The DTC Health Check
A serious audit for DTC and ecommerce founders. 112 questions across 31 areas of the business, calibrated to your revenue stage. Shows you where you're strong, where you're thin, and what to work on next.
What you get
Not a generic self-score. The Health Check asks different questions depending on whether you're pre-revenue, under $1M, scaling through $10M, or established. It's a real pre-read diagnostic of your business.
What it covers
31 areas across the lifecycle of a DTC brand - from product-market fit through to exit readiness. The same areas covered in depth in the full DTC Playbook.
How it works
At Quad Lock we grew from a bootstrapped Kickstarter to a global brand with millions of customers, $200M in revenue and a $500M exit. The mistakes I made along the way - and the corrections that mattered - became the framework behind the DTC Playbook.
The Health Check is the shortcut to the highest-leverage part of that framework: showing you where the weak spots are before they become the reason you stall. The questions are deliberately sharp. The answers are deliberately direct. If you run a DTC brand, spend 30-60 minutes on this before you decide what to do next quarter.
More than just a diagnostic
The Health Check is one part of the full DTC Playbook. Sign up and you also unlock:
Ready to see where you stand?
Create a free account and take the Health Check. The whole thing takes 30-60 minutes and doesn't cost anything, now or later.
Built for founders and their teams
From diagnostic to action
The DTC Health Check is the start, not the end. Once your scores come back, the full DTC Playbook gives you 31 sections of detail on every category you just scored. If Growth Channels came back amber, Section 13 on Meta Ads and Section 12 on Email & SMS are waiting. If your Exit score is thin, Section 28 on Valuation & Exit walks you through what buyers actually look for. The Health Check points you at the shortest path from where you are to where you want to be.
Every section ends with a practical checklist - 472 action items in total. Work through them as you act on the playbook, tick them off, and your brand dashboard tracks your progress across every section and category over time. Retake the Health Check each quarter and watch the score shift. Most ecommerce founders operate without that feedback loop; the DTC Playbook is designed to give it to you.
Get your team on the same page
Founder instinct is valuable. Founder instinct that doesn't match the rest of the team is expensive. Invite your co-founders, CMO, CFO, and operations lead to the DTC Playbook. Each of them takes the Health Check independently, and their scores come together on one shared brand dashboard. Alignment isn't a meeting - it's what happens when everyone has looked at the same diagnostic.
Use the checklists to assign ownership across sections. Use the 8 built-in tools - DTC P&L Template, DTC Economics Calculator, 13-Week Cash Flow, Category & Geography Planner and more - to make decisions together. The playbook, the Health Check, the checklists, the tools, and every additional team seat are free forever. No subscription, no upsell, no hidden limits on how many people you can add.