| KPI | Type | Description | When to Use | Example | Formula |
|---|---|---|---|---|---|
| Revenue and Growth KPIs | |||||
| Revenue Growth Rate | Growth | Measures the percentage change in revenue over a specified period, indicating growth or decline. | Assess overall revenue performance and trends. | A revenue growth rate of 8% indicates an 8% increase in revenue. | Revenue Growth Rate = [(Current Revenue – Prior Revenue) / Prior Revenue] * 100% |
| Gross Profit Margin | Profitability | Represents the percentage of revenue retained as gross profit after accounting for the cost of goods sold. | Evaluate profitability at the gross level. | A gross profit margin of 40% means 40% of revenue is retained as gross profit. | Gross Profit Margin = (Gross Profit / Revenue) * 100% |
| Earnings Before Interest and Taxes (EBIT) | Profitability | Indicates a company’s operating profit before deducting interest and income tax expenses. | Assess core profitability excluding financial costs. | EBIT of $500,000 means $500,000 in operating profit. | N/A |
| Expense Management KPIs | |||||
| Operating Expense Ratio | Profitability | Measures the percentage of revenue consumed by operating expenses, indicating cost efficiency. | Evaluate cost control and efficiency in operations. | An operating expense ratio of 30% means 30% of revenue is used for operating expenses. | Operating Expense Ratio = (Total Operating Expenses / Total Revenue) * 100% |
| Cost of Goods Sold (COGS) to Revenue Ratio | Profitability | Compares the cost of goods sold to total revenue, indicating the cost-effectiveness of production. | Assess the efficiency of production and inventory management. | A COGS to revenue ratio of 0.4 means 40% of revenue is used for production costs. | COGS to Revenue Ratio = (Cost of Goods Sold / Total Revenue) |
| General and Administrative Expense (G&A) to Revenue Ratio | Profitability | Compares G&A expenses to total revenue, indicating cost control in administration. | Assess efficiency in managing administrative costs. | A G&A to revenue ratio of 0.2 means 20% of revenue is used for administrative expenses. | G&A to Revenue Ratio = (G&A Expenses / Total Revenue) |
| Profitability and Efficiency KPIs | |||||
| Return on Investment (ROI) | Profitability | Measures the profitability of an investment, comparing the gain or loss relative to the investment cost. | Assess the return on investments made by the company. | An ROI of 20% means a 20% return on an investment of $100,000. | ROI = [(Net Profit from Investment – Investment Cost) / Investment Cost] * 100% |
| Return on Equity (ROE) | Profitability | Indicates the profitability of a company’s equity, comparing net income to shareholders’ equity. | Assess the return on equity investment by shareholders. | An ROE of 15% means a 15% return on shareholders’ equity. | ROE = (Net Income / Shareholders’ Equity) * 100% |
| Return on Assets (ROA) | Profitability | Measures the profitability of a company’s assets, comparing net income to total assets. | Assess the efficiency of asset utilization in generating profits. | An ROA of 10% means a 10% return on total assets. | ROA = (Net Income / Total Assets) * 100% |
| Liquidity and Solvency KPIs | |||||
| Current Ratio | Liquidity | Represents the ratio of current assets to current liabilities, indicating short-term liquidity. | Assess the company’s ability to cover short-term liabilities with short-term assets. | A current ratio of 2 indicates that current assets are twice the value of current liabilities. | Current Ratio = Current Assets / Current Liabilities |
| Quick Ratio (Acid-Test Ratio) | Liquidity | Indicates the ratio of quick assets (current assets excluding inventory) to current liabilities. | Assess the company’s ability to cover short-term liabilities without relying on inventory sales. | A quick ratio of 1 means that quick assets are equal to current liabilities. | Quick Ratio = (Quick Assets / Current Liabilities) |
| Debt to Equity Ratio | Solvency | Represents the ratio of total debt to total equity, indicating the level of financial leverage. | Assess the company’s solvency and the extent of financial risk. | A debt to equity ratio of 0.5 means there is half as much debt as equity in the capital structure. | Debt to Equity Ratio = Total Debt / Total Equity |
| Cash Flow KPIs | |||||
| Operating Cash Flow (OCF) | Cash Flow | Measures the cash generated from the company’s core operating activities. | Assess the company’s ability to generate cash from operations. | An OCF of $1 million means $1 million in cash generated from operations. | N/A |
| Free Cash Flow (FCF) | Cash Flow | Represents the cash available after deducting capital expenditures from operating cash flow. | Assess the company’s ability to generate cash for growth or debt reduction. | A FCF of $500,000 means $500,000 in cash available after capital expenditures. | N/A |
| Cash Conversion Cycle (CCC) | Cash Flow | Represents the average number of days it takes for a company to convert inventory and receivables into cash while paying its liabilities. | Assess efficiency in managing working capital and cash flow. | A CCC of 45 days means it takes 45 days, on average, to convert inventory and receivables into cash while paying liabilities. | CCC = Days Inventory Outstanding + Days Sales Outstanding – Days Payable Outstanding |
| Debt Management and Ratios | |||||
| Debt Ratio | Solvency | Represents the percentage of a company’s assets financed by debt, indicating financial leverage. | Assess the extent of debt financing in the capital structure. | A debt ratio of 0.4 means 40% of assets are financed by debt. | Debt Ratio = Total Debt / Total Assets |
| Interest Coverage Ratio | Solvency | Measures the company’s ability to cover interest expenses with its operating profits. | Assess the company’s ability to meet interest obligations. | An interest coverage ratio of 5 means operating profits are five times the interest expense. | Interest Coverage Ratio = EBIT / Interest Expenses |
| Debt to EBITDA Ratio | Solvency | Compares a company’s total debt to its Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA). | Assess the ability to pay off debt using EBITDA. | A debt to EBITDA ratio of 3 means total debt is three times EBITDA. | Debt to EBITDA Ratio = Total Debt / EBITDA |
Connected Analysis Frameworks
Failure Mode And Effects Analysis



































Related Strategy Concepts: Go-To-Market Strategy, Marketing Strategy, Business Models, Tech Business Models, Jobs-To-Be Done, Design Thinking, Lean Startup Canvas, Value Chain, Value Proposition Canvas, Balanced Scorecard, Business Model Canvas, SWOT Analysis, Growth Hacking, Bundling, Unbundling, Bootstrapping, Venture Capital, Porter’s Five Forces, Porter’s Generic Strategies, Porter’s Five Forces, PESTEL Analysis, SWOT, Porter’s Diamond Model, Ansoff, Technology Adoption Curve, TOWS, SOAR, Balanced Scorecard, OKR, Agile Methodology, Value Proposition, VTDF Framework, BCG Matrix, GE McKinsey Matrix, Kotter’s 8-Step Change Model.
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