Progress Map

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Product Track

ID Name Description
P101 Problem / Solution Fit
.001 Solution in Search of a Problem The product is not solving a real pain.
.002 “Nice-to-Have” Pain The problem exists, but it's not painful or urgent enough for users to be willing to pay for a dedicated solution.
.003 Product Not Solving the Problem There is a clear problem, but the product fails to solve it properly.
.004 Misaligned with ICP The problem addressed is real, but the wrong target (ICP) is onboarded.
P102 Core Features & Scope
.001 Missing Features The product lacks essential features needed to deliver enough value for the user.
.002 Bloated Product Too many features clutter the product and make it harder to use.
.003 Unclear Core Features It’s not clear what the “must-have” features are — or whether it’s delivered well.
.004 Insufficient or Unclear Product Differentiation There isn't enough differentiation from existing solutions or alternatives currently used by the target users.
P103 Analytics & Usage Tracking
.001 No or Too few Product Metrics Defined Relevant key product metrics (usage, North Star, WAU, DAU, etc.) haven’t been clearly defined.
.002 No or Too Few Product Metrics Tracked Product usage isn’t being monitored enough. The team is operating without data.
P104 Customer Feedback Loop
.001 No Customer Feedback Collected There’s no regular or systematic way to gather feedback (NPS, interviews, support data, live chat, etc.).
.002 Customer Feedback Not Used Feedback is collected, but is not fed back into product decisions.
P105 Tech Stack & Scalability
.001 Inadequate Tech Stack The current tech choices limit speed of execution or/and scalability.
.002 Technical Debt Accumulated technical debt is slowing down development speed and creating product issues (bugs, security…).
.003 Buggy Product The product is too buggy or slow.
P106 Speed of Execution
.001 Constant Delivery Delays Feature releases and updates are regularly delayed.
.002 Slow Iteration Speed The tech team is shipping too slowly to learn and improve the product effectively.
.003 Internal Bottlenecks Specific roles (e.g. design, developer, frontend, product manager…) become execution blockers due to over-reliance or lack of resources.
P107 Roadmap & Prioritization
.001 Unclear Product Roadmap There’s no clear, shared understanding of what’s coming next.
.002 Poor Prioritization The product team isn’t prioritizing based on user needs or impact.
.003 Irrelevant Product Vision The long-term product direction is disconnected from where the market is going.
P108 Product Onboarding & Setup
.001 No Product Onboarding There’s no onboarding experience to help users get started or understand the value of the product.
.002 Problematic Product Setup The setup phase (data entry, integrations, configuration…) is painful or incomplete, blocking or delaying first use.
.003 One-Size-Fits-All Onboarding Onboarding doesn’t adapt to different user types, roles, or use cases, creating onboarding friction.
P109 Product Activation
.001 Undefined “Aha Moment” It’s unclear what the user’s moment of value realization is (“aha moment”).
.002 Users Not Reaching “Aha Moment” Most users fail to reach the Aha moment.
.003 No Activation Tracking Activation isn’t being tracked, so there’s no visibility into who’s reaching the "aha moment" and not.
P110 Product Usage
.001 No Usage Metrics Defined or Tracked There are no KPIs in place to track real usage behavior.
.002 Low Usage Metrics Users may sign up, but they don’t engage meaningfully with the product.
P111 Product Retention & Repeat
.001 No Retention Metrics Defined or Tracked Retention isn’t being measured, so churn trends are invisible.
.002 Low Retention Rate Users don’t come back.
.003 Seasonal or Contextual Usage The product solves an intermittent or seasonal problem, making retention hard to interpret or drive.

