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Business health master sheet

Hot leads master sheet

Upcoming events next 30 days

Upcoming calendar

Budget April · from YNAB full view →

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Client info Copy to clipboard

Travel fee

Resources

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Event details Copy to notebook

Day-of timeline

Gear checklist default setup · customize per event

Growth rates cash in, period over period

Monthly cash in (last 24 months)

Yearly cash in

Event type mix past 12 months

Avg sale by event type past 12 months

Booked weddings by source from DJ Leads Master · past 12 months · 29 bookings

Month-by-month cash in · events held · weddings

Source funnel 365-day lookback · from DJ Leads Master

Conversion stages by source

Top lost-sale reasons from DJ Leads Master

Actionable insights what to try when leads are slow

• Meta Ads is genuinely ROI-positive. Real spend from YNAB is $437/mo run rate (annualized $5,244), not $900/mo as the sheet estimated. Against 9 past-year bookings at an average $2,946 wedding sale, Meta CAC is $583 — roughly a 5x ROI. The sheet's $1,217 CAC estimate was wrong because spend was overstated by ~2x. Don't cut Meta Ads; tighten targeting.
• Budget mismatch is your #1 lost reason. ~15+ recent Meta Ads leads came in with "Under $2,000" budgets and got auto-classified Lost. Meta Ads qualification rate is only 13%. Action: tighten the Meta Ads audience targeting to higher-income zip codes, or add a budget-minimum gate to your website form so sub-$2k inquiries get auto-filtered before they hit your pipeline. Either would push qualified % up and maintain the strong CAC.
• Free sources are your golden channel (59.5% qualification rate, $0 spend, 20 bookings). Past client referrals + Instagram tied at 6 past-year bookings each. When paid ads slow, pour into these: ask recent booked clients for referrals, double Instagram posting temporarily, post in r/ColumbusOhio or r/wedding (Reddit drove 5 past-year bookings).
• Wedding Pro / The Knot was a hole. $1,777 spent over 6 months for 28 leads and 0 bookings. Already cancelled 4/17 with $1,420 chargeback recovery — correct call. Don't go back unless the platform changes fundamentally.
• Your close rate is strong (67.4% qualified→booked overall, 45% for Meta). The problem is never conversion — it's intake volume AND lead quality (budget mismatches). Focus marketing effort on filtering AWAY budget-mismatch leads and attracting more qualified ones, not on changing the sales conversation.
• Quick wins to try this week: (1) DM Emma Merryman, Austin Mohn, and Bernadette Beamon (recent bookings, honeymoon phase) asking if they have any engaged friends. (2) Post a Reddit thread in r/ColumbusOhio or r/wedding — 5 past-year bookings from Reddit alone. (3) Pitch Ohioan Hotel & Event Center on adding you to their preferred-DJ list (already on Beverly Mansion's list). (4) Tighten Meta Ads income/zip targeting to keep qualified % climbing.

Past 2 weeks — recap material

Upcoming — tease-in-advance material

Seasonal + timely hooks late April → mid May

Ready-to-draft social post ideas 5 ideas · all IG / TikTok / FB ready · tell me to draft any

1. "3 takeaways from Midwest DJs Live" — Instagram carousel (5–7 slides), follow-up to Friday's recap. Pulls from real takeaways rather than just "I went." Positions you as a DJ who invests in the craft. Cross-post to TikTok as a voice-over reel with the same slides.
2. "Songs you should NEVER play at a wedding (and what to play instead)" — short engagement reel. Couples save + share these because they're actively planning. Saves = Instagram algorithm signal. Talk-to-camera or screen-text format, 15–30 seconds. Ending CTA: "Comment your most-hated wedding song."
3. "First-dance tip: the 3-song rule" — short reel or carousel with a genuinely useful piece of advice (e.g., "pick a song you love, one your families will recognize, and one to keep the floor moving for the transition"). Couples planning weddings bookmark these. Cross-post everywhere via Metricool.
4. "Still booking 2026 dates" — availability-urgency post. Pick 2 open Saturdays from your DJ Calendar gaps, post as a Story + Reel. Your current upcoming-wedding count is only 2 in the next 30 days, so this maps to real gaps worth filling. Use this one when the pipeline's soft.
5. "Why I quit Wedding Pro" — Instagram carousel, transparent take on the $357 net cost, 0 bookings from 28 leads. DJ community engages with this kind of ROI-honesty content. Keep it non-bashy — frame as "what I learned trying it." Also signals to couples that you're thoughtful about your business.

