Book

The Full Plan

Work through the plan in order, or use it to locate the capability that needs attention now. Each task opens on its own page with the original task wording, a clear public title, its current status, and a concise summary.

Start with the introduction Read the book

The work, in order

The five sections contain 75 tasks. Each section ends with a decision about what must be true before the company depends on the next capability.

Before moving onThe choice is supported by real sales, delivery, and financial information rather than a theory.
  1. S1-01 See the Business as It Is
  2. S1-02 Find the Segments That Produce Value
  3. S1-03 Identify the Pain Customers Already Pay to Remove
  4. S1-04 Map How Sales Actually Happens
  5. S1-05 Make Revenue Attribution Visible
  6. S1-06 Find the Buyer, the Trigger, and the Urgency
  7. S1-07 Understand What Delivery Really Costs
  8. S1-08 Choose the First Customer and Use Case
  9. S1-09 Inventory the Assets You Already Built
  10. S1-10 Turn Past Outcomes into Proof
  11. S1-11 Decide Which Sales Channels to Test
  12. S1-12 Decide What Progress Should Look Like
  13. S1-13 Secure the Rights Needed to Productize
  14. S1-14 Decide What to Stop, Continue, and Convert
  15. S1-15 Decision One: What Is Worth Building Around?
Before moving onThe customer, scope, price, sales conversation, onboarding, and delivery process are consistent enough to teach to someone else.
  1. S2-01 Name and Bound the Offer
  2. S2-02 Define the Promise — and Who It Is Not For
  3. S2-03 Price the Outcome, Not the Effort
  4. S2-04 Build a Repeatable Sales Conversation
  5. S2-05 Turn Delivery into a System
  6. S2-06 Build Reusable Delivery Assets
  7. S2-07 Remove Founder Dependence from Delivery
  8. S2-08 Make the Offer Visible in the CRM
  9. S2-09 Create Focused Demand for One Offer
  10. S2-10 Give Referrers and Partners Something Teachable
  11. S2-11 Sell the First Repeatable Cohort
  12. S2-12 Design Onboarding Around First Value
  13. S2-13 Measure Whether the Offer Is Working
  14. S2-14 Let Objections Refine the Positioning
  15. S2-15 Decision Two: Does the Offer Repeat?
Before moving onCustomers use the product, receive value, pay for it, and get through onboarding and support without recreating a custom project.
  1. S3-01 Find the Work Software Should Take Over
  2. S3-02 Build the Smallest Product Customers Can Use
  3. S3-03 Give the Product Its Own Position
  4. S3-04 Choose a Product Pricing Model
  5. S3-05 Build the Core Value Path
  6. S3-06 Recruit Design Partners from Earned Trust
  7. S3-07 Put Pilot, Data, and Product Terms in Place
  8. S3-08 Make the Product Demonstrable
  9. S3-09 Design Product Onboarding
  10. S3-10 Measure Whether Customers Are Getting Value
  11. S3-11 Sell the Pilot and Learn from the Buyer
  12. S3-12 Convert Learning into Paid Product Customers
  13. S3-13 Build Support That Does Not Recreate Consulting
  14. S3-14 Track Product and Service Money Separately
  15. S3-15 Decision Three: Will Customers Pay for the Product?
Before moving onCustomer acquisition and retention are becoming consistent, the product delivers value, and the subscription model works financially.
  1. S4-01 Turn Product Packaging into Subscription Plans
  2. S4-02 Understand Who Makes the Buying Decision
  3. S4-03 Make Billing and Recurring Revenue Operational
  4. S4-04 Define Activation, Adoption, Retention, and Expansion
  5. S4-05 Build a Website That Supports the Buying Motion
  6. S4-06 Choose Self-Serve, Sales-Led, or Hybrid Deliberately
  7. S4-07 Build the Trial or Demo Path to First Value
  8. S4-08 Create a Repeatable Demand Engine
  9. S4-09 Build Nurture and Pipeline Discipline
  10. S4-10 Make Customer Success Own Retention and Renewal
  11. S4-11 Remove Trust and Procurement Friction
  12. S4-12 Know What It Costs to Win and Keep a Customer
  13. S4-13 Launch with Proof, Not Noise
  14. S4-14 Run the SaaS Revenue Operating Rhythm
  15. S4-15 Decision Four: Can the Company Win and Keep Customers?
Before moving onThe next investment is supported by actual conversion, customer value, cost, ownership, and operating capacity.
  1. S5-01 Choose Which Sales Channels to Scale
  2. S5-02 Design Partner Economics That Can Work
  3. S5-03 Make the Product Teachable to Partners
  4. S5-04 Enter Marketplaces with Operational Readiness
  5. S5-05 Make It Easier for Customers to Bring in More Customers
  6. S5-06 Turn Customers into Proof and Advocacy
  7. S5-07 Build Expansion into the Customer Journey
  8. S5-08 Create an Account Management System
  9. S5-09 Track Where Leads Come From and Send Them to the Right Place
  10. S5-10 Assign Ownership for Channels and Revenue Operations
  11. S5-11 Forecast the Whole Growth System
  12. S5-12 Build the Integration and API Ecosystem
  13. S5-13 Run Channel Experiments with Decision Rules
  14. S5-14 Improve Pricing with Conversion and Retention Data
  15. S5-15 Final Decision: What Should Scale Next?