Sales Track

ID Name Description
S201 Ideal Customer Profile (ICP)
.001 No Clear ICP The team hasn’t defined a clear ICP, or the definition is too vague/broad.
.002 Too many ICPs The team is chasing too many ICPs and hasn't decided which one to focus on.
.003 Buyer Motivations Not Understood The real buyer motivations are not understood and hence not used.
.004 ICP Complexity (Multiple Roles) There are distinct users, buyers, and decision-makers, but their roles and needs haven’t been clearly mapped or addressed.
S202 Sales Model
.001 No Sales Model Chosen It’s unclear what sales model is required whether self-serve, inside sales, enterprise sales or else.
.002 Misaligned Sales Model The current sales model doesn’t fit the ICP, pricing, or product complexity.
S203 Pricing & Packaging
.001 No Pricing Pricing hasn't been defined or tested yet.
.002 Misaligned Pricing The pricing doesn't match the ICP's willingness to pay or the required sales effort.
.003 Overly Complex Pricing The pricing model is too complicated, making it hard for prospects to understand value or choose the right option.
.004 Missing Pricing Options The current pricing is too simplistic for the market and doesn’t reflect how different customers capture value.
S204 Sales Playbook
.001 No Repeatable Sales Process Sales are closed ad hoc with no repeatable processes.
.002 Inconsistent Sales Approaches Each salesperson follows their own method, creating inconsistency and knowledge silos.
S205 Lead Qualification & Pipeline
.001 Not Enough Qualified Leads The sales team doesn’t have enough quality leads to reach their target numbers.
.002 No Qualification Funnel There’s no structured way to assess and filter leads through the pipeline.
.003 Poor Lead Quality Leads entering the pipeline aren’t well-qualified, wasting time and lowering conversion.
.004 Accepting Non-ICP Customers Users outside the ICP are not rejected, leading to conversion problems.
S206 Conversion & Closing
.001 Low Conversion Rate Too many qualified leads fail to convert into closed deals.
.002 Blocked by Objections Sales struggle to identify and overcome common sales blockers or objections.
.003 No Sales Enablement Materials Sales team lacks pitch decks, objection-handling docs, or case studies.
.004 Poor Product Knowledge Sales reps don’t understand the product well enough to explain value or handle technical objections.
S207 Team Performance
.001 Underperforming Sales Team Sales team results are weak due to low skills, poor motivation, or unclear expectations.
.002 Misaligned Incentives Compensation and bonuses don’t effectively reward or drive desired sales behaviors.
S208 Sales Tools & Data
.001 Not Data-Driven Sales performance isn’t tracked or improved through metrics and dashboards.
.002 Unfit Tooling The sales team lacks the right tools (CRM, automation, reporting) to work effectively.

Marketing Track

ID Name Description
M301 Positioning & Messaging
.001 Unclear Positioning Marketing hasn’t translated who the product is for, what it does, or why it matters into clear positioning.
.002 Weak ICP Alignment Messaging doesn't speak to the real pain points or desired outcomes of the ideal customer.
.003 No Competitive Positioning The company is not clearly differentiated from competitors in a way that the market understands.
M302 Website & Landing Pages
.001 Unclear Messaging Visitors can’t quickly understand what the product does or why it’s useful.
.002 Low Conversion Rate The main website isn’t built to convert, with weak CTAs, friction in the flow, or poor UX.
M303 Demand Generation Channels
.001 No Repeatable Generation Channels Identified It’s unsure which channels bring in qualified traffic reliably and repeatedly.
.002 Poor Channel Focus Effort is spread thin across too many low-performing channels.
M304 Content Strategy
.001 No Content Where Needed Content is required to educate or attract buyers, but it’s missing or underdeveloped.
.002 Inconsistent Execution Content is important but isn't published regularly or strategically.
M305 Lead Capture & Nurturing
.001 No Lead Magnet in Place There’s no lead magnets in use (e.g., guide, template, webinar) to collect visitor contact info.
.002 Underperforming Lead Capture Lead magnets (forms, CTAs, or gated content) aren’t effectively converting traffic into leads.
.003 No Nurturing System Leads aren’t followed up with via automated emails or nurturing flows.
.004 No Marketing Automation Lack of automation to scale campaigns, scoring, segmentation, or personalization.
M306 Marketing Metrics
.001 Wrong or Missing KPIs Relevant marketing metrics are not tracked (e.g., CAC, MQLs, conversion rates, SEO positioning...).
.002 No Data-Driven Iteration KPIs aren't used to guide marketing strategy or optimization.
M307 Marketing Team Performance
.001 Skill Gaps on the Team The team lacks the right capabilities (e.g., SEO, paid, creative, ops, content…) to execute the strategy.
.002 No Performance Accountability Individual and team output isn’t tracked clearly or tied to outcomes.