Example: build a growth map

This lesson ties the whole track together. We'll build a growth map for Acme, a subscription business, break down a strategy on it, and run a review. Follow along in the app at use.canvasm.app.

The situation

Acme wants to grow MRR by 15% this quarter. Today MRR is flat: new revenue is healthy but churn is quietly eating it.

Step 1 — Map the outcome and its parts

Create a canvas "Acme growth". Add a Core/Value card MRR, then its compositional parts:

MRR = New MRR + Expansion MRR − Churned MRR

Step 2 — Add the drivers

Add the levers under each part (causal links):

New MRR        ← Signups × Trial-to-paid × Price
Expansion MRR  ← Accounts × Upgrade rate
Churned MRR    ← Customers × Churn rate

Acme now has a map that shows churn sits on the same footing as new revenue — already a more honest picture than "MRR is flat."

Step 3 — Break down the strategy

Objective: +15% MRR. Pillars: Win more, Grow accounts, Lose fewer. Acme picks two bets to start:

• Action: Ship annual billing (pillar: Grow accounts)
  • Target: Expansion MRR (increase, +3,000/mo)
  • Leading: annual-plan adoption
  • Guardrail: churn rate (must not rise)
  • Baseline: May 2026 · Measure: Jul–Sep 2026 · Confidence: medium
• Hypothesis: A better onboarding email lifts activation (pillar: Lose fewer)
  • Target: Trial-to-paid rate (increase)
  • Guardrail: support tickets (must not spike)
  • Baseline: May 2026 · Measure: Jun–Aug 2026 · Confidence: low

Each bet is now an impact contract — a checkable expectation, not a hope.

Step 4 — Review on a cadence

Build a dashboard with an MRR KPI, a New vs Churned MRR line chart, and the two target metrics. Then run the cadence:

• Weekly: read trends, check the impact badges on Expansion MRR and Trial-to-paid, confirm churn (the guardrail) isn't rising. Leave an evidence note.
• Monthly: when the measurement windows close, mark each contract won, lost, or inconclusive, and decide the next move.

Suppose annual billing lands: Expansion MRR is up +3,400/mo and churn held. Mark that contract won, attach the analysis as evidence, and roll the pattern into the next pillar.

What you built

A map that shows what moves MRR, two measurable bets against it, and a review rhythm that will tell you — with evidence — whether Acme hits +15%.

Next steps