The five figures of every KPI
- Starting point: where we were before the plan (for totals, scaled to the same number of days).
- Today: where we are now (cumulative since the start of the plan, or current level).
- Forecast to date: where, according to the plan, we should be right now.
- Variance: how far above or below the forecast we are, as a percentage.
- Projection: where we would end up at the close of the plan if the pace stayed the same.
The colours
On track or achieved: the KPI is going as forecast. Warning: it is below forecast but recoverable. Critical: the variance is large and action is needed. No data: measurement is missing, which is already a problem to solve.
An example
A 12-month plan, and we are in month five. Enquiries: starting point 300 (125 in the first 5 months of last year), today 190, forecast 165 → +15%, on track, projection 456 against a goal of 420. Conversion rate: starting point 2.1%, today 2.4%, forecast 2.5% → slightly below, so we look at where people are dropping off.
What to do about a variance
- Check the data: is the source complete? Is the period comparable?
- Look at seasonality: a dip in a weak month may be normal.
- Look for the cause: which channel or action is behind schedule?
- Decide together: reinforce, adjust or postpone. The plan gets updated, not forgotten.
