How much revenue is your business leaking every month?
A lead nobody called back. An invoice nobody chased. A deal stuck waiting for approval. These small gaps quietly cost you money every month. Answer a few simple questions and see roughly how much.
Most small businesses in India lose ₹2–15 lakh every month to money slipping through the cracks — money you can't see on your books. This free tool gives you a rough, private estimate across four everyday gaps: slow replies to leads, quotes that never get sent, deals stuck waiting for approval, and invoices that never get paid.
The numbers are conservative estimates based on well-known industry benchmarks. Nothing is stored until you choose to see your full report.
How is this calculated?
Four deterministic formulas — no AI, no estimation. Conservative published benchmarks only:
- Marketing
leads × (1 − response_rate/100) × 0.15 × (LTV/12) - Sales
qualified_opps × (no_quote_rate/100) × (win_rate/100) × deal_value - Approvals
approval_deals × (die_in_approval/100) × deal_value - Collections
revenue × (writeoff/100) + revenue × (overdue/100) × (0.02/12)
Annual leak = monthly × 12. The 15% in Marketing is HBR's lead-recovery benchmark; the 2%/12 in Collections is standard SME working-capital cost. Full methodology with sources →
Top of the funnel — what's coming in?
If you don't reply fast, most leads simply go to whoever called them back first. This step estimates the money lost to slow replies.
Website forms, WhatsApp messages, phone calls, referrals — anyone who asked about you.
Be honest — most teams guess high. It's usually 30–50.
Roughly what an average customer pays you across all their orders. Not sure? Use 2–3× their first order.
Sales — where do qualified deals die?
The biggest sales leak isn't bad pitching. It's silence. Quotes that never get drafted, follow-ups that never happen.
People who moved past "just asking" into a real conversation.
They showed interest, but a quote was never sent — or was promised and forgotten.
Approvals — deals stuck waiting on someone
Manager sign-off. Finance approval. Legal review. Every day a deal sits in "waiting on approval" is a day a competitor can win it.
Discounts, custom terms, big contracts, special pricing.
Collections — money you billed but didn't collect
Overdue receivables tie up working capital. Write-offs are direct revenue loss. We'll add a 2% annualized carrying cost on overdue AR.
Your numbers are ready.
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See OONH plug these leaks — live
In 30 minutes we build the autopilot that catches each of these — the follow-up, the reminder, the escalation — on your real numbers. No slides.
Book My Demo →Calculations are conservative estimates based on benchmarks from HBR/Lead Response Management Study (5-min response increases conversion 9×), industry AR aging norms, and a 2% annualized cost of working capital on overdue receivables.
What is a revenue leak?
A revenue leak is money your business could have earned but didn't, because of operational gaps rather than market conditions or competition. It happens when a qualified inquiry waits 18 hours for a reply, when a proposal that was promised never gets drafted, when an approved deal sits in someone's inbox for a week, or when an invoice quietly slips past 60 days overdue.
Unlike obvious losses — a lost pitch, a churned client, a discount given to win business — revenue leaks don't show up on a P&L. They show up as opportunity cost. The customer who would have bought never gets to "yes" because nobody followed up in time. The deal that would have closed dies in the approval queue. The cash that should have funded next month's growth is locked up in 90-day-old receivables.
Higher conversion rate for leads contacted within 5 minutes versus 30+ minutes, according to the Harvard Business Review's Lead Response Management Study across 1.25 million sales leads.
Source: Oldroyd, McElheran, & Elkington, HBR (study of 1.25M B2B leads across 29 companies)
The 4 hidden leaks draining Indian SMEs
This calculator measures revenue leakage across four operational areas that account for the bulk of unforced losses in service-business SMEs. Each is independently fixable, and each compounds the others.
1. Marketing — slow lead response
The single largest determinant of whether a marketing lead converts is response speed. When your team takes hours to reply to an inbound inquiry, the prospect's intent decays rapidly — they message a competitor, lose attention, or simply forget what they were asking about. For Indian SMEs running on WhatsApp and email, this leak is often 30-60% of marketing spend silently wasted.
How the calculator estimates it: monthly leads × percentage that don't receive a 24-hour response × 15% conservative recovery rate × monthly equivalent of customer lifetime value (LTV/12). The 15% recovery figure is deliberately under the 9× figure HBR observed because not every lead-with-fast-response converts — some are still poor fits.
2. Sales — qualified deals that never receive a quote
Most lost sales aren't lost because of price or fit. They're lost because the proposal was promised on Tuesday and got crowded out by Wednesday's emergency. A qualified prospect who never sees a formal quote eventually gives up and asks someone else. For services businesses, the no-quote-sent rate is typically 15-30% of qualified opportunities — and those deals would have converted at the company's normal win rate.
How the calculator estimates it: qualified opportunities × percentage with no quote sent × current win rate × average deal value. This is the cleanest of the four calculations — it's literally measuring deals you would have won, valued at what you would have won them for, that never got a serious shot.
3. Approvals — deals dying in internal queues
The biggest deals usually require an internal approval somewhere — a discount above a threshold, custom terms, finance sign-off, legal review. Each day in the approval queue is a day a competitor can call the prospect, a day market conditions can shift, a day the buyer's enthusiasm cools. Across Indian SMEs, 10-20% of approval-pending deals are abandoned by the buyer before approval completes.
