Updated Invalid DateStep 5 of 7
3 findings
SalesInbound arrives and nobody counts itAdded
What we found
No enquiry register exists anywhere in the company and no CRM is connected, so the number of enquiries received and the share that became orders cannot be computed. One enquiry sent through the company's own contact form on 21 August, with permission, was still unanswered four days later. The founder's stated view is that inbound is not worth chasing; the company's last new customer came from that channel.
What it means
The one channel that has produced a new customer is the channel nobody measures and nobody is accountable for answering. The view of it has never had to survive a count, because no count exists.
What it's worth
Not costed. One enquiry on one occasion is not a rate, and nothing in the public record can say how many arrived or what they were worth.
What to do
Register every enquiry where it lands — the form, the phone and the shared sales mailbox — so next quarter has a count to argue with.
Records
- RecordCorto enquiry sent through the customer's own contact form· Sent Thu 21 Aug 2026 16:10; observed to Mon 25 Aug 2026· 25 Aug 2026
- StatedThe founder, in his interview· Interview sittings 19 Aug 2026 - 22 Aug 2026· 22 Aug 2026
AddedDeepak Patil2026-08-27
The form goes to a mailbox two of us can open and neither of us owns. The Nashik enquiry sat there four days for the same reason. We have asked for a shared sales inbox since March.
Anil sees this with the finding.
CompanyAnil reads this tooThe largest customer is a third of the business, not a fifthDisagreed
What we found
Party-wise billing puts the largest customer at 31% of revenue and the top four at 68%. Asked cold on two occasions two days apart, the founder put the largest at 20–22% both times.
What it means
The share he prices against, staffs against and accepts a frozen rate against is nine points below the share in his own ledgers. Anchor volume has risen while anchor rates have not, so the same customers are buying more work for the same money.
What it's worth
One customer's decision moves 31% of revenue. Not costed here — margin by customer needs item-level cost, which the ledgers do not carry.
What to do
Put the top four on one page with the date each rate was last moved, and open a rate conversation with one of them this quarter.
Records
- RecordTally - party-wise sales ledgers, via the read-only agent· Party-wise billing FY26 YTD· last sync 25 Aug 2026 19:40· in the books
- StatedThe founder, in his interview· Interview sittings 19 Aug 2026 - 22 Aug 2026· 22 Aug 2026
DisagreedDeepak Patil2026-08-27
31% is the billing share, not the risk. Two of the top four are the same buying group, so the real single-decision exposure is higher than the number here, not lower. Please show it that way before the meeting.
Anil sees this with the finding.
CompanyAnil reads this tooNine reports run the company; four of them can be readNot answered
What we found
Nine reports were described in onboarding. Four sit in a system Corto can read. Three live on individual laptops, one in an unconnected Drive account, and one is no longer produced at all. Separately, two files nobody described are edited every working morning and opened by four people each.
What it means
Weekly decisions rest on files that exist in one person's possession — when that person is away the decision is made without the report, or not made. And the two most-used files in the company were invisible to the question "what reports do you make?", because people do not call their own habits reports.
What it's worth
Five of the nine reports the company runs on cannot be read by anything except the person who makes them.
What to do
Collect the four missing reports into the connected drive this week and register the two files nobody named, so the next quarter computes from them instead of around them.
Records
- StatedWhat each person described about the reports they make· Artifact register, described rows, to 26 Aug 2026· 26 Aug 2026
- RecordThe connected shared drive - file listing and revision history· Drive scan, 26 Aug 2026· 26 Aug 2026 16:05
Anil sees this with the finding.