Diagnosis
/20- 1Explains the business problem before channels
- 2States assumptions and evidence
- 3Prioritises rather than listing everything
Free scorecard · 100 points
Evaluate the agency, not the pitch.
Score each statement 0 (absent), half points (partial) or full points (clear evidence). Compare totals only after commercial fit is confirmed.
Ranchi · India → World · MMXXV
Operators
/20- 1Names the people doing the work
- 2Discloses account load
- 3Explains subcontracting and replacement
Measurement
/20- 1Defines finance-compatible outcomes
- 2Provides raw data access
- 3Separates correlation from incrementality
Economics
/15- 1States all fees and exclusions
- 2Explains what changes price
- 3Models first-year total cost
Proof
/15- 1Shows relevant method and outcome
- 2States confidentiality limits
- 3Offers references when permitted
Ownership
/10- 1Client owns accounts and files
- 2IP transfer is explicit
- 3Handover is documented
Interpret the total
85–100: strong operating evidence. 70–84: viable, but close the documented gaps. 50–69: material ambiguity. Below 50: do not let presentation quality substitute for an operating model.