A method for evaluating and quantifying the risk, performance and potential of a business is disclosed. Experiential data generated by the business' activities is extracted and used as source data in evaluating the business. Experiential data includes both qualitative and quantitative information compiled from operating systems, databases, interviews, paper-based files and financial records. Business activities are measured individually and then collectively to understand the business as a whole. A set of metrics and a series of algorithms are used to measure the risk, performance and potential of the business drawing from the outset on the experiential data collected and a comparison to industry best practices.