Ratio
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About Ratio

We're a company that believes in a few maxims:

Beneath the polished veneer of all companies is the basic truth - if they are not focused on constantly improving their competitiveness, then they will stagnate and eventually fail.

If you don't measure something, how do you know how much you've improved it?

Every company has a very small number of key Ratios it should track to measure and improve their competitive health.

What we do is help identify the key competitive Ratios and build plans to improve them

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Managing Partner

Bruce Costello

Bruce is the founder of Ratio and he’s on a mission to improve our clients competitiveness by helping them focus on key indicators and then implementing actions to make a measurable difference. This takes new thinking, new skills and new processes.

The first part of his career was at the sharp end, in Sales, delivering value to help customers achieve their business objectives. He then took that experience and combined it with business planning and strategy methods to create methodologies to improve the clients overall competitive positioning. 


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Head of Analytics

Alina Krasnobryzha

Alina wears several hats at Ratio. She has responsibility for developing the analysis tools and templates we deliver to customers as part of our competitive acceleration programs. She also has responsibility for ensuring our methods are based on sound business models and the latest research.

Alina has worked in the financial industry for over 15 years since graduation with a Masters in International Finance. Her experience includes equity research and underwriting. She has numerous financial and accounting degrees, Bachelors and Masters earned both in the US as well as her native Ukraine.

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Some of our Tools

Ratio bases its methods on a broad range of trusted tools for planning and analysis, some are below

Five Forces

How to identify a clients competitive positioning and where their threats and opportunities are

Selling

Multiple sales models that are optimally selected to increase the win/loss performance and cogs

Value Chain

Where a client adds value with their offering and identifying points of friction and opportunities for improvment

Brickwall

A tool for understanding the strength of customer relationships and the ease or difficulty of displacement

Ansoff

A way of determining how a clients business is focused on growth opportunities and sustainment

ROI

How we model the direct and indirect value of various investment scenarios used in strategic planning