Growth canvas · B2B SaaS

From bottleneck to
learning.

A canvas for Product, Growth and Sales teams to stop discussing where the problem is and start testing. You map out the journey, choose a single bottleneck, and come out with an experiment ready to go.

I want the canvas Look inside
$5 · Miro + PDF
12
canvas pages
6
steps, from bowtie to learning
45 a 90
minutes per session
Miro + PDF
you receive both formats
Por que a maioria trava

Growth without criteria becomes a meeting room discussion.

The team disagrees on where the real journey bottleneck is.
Product, Marketing, and Sales prioritize different things.
There are too many ideas and too little evidence.
Nobody defines which metric really matters.
Experiments run, but do not generate decisions.
Learning gets lost between tools and meetings.

SYSTEM exists to solve exactly this, without relying on external facilitation to begin with.

Stop arguing and start testing
How it works

Six steps, one journey.Each block leads to the next.

  1. 01

    Bowtie

    Map the journey as a loop: acquisition on one side, retention and expansion on the other.

    Bowtie, modelo da Winning by Design.

    PreviewPreview: Growth doesn't end with acquisition
  2. 02

    Bottleneck

    Choose a single choke point, with evidence and not with a hunch.

    PreviewPreview: Choose a restriction
  3. 03

    Hypotheses

    Up to three testable hypotheses.If it can't be faked, it's not a hypothesis.

    PreviewPreview: Bottleneck in hypotheses
  4. 04

    ICE

    Prioritize by Impact, Trust and Ease, without a forty-line spreadsheet.

    PreviewPreview: ICE Prioritization
  5. 05

    Experimento

    Design a test with decision criteria defined before running, not after.

    PreviewPreview: Shortest test possible
  6. 06

    Learning

    Record the result.The cycle only closes when learning becomes a record.

    PreviewPreview: Learning that changes decisions
Preview Preview: Growth doesn't end with acquisition
Growth doesn't end with acquisition
Start with the bottleneck
Dois modos de uso

Alone or with the team.

Individual

45 a 60 min
  1. Bowtie Quick Read
  2. Rate each stage of the journey
  3. Choose just one bottleneck
  4. Record evidence and assumptions
  5. Create up to three hypotheses
  6. Prioritize with ICE
  7. Desenhe um experimento
  8. Return to the board when the test ends

Ideal for a quick diagnosis before taking it to the team.

Em grupo

75 a 90 min
  1. Convide de 4 a 8 pessoas
  2. Pick a facilitator
  3. Silent round of post-its before discussion
  4. Agrupe ideias repetidas
  5. Discuss only relevant disagreements
  6. Define who decides if there is no consensus
  7. Close with person responsible, deadline and next meeting

Ideal when Product, Marketing and Sales need to be aligned.

Run it with my team
Regras do jogo

Non-negotiable.

01Problem before solution.
02Evidence is not a well-argued opinion.
03Hypothesis must be falsifiable.
04No experiment begins without decision criteria.
05The cycle only ends when learning is recorded.
Who created

Filipe Ferraz

Product, Growth e Go-to-Market para SaaS B2B

More than 15 years in Product, Growth and Go-to-Market helping SaaS B2B get out of guesswork.SYSTEM was born from the same practice that became the Thesis One: The platform that keeps hypotheses, experiments, and learnings organized after the board closes.

When the team hangs in disagreement over the bottleneck, misaligned priorities between areas or lost learning between meetings, external facilitation helps to unlock faster than running alone.

"Fall in love with the problem, not the solution."
Frequently asked questions

Before deciding.

What if I don't use Miro?

You also receive the PDF version, which works in print or on a tablet.

What if it doesn't work for my team?

If it is not a fit, message me within 7 days and we sort it out.

Access

Take the canvas to your team.

You receive by email the link of the board in Miro and the PDF version, with an example filled in as a reference.

$5Miro + PDF
Talk to me on WhatsApp

Message me on WhatsApp and I will send access details.

After the canvas, the next step is to Thesis One: it links the hypothesis to the real campaign (Goal), pulls the ROAS and saves the learning.

Still don't know where your bottleneck is?Get a free diagnosis Do you prefer to ride with ease?Talk to me