Execution Rhythms
One number per seat
Put a weekly number on estimating, shop, and cash so the week is visible without Jordan.
Comprehensive Business Performance Audit
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.
Return report
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.
Three immediate actions
Inverted flags
4No Clue
2Return report
Draft. Not emailed yet.
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
Put a weekly number on estimating, shop, and cash so the week is visible without Jordan.
Talent
Name a second reader for quotes and time how long a job waits on Jordan.
Cash
Replace No Clue on margin with a monthly read the managers can say out loud.
Start here
Talent scores 27, 24 points from Developing.
02 / Seven systems
Culture
+15 to Strong70
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.”
Talent
+24 to Developing27
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.”
Strategy
+17 to Developing34
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.”
Marketing & Sales
+3 to Solid68
Execution Rhythms
+15 to Strong70
Processes
+1 to Developing50
Cash
+12 to Solid2 not known58
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
Culture
70
Data & Metrics
70
Talent
53
Processes
54
Revenue Engine
62
Customer Experience
Extra ring74
Innovation
Extra ring27
Technology & Automation
Extra ring50
Strategic Positioning
40
Ownership
Extra ring0
Financial Performance
guess58
Operations
44
Risk Management
Extra ring50
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
Every question from this fill, in section order.
Culture
Do you have a clear vision statement?
Yes
Is your vision shared with all team members?
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?
No
How would you rate the alignment of the team with the company's vision?
Somewhat Aligned
Does your organization have a reason for existence BEYOND profit & jobs?
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?
Yes
Data & Metrics
Do you track Key Performance Indicators (KPIs)?
Yes
How often are KPIs reviewed?
Monthly
Do all team members have at least one number they are accountable for?
No
Do you use a dashboard to track weekly metrics?
Yes
Do you have an organizational chart?
Yes
Are all roles clearly defined with clear responsibilities (using the Accountability Chart)?
No
Talent
Is ongoing training and professional development provided?
Yes
How frequently do you all review employee performance?
Annually
How would you rate employee turnover?
Average
Do you frequently measure employee satisfaction/engagement?
No
Do you have a method to measure employee productivity objectively?
No
Do you have a system in place to hire, onboard, and retain employees?
Yes
Do you have clear paths for promotion/role growth in the company for employees?
No
Processes
Are your core processes documented and simplified?
Yes
How confident are you in the consistency of your processes?
Somewhat Confident
Do you use any systems or tools to manage projects?
Yes
If yes, which tools?
JobTread and a shared Drive
Are there any bottlenecks in your current processes?
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?
Annually
Revenue Engine
Do you have a clear Unique Value Proposition?
Yes
Do you have a focused customer/market niche?
Yes
How would you rate your sales conversion rate?
Fair
Do you have a clear customer journey mapped out?
No
Do you know your customer acquisition cost?
Yes
If yes, what is it currently?
About $1,800
Do you know your average customer LIFE TIME VALUE (LTV)?
No
How would you rate your customer retention?
Average
Do you and your team have a compelling response to the question; "What do you do?"
Yes
How often do you measure marketing ROI?
Quarterly
Customer Experience
Do you regularly solicit feedback from customers?
Yes
How would you rate customer satisfaction?
Good
Do you have a process for addressing customer complaints?
Yes
How often do you review customer feedback?
Monthly
Do you have a referral program in place?
No
Do you have a clear product/service innovation roadmap?
No
How confident are you in your product/service quality for the price?
Somewhat Confident
Innovation
How often do you innovate or update your offerings?
Annually
Do you regularly assess market fit?
No
How often do you or your team launch new products or service offerings?
Never
Technology & Automation
How would you rate the company's technological adaptability?
Average
Do you regularly assess and upgrade technology systems?
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?
Somewhat Open
Do you have a dedicated technology team or technology discovery process?
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?
No
Have you clearly defined your "core customer"?
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?
No
What about a 1 year strategic plan?
Yes
Do you and your team know how your business ranks in the minds of customers compared to your top competitors?
No
Ownership
Do you have a succession plan in place?
No
Do you often find yourself working "in" the business rather than "on" it?
Yes
Are you frequently stressed out or overwhelmed by work related issues?
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
Yes
Gross Profit Margin This Year vs. Last Year is the Same or Increasing
No Clue
Overhead as a % of Sales-Year Over Year- Has Improved
No Clue
We Never Have Cash Flow Problems
No
Access to Cash is What's Limiting Our Growth
Yes
We Have an Annual Budget/Forecast We Manage To
Yes
Is your business achieving a net profit of at least 10% after a market based wage for owner/owners?
No
How often do you review financial statements?
Monthly
Operations
We consistently produce industry leading gross profit
No
We have quality control checks in place
Yes
We measure quality control issues
No
We RARELY have customer complaints
Yes
What % could your sales grow without breaking your operations?
20%
Risk Management
Have you had all of your customer, employment, and other legal agreements reviewed in the last 12 months?
No
When was the last time you had a comprehensive risk audit for insurance purposes?
Last Year
Do you have a contingency plan in place if a disaster, pandemic, etc were to happen?
No
Do you have buy-sell and operating agreements in place if you have equity partners?
Yes
Book the debrief to walk the picture with Norsten.
Book the debriefComprehensive Business Performance Audit
Completed by Jordan Hale
jordan@northlinefab.com · March 12, 2026
Where the business stands
50/ 100
Start here
Talent scores 27, 24 points from Developing.
Culture
+15 to Strong70
Talent
+24 to Developing27
Strategy
+17 to Developing34
Marketing & Sales
+3 to Solid68
Execution Rhythms
+15 to Strong70
Processes
+1 to Developing50
Cash
+12 to Solid58
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
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
Put a weekly number on estimating, shop, and cash so the week is visible without Jordan.
Talent
Name a second reader for quotes and time how long a job waits on Jordan.
Cash
Replace No Clue on margin with a monthly read the managers can say out loud.