by REVPNT · A Maurice Willis IP
Veyra Advisory
Consulting & Professional Services
Project / Contract Revenue
What if the business does not need more leads yet?
Veyra Advisory is a fictional consulting firm used to demonstrate how SIGNAL can model project and contract revenue from interacting drivers rather than a single average.
Veyra has a steady referral network and enough qualified conversations to remain busy, but revenue has flattened. The founder assumes the company has reached a lead-generation problem and begins considering more outbound activity.
SIGNAL creates another question first: what is the existing pipeline economically capable of producing once qualification, close rate, and project mix are modeled together?
Owner Assumption
“We need more leads.”
Current model
- Monthly opportunities
- 31
- Qualification rate
- 61%
- Close rate
- 27%
- Project mix
- 65% at $3,850 · 35% at $8,400
- Weighted project value
- $5,442.50
- Modeled project revenue
- $27,787.77
- Direct delivery cost
- 22%
- Transaction cost
- 2.9%
- Modeled gross contribution
- $20,868.62
- Fixed operating costs
- $8,750
- Modeled operating contribution
- $12,118.62
Modeled scenario
- Monthly opportunities
- 31 (unchanged)
- Qualification rate
- 66%
- Close rate
- 31%
- Project mix
- 55% at $4,100 · 45% at $8,900
- Weighted project value
- $6,260
- Modeled project revenue
- $39,704.68
- Direct delivery cost
- 21.5%
- Transaction cost
- 2.9%
- Modeled gross contribution
- $30,016.74
- Modeled operating contribution
- $21,266.74
Lead volume is held constant. The scenario only models qualification, conversion, project mix, and cost behavior moving together.
Calculation Logic
Every figure below is produced by interacting drivers — volume, qualification, mix, conversion, frequency, channel economics, cost behavior, collections, churn, and expansion. A modeled scenario shows what those drivers would produce if the stated assumptions became true.
Current model
- 01Weighted project value
(65% × $3,850) + (35% × $8,400)
= $5,442.50
- 02Modeled project revenue
31 opportunities × 61% qualification × 27% close × $5,442.50
= $27,787.77
- 03Modeled gross contribution
Revenue less 22% direct delivery cost and 2.9% transaction cost
= $20,868.62
- 04Modeled operating contribution
$20,868.62 less $8,750 fixed operating costs
= $12,118.62
Modeled scenario
- 01Weighted project value
(55% × $4,100) + (45% × $8,900)
= $6,260
- 02Modeled project revenue
31 opportunities × 66% qualification × 31% close × $6,260
= $39,704.68
- 03Modeled gross contribution
Revenue less 21.5% direct delivery cost and 2.9% transaction cost
= $30,016.74
- 04Modeled operating contribution
$30,016.74 less $8,750 fixed operating costs
= $21,266.74
What SIGNAL Surfaces
The existing opportunity pool already contains meaningful economic potential before any increase in lead volume.
Qualification, close rate, and project mix compound on each other — a small shift in the mix toward higher-value work moves the weighted project value, which then multiplies across every won project.
SIGNAL does not diagnose why the close rate is 27%. Possible causes could include qualification, positioning, proposals, pricing, trust, follow-up, or offer structure.
Better Question
Before increasing acquisition, what is preventing qualified opportunities from producing more revenue?
Decision Areas To Investigate
- Qualification
- Conversion
- Project mix
- Average contract value
- Delivery cost
- Positioning
- Proposal process
- Follow-up
The number is the signal.
SIGNAL models how business economics respond when assumptions change. A modeled scenario is not a forecast, guarantee, or automatic diagnosis. The purpose is to help you see where deeper investigation may be worthwhile.