This document summarizes a 10-point business fitness workshop presented by Mark G. Richardson. It discusses evaluating the fitness of a business across 10 criteria: numbers, processes, leadership, team, product, profitability, stress levels, reputation, positioning, and relationships. Participants are asked to score their business on a scale of 1-10 for each criteria. A total score above 85 indicates a healthy business, while a score below 35 means the business is in serious trouble. The workshop also addresses defining goals for growth and the ideal growth rate. Key factors for success discussed include having the right mindset and being willing to change.

1. 10-Point
Business Fitness
Workshop
Are You Fit to Grow?

2. 2SurefireLocal.com
Est. July 2011 in Tysons, Virginia
Specialized in Home Services vertical
1500+ customers and 2500+ locations
Named one of Inc. 5000’s Fastest Growing Private
Companies 5 straight years
One of 50 companies in North America with dedicated
Google team as a Premier Partner; Yext Strategic
Partner, Yelp Channel Partner
We Are
Surefire Local
5-time honoree

3. 3SurefireLocal.com
Is to make you successful in your business
with the best all-in-one marketing platform
that puts you in the driver seat to control
your online business presence.
Our Mission

4. 4SurefireLocal.com
A Few Quick Reminders
You will receive a recording of this webinar. Please check
your spam folder for emails from Surefirelocal.com.
You can ask questions at any point by using the
questions/chat box or emailing
marketing@surefirelocal.com

5. 5SurefireLocal.com
Who wants to win
today’s Google Home
Hub giveaway?

6. 6SurefireLocal.com
Today’s Speaker
Mark G. Richardson
Author, Speaker, and Advisor

7. Mark G. Richardson
mrichardson@mgrichardson.com
301.275.0208
ARE YOU FIT TO GROW?
(10 keys elements for business fitness)

8. The Business Environment
Up or Down Home Appreciation
Up or Down Interest Rates
Up or Down
Up or Down Employment
New Home Demand
Up or Down Stock Market
Up or Down Consumer Confidence
????? Is it time to “grow” or “hunker down”?

9. Business Cycles
Remodeling DB
Handyman
Specialty
Kitchen/Bath
Level Market
New Homes

10. Key Remodeler Differences
• Client demographics
• Specialty vs. Full Service
• Showroom vs. In-Home Sales
• In-House Crews vs. Subcontracted labor
• Size/type of projects
• Lead generation methods (marketing vs. word of mouth)
• Who provides the financing?
• The sales process ( one sit vs. multiple/consultative )
• The Owners Motivation !

11. Leadership
Motivations

12. Motivations
Legacy A Job A Cause
The Business
Entrepreneur Investor
Ego

13. Defining Growth?
• Top Line Growth?
• Market share?
• Portfolio Blend?
• Team?
• Profitability?
• Predictable or sustainable results?
• Strategic Alliances?
• How do you define growth?

14. The Ideal Growth Rate?
• 0 to 5% ...slipping / losing market share /
competition higher
• 5 to 10%...OK / little team opportunities/modest
innovation
• 10 to 20%...ideal/strong profit potential / good team
retention
• 20 to 30%... Aggressive / may slip in effectiveness /
Team stress
• 30% +++ ...Very aggressive and risky

15. Keys to
Success

16. The Right Mind Set
“If You Think You Can or
Think You Can’t, You’re Right”
Henry Ford

17. The “RIGHT”
Business Mindset
• Positive Attitude
• Work Ethic
• Team Sport

18. CHANGE
or Become Irrelevant

19. “Just do it”
Willing to take risk
Clients found you
Technology optional
Just discuss it
Follow the fantasy
Focus on the “what”
Want to balance risk
You find the clients
Technology not optional
Control the fantasy
Also Focus on the “how”
10 YEARS AGO TODAY
YOUR CLIENT... YOUR MARKETING... YOUR SALES

20. Is Your Business Fit?

21. Is Your Business Fit?

22. HOW FIT IS YOUR BUSINESS?
TEN CRITERIA FOR BUSINESS FITNESS
Numbers
SCORE
Processes
Team
Product
Profitability
Stress
Reputation
Positioning
Relationships
Leadership
TOTAL :

23. HOW FIT IS YOUR BUSINESS?
KNOW YOUR NUMBERS
Is your business guided by the numbers?
Do you review them weekly?
Do you have a dashboard with specific metrics such as
“cost per lead” etc.?
Do you have a solid budget and track it?
Do you know your numbers from previous years ?
Are actual vs. estimated costs within 5%?
no.
1SCORE: _____
(1- 10 points)

24. HOW FIT IS YOUR BUSINESS?
YOUR SYSTEMS/ PROCESSES
Not dependent on personalities?
Are your key processes written down?
Lead/Client management process
Sales process
Production system
Communication vehicles in place
no.
Client Feedback Process?
Consistent team evaluation?2SCORE: _____
(1- 10 points)

