We price the blindfold, not a fantasy loss.

Four numbers, multiplied

Factor	Where it comes from
New arrivals per week	Your answer — midpoint of the range you pick
× unknown-origin share	Band keyed to your score (10–75%) — how much of the flow has no knowable source
× close rate for your business type	Conservative working assumption, stated in the report
× value of one relationship	Your answer

A dental practice with 28 new arrivals a week, scoring in the "Leaking" band (45% unknown), a 25% close rate and a $2,500 average patient: 28 × 4.3 × 45% × 25% × $2,500 ≈ $33,900 a month arriving with no known origin. Not lost — arriving. But every renewal, budget, and cut decision touching that $33,900 is made blind.

Estimates from your own answers using stated assumptions — labeled that way in every report. The traced discovery replaces the estimate with a real month followed through your records.

What the blindfold costs in practice

• The quiet carrier gets cut. The channel actually producing — often referrals or the Google profile — shows up nowhere, so it gets no protection when budgets tighten.
• The loud passenger gets renewed. The spend with the prettiest self-report survives every review, whether or not it ever produced a patient.
• Every new channel is a coin flip. Without a baseline of what works, each new spend is evaluated by the same gut feel that couldn't evaluate the last one.

That's why this door prices the FLOW and not a made-up loss: the flow is the size of the decisions you're making blind. A $33,900 monthly stream steered by mood is a bigger business problem than a $3,000 leak you can see.