Use this checklist to track and analyze your market expansion performance. Review these metrics weekly and monthly to identify opportunities and address challenges early.
Part of the Market Expansion Series.
Part 5: Measuring Success
Customer Acquisition Metrics
Lead Generation
- Cost per lead by marketing channel
- Total leads generated per week
- Lead quality score by source
- Geographic distribution of leads
- Peak lead generation times
- Website conversion rate by service area
Target Metrics:
- Compare costs against existing market baseline
- Track week-over-week growth
- Monitor lead source diversity
Sales Performance
- Conversion rate from lead to customer
- Average time to close
- Quote-to-job conversion rate
- Average ticket size
- Customer acquisition cost (CAC)
- CAC payback period
Customer Satisfaction
Experience Metrics
- Customer satisfaction scores
- Net Promoter Score (NPS)
- Review ratings by platform
- Customer callback rate
- Complaint resolution time
- Repeat customer rate
Market Penetration
Market Share Indicators
- Service density by zip code
- Share of voice in local search
- Brand awareness metrics
- Competitor price positioning
- Market share percentage
Operational Metrics
Service Delivery
- Average response time
- First-time fix rate
- Job completion rate
- Travel time between jobs
- Technician utilization rate
- Emergency response capability
Key Ratios to Monitor:
- Productive time vs. travel time
- Revenue per technician
- Jobs completed per day
Financial Performance
Revenue Metrics
- Revenue by service type
- Revenue by geographic area
- Average revenue per customer
- Month-over-month growth rate
- Seasonal revenue patterns
Profitability Metrics
- Gross profit margin
- Operating profit margin
- Marketing ROI by channel
- Labor cost percentage
- Overhead allocation
Weekly Review Template
Monday Review
- Previous week’s revenue
- Job completion rate
- Customer satisfaction scores
- Emergency response performance
Wednesday Review
- Marketing performance by channel
- Lead generation metrics
- Sales pipeline status
- Geographic performance analysis
Friday Review
- Weekly financial summary
- Resource utilization review
- Customer feedback analysis
- Next week’s projection
Action Items Template
For metrics falling outside acceptable ranges:
- Identify specific variance from target
- Document potential causes
- List possible solutions
- Assign responsibility
- Set timeline for correction
- Schedule follow-up review
Monthly Analysis Template
- Compare performance against expansion goals
- Review resource allocation effectiveness
- Analyze market penetration progress
- Evaluate marketing campaign performance
- Update growth projections
- Adjust strategies as needed
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Need help implementing this measurement system? Request a free consultation to discuss your expansion goals.