How do I get a handle on my numbers?

Well the way to get from where you are today to where you want to be is by identifying the things you want to see - which numbers do you want to see - and take them one at a time. The important thing is to get started. So make a list, prioritize the list, and tackle them one at a time.

How should I reinvest my profits?

And the two places I can think of that will do the most good would be to put one part in your pocket, because you're doing this to make some money. And then the second thing is, how much should I put back into the business? And that depends on your goals.