Company Assessment Published May 9, 2020 | By , Welcome to the ANA CMA Salutation Name Company State City Email address Confirm email Telephone 1. Describe your marketing campaign General Marketing: How many marketing channels do you actively use to publish your products / services?Deselect Answer One (for example, just advertising) 2 or 3 (for example, advertising, trade journals, TV) 4 to 8 (for example, advertising, trade journals, TV, radio, tradeshows) More than 9 None – all is “word of mouth” 2. Marketing Momentum: If you were to discontinue all your marketing and advertising expenses today, when would you see a decline of sales of 20% and more?Deselect Answer In less than 1 month Between 1 to 6 months Between 6 to 12 months Between 13 and 24 months After two years, may be 3. Marketing Expenses: What are your company’s marketing expenses (excluding commissions) - as percent of revenues?Deselect Answer 0% Up to 5% 6% to 8% 8% to 10% More than 10% 4. Online Marketing: Estimate the number of people for the past year who decided to receive information from you by signing up on your website Deselect Answer None 0-499 Don’t know 500 – 9,999 More than 10,000 5. Online Marketing2: Estimate the number of people for the past year who decided to receive information from you by signing up on your website Deselect Answer None 0-499 Don’t know 500 – 9,999 More than 10,000 1 out of 7 6. Describe the strengths of your customer relationships Customer Satisfaction: Your best estimate for the percentage of VERY SATISFIED customers Deselect Answer Less than 25% 25%-60% I’m not sure 61%-80% More than 80% 7. Customer Referrals: How often do existing customers refer your company?Deselect Answer Never Rarely Don’t Know Occasionally Always 8. Recurring Revenue Stream: What is the company’s percentage of recurring revenue - defined as annuity streams, ongoing maintenance contracts, consistent subscription revenue or revenues from sales your customer must proactively turn off or cancelDeselect Answer None 1-20% 21-50% 51-80% 81% and more 9. Business Exclusivity: How important is your company to your customers?Deselect Answer Our customers can get our product/service from many other suppliers There are a few other suppliers providing our products/services Our customers would have to do some research to find an alternate supply source We have a strong position in the service/product taking 12+ months to replace us It would be close to impossible for our customers to replace us 10. Customer Customization: Which describes best the level of customization offered?Deselect Answer Our products/services are standardize with no customization services We provide a standard set of products/services with minor adjustments No Applicable / Don’t Know We offer some basic products and services but often customize such We offer a high degree of customization meeting unique needs 2 out of 7 11. Describe the potential to grow your business Company Market Share: What is your best estimate for the current market share of your products / services in your market area?Deselect Answer Less than 10% market share 10% to 25% 26% to 50% 50% to 75% More than 75% 12. Customer Penetration: Could you sell more of your products /services to your existing customer base?Deselect Answer We mostly sell them everything they need at this time There are a few complementary products/services we could be selling Don’t know, have not thought about it A reasonable amount of new products/services could be sold to our customers We could sell plenty of complementary products/services to existing customers 13. Geographical Expansion: Would a geographical expansion be possible WITHOUT enlarging your production or service spectrum?Deselect Answer Close to impossible without major investments Very difficult Somewhat difficult Fairly easy Very easy 14. Capacity Constraints: If the demand for your products / services were all of the sudden to increase ten-fold, would you find satisfying such demand -Deselect Answer Impossible to satisfy Very difficult Somewhat difficult Somewhat easy We could easily do so 15. Customer Margins: Which of the following best describes your business nature?Deselect Answer Profit margin goes down with each new customer who buys from us. Profit margin stays about the same Not applicable / Have not thought about / difficult to assess Profit margin improves a little, the more customers buy Profit margin improves a lot with each new customer 3 out of 7 16. Impact of losing of key customers, key employees, or key suppliers Customer Concentration: What revenue percentage was generated by your top three customers in the past 12 months (in dollar volume)?Deselect Answer 51% + 26% to 50% 16% to 25% 6% to 15% Less than 5% 17. Loss of your largest customer: What would be the impact to your business?Deselect Answer Detrimental Strong impact but the business would survive Not sure/ Not applicable Limited impact with few problems to survive No impact - we have plenty of customers 18. Human Resources in Sales: Loss of your leading sales and/or marketing professional -Deselect Answer Impossible to replace, only after a very long search process Very difficult to replace the individual Fairly difficult Fairly easy Very easy to replace, within weeks 19. Human Resources in Product/Service Design: Loss of your leading professional in product / service design -Deselect Answer Impossible to replace, only after a very long search process Very difficult to replace the individual