Why we do everything

A business you could sell is a business worth keeping

Everything in this packet exists to move one number, and every business walks the same spiral into it. Each chapter you clear puts you on a tighter turn with fewer companies still on the line — and the rules of the game change at every turn.

▲ +$2.56M of that gap sits in your top three fixes.

YOU ARE HERE Clean books

Not a chapter — accurate, dependable numbers that tell the story completely and truthfully. Every turn above is measured, and none of it holds without that underneath.

Your scoring

How the conclusion forms

Nine components, scored from your calls and your numbers. Click through: each one adds a corner, and the shape they close into is your business.

Operating model the machine your revenue runs on

Differentiation includes founder authenticity (both overcame addiction/incarceration)... systematized methodology vs.

Why it scored 3Founder story and personal brand are central to trust, but the explicit push toward a 'systematized (vs.

Go-to-market how demand actually arrives

omnichannel retargeting is explicitly not yet prioritized

Why it scored 2GTM is dominated by paid direct-response advertising as the primary channel rather than free-content-led, pull/inbound education marketing, which is the opposite of the Tour Guide's core GTM logic even though organic content exists as a supplement.

Revenue pattern the shape of the money

80% of revenue comes from the $8,500 90-day Total Breakthrough Academy... actively transitioning to a 12-month upfront program model to increase predictability

Why it scored 3High-ticket transactional revenue with upsell tiers echoes the Tour Guide pattern, but it's a one-time program-driven model rather than launch-cohort-driven revenue tied to audience-building cycles, and the shift to upfront annual pricing looks more like continuity-service economics than cohort launch spikes.

Founder profile who's driving

CEO Julian (strategy, brand), Tim (face of brand, sales, coaching)... founders' own experiences with addiction and incarceration validate the acuteness of the problems addressed

Why it scored 3There is a founder-story-driven brand with an authentic transformation narrative (Tim as 'face of brand'), matching the personal-authority archetype, but the presence of a co-founder splitting brand/operations and systematized coaching teams reduces the singular founder-as-product dynamic central to Tour Guide.

Team shape how the team flexes

coaching teams/directors for men's and women's programs, head of product, sales team (setters/closers), creative team, and CSM function... need for a systems-thinking COO-level operations leader

Why it scored 2Team structure resembles a scaled service/coaching operation with multiple coaches and departments rather than a lean content-creator-plus-community team built around a single teaching founder, indicating a different operating shape than Tour Guide's typical hiring sequence.

Sales cycle how long a yes takes

sold via a separate sales call at 90-day graduation... sales team is incentivized on total cash collected with milestone bonuses

Why it scored 2Sales cycle is a consultative closer-driven process typical of high-ticket coaching generally, but there's no evidence of the 6-18 month free-content nurture-to-buy cycle that defines Tour Guide's audience-warming mechanic; acquisition is largely paid-ad driven rather than long-term content consumption.

Moat what protects you

proprietary Inside-Out Method (soon a published book)... founder authenticity...

Why it scored 3Some personal-brand and IP-based moat exists (founder story, forthcoming book) matching Tour Guide's reputational moat, but the explicit differentiation as 'systematized vs.

Concentration how many eggs, how many baskets

80-150+ in group coaching cohorts

Why it scored 5Highly diversified individual client base with no concentration risk matches (and exceeds) the archetype's typical moderate concentration profile, though this diversification is a strength beyond what's typical for Tour Guide.

Risk appetite your tolerance for the ride

actively restructuring toward a $18-20K annual upfront model to boost predictability... record monthly revenue was achieved in 2023

Why it scored 3Evidence of deliberate, considered strategic shifts (pricing restructuring, systematizing onboarding) suggests a measured, editorial-pace decision cadence somewhat consistent with Tour Guide, though the paid-media-heavy growth approach suggests more operational/aggressive risk tolerance than the archetype's typical reputation-conservative stance.

Your archetype is Tour Guide

An archetype is a repeatable business pattern. We call that pattern the engine: how a company wins customers, does the work, and turns effort into cash. Follow the link below to read the full pattern.

Read the Tour Guide playbook →

Financial Targets

Ad Spend24%

Total Labor31%

Overheads & G&A17%

Operating Income (EBITDA) 20-26% A range on purpose: judge the cycle, not the single month.

0%15%30%

Inside the 31%: the labor breakdown

The framework splits the 31% four ways. G&A headcount sits in the overhead line, not here.

12%

5%

9%

5%

Fulfillment12%

The delivery team.

Sales5%

The selling seats.

