// About Kestrel Metrics
Thirty years of watching where the money actually goes.
Michael Reaves · Founder
I'm Michael Reaves, and I learned to see revenue leaks the hard way — by being the guy responsible for finding them.
I started at Walmart, where I got my first education in how the tightest operations in the world account for every dollar in motion. Then I spent 24 years at H-E-B, a company legendary for operational discipline, working my way up through finance to regional leadership. Along the way, I advised business units running anywhere from $2 million to $100 million a year. Different sizes, different leaders, same lesson every time: the money you lose rarely announces itself. You have to go find it.
For the past 14+ years I've applied that same discipline to trades and service businesses as a consultant. The tools are simpler, but the physics are identical: revenue moves, and where it moves, it can be measured.
What Kestrel Metrics does
Kestrel Metrics helps service businesses find and recover revenue they're losing without knowing it. We trace your revenue through the Five States of Revenue, a water-based framework that shows, in dollars, where money you earned becomes money you lost.
Every engagement starts the same way: a free discovery call where I find one leak in your business and tell you exactly how to fix it. No pitch deck, no obligation. If you want the full picture after that, the Revenue Leakage Diagnostic is a 45-minute structured interview across your operational processes, with every finding quantified.
Why a kestrel
A kestrel hunts by seeing what's invisible to everything else in the field. That trained vision, applied to a business operation, is the whole company in one image: the small movement everyone else misses is the whole meal.
Based in Texas, working nationwide
Kestrel Metrics is operated by VonLloyd, LLC, a Texas limited liability company, and serves trades and service businesses across the United States. Discovery calls and diagnostics are conducted virtually.