Fairly difficult Fairly easy Very easy to replace, within weeks 20. Supplier Dependency: In case of a loss of your most important supplier -Deselect Answer • Impossible to replace, only after a very long vendor re-qualification process • Very difficult to replace supplier • Fairly difficult • Fairly easy • Very easy to replace, have multiple vendors I can purchase from 4 out of 7 21. What would be the impact, if you were unexpectedly unable to work for an extended period? Management Team: Which describes best your management team?Deselect Answer We don't have one - I manage most all of the work We have a few senior people acting as informal leaders We have a few managers in charge of sales/marketing, their role is loosely defined We have a team in place with a long-term compensation package We have a management buy-out plan and succession plan in place 22. Organizational Plan: Which describes best your organizational plan?Deselect Answer None - everybody has been here for a long time and knows what to do We started working on one, but were side tracked Not sure/ not applicable Some responsibilities are informally assigned with an organizational chart in place We have a well defined organizational structure w/ well assigned responsibilities 23. Owner/Customer Interaction: Which describes best your personal relationship with customers?Deselect Answer I know all my customers by first name, they always expect I personally get involved I know most of my customers and they sometimes want to deal with me I know some of my customers and a few of them prefer to deal with me I don’t know my customers personally and rarely get involved with them My customers are handled by our management team, I only help in emergencies 24. Owner Dependency: What percentage of your company’s revenues is generated by you personally or your fellow equity holders?Deselect Answer More than 50% 26% to 50% 11 % to 25% 6% to 10% 6% to 10% • Less than 5% 25. Owner Disabled: Assuming you were unable to work for three months -Deselect Answer The business would rapidly decline and most likely not survive The business would suffer a lot, but most likely survive The business would suffer but when back, we would be right back on track There would be somewhat of an impact towards the third months The business would not suffer at all with the management team in place 5 out of 7 26. Your Financial Performance Company Size: What was your company’s annual revenue last year?Deselect Answer Less than $750,000 $760,000 - $2,000,000 $2,000,000 - $4,999,999 $5,000,000 - $15,000,000 More than $15,000,000 27. Historic Revenue Growth: How did your most recently completed financial year compare with the previous year?Deselect Answer Revenues declined Revenue are about the same Revenues increased by up to 15% Revenues increased between 15% to 25% Revenues increased by more than 25% 28. Revenue Projection: Do you expect your revenues in the next 12 months to -Deselect Answer Decline Remain at its current level Increase by up to 15%. Increase by between 15% and 25% Increase by more than 25% 29. Profit Margin: What was your profit before tax on your most recent tax return?Deselect Answer • We lost money • Don’t know • 0% to 5% of revenue • 6% to 10% of revenue • More than 10% of revenue 30. Financial Reporting: How do you handle your financial record keeping?Deselect Answer Our accountant gets a stack of receipts at year end and figures it out Our accountant enters all information quarterly and gives us a P&L We use an accounting package and enter all information at least once a quarter Our in-house accountant enters all information monthly - with a monthly P&L An accounting firm produces “Audited Statements” each year for us 6 out of 7 31. The Cash Flow Impact Gross Profit Margin: What is your gross profit margin? (Defined as Sales minus Cost Of Goods Sold)Deselect Answer Not sure Less than 35% of gross sales 35% to 50% of gross sales 51% to 80% of gross sales More than 80% 32. Cash Requirements: Which best describes your cash needs?Deselect Answer We regularly raise or borrow money as we need more cash than we generate Not sure / don’t know We're occasionally trying to raise or borrow money Our business generates excess cash which we distribute to shareholders regularly Our business generates excess cash which we keep in the company 33. Past Cash Flow: What was your net cash flow in your most recent year, adjusting for under/overpayment in owner compensation/benefits or lease payments for owner propertiesDeselect Answer We had negative cash flow, I had to inject money $0 to $100,000 $100,000 to $500,000 $500,000 to $1,500,000 More than $1.5m 34. Accounts Receivable: How do your customers pay you?Deselect Answer Up to 60 days net payment terms after products/services were received 100% paid when customer receives products/services Payments are spread over the time (progress payments) An upfront deposit and paid in full after customer receives product/service 100% billed & paid when the customer places order 35. Accounts Payable: How do pay your suppliers?Deselect Answer 100% upfront payment when we place the order Upfront deposit w/ rest payment in full once we have received product/service 100% payment (COD) when we receive products/services Payments spread (progress payments) over time as product/service are received Up to 60 days net payment terms after products/services were received by us 7 out of 7 Please fill in the comment box below. Thank you Time is Up!