Marketing9%

Demand creation staff.

Ops5%

The core that keeps it running.

Verified financials · trailing 12 months

12-Month Financial Performance

Revenue ran $3.76M. The gap to the baseline is labor: 40% of revenue against the 31% target, about $43,903 a month.

TTM Revenue$3.76MJan 25 through Aug 25.

Monthly revenue

Trailing 12 months vs the target financials$3,764,271

Revenue to justify

Acquisition—vs 24%Not split out in these books yet.

Total Labor40.3%vs 31%9% over · ~$44K/mo at current revenuetoday's spend sits at 31% once revenue reaches ~$612K/mo

Jun 25$575,984

Labor44%vs 31%

Jul 25$290,087

Labor27%vs 31%

Aug 25$542,536

Labor41%vs 31%

Company forecast

The Path Forward

The next twelve months against the targets — and what hitting them is worth.

Forecasted Revenue$5.71MNext 12 months, growing at the plan's 2.0% annual rate.

Labor At TargetMo. 1240% glides to the 31% line, roughly 0.8 points a month.

Hover any point on the labor line: the target share that month, and the department envelope it buys.

Ratios vs targets, over the modeled year

LaborTarget 31%

40.3%→31.0%

The reseat. Feeds the margin directly.▼ 9.3pp

The scorecard

The Valuation

The model says $11.6M of enterprise value today. What moves it most: growth, margin, and the risk premium.

Enterprise value $11.6M at a 15.0% discount rate, on $6.51M trailing revenue and the growth path from your own plan.

What moves it most

Growth · annual growth rate+$425KWhat one extra point of annual growth (2.0% today) is worth. Growth compounds through every year of the model.

EBITDA · the margin engine+$600KWhat 5% more EBITDA is worth. This is the Financial Targets section, priced: closing the gap feeds this number directly.

Where the value hides

The discount rate carries 4.3 points of company-specific risk. Cleared entirely, that premium is worth $5.20M more. It comes out one risk at a time:

Risk 1Key-person reliance$1.66M

Today: Heavy reliance. Fixed looks like: Documented bench + SOPs.

Risk 2Revenue channel dependency$520K

Today: High (one >60%). Fixed looks like: Diversified (no single >30%).

Risk 3FP&A / reporting maturity$385K

Today: Ad-hoc reporting. Fixed looks like: Audited/robust monthly closes & KPIs.

Contract terms$341K
Today: Month-to-month / transactional. Fixed looks like: >=12-month contracts / prepaid.
Ops complexity$341K
Today: Mixed custom + productized. Fixed looks like: Productized / low customization.
Supplier dependency$211K
Today: Replaceable vendor. Fixed looks like: None or redundant suppliers.
Gross margin volatility$168K
Today: Moderate (2–5 pp). Fixed looks like: Low (std dev <= 2 pp).
Revenue retention$126K
Today: 95–109%. Fixed looks like: >=110%.
Working-capital collectability$126K
Today: Some slippage. Fixed looks like: Clean (low DSO, immaterial write-offs).

The conclusion

The story in five headlines

01 · The Scoring The evidence walked to Tour Guide.

A Tour Guide earns trust from the founder's experience and sells through education, so prospects become students before they become buyers. They've already adopted the founder's frameworks and worldview by the time the high-ticket conversation happens.

What healthy looks like Prospects get real results from the free content before they buy, so they trust you faster and the paid offer is the logical next step instead of a leap of faith.

What breaks it It needs live or pseudo-live facilitation. Most Tour Guide programs sell on the founder's voice, presence or coaching, and pre-recorded content alone doesn't scale that.

02 · The Perfect P&L The baseline keeps 20-26% of revenue.

24% ad spend · 31% total labor · 17% overheads.Labor splits four ways: 12 fulfill, 5 sales, 9 marketing, 5 ops.The framework's note: healthy mid-margins; watch labor vs cohort volume.

03 · The Performance Labor is the gap: 40% against 31%.

$3.76M of revenue.The labor gap costs about $44K a month at today's revenue.

04 · The Path Forward The modeled year, target by target.

Revenue models to $5.71M over the next year.Labor glides 40.3% to 31.0%, at target by month 12.Exit margin 0.0%.A modeled path, built to be argued with.

05 · The Valuation $11.6M today. $16.8M priced.

One point of growth is worth $425K.Five percent more EBITDA is worth $600K.Key-person reliance holds back $1.66M; revenue channel dependency $520K.

What you make today, and what grows it long-term. Both, on purpose.

Beyond Driven