How the calculator estimates it: deals requiring approval × percentage that die in queue × average deal value. The "cycle time" input is collected but used as context only — its real value is making the user aware of how long their approvals actually take, which is often longer than they assume.
4. Collections — overdue and written-off invoices
Receivables that age past 60 days have a working-capital cost — your business is effectively financing your customer's operations at no interest. Receivables that age past 120 days have a high probability of being written off entirely. For Indian B2B services businesses, 15-30% of receivables routinely sit in 60+ day buckets, and 2-5% eventually get written off. Both costs are direct revenue loss.
How the calculator estimates it: monthly revenue × write-off percentage (direct loss) PLUS monthly revenue × overdue percentage × (2% / 12) for the working-capital carrying cost. The 2% figure is a conservative annualized cost-of-capital estimate; the actual figure for an SME using a working capital line is typically 8-14%.
How this calculator works
All four formulas use only conservative published benchmarks and standard finance methods. There is no machine learning or "intelligent estimation" — the inputs you provide produce a deterministic output. Here are the exact formulas:
| Leak | Formula (monthly) |
|---|---|
| Marketing | leads × (1 − response_rate/100) × 0.15 × (LTV / 12) |
| Sales | qualified_opps × (no_quote_rate/100) × (win_rate/100) × deal_value |
| Approvals | approval_deals × (die_in_approval/100) × deal_value |
| Collections | revenue × (writeoff/100) + revenue × (overdue/100) × (0.02/12) |
The annual figure is simply the monthly total × 12. The payback period shown on the results page is calculated as ceil((4999 / monthly_leak) × 30) days — i.e., how long it takes for the recovered leak to cover OONH's starting subscription price.
Frequently asked questions
How accurate is this revenue leak calculator?
The calculator is intentionally conservative. The 15% lead recovery rate is well below what HBR's Lead Response Management Study observed for fast-responding teams (closer to 30-40%), and the 2% working-capital carrying cost is below what most SMEs actually pay on a credit line (8-14%). Most users find their real leak is higher than this calculator estimates, not lower. Treat the output as a floor, not a ceiling.
What's a typical revenue leak for an Indian SME doing ₹1-2 crore annual revenue?
In our experience, service-business SMEs at that revenue band typically leak ₹2-8 lakhs per month across the four categories combined. The largest single contributor is usually Marketing (slow lead response), followed by Collections (overdue receivables). Sales and Approvals tend to be smaller individually but compound quickly as deal sizes grow.
Why does the calculator gate results behind WhatsApp verification?
We verify your WhatsApp number for two reasons: to filter bots and competitive scrapers, and so we can send you a detailed report and follow up if you want a deeper diagnostic. We don't sell or share your number, and you can opt out of follow-up at any time. If WhatsApp delivery isn't available, we send the code by email instead — no functional difference.
What does "no quote sent" actually mean in the sales category?
A "qualified opportunity" is a lead that has progressed past initial interest — they've asked about pricing, requested a proposal, or scheduled a discovery call. A "no quote sent" deal is one where, despite that qualification, no formal proposal document ever reached the prospect. The deal died in the salesperson's to-do list, not in negotiation. This is one of the most common and most invisible leaks in service businesses.
How does OONH actually plug these leaks?
OONH Autopilot OS runs continuously in the background of your business: a Lead Agent that drafts WhatsApp responses within seconds of an inquiry arriving, a Deal Agent that ensures every qualified opportunity gets a proposal within 48 hours, an Approval Engine that escalates stuck deals before they go cold, and a Collections Agent that handles overdue invoices with calibrated follow-up. All four agents are visible to you, all four ask for approval before sending anything that matters, and all four learn from your team's behavior. Book a demo to see them on your real numbers.
Where does the 9× figure for 5-minute lead response come from?
The Harvard Business Review published a major study by James Oldroyd, Kristina McElheran, and David Elkington analyzing 1.25 million B2B sales leads across 29 companies. They found that companies contacting prospects within 5 minutes were 9× more likely to qualify the lead than those contacting them after 30 minutes, and 100× more likely than those waiting 24+ hours. The study has been replicated multiple times across different markets and industries since.
Why use 2% as the carrying cost for overdue receivables?
2% annualized is a deliberately conservative figure that represents the opportunity cost of capital tied up in overdue receivables — what that capital could be earning if invested elsewhere. The actual cost for an SME using a working capital line of credit is typically 8-14% annualized in India. We use 2% so the calculator can't be accused of inflating numbers. If you'd like a more realistic number, multiply the Collections result by 4-7×.
Is my data safe? Will OONH spam me?
The calculator captures the numbers you enter plus your contact details. We store this in our own database (no third-party data brokers, no advertising platforms). We use it to send your detailed report and, if you opt in during the demo conversation, to keep in touch about OONH product updates. You can request deletion of your data at any time. We don't sell, share, or syndicate contact lists.
Related resources
Last updated: 15 June 2026 · Published by the OONH research team · Calculations reviewed against HBR / Lead Response Management Study benchmarks and standard AR working-capital cost models