01
What actually makes us money?
Revenue and margin by service, product or customer type, so you know what to promote and what to quietly drop.
Data analysis · Hampshire & the UK
Business data analysis and reporting, in plain English.
Business data analysis for small firms that don't have time to dig through the numbers. We bring your Xero figures, online orders, enquiries and marketing results together, analyse them with Claude, check every finding ourselves and send you a short report you can act on.
Questions it answers
The questions most small businesses never get round to.
Good analysis starts with a question you care about, not a chart. These are the ones we're asked most often.
02
Which enquiries turn into work?
Where your best enquiries come from, how many become sales and how reply time affects whether you win them.
03
Is our marketing paying off?
Cost per enquiry and per sale by channel, rather than clicks and impressions that look good but don't pay the bills.
04
How is cash looking?
Money in and out month by month, who is slow to pay, and what the next few months probably look like.
05
What are customers telling us?
Reviews, survey answers and emails summarised into recurring themes, with real examples behind each one.
06
How is the team coping?
Overall trends in absence, overtime and turnover, always as patterns across the team, never as scores for individuals.
Bringing it together
Your data, from wherever it lives.
The useful answers usually sit between systems: sales in one place, enquiries in another, costs in a third. The first job is getting them side by side.
We bring it into systems we host and look after, where it stays accessible to you at all times, and we only ask for what the question needs. Then we clean it: removing duplicates, matching customers across systems and fixing the categories that drifted over the years.
- Xero. Sales, costs, invoices and bank transactions. We specialise in Xero and its integrations.
- Your online shop. Orders, products, customers and refunds, whether it's an off-the-shelf platform or a shop we built for you.
- Enquiries and CRM. Your inbox, website forms or customer system, to see where work comes from.
- Ads and analytics. Website visits and ad spend, matched to the enquiries and sales they produced.
- Your HR platform. Absence, holiday and headcount trends from your HR system, including a tailored one.
- Spreadsheets. The ones every business has. We're used to working with them.
Our approach
How we approach small business reporting.
Claude does the reading, sorting and first-pass analysis quickly. A person does the checking, because AI can sound confident and still be wrong.
-
Agree the questions
We pick the handful of questions and numbers that matter for your business, so the report stays short and useful.
-
Gather and clean
We collect only the data those questions need, remove personal details where we can, and tidy it so systems line up.
-
Analyse with Claude, check by hand
Claude helps spot patterns and summarise. We check every figure against the source and discard anything that doesn't hold up.
-
Report in plain English
You get what changed, why it probably changed and what to do about it, and we talk it through with you if that helps.
KPIs that matter
Six numbers you'll act on beat sixty you won't.
We choose your key performance indicators (KPIs) with you, based on how your business makes money. These are the ones that come up most for small businesses.
- Revenue and gross margin by service or product line.
- Enquiry-to-sale conversion and average reply time.
- Cost per enquiry for each marketing channel.
- Average order value and repeat customers for online shops.
- Cash position and debtor days: how long customers take to pay.
- Absence and turnover trends across the team.
What you get
One-off, monthly or always on.
01
A one-off analysis
One focused question answered properly, such as a year-end review, a pricing check or whether a marketing channel is worth keeping.
02
A monthly report
A short report each month covering your agreed KPIs, what moved and what to look at next. Written for you, not for analysts.
03
A simple dashboard
A private web page built in-house by our team that shows your key numbers, updated from your systems. Larger tools are covered by our web design service.
Your data: we use Claude on Anthropic's commercial terms, under which your data isn't used to train its models by default, and we only share what a task needs. More on how we handle data and in our privacy policy.
How we price
Quoted individually, fixed in writing.
The cost depends mostly on how many systems are involved and how tidy the data is. We look at that first, then give you a fixed written quote before we start. Nothing is due upfront. A monthly report is quoted as a set monthly fee. Changes to a dashboard after launch are charged at our published hourly rates: £50 an hour for jobs of an hour or less, £30 an hour beyond that.
Questions
Data analysis questions.
Our data is messy. Is that a problem?
It's normal. Most small businesses have duplicates, missing fields and categories that changed over time. Cleaning it is part of the job, and we'll tell you if something can't be answered reliably from what you have.
Do you need full access to our Xero account?
Usually not. Reports exported from Xero are often enough. Where an ongoing report or dashboard needs a live connection, we'll agree the narrowest access that works, using Xero's own connection process.
Is this a replacement for our accountant?
No. We help you understand what's happening in your business. Your accountant handles your accounts, tax and statutory filings, and we're happy to work alongside them. Our analysis isn't regulated financial advice.
How accurate is AI analysis?
AI is fast at reading and summarising, but it can make mistakes and sound sure of itself while doing it. That's why every figure in our reports is checked against your source data by a person before it reaches you.
Can our team learn to do this themselves?
Yes, if you'd like. We can set up Claude with a few repeatable prompts for your own reporting and train your team to use them safely. See AI with Claude.
Can the findings feed into a business plan or proposal?
They often do. Knowing your real margins and win rates makes a plan or a proposal far more convincing. See business proposals and strategy.
What do you want to know about your business?
Tell us the question and which systems you use. We reply within one business day.