Sample Report | Profit Vows

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The sections below are drawn from The Full Strategy tier (£750)

Shown in this sample

The Full Strategy — £750

4 of 22 pages · 18% of the full report

Financial Executive Summary & Key Metrics

Profit Leaks Analysis — all 5 leaks identified

Expense Breakdown & Compliance Audit

Pricing & Profit Margin Audit

+ 10 further sections not shown here — including SWOT, competitor analysis, digital audit, advertising strategy, cash flow modelling, growth roadmap, tax efficiency, lifetime value, and a full 90-day action plan

This sample shows only the foundational analysis. The strategy, roadmap, and action plan — which make up the majority of the report — do not appear on this page.

Entry option

The Analysis — £495

Historical review only · Delivered in 5–7 days

Financial Executive Summary & Key Metrics

Profit Leaks Analysis — all 5 leaks identified

Expense Breakdown & Compliance Audit

Pricing & Profit Margin Audit

SWOT Analysis

Cash Flow & Seasonality Analysis

Tax & Accountancy Efficiency

+ Forward strategy sections not included — growth roadmap, competitor analysis, advertising strategy, revenue model, and 90-day action plan are Full Strategy tier only

The Analysis is the complete historic picture of your business — ideal if you want clarity on where you stand before committing to a full growth plan.

Financial Executive Summary

Financial Health Overview — FY 2024

Izzy Illustration closed FY 2024 with £21,900 revenue and £12,742 net profit — a business that is profitable, in genuine demand, and operating with a strong 58.2% margin. However, five recoverable profit leaks totalling £3,270+ per year, a pricing architecture that leaves significant money on the table, and an ad spend that generates impressions rather than bookings are suppressing a business with every foundation to perform at a significantly higher level.

£21,900

Total Revenue

£9,158

Total Expenses

£12,742

Net Profit

58.2%

Profit Margin

Profit Leaks Analysis

Five Areas of Operational Waste — £3,270+ Recoverable Per Year

Five identified profit leaks are collectively costing the business an estimated £3,270+ per year — all recoverable without a single additional booking.

Leak 01

The Ghost Subscription

Squarespace (£15/month) and Wix (£18/month) are running simultaneously. The Wix account was flagged for cancellation months ago. Over a full year, this silent duplication costs £216 in pure, unrecovered waste.

Fix: Cancel Wix immediately. Consolidate all digital presence onto a single platform.

Leak 02

The Runaway Ad Spend

Facebook advertising consumed £4,790 — the single largest expense category — with one July campaign explicitly noted as "forgot to turn off," resulting in £400 of unmonitored spend. Without conversion tracking, this budget is being spent on hope, not strategy.

Fix: Set hard monthly ad spend caps. Implement a monthly 30-min audit reviewing spend vs. bookings secured.

Leak 03

The Invisible Wardrobe

Three clothing purchases totalling £260 were flagged as non-deductible yet remain in the expense ledger — creating a live HMRC compliance risk that must be resolved before the next Self Assessment filing.

Fix: Remove all non-deductible clothing from business accounts immediately.

Leak 04

The Underpriced Journey

£630 on travel and £534 on accommodation across 2024, with no evidence these expenses are recovered from clients. The business is personally subsidising client weddings by nearly £1,200 per year.

Fix: Add a transparent travel policy to every booking contract. Complimentary within 30 miles, £0.45/mile beyond.

Leak 05

The Fragile Kit

Two Apple Pencils (£119 each) and a £999 emergency iPad replacement in a single year — a combined £1,237 in reactive equipment spend that signals the complete absence of a kit protection strategy. This category alone exceeded the entire materials and studio supplies budget for the year.

Fix: Specialist equipment insurance (~£10–£15/month). Dedicated replacement fund. Pre-event kit checklist before every booking.

Financial Executive Summary

2024 Expenses by Category — Full Breakdown & Compliance Status

Expense Category	Amount	% of Spend	Compliance	ProfitVows Assessment
Advertising (Facebook, Hitched, National Wedding Show)	£4,790	52.3%	⚠ Review	Largest single expense — no conversion tracking, no cost-per-booking data. Unmonitored July overspend.
Equipment (iPad, Apple Pencils, Easels)	£1,302	14.2%	⚠ Reactive	Emergency replacement spend. Preventable with insurance and a pre-event checklist.
Travel (Petrol, Trains)	£630	6.9%	⚠ Unrecovered	No evidence of client cost recovery. HMRC mileage rate claimable — mileage log required.
Accommodation	£534	5.8%	⚠ Unrecovered	Fully claimable when attending bookings. Not being recovered from clients — pure business cost.
Materials & Studio Supplies	£513	5.6%	✓ Claimable	Fully deductible as direct cost of service delivery. Maintain purchase records.
Staff (Assistant Fees)	£450	4.9%	✓ Claimable	Claimable as subcontractor cost. Ensure payments documented with invoices.
Printing (Boards, Cards, Promotional)	£325	3.5%	✓ Claimable	Fully deductible as marketing expenditure.
Clothing (General Workwear)	£260	2.8%	✗ Non-Deductible	Currently misclaimed. Clothing not exclusively used for work is not allowable under HMRC rules. Remove immediately.
Software & Subscriptions	£220	2.4%	⚠ Duplicate	Both Squarespace and Wix active simultaneously. £216/year in avoidable duplication. Cancel Wix today.
Food & Travel Expenses	£134	1.5%	⚠ Review	Subsistence claims heavily restricted for sole traders. Only claimable in specific overnight-travel circumstances.
Total	£9,158	100%	3 categories flagged as non-compliant or unrecovered — immediate action required

Pricing & Profit Margin Audit

The True Cost of a Wedding Booking

At a true hourly wage of £58.46, this business is delivering a luxury product at a mid-market rate. A restructured three-tier pricing architecture adds over £10,000 to annual revenue without a single additional booking.

Per-Wedding Cost Breakdown

Cost Element	Per Booking
Travel (allocated per booking)	£28.64
Accommodation (allocated per booking)	£24.27
Materials & Studio Supplies	£23.32
Advertising Overhead	£217.73
Average Booking Value	£995.45
Net Retained Per Booking	£701.49

Time Investment Per Booking

Activity	Hours
On-site painting (wedding day)	6 hrs
Travel (to & from venue)	3 hrs
Admin, emails & contracts	2 hrs
Packing, prep & post-event	1 hr
Total Hours Per Booking	12 hrs

True Hourly Wage — FY 2024

£58.46 / hr

Based on 12 hours of total effort per booking across on-site painting, travel, admin, and preparation. A skilled luxury specialist earning less per hour than many mid-range photographers — and significantly less than a restructured pricing model would deliver.

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