A self-assessment for owners raising money or borrowing
Stricter than a buyer in places. Kinder in others.
Where we'd start
USD $200
USD $200 until the end of 31 December 2026, UTC. From 1 January 2027, USD $500.
Click below to pay by card or crypto (BTC or XMR). Then start the assessment. Your answers save as you go.
Buy the full reportNothing to buy
Both take the same 31 questions and the same 45 minutes to an hour.
If it's for someone else, give them the full report as a gift.
Raising money is selling part of the business. An investor is a buyer taking a smaller piece, and reads the same seven things.
They add one question a buyer never has to ask: what happens to their money if you go.
Their money would stay in the business. You wouldn't have to. The more of it that runs through you, the more they'll ask for in return, or the longer they'll wait.
The assessment reads the business as an investor does, and shows what they'd want fixed before they commit.
Every owner answers the same 31 questions. Coming in this way, the report reads your answers as an investor would, and each of these seven comes back with a reading. These are the readings you want, word for word as the report puts them.
An investor's accountant could check your figures in a week.
Most of next year's income is already secure.
You can show what the business earns, and that it will last.
Growth doesn't depend on you, and the trend backs it.
The business runs without you, and an investor can see it.
What makes the business work would survive a change of owner.
Most of how the business works is written down.
Each one starts where an investor wants it, as in the list above. Drag it to where you think your business stands today, and see where an investor would place you.
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Every reading where an investor wants it
100Out of 100
A business
An investor would see a business. What's left to do is the difference between money on terms that are simply acceptable, and money on terms you are truly happy with.
Worked out on this page from where you set the seven. Nothing you set is saved or sent.
An investor won't take your word for any of these.
The 31 questions ask what they'd ask, and the report reads each of the seven from your answers. It also checks two things these can't: whether the business still makes money once you're paid properly for your work, and how much rests on your biggest customer. Either can hold the number down, whatever the seven say.
31 questions about how the business runs, plus five about the business itself, in eight parts. Allow 45 minutes to an hour, most of it spent looking things up. None of them are difficult. Several are uncomfortable, which is the point.
It's not a valuation and it doesn't say what anyone would pay. It's not financial, accounting, legal or other professional advice. It scores what you tell it: nobody checks the answers, inspects the books or telephones the accountant, so a careless half hour returns a careless number.
Have last year's revenue and the most recent accounts within reach. The sheet will email you a link if you want to finish later.
When an investor sits down with your figures, you'll already know the three answers they'll ask about first.
With the full report, you'll also know what to do about them: the next six months, each action in order, read by a person before it's sent. Pay by card or crypto (BTC or XMR) and start straight away.
Your answers are yours. We do not sell them. We do use anonymised data, aggregated, to establish industry, regional and other statistics.