T2D3 MVP Growth Playbook: $50K to $3M ARR
Stabilize your customer base by fixing churn and activation before pursuing growth
Identify why customers leave and deploy health scoring to catch at-risk accounts early
Audit all 5 customers to identify churn root causes
Interview every active customer to surface friction points, unmet expectations, and product gaps driving your 10%/mo churn rate.
Build a customer health scoring model for early warnings
Define 3–5 leading indicators of churn risk using login frequency, feature adoption, and support tickets to score each account weekly.
Implement product telemetry alerts for disengaged accounts
Configure automated alerts when customers miss key product milestones or go silent for 7+ days, triggering a proactive CSM intervention.
Compress onboarding to deliver measurable value within 14 days and track satisfaction
Map current onboarding steps against time-to-value benchmarks
Document every step from signed contract to first value moment, then benchmark against SaaS norms to find where customers are dropping off.
Redesign onboarding to hit value in under 14 days
Compress your onboarding to a structured 14-day activation sprint with milestone-based check-ins, templates, and guided setup to reduce early churn.
Launch NPS program to measure satisfaction at 30 and 90 days
Deploy automated NPS surveys at day 30 and day 90 post-onboarding to catch dissatisfied customers before they cancel and generate testimonials from promoters.
Grow ARR from your 5 existing customers by redesigning pricing and executing targeted upsell and cross-sell campaigns
Restructure your pricing tiers and introduce paid support to extract more revenue from each customer segment
Conduct pricing tier optimization analysis across customer segments
Evaluate willingness-to-pay across your 5 customers and prospect interviews to design 3-tier pricing that unlocks natural upgrade paths and reduces churn.
Design and launch annual plan incentives to improve cash flow
Create an annual prepay offer at 15–20% discount to convert monthly customers, reduce churn exposure, and generate upfront cash to fund growth initiatives.
Build a premium support tier as a paid expansion product
Package dedicated onboarding, priority support, and quarterly business reviews into a billable premium tier targeting customers with highest revenue potential.
Identify expansion triggers, launch add-on products, and measure quarterly revenue growth per account
Map upsell and cross-sell triggers across the customer lifecycle
Identify the product usage signals and time-based milestones that indicate a customer is ready to expand, then build automated workflows to prompt upgrades.
Launch Playbooks, Services, and Agents as monetizable add-ons
Package your implementation expertise into sellable Playbooks, managed Services, and AI Agents to create additional revenue streams beyond your core subscription.
Set quarterly expansion revenue targets per account and track them
Assign each of your 5 customers an expansion ARR target, build a simple account expansion tracker, and review progress in weekly revenue meetings.
Stop wasting budget on broken funnels—fix conversion leaks, then scale organic and paid channels to build 90K ARR pipeline
Identify and plug conversion leaks in your 200-MQL funnel, optimize landing pages, and lower CAC by tightening lead qualification
Audit the 200 monthly MQL funnel to find conversion leaks
Map every step from MQL to closed-won to identify where your 5% conversion rate is losing deals, then prioritize the two highest-impact fixes first.
Optimize landing pages to double free trial or demo conversion
Rewrite landing page copy, strengthen your CTA hierarchy, add social proof, and A/B test two variants to push conversion above 10% before increasing ad spend.
Reduce CAC from $5,000 by fixing your lead qualification criteria
Tighten your ICP definition and MQL scoring rules so sales time is spent only on accounts matching your top-customer profile, lowering cost per closed deal.
Launch SEO-driven content, ABM campaigns targeting 25 accounts, and controlled PPC tests to build predictable multi-channel pipeline
Launch SEO and content strategy targeting bottom-of-funnel keywords
Identify 20 high-intent, low-competition keywords your ICP searches before buying, then publish two cornerstone articles per month to build compounding organic traffic.
Build ABM campaigns targeting 25 named accounts this quarter
Select 25 high-fit accounts matching your best customers, create personalized outreach sequences, and coordinate LinkedIn and email touches to generate qualified pipeline.
Launch and optimize PPC campaigns with a controlled test budget
Start with a $2,000/mo PPC test budget on 3–5 proven keywords, track cost-per-trial tightly, and only scale spend when CAC drops below your current $5,000 benchmark.
Establish product stability and revenue visibility to support repeatable, scalable growth
Fix critical bugs and measure feature adoption to remove friction from customer onboarding
Triage and fix the top 10 bugs blocking customer activation
Survey customers and review support tickets to identify the bugs causing the most friction, then prioritize and ship fixes before adding any new features.
Implement a bug tracking SLA to ship fixes within 72 hours
Establish a formal bug triage process with severity levels, assign ownership, and commit to a 72-hour SLA on critical issues to build customer trust at MVP stage.
Deploy product telemetry to track feature adoption across all accounts
Instrument your core features with usage tracking so you know exactly which capabilities customers are adopting, which they ignore, and where they drop off.
Unify pipeline, revenue, and churn data in a single dashboard to track progress toward targets
Configure a CRM to track pipeline, ARR, and churn in one place
Set up a lightweight CRM with deal stages, ARR fields, and churn flags so you have a single source of truth for revenue decisions without spreadsheet chaos.
Build a weekly revenue dashboard tracking ARR toward Y1 target
Create a one-page dashboard showing current ARR, MoM growth rate, churn, expansion revenue, and pipeline needed to hit your $22,493 Year 1 projection.
Establish systems and metrics to scale from $300K to $3M ARR with repeatable sales motions and board-ready financial planning
Document your ICP, sales narrative, and hiring readiness signals to build a scalable go-to-market engine
Document your ICP and winning sales narrative in a single playbook
Codify who your best customers are, why they bought, what objections they raised, and how you won — so the motion is repeatable when you hire your first AE.
Define the metrics that signal readiness to hire your first AE
Establish the ARR, pipeline coverage, and conversion thresholds that must be hit before hiring account executives, preventing premature scaling that burns cash.
Build a partner and referral channel to reduce CAC by 30 percent
Identify 5–10 complementary vendors, consultants, or integrators who serve your ICP and structure a referral or reseller agreement to generate low-cost inbound pipeline.
Build a 5-year ARR forecast and SaaS metrics framework to guide quarterly growth decisions and board reviews
Build a 5-year ARR model from $50K to $3.17M with quarterly gates
Translate your Y1–Y5 projections into quarterly ARR gates with required new logo counts, expansion revenue, and churn rate assumptions to hold the team accountable.
Define the SaaS benchmark metrics that govern every growth decision
Establish your target LTV:CAC ratio, net revenue retention, magic number, and payback period so every investment decision is measured against a consistent benchmark.
Create a quarterly business review cadence to audit and adapt the playbook
Schedule quarterly reviews to assess initiative performance against ARR targets, retire tactics that underperform, and reprioritize the next 90-day sprint accordingly.