Financial goals quantitative · time-bound · owner-pay-first allocation · today 2026-04-18

12-month cash flow forecast confirmed + historical pattern · click any month for detail · $7,500 monthly floor needed

Profitability playbook 6 moves to stay in the green · owner-pay-first · refreshed from YNAB + DJEP each morning

• Owner pay comes first — every other allocation sits on top of it. YNAB shows Logan Pay at $1,628 budgeted, $3,095 actually drawn — you're overdrawing because nothing was structurally reserved for you. Fix: bump Logan Pay category to $4,000/mo in YNAB, fund it from incoming retainers before tax/debt/reserves get their slice. This doesn't block reserves — it just ensures reserves aren't subsidizing your grocery money.
• Allocation rule on every retainer that lands. Split at the moment of deposit: $4,000/mo → Logan Pay (your paycheck), 25% → Tax (DJ Saving, non-negotiable), remaining ~17% → debt/reserves (CC first, then cash floor). 28 bookings × 25% × $2,065 avg = $14,448/yr tax reserved — covers quarterlies without scrambling. Once CC is cleared (~Jul 15), debt slot becomes reserves slot. Once $9k floor is hit, add a 5% Profit slot.
• Peak-season reserve is the $4k/mo survival mechanism. 2026 projected cash $78–85k (DJEP trailing-12 = $71k, recent 6-mo run rate $6,886/mo, last 3 mo $7,897/mo). At $4k owner pay + $22.7k op-ex + ~$16k tax, annual math is tight. The lever: bank $12k by Oct 31. Nov–Feb generates ~$4k/mo vs ~$7k/mo outgoing — without that $12k peak-season buffer, winter over-draws the CC back into debt. Don't over-spend retainers in May–Oct; stockpile aggressively.
• Analyze the "Misc" category. $4,118 spent in Misc this month is 44% of total activity. You've chosen to keep Misc as a deliberate catch-all — fair — but two threads inside it deserve their own categories: ~$245/mo in recurring subscriptions (Starlink, Squarespace, Zapier, Metricool, Claude, etc. — all violate your own "Misc = non-recurring" rule) and ~$970/mo in gear purchases (Micro Electronics, Alibaba, Guitar Center, etc.). Peel those two threads and real-Misc drops from $4k/mo to $1.5–2k/mo. See the Misc audit tile below for the full breakdown.
• Marketing: fix quality before scaling spend. Real Meta math from the leads sheet: CAC per booked customer is $1,217, LTV $2,357, LTV:CAC = 2:1 (below the 3:1 healthy threshold). Cost per qualified lead is $548 vs $118 ideal max — 4.6× over efficient. Root cause: Lead→Qualified rate of 12.99% (vs 59% from free sources). Budget-gate on form is shipped; geo 50-mi is set. Next: household-income zip targeting (Bexley, Upper Arlington, New Albany, Powell, Dublin), promote Tricky (14.48 CPL) from Testing to Scaling on ~May 3, kill 5 zero-lead Testing ads.
• 2027 rate raise — required to make $4k/mo owner pay sustainable, not optional. Close rate of 67% is well above the ~55% raise-rates threshold. DJEP data shows 2027 bookings already landing at $2,902 avg (vs 2026's $2,326) — pricing is lifting naturally. Ship the formal $300 floor bump + a deliverable upgrade (photo booth add-on, ceremony sound, or uplighting bundle) by June 1. Math: +$300 on 8–10 late-2026 bookings + all 2027 bookings closes the owner-pay gap and takes 2027 from "tight $4k" to "comfortable $4.5k+". No CAC change, pure margin expansion.

Financial objectives roadmap where the business goes from here · anchored to small-business-finance benchmarks

Wishlist 5 items · ~$4,930 total (some prices estimated) · all currently wait

Suggested purchase sequence when reserve is ready

1. First priority: build business reserve to $5,000. Everything else waits until this is established — no amount of cool gear is worth the risk of a cash crunch in July.
2. Once reserve is solid, order by revenue potential: (1) iPad photo booth — direct revenue add-on, highest ROI. (2) Dancing on a Cloud — another direct upcharge. (3) First wave of 8 more IR4 uplights (~$560) — immediate capacity unlock. (4) BPM moving-head spots pair — production value bump. (5) Next wave of 8 uplights. (6) Third wave of 8 uplights (reaches 32 total). (7) CO2 cannon last — cosmetic only.
3. Stop-check at every purchase: re-verify reserve stays above $5k after the buy. If any single item would drop you below, defer or split.

The rules I apply

• Needs (essential / replacement / required for a booking) — green-light if cash stays above $2,000 after purchase. Yellow if an upcoming event balance in the next 14 days would put you above the threshold; I'll name the specific balance to wait for.
• Wants (upgrades / nice-to-have / new capability) — green-light only if cash stays above $5,000 after purchase AND past-30-day cash-in is ≥ $8k monthly target. Wants can always wait.
• Big-ticket split rule: any item over 25% of your cash-above-floor gets a suggestion to split the purchase (essential part first, upgrade later) or defer entirely.
• When you buy something, just tell me "bought the K12.2" and I'll mark it purchased and move it to the history section.
• Changed your mind? "Nevermind on the mixer" moves it to deferred history.

Purchased history

Deferred history