5 Essential Metrics Every Entrepreneur Must Know to Build a Stronger Business

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Knowing your numbers is the key to making informed decisions and driving growth. Without data, every move is a guess. To get started, focus on these five essential metrics that reveal the financial and operational health of your business.

1. Margin: Are You Profitable?

Margins show whether your business earns enough to cover costs and make a profit. There are two key types:

Gross Margin: Revenue minus cost of goods sold (COGS). This helps you evaluate your pricing strategy and fulfillment costs
Operating Margin: Gross profit minus operating expenses. This reveals profitability after accounting for overhead like payroll, marketing, and office costs

Margins highlight inefficiencies and help you optimize pricing, costs, and operations.

2. Throughput: How Fast Are You Recovering Revenue?

Throughput measures how quickly your business turns resources into revenue. It’s expressed as revenue or profit per unit of time (e.g., gross margin per hour).

High margins are great, but if you’re too slow to recover them, cash flow issues can arise. Throughput ensures your operations are efficient and resources are optimized.

3. LTGP to CAC Ratio: Is Customer Acquisition Efficient?

This ratio compares the lifetime gross profit (LTGP) of a customer to the customer acquisition cost (CAC). A healthy ratio of 3:1 or higher ensures you’re acquiring customers profitably.

LTGP: Gross profit generated by a customer over their lifetime
CAC: Total cost to acquire customers, including salaries, commissions, and marketing expenses

Tracking this ratio ensures your sales and marketing investments drive sustainable growth.

4. Return on Invested Capital (ROIC): Are You Using Capital Wisely?

ROIC measures how effectively your business generates profit from its invested capital:

ROIC = Net Operating Profit After Tax / Invested Capital

Invested capital includes working capital and fixed assets. This metric is critical for capital-intensive businesses and ensures you’re using your resources efficiently.

5. Free Cash Flow: The Lifeblood of Your Business

Free cash flow (FCF) is the cash left after operating expenses and capital investments. It’s what’s available to:

Pay off debt
Reward shareholders
Reinvest in the business

FCF indicates your business’s financial health and its ability to sustain and grow over time.

Start Here, Then Build

Focusing on these five metrics provides a strong foundation for understanding your business. Avoid overwhelming yourself with too many KPIs—clarity and simplicity drive better decisions.

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About the Author

Steve Coughran is the founder of Coltivar and a trusted partner to construction and service-based businesses that want to grow without the chaos. With deep experience in finance, strategy, and operations, Steve helps owners get clear on their numbers, fix what’s holding them back, and build companies that are actually worth owning. He’s worked with businesses from $3M to $100M+, helping them price smarter, run leaner, and grow on purpose—not by accident. At the end of the day, Steve’s focus is simple: give owners the clarity, confidence, and support they need to lead well and build something that lasts.