Most growing businesses have more data than they use. Sales figures sit in one system, finances in another and operations in spreadsheets. A first dashboard brings the important numbers together so you can see what is happening at a glance. The hard part is not the technology, it is choosing what to show.
Start with decisions, not data
Ask what decisions you make every week and what you need to know to make them well. If a number would not change a decision, it does not belong on your main dashboard.
Pick a small set of measures
Five to eight measures is plenty for a first dashboard. A typical mix for a growing business might include:
- Sales: revenue this month against target, and the size of the sales pipeline.
- Customers: new customers, repeat customers and churn.
- Operations: orders fulfilled on time, or service tickets resolved.
- Cash: money in, money out and outstanding invoices.
Show trends and targets
A number on its own says little. Show how it compares with last month, the same period last year and your target. Simple colour cues for on track and off track help people focus on what needs attention.
Agree on definitions
Teams often argue about numbers because they define them differently. Write down exactly how each measure is calculated and where the data comes from. One trusted definition is worth more than ten clever charts.
Automate the data
A dashboard that someone updates by hand will eventually be out of date. Connect it directly to your source systems so it refreshes automatically, and check data quality as part of the process.
Choose the right tool
You do not need an expensive platform to start. Many businesses begin with the reporting features of tools they already own, then move to a dedicated business intelligence platform as their needs grow. What matters most is that the tool connects directly to your data, refreshes automatically, controls who can see what, and works well on a phone for people who are away from their desks. Start simple, prove the value, and invest more once the dashboard is part of how you run the business.
Design for the people who use it
Different people need different views. A director wants the big picture in thirty seconds, while a sales manager needs to drill down by person or region. Rather than cramming everything into one screen, create a simple overview with the option to explore the detail. Keep charts plain: bar and line charts are easier to read than gauges and three-dimensional effects.
Common traps to avoid
- Vanity measures: numbers that always look good, such as total website visits, but do not drive decisions.
- Too many charts: if everything is highlighted, nothing stands out.
- No owner: every measure should have someone responsible for acting on it.
- Stale data: show when the data was last updated so people can trust it.
Review and improve
After a month, ask what people actually use. Remove what nobody looks at and add what people keep asking for. A dashboard is a living tool, not a one-off project.
Our Data and Analytics team helps businesses build their first dashboards and grow from there.
