Decision audit
We interview leadership about the actual recurring decisions: 'when do we hire?', 'when do we open a branch?', 'when do we kill an ad campaign?'. Decisions drive dashboards, not the other way round.
Business intelligence designed by an operator, not a data team. We connect your finance, sales, marketing and ops data into one decision-ready dashboard layer that surfaces what's actually changing, what's about to break, and what's the highest-leverage move next week. No 47-tab Excel pivots. No 'we'll build the data warehouse first'. Operator-grade decision support, shipped in weeks.
We build BI for SME leadership teams across the West Midlands and UK-wide. Specialism: surfacing the 3-5 leading indicators that actually decide whether the quarter is going well, instead of the 200 lagging metrics most dashboards display.
We design backwards from the decision you need to make, not forwards from the data you happen to have.
We interview leadership about the actual recurring decisions: 'when do we hire?', 'when do we open a branch?', 'when do we kill an ad campaign?'. Decisions drive dashboards, not the other way round.
CRM (HubSpot, Pipedrive, Salesforce), finance (Xero, QuickBooks), ads (Google, Meta), web (GA4, GSC), bespoke ops systems. Pulled into a single layer.
Built in Looker Studio or Lightdash. Plain-English chart titles. Coloured against thresholds. Decision triggers built in.
What's actually going to happen vs. the wishful pipeline. Probability-weighted, cohort-based, scenario-modelled.
When a number moves outside the expected band, you hear about it before the quarter is gone. Slack + email alerts.
30-minute monthly call walking through what moved, why, and what to do about it. The interpretation is the deliverable — the dashboard is the tool.
Most BI projects deliver dashboards no one looks at. Phil's run businesses where the decisions had to land in the next call, so the analytics were designed to fit human attention spans.
We start with 'what decision are you trying to make?', not 'what data do you have?'. That ordering matters more than the tools.
We think in unit economics, contribution margin, cohort retention — not vanity metrics. If a chart doesn't change a decision, it gets cut.
Most BI projects take 6 months and deliver vapour. We ship a working first dashboard in 4 weeks and iterate from there. Done is the criterion.
One-off setup fee for the initial build. Optional ongoing retainer for iteration, monthly review and alert maintenance.
Up to 3 data sources, 1 core dashboard, decision audit. Plus 30-day handover support. Good for teams that just need a clear weekly view.
Up to 6 data sources, 3 dashboards, alert system, leading-indicator forecasting model. 90-day handover.
Custom — bespoke integrations, multi-entity / multi-branch reporting, board-level deck automation. Quoted on discovery.
Monthly review call, dashboard iteration, alert maintenance, ad-hoc analysis. Included in Home Care Agency Bundle from Growing tier.
Start with the Business Discovery to set context, or email Phil with the top three decisions you wish you had better data on. We'll come back with a proposed dashboard structure and a realistic timeline.
Looker Studio (most common — free, integrated with Google), Lightdash for teams with more sophisticated needs, Sheets where appropriate. We don't push enterprise BI tools unless you genuinely need them.
Often no. For SMEs, a thin orchestration layer pulling directly from source systems is usually enough. We recommend a warehouse only when source-system fragility actually demands one — which is rarer than vendors claim.
You do. We build in your accounts, on your tools, with your data. If we ever part ways, you keep everything. No vendor lock-in.
No. It sits on top of them. Your CRM stays your CRM. Your accounting stays in Xero. We surface the data in one decision-ready place.
Usually is — and that's fine. We start with what's there, surface the gaps, and clean iteratively. Waiting for clean data is a perfectionism trap. Useful beats perfect.