# NMC Business Rules — Mike's Operating Principles
Last updated: 2026-03-12

## #1 — Zero Missed Communications
**Every single inquiry gets a response. No exceptions. No dead ends.**

- We are a 24/7 operation. There is no "closed."
- Every contact is an opportunity to provide great service AND sell
- Speed to lead is everything — respond within minutes, not hours
- "We don't know the answer" is acceptable. No response is not.
- This applies to: calls, SMS, web forms, Yelp, Google, email, social DMs, everything

## #2 — Recurring Customers Are the Business
- 83% of revenue is recurring
- LTV = $2,880 per customer
- Keeping one customer > acquiring one customer
- Every complaint is a retention opportunity, not a problem

## #3 — Speed to Lead
- Leads go cold in minutes, not hours
- First responder wins the booking
- Automate response so human speed is never the bottleneck

## #4 — No Cash Investment Until Debt is Clear
- Consumer debt: ~$100K (credit cards, family LOC, car loan)
- Fix NMC cash flow first → pay down debt → then reinvest/invest

## #5 — Every Problem Gets Tracked to Resolution
- A complaint logged and not closed is worse than no system at all
- Abigael is not the system — the system is the system