25. HOW FIT IS YOUR BUSINESS?
YOUR LEADERSHIP
Visionary
Good Communication
Goal Oriented
Strong Leadership Structure
Clear sense of purpose
Strategic thinking
no.
Well respected by the team & community
Walk your talk.
3SCORE: _____
(1- 10 points)

26. HOW FIT IS YOUR BUSINESS?
YOUR TEAM
Strong performers
High retention rate
Good synergy between ind./departments
They want to grow with you
Gung-Ho attitude/ “team spirit”
Accountability at all levels
4no.
Consistently exceed expectations (client & employee)
Commitment to constant improvement
SCORE: _____
(1- 10 points)

27. HOW FIT IS YOUR BUSINESS?
YOUR PRODUCT
High quality advice/design/service
Well defined product/ services (type & size)
Consistent client experience
“On Time” delivery
Clear demographic of your client5no.
Predictable results
Responds to diverse economic conditions
SCORE: _____
(1- 10 points)

28. HOW FIT IS YOUR BUSINESS?
YOUR PROFITABILITY
Profitability as predicted
Short and long term balance
Cash flow under control
Consistent year to year improvement
6no.
Cash flow/ collections ratios strong
SCORE: _____
(1- 10 points)

29. HOW FIT IS YOUR BUSINESS?
YOUR STRESS
Make time for your family/ friends/ self
Able to limit your hours to 45- 55 per week
Control your day rather than it controlling you
Proactive vs. reactive time in control
7no.
Working “on” your business, not just “in” the business
Make time for your improvement
SCORE: _____
(1- 10 points)

30. HOW FIT IS YOUR BUSINESS?
YOUR REPUTATION
Well respected in the industry & market
Raving fans for clients
Easily able to hire new employees
High referral rates
8no.
Local/ national media interest
Vendors seek you out
SCORE: _____
(1- 10 points)

31. HOW FIT IS YOUR BUSINESS?
YOUR POSITIONING
Stable and consistent
Strong market awareness
Healthy bottom line
Have a good Business/ Marketing Plan
9no.
Diversified for risk management
Investing in technology for growth
How well positioned are you?
Mentoring up and coming leaders
Well capitalized
SCORE: _____
(1- 10 points)

32. HOW FIT IS YOUR BUSINESS?
YOUR ALLIANCES/ RELATIONSHIPS
You have established alliances with other professionals
Good dialog/ regular communication with alliances and
partners
Always seeking out synergistic opportunities with
alliances
10
SCORE: _____
(1- 10 points)
no.

33. HOW FIT IS YOUR BUSINESS?
SCORING YOUR
FITNESS
CHECK UP

34. HOW FIT IS YOUR BUSINESS?
YOUR BUSINESS FITNESS QUOTIENT
Numbers
SCORE
Processes
Team
Product
Profitability
Stress
Reputation
Positioning
Relationships
Leadership
TOTAL :
Rate yourself on the following
categories
SCALE: 1-10
1: lowest score
10: highest score

35. HOW FIT IS YOUR BUSINESS?
YOUR SCORE
Keep doing what you are doing
You appear to be healthy- continue to do an annual check up
85 or above
You are fine
Focus on any scores below 5 with an action plan for improvement
75- 84 points
You are “Average”
Put your ego aside and find a mentor/ coach to become successful
65- 74 points
Commit now to Improvement
Create a plan and monitor progress monthly
55- 64 points
Bring your team together
Have them score the business- if consistent set regular meetings for improvement
45- 54 points
You are in serious trouble
Bring in a professional to analyze your test results and to advise you on a plan
35- 44 points
Below 35 Time to look for a good business to go work for

36. FAQ
• What if my scores are different than my partners?
• Are all the criteria equally weighted?
• How often should I take this fitness check up ?
• Should I retain a coach to help me?
• How fit are other companies?
• How do I conduct this with other team members?
• How do I get more information on this topic?

37. mrichardson@mgrichardson.com
301.275.0208
HOW FIT IS YOUR BUSINESS?
Mark G. Richardson

38. Remodeling Mastery Podcast
Topics
• Change or become irrelevant
• The Future of Remodeling
• The Cash Crunch
• Half Time
• Innovation
• Define Success
• The Ideal Team
• Talking Money
• And more....

39. Thank You
Mark G. Richardson
mrichardson@mgrichardson.com
301.275.0208

40. 40SurefireLocal.comWant to learn more? Call/Email: 571-327-3391 | marketing@surefirelocal.com
Let’s schedule a call
Get a free copy of one of
Mark’s popular book in
exchange for a brief
conversation with Surefire
about your digital marketing
Let’s meet on
Wednesday
Let’s meet on
Thursday
Let’s meet next
week

41. 41SurefireLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

42. 42SurefireLocal.com
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!
Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!