Your Dashboard Isn't Telling You What You Need to Know: The 3 Metrics That Predict Survival

Paul Whitley
Jun 11
3 min read

Updated: 3 days ago

Revenue growth feels good, but it won’t keep your doors open.

You’re a trades business owner — maybe you build homes, install HVAC systems, or run a cabinet shop that hasn’t had a slow week in years. Your dashboard shows sales going up month after month. You feel like you're winning.

But here’s the brutal truth: revenue growth is a vanity metric.

It makes you feel good but tells you almost nothing about the health of your business.

At C-suite Support, we work with dozens of trades-based companies that looked healthy on the surface but were quietly bleeding cash underneath. If you’re only tracking revenue, you’re driving 80 MPH with your check engine light blinking. Let’s fix that.

The 3 Metrics That Predict Whether Your Business Will Survive

1. Burn Rate: How Fast Are You Bleeding?

Your burn rate is the speed at which you’re spending cash. It tells you how long you can operate before running out of money, regardless of how much you're selling.

If you just hired a few new crews, bought a second truck, or leased a warehouse, your burn rate may have spiked — and if your cash runway is short, you might be headed toward a financial cliff you don’t see coming.

👉 Pro tip: If you can’t answer “How many months of runway do I have?” within 30 seconds, you’re flying blind.

2. Cash Conversion Cycle: Are You Funding Your Clients’ Projects?

The cash conversion cycle tracks how long it takes to turn your expenses into actual cash in the bank. In trade businesses, the biggest drag is usually waiting to get paid.

Let’s say you buy materials and pay your crew upfront, but you don’t get paid for 60–90 days. You’re effectively giving your clients an interest-free loan, and if your cycle is too long, growth can suffocate your cash flow.

👉 Shrinking your cash conversion cycle is like giving yourself a raise without more sales.

3. Operating Margin: Are You Actually Making Money?

Sure, your revenue might be climbing — but if your operating costs are rising even faster, you're digging a deeper hole with every job.

Your operating margin measures how much profit you keep from each dollar earned. For example, a business that generates $100,000 per month and keeps $10,000 has a 10% margin. But in a capital-heavy business like plumbing or electrical, that margin needs to be protected with precision.

👉 Margin tells you how resilient you are. If sales slow, will you bend or break?

What Your Dashboard Should Look Like

Instead of flashy revenue graphs, a real financial dashboard for a trades business should spotlight:

Weekly and monthly cash burn
Average time to get paid per client type
Gross and operating margins per service line
Cash flow forecast over 12 weeks
Break-even analysis for crew and equipment utilization

These are the 3 Metrics That Predict Survival, and that help you make decisions, not just celebrate milestones.

CFO for the Construction Industry — **C-suite Support** provides fractional CFO services designed *specifically* for founders in the trades.

Want Clarity on What Your Numbers Are Really Saying?

If you’re not tracking burn rate, cash conversion, or margins — or you’re not sure how to interpret them — that’s exactly what we do.

C-suite Support provides fractional CFO services designed specifically for founders in the trades. We help you cut through vanity metrics and get control over your financial future.

We help trades business owners get a grip on their finances — so you can make smart decisions and finally stop second-guessing where the cash is going.

📞 Want us to audit your key metrics? Schedule a free financial clarity call. Let’s turn your numbers into a plan.