability Chart)?

    0/1

    No

Talent

  • Is ongoing training and professional development provided?

    1/1

    Yes

  • How frequently do you all review employee performance?

    3/5

    Annually

  • How would you rate employee turnover?

    3/5

    Average

  • Do you frequently measure employee satisfaction/engagement?

    0/1

    No

  • Do you have a method to measure employee productivity objectively?

    0/1

    No

  • Do you have a system in place to hire, onboard, and retain employees?

    1/1

    Yes

  • Do you have clear paths for promotion/role growth in the company for employees?

    0/1

    No

Processes

  • Are your core processes documented and simplified?

    1/1

    Yes

  • How confident are you in the consistency of your processes?

    3/5

    Somewhat Confident

  • Do you use any systems or tools to manage projects?

    1/1

    Yes

  • If yes, which tools?

    JobTread and a shared Drive

  • Are there any bottlenecks in your current processes?

    0/1Inverted

    Yes

  • If yes, what are they?

    Estimating still queues on Jordan. Shop starts wait on that read.

  • How often do you review and refine processes?

    2/5

    Annually

Revenue Engine

  • Do you have a clear Unique Value Proposition?

    1/1

    Yes

  • Do you have a focused customer/market niche?

    1/1

    Yes

  • How would you rate your sales conversion rate?

    3/5

    Fair

  • Do you have a clear customer journey mapped out?

    0/1

    No

  • Do you know your customer acquisition cost?

    1/1

    Yes

  • If yes, what is it currently?

    About $1,800

  • Do you know your average customer LIFE TIME VALUE (LTV)?

    0/1

    No

  • How would you rate your customer retention?

    3/5

    Average

  • Do you and your team have a compelling response to the question; "What do you do?"

    1/1

    Yes

  • How often do you measure marketing ROI?

    3/5

    Quarterly

Customer Experience

  • Do you regularly solicit feedback from customers?

    1/1

    Yes

  • How would you rate customer satisfaction?

    5/5

    Good

  • Do you have a process for addressing customer complaints?

    1/1

    Yes

  • How often do you review customer feedback?

    4/5

    Monthly

  • Do you have a referral program in place?

    0/1

    No

  • Do you have a clear product/service innovation roadmap?

    0/1

    No

  • How confident are you in your product/service quality for the price?

    3/5

    Somewhat Confident

Innovation

  • How often do you innovate or update your offerings?

    3/5

    Annually

  • Do you regularly assess market fit?

    0/1

    No

  • How often do you or your team launch new products or service offerings?

    0/5

    Never

Technology & Automation

  • How would you rate the company's technological adaptability?

    3/5

    Average

  • Do you regularly assess and upgrade technology systems?

    0/1

    No

  • Are there systems or tools you wish to implement?

    A live scoreboard the managers actually open on Monday.

  • How open is the company to adopting new technologies?

    3/5

    Somewhat Open

  • Do you have a dedicated technology team or technology discovery process?

    0/1

    No

Strategic Positioning

  • How do you gauge market trends and shifts?

    Jordan reads the trade pubs and talks to a few GCs at the end of a job.

  • Do you have strategies in place to deal with new competitive pressures/changes?

    0/1

    No

  • Have you clearly defined your "core customer"?

    1/1

    Yes

  • If yes, what is your Core Customer description?

    Mid-size GCs doing public and industrial work who need steel that shows up the week they said it would.

  • Do you have a clearly articulated 3-year strategic plan?

    0/1

    No

  • What about a 1 year strategic plan?

    1/1

    Yes

  • Do you and your team know how your business ranks in the minds of customers compared to your top competitors?

    0/1

    No

Ownership

  • Do you have a succession plan in place?

    0/1

    No

  • Do you often find yourself working "in" the business rather than "on" it?

    0/1Inverted

    Yes

  • Are you frequently stressed out or overwhelmed by work related issues?

    0/1Inverted

    Yes

  • What are the top three areas in your business you believe need immediate attention?

    Get estimating off my desk. Give each manager one number. Make a week I can leave.

Financial Performance

  • Sales This Year to Date vs. Last Year to Date Are Higher

    1/1

    Yes

  • Gross Profit Margin This Year vs. Last Year is the Same or Increasing

    0/1No Clue

    No Clue

  • Overhead as a % of Sales-Year Over Year- Has Improved

    0/1No Clue

    No Clue

  • We Never Have Cash Flow Problems

    0/1

    No

  • Access to Cash is What's Limiting Our Growth

    0/1Inverted

    Yes

  • We Have an Annual Budget/Forecast We Manage To

    1/1

    Yes

  • Is your business achieving a net profit of at least 10% after a market based wage for owner/owners?

    0/1

    No

  • How often do you review financial statements?

    5/5

    Monthly

Operations

  • We consistently produce industry leading gross profit

    0/1

    No

  • We have quality control checks in place

    1/1

    Yes

  • We measure quality control issues

    0/1

    No

  • We RARELY have customer complaints

    1/1

    Yes

  • What % could your sales grow without breaking your operations?

    2/5

    20%

Risk Management

  • Have you had all of your customer, employment, and other legal agreements reviewed in the last 12 months?

    0/1

    No

  • When was the last time you had a comprehensive risk audit for insurance purposes?

    3/5

    Last Year

  • Do you have a contingency plan in place if a disaster, pandemic, etc were to happen?

    0/1

    No

  • Do you have buy-sell and operating agreements in place if you have equity partners?

    1/1

    Yes

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Norsten Collective

Comprehensive Business Performance Audit

Northline Fabrication

Completed by Jordan Hale

jordan@northlinefab.com · March 12, 2026

Where the business stands

50/ 100

Start here

Talent is the thinnest system.

Talent scores 27, 24 points from Developing.

CultureTalentStrategyMarketing & SalesExecution RhythmsProcessesCash

The read

The composite is 50. Taken together, the picture is mixed.

Customer Experience and Culture are the clearest sections.

Ownership and Innovation are the thinnest.

Among the seven systems, Talent is the lowest.

From your coach

The return

Northline Fabrication

Owner is still the week. Vision is in their head more than in the seats. Cash and margin are not known with enough precision to manage. Start with one number per seat, a weekly scoreboard, and moving estimating off Jordan.

Three moves

Execution Rhythms

One number per seat

Put a weekly number on estimating, shop, and cash so the week is visible without Jordan.

Talent

Move estimating off the owner

Name a second reader for quotes and time how long a job waits on Jordan.

Cash

Know the cash number

Replace No Clue on margin with a monthly read the managers can say out loud.