Two jobs, measured properly.
One half of this site is for people who sell products online: score your store, and price so the fees do not eat the margin. The other half is for owners valuing, buying or selling a business. Start with a free tool from whichever half is you — there is nothing to buy to use them.
- No email, no account, no card
- The calculators run in your browser — nothing you type is sent anywhere
- Every calculator shows the arithmetic, so you can check it
Which of these is you today?
See what your store looks like to a shopper
Shopify, Etsy, Amazon or your own site.
Score my store — freeType in your store address and it reads your store's own public pages: how fast the homepage arrives and how many third-party scripts slow it down, your page titles, descriptions, headings and image alt text, whether a shopper can find your refund and shipping policies, and how many products have a real description and more than one photo. It then names the three fixes it rates highest. No sign-up. This one is not an in-browser calculator — the address you type is sent to us so the pages can be fetched.
If the free score is useful and you want every product checked and the whole fix list, the Shopify Full Store Audit is $49. It is offered on your own result page, after you have seen the free score.
Curious what normal looks like first? What we measured across every store scored so far — page weight, load time, missing alt text, products with no description, and how often a refund policy cannot be found. No store is named.
Fixing a store is not a one-off job. Store Watch re-reads it every month and emails you only what changed since last time — newly broken products, ones you fixed, and which way each score moved. $49 a month, cancel any time.
Also free
- Margin or markup?A 50% markup is only a 33% margin, and mixing the two quietly costs money on every sale. Gross profit, margin, markup and the price a target margin needs.
- Where is my break-even point?Your fixed costs, your margin, and the exact revenue you have to reach before anything is profit.
If you want the whole system
- Etsy Shop OS $29.00A complete, fee-aware operating system — research tracker, pricing calculator, launch plan, and sales log — for sellers who need a system, not another explainer.
- The Owner's Ledger $39.00A step-by-step guide to building your own profit/loss view, tax reserve, break-even number, and cash forecast — without hiring a bookkeeper.
- Content Systems Playbook $29.00A 14-part guide and tracked spreadsheet system that connects your content ideas to a calendar to real performance data — so you stop repeating the same guesswork every week.
Work out the number before you tell anyone
Your own business, or one you are thinking of buying.
What is my business worth? — freeEnter your real figures and get a normalised profit and an indicative value range, worked step by step. A broker will value it free — and from that moment a salesperson knows you are thinking about selling. This asks nobody, and nothing you type leaves your browser.
Also free
- Can the business pay for its own purchase?Almost every purchase is repaid out of the business's own future profits. What the first year costs against the profit that has to cover it — and what happens at 10% below plan.
- What is my adjusted EBITDA?Keeps going after interest, tax, depreciation and amortisation and normalises for owner pay and one-off costs — the figure a buyer actually works from.
If you want the whole system
- Read the toolkit before paying for itThe sample lists every sheet, every row of the inputs sheet and the actual Excel formulas — no email, no account.
- Business Valuation Workbook $39.00Two linked Excel sheets with live formulas: normalised profit and an indicative value range, worked from your own figures.
Read the sample first. If it is what you need, the Business Sale Readiness Toolkit is $499.00, one payment.
Neither of those? The other free calculators
What should I charge?
You cannot bill every hour you work. Start from the income you want and work back to an hourly and day rate.
Is your agency actually profitable?
Six real numbers from this month's books: agency gross income, utilisation, delivery margin and break-even.
Is your lead source actually profitable?
Four real numbers for one lead source, and the maximum you can pay per lead and still come out ahead.
What is your real monthly surplus?
Four real numbers, for your own money rather than the business: your monthly surplus or deficit and your real savings rate.
All the guides — how to value a business, what a management buyout has to repay in its first year, SDE versus EBITDA, cash flow forecasting and agency utilisation. Each one shows the arithmetic in full.
See a worked Competitor Action Brief — a complete brief, start to finish, run on an invented company so nothing in it is commentary on a real business. No email, no account.
If the worked example is worth your time, the Competitor Action Brief ($499) is the same brief researched against the competitors you name at checkout, then emailed to you. Researched after you buy, so it is not an instant download. One payment, no subscription.
The full catalogue
If you already know what you need rather than have a problem to check, here is everything on sale. This is the catalogue, not the front door — most people should start with a free tool above.
Working spreadsheets, built to be run every week
A real .xlsx with live formulas plus the guide that shows you how to run it — for an ongoing business function, not a one-off question.
What you receive: A working .xlsx spreadsheet with live formulas, plus the written guide that shows you how to run it — instant download after checkout.
Business Sale Readiness Toolkit
Business Exit Planning GuideA step-by-step guide to normalizing your EBITDA, estimating your business's value, and knowing if you're actually ready to sell — for a fraction of what consultants charge.
