When evaluating an opportunity, investors most frequently review its business fundamentals which can include its cash on hand, churn, burn rate, growth rate, and more. A business’s fundamentals vary based on its model, but they are always quantifiable and are almost always used to determine how it is performing.Business fundamentals are also used by a company’s internal management team to evaluate the performance of each of the functional areas. E.g. marketing and sales can be evaluated based on their number of opportunities, closed-won deals, and cost-per-opportunity; customer experience can be evaluated based on the number of closed tickets and average net promoter score.