Milestone map
Milestone map
3 milestones
Define ICP and validated messaging
2–4 weeks (6–8 hrs/week)
Conduct at least 10 customer conversations with people who match your target buyer profile. From these conversations, extract the language your customers use to describe their problem, the moment they decided to act, and the alternatives they considered. Write a one-page ICP document and a messaging hierarchy (primary claim → supporting proof points → objections addressed).
Proof required
Submit your ICP document, messaging hierarchy, and a summary of the 10 conversations (anonymised is fine) showing where the customer language you extracted appears in your final messaging — quote mapping is required.
What gets checked
- Messaging uses the customer's exact phrasing from at least 3 different conversations — not paraphrased or rewritten in marketing-speak.
- ICP document specifies disqualifying attributes (who is NOT your customer) as well as qualifying ones.
- Objections addressed in the hierarchy were actually raised in conversations — not anticipated theoretically.
Common mistakes
- Conducting 10 conversations but not quote-mapping — the insight never makes it into the messaging.
- ICP based on demographics only (age, company size) without behavioural triggers or situational context.
- Messaging hierarchy built before conversations — customer discovery becomes validation theatre.
Resources
Foundationstart here
Depthgo deeper
Masteryfor the dedicated
What a verifier looks for
- Ask the founder to read back three customer quotes that appear word-for-word in their messaging — if they can't, the quote-mapping didn't happen.
- Ask who they would disqualify from the ICP and why — vague answers suggest the ICP is aspirational, not real.
- Check that at least one objection in the messaging hierarchy was raised unprompted in a conversation.
Build and validate one acquisition channel
4–6 weeks (6–10 hrs/week)
Choose one acquisition channel that your ICP research suggests is where your buyers discover solutions (e.g. organic search, community, cold outreach, content, partnerships). Build a systematic 30-day experiment: define the channel mechanics, publish or outreach at a consistent cadence, track leads generated, and measure conversion from channel touch to first conversation. A working channel means repeatable, not viral.
Proof required
Submit a 30-day channel experiment log showing: cadence of activity (post dates, outreach dates, or publication dates), traffic/reach metrics from the channel's analytics, leads generated, and conversion rate from lead to first conversation. Include one 'what didn't work' finding.
What gets checked
- Channel metrics come from the platform's own analytics (screenshot or export) — not estimated from memory.
- At least 5 leads reached the 'first conversation' stage during the 30 days — fewer means the channel isn't viable yet or the cadence was too low.
- 'What didn't work' is a specific finding, not 'it was harder than expected' — name the specific mechanic that failed and your hypothesis why.
Common mistakes
- Choosing the channel you enjoy (e.g. Twitter/X) rather than where your ICP actually researches solutions.
- Running the experiment at low cadence (2 posts in 30 days) then concluding the channel doesn't work.
- Counting vanity metrics (impressions, likes) as 'leads' — a lead is a named person who expressed interest.
Resources
Foundationstart here
Depthgo deeper
What a verifier looks for
- Ask the founder what the conversion rate was from channel touch to first conversation — if they don't know the exact number, the tracking wasn't in place.
- Ask why they chose this channel over the next-best alternative — reveals whether the choice was ICP-driven or preference-driven.
- Ask what they'd do differently in month 2 based on what they learned.
Set up attribution and conversion tracking
8–10 weeks (ongoing tracking alongside building)
Instrument your acquisition funnel so you can attribute every lead and paying customer to a specific channel, content piece, or outreach sequence. Set up a lightweight CRM or tracking spreadsheet showing source → lead → trial/signup → paid conversion. Run for at least 60 days and produce a channel attribution report showing which source generated the most revenue, not just the most leads.
Proof required
Submit your attribution report (covering at least 60 days of live data) showing channel → lead count → conversion to paid with revenue per channel, a screenshot of your tracking setup (CRM, spreadsheet, or analytics tool), and a one-paragraph decision about which channel to double down on based on revenue attribution.
What gets checked
- Attribution covers at least 2 distinct channels — single-channel attribution is not a 'marketing engine', it's a channel.
- Revenue per channel is shown, not just lead count — the highest-lead channel is rarely the highest-revenue channel.
- Decision paragraph names the channel to double down on and why, with a specific next action — not just 'invest more in X'.
Common mistakes
- Tracking leads in a spreadsheet but not connecting them to revenue — you end up optimising for volume, not value.
- All leads attributed to 'direct' because UTM parameters weren't set up — attribution becomes meaningless.
- Report covers fewer than 60 days — too little data to distinguish signal from noise in most channels.
Resources
Foundationstart here
Depthgo deeper
What a verifier looks for
- Ask the founder which channel generated the most revenue (not leads) — if they don't know immediately, the attribution isn't working.
- Check whether UTM parameters or equivalent tracking is set up — untracked traffic makes attribution meaningless.
- Ask what they'd cut if they had to reduce marketing spend by 50% — the answer reveals whether the attribution data is actually informing decisions.
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