Lead Source Profit Audit
Lead Source Profitability Analysis (Contractor Finance Guide)A step-by-step system for roofing and remodeling owners to turn cost-per-lead, appointment rate, and close rate into a real profit-per-source number — and cut the ones quietly bleeding cash.
Agency Profit Ledger
Agency Financial Management GuideA step-by-step guide to calculating Agency Gross Income, utilisation, and realization rate so you know exactly which clients and projects are actually making you money.
The Business Operating System Playbook
Small Business Management Framework GuideA single, connected operating system that links strategy, finance, sales, marketing, operations, and customer management into one weekly rhythm you actually follow.
The Launch Path System
Online Business Launch GuideA single Markdown guide that walks you from an unvalidated idea to a real launch with concrete customer-acquisition steps and a built-in revenue-to-traffic worksheet.
The Automation Priority Playbook
Business Process Automation Planning GuideA step-by-step guide and ROI worksheet that helps small-business owners audit their workflows, calculate real automation payoff, and track whether it actually saved time.
The Client Pipeline Playbook
Sales Process & Lead Conversion Guide for ConsultantsA complete lead-to-client guide with follow-up scripts, objection handling, and pipeline/win-rate formulas built for consultants and service businesses.
Business Valuation Workbook
Selling a businessTwo linked Excel sheets with live formulas: normalised profit and an indicative value range, worked from your own figures.
The Owner's Ledger
Small-Business Financial Planning GuideA step-by-step guide to building your own profit/loss view, tax reserve, break-even number, and cash forecast — without hiring a bookkeeper.
Etsy Shop OS
Etsy Seller Operations GuideA complete, fee-aware operating system — research tracker, pricing calculator, launch plan, and sales log — for sellers who need a system, not another explainer.
Content Systems Playbook
Social Media Content Planning GuideA 14-part guide and tracked spreadsheet system that connects your content ideas to a calendar to real performance data — so you stop repeating the same guesswork every week.
Brainframe System
Daily Planning GuideA complete written system connecting daily tasks, weekly resets, habits, and household planning — designed around simple routines, not willpower. Not a medical product and not a substitute for professional advice.
Research against your own situation
You supply your company and named competitors at checkout. You receive a written brief researched against them, with findings and specific recommended actions. Delivered by email — these are not spreadsheets.
What you receive: A written intelligence brief researched against your own named competitors and situation, which you supply at checkout. It is emailed to you, not downloaded, and it is not a spreadsheet.
Fundraise Positioning Brief
Strategic IntelligenceA researched, honest read on your real competitive set, the hardest question you’ll be asked, and a defensible narrative you can actually use in the room.
Market Entry Risk Brief
Strategic IntelligenceA grounded, researched read on the incumbents, the real structural risks, and a direct go / no-go recommendation — before you commit budget to finding out the hard way.
Competitor Action Brief
Competitive IntelligenceTell us who you compete with. Within minutes, get a written brief on their real, current moves — and three specific actions for this week.
Complete written systems
The full method written out end to end, for problems that need a documented approach rather than a calculation model. No spreadsheet included.
What you receive: A complete written guide covering the whole system, step by step — instant download after checkout. This type does not include a spreadsheet.
Monthly Store Audit
UncategorizedThe Sunday Reset
Family Weekly Planning GuideA simple weekly ritual that covers school runs, meals, chores, and activities — no app to maintain, no chore chart that quits after a week.
The 90-Day Money Reset
Personal Finance Planning GuideA single, focused guide for people whose money situation feels chaotic — no daily tracking, no app to maintain, just the truth and a plan.
Frequently asked questions
What exactly do I receive?
It depends on the product type, and each product page says precisely. Operating Systems: a working .xlsx with live formulas plus its written guide. Intelligence Briefs: a written brief researched against details you supply at checkout, delivered by email. Guides: the complete written guide, no spreadsheet.
Do I have to pay to use the calculators?
No. Every calculator and the store score are free, with no email, no account and no card. The paid products are separate and clearly priced; nothing on this page asks for payment before it gives you a result.
How do I pay, if I do buy something?
Securely through Stripe. Instilus never sees or stores your card details.
Is this a subscription?
No. Every Instilus product is a one-time purchase — there is no recurring charge.
Do I need any special software?
No. Spreadsheets are standard .xlsx files that open in Excel, Google Sheets or Numbers. Guides and briefs are readable anywhere.
Why pay for this instead of just asking an AI chatbot?
For a quick one-off answer, you should just ask the chatbot — genuinely. These products exist for the cases where an answer is not enough: when you need live calculations you can re-run as your numbers change, a documented method someone else can follow, or research against your own named competitors. Where a simple answer does the job, you do not need to buy anything here.
Hear about new tools when they ship
An occasional email when a new system or tool goes live. No newsletter, no sequence, and you can ask us to delete your address at any time.