Your walkthrough guide.

This tool has three phases — a value engineering opener, a 15-question diagnostic, and a scored results page. Here is exactly what to do in each one, and what to say to the person across the table.

Open the tool and enter their revenue

The first screen has four cards. The only thing you need to do is type their annual revenue into the top-left box. Everything else calculates automatically — trade spend, the EBITDA impact of a 3% improvement, and what that means for their exit multiple.

If you don't know their exact revenue, use a round number. You can adjust it later. The point is to show them a real number with their name on it before you say a word about the diagnostic.

What to say

"Before we go any further — put in your revenue. I want you to see what a 3% improvement in trade efficiency does to your EBITDA. Not a benchmark. Your number."

For Kainos / PE audiences

Use the portfolio company's estimated revenue. The enterprise value card at the top right is the number that gets a PE partner's attention — it shows what the EBITDA improvement adds at exit multiple. Lead with that.

Walk through the OGSM framework

Scroll down past the four cards. You'll see the OGSM grid — four rows showing how Objectives, Goals, Strategies, and Measures map to your five pillars. This is the strategic architecture of the engagement.

You don't need to explain every row. Point to it and say one sentence. The visual does the work.

What to say

"This is the OGSM framework — it's the strategic planning language every major CPG company runs on. What I've done is map my five pillars directly into it. So when we're done today, you're not getting a consulting report. You're getting a working OGSM for your business."

The Naomi layer

Notice the Measures row references Naomi's patented audit ledger. You don't need to explain the patents here — just note that the KPIs we build together will be verified and auditable, not estimated. That's the difference between a scorecard and a defensible record.

Click "Find your 3%" and run the diagnostic

Click the button and you're into the diagnostic — 15 questions across the five pillars, three per pillar. You can either ask them the questions yourself and click on their behalf, or hand them the screen and let them answer directly.

Each pillar block opens when you click it. Work through them in order. The progress bar fills as you go. The results button unlocks at 15/15.

What to say before each pillar

"I'm going to ask you three questions about your trade spending. Answer honestly — this isn't a test, and there are no wrong answers. The score just shows us where to focus first."

If they push back on a question

Good. Resistance usually means the answer is "no" and they know it. Don't argue — just note it, select the honest answer, and keep moving. The results will surface it.

Show the results and let the numbers do the talking

The results page has four things: a score out of 100, an EBITDA opportunity estimate based on their revenue and their diagnostic answers, a pillar-by-pillar bar chart showing exactly where the gaps are, and a priority findings section identifying the top two areas to attack first.

Don't rush this page. Let them read it. Let there be silence. The numbers are doing your selling for you.

What to say when the results appear

"This is your OGSM gap analysis. The score reflects how your commercial system is performing against what best-in-class looks like. The EBITDA number is what's recoverable — money that's already in the business, just leaking out. The bar chart shows you exactly which pillar to address first for the fastest impact."

The close

"The next step is a 45-minute working session. We build the OGSM together — your objective, your goals, your measures. At the end of that session you have a working plan with EBITDA targets at each milestone. That's what I do. Want to put something on the calendar?"

What's coming next — the OGSM working model

This is a first version. Jon is building a fourth phase that turns the diagnostic results into a live, working OGSM scorecard — something you fill out with the client in the meeting and leave behind as a PDF. Here's what it will include:

The working OGSM — editable Objective, Goals, Strategies, and Measures fields, pre-populated from the diagnostic and filled out live with the client

EBITDA trajectory chart — shows how the bottom line changes quarter by quarter as each pillar gets addressed, with milestone markers at 90 days, 6 months, and 12 months

PDF leave-behind — one button exports the completed OGSM and the EBITDA chart as a clean document Kevin hands to the client at the end of the meeting

This is a thought at this stage — we'll iterate on it together based on how the first version performs in the room. Send Jon your feedback after you use it.