Sample findings
Sample Profit Path Brief Findings
See how TMD names the leak, locates it in the customer path, and turns it into a prioritized fix.
Illustrative examples based on common revenue path patterns — not actual client engagements. Every real Profit Path Brief is specific to the business, the channel, and the findings.
These are illustrative excerpts — not a complete Profit Path Brief. A full Brief includes named findings, fix priorities, and next-step recommendations specific to your path.
The Brief does not just list issues. It locates each leak by journey stage, user state, gap type, revenue proximity, and fix priority — the Revenue Leak Profile for every finding.
Stage
Evaluation
Leak type
Trust — State Sequence Failure
Likely impact
Visitors understand the offer but the proof sequence answers the wrong question — costing an estimated $3,200/mo in missed conversion from warm traffic.
Finding
Your visitor arrived from paid social in a Solution-Seeking state — aware of the problem, actively comparing options. By the time they reached your offer page they'd moved to Evaluating. They understood what you do. They wanted to believe it would work for them specifically.
Your page responded with testimonials saying "great service" and a logo strip. That proof answers "is this person credible?" — which your visitor had already answered yes to before they clicked.
The question they were actually carrying: "Will this work for someone in my exact situation?" That question never gets answered. The page asks for commitment before it addresses the specific doubt of an Evaluating visitor.
Stage
Activation
Leak type
Handoff — State Regression
Likely impact
The path converts new customers then immediately demotes them — estimated $2,800/mo in avoidable refunds, dead upsell potential, and lost referrals.
Finding
Your visitor converted. They were in a Deciding state — ready, committed, expecting confirmation they made the right call.
Then your welcome email arrived. Three paragraphs of onboarding that assumed they'd never heard of you. A getting-started guide written for someone who discovered the product cold.
Your new customer converted because of a specific promise your path made. The follow-up ignored that promise and started over. In the 90 seconds after conversion — when they are more receptive than they will ever be again — your path introduced doubt instead of confirming the decision.
That's not an email problem. That's a state regression at the highest-leverage moment in the entire path.
Stage
Expansion
Leak type
Monetization Void
Likely impact
The business has earned attention, trust, and a proven first transaction — but has no designed path for the customers most willing to go further. Estimated $4,100/mo sitting uncaptured.
Finding
Your core offer converts well. Your customers are satisfied. A meaningful percentage of them — the ones who got real results — are in an Expanding state. Trust is established. The relationship is proven. They are more willing to go deeper than any cold prospect you will ever acquire.
Your path ends here.
There is no designed next step for a State 7 customer. No logical upgrade. No adjacent offer that acknowledges who they've become since the first transaction. The sequence that follows treats them identically to someone who just opted in cold.
The most expensive passive decision in your business is not building a path for the people who already trust you most. Acquisition cost: zero. Trust: established. Willingness to pay: proven. Revenue from this segment: zero beyond the initial transaction.
Stage
Expansion
Leak type
Churn Signal — Silent State Demotion
Likely impact
Customers who were satisfied are quietly unconvincing themselves — estimated revenue loss from preventable churn in relationships that were already won.
Finding
Your customer had a good first experience. They were in an Expanding state — using the product, getting value, open to going deeper. Then the path stopped paying attention.
No check-in when their usage dropped. No value delivery when engagement declined. No re-activation before the cancellation decision was already made.
By the time they cancelled, they'd been silently demoting for weeks. State 7 had eroded back to State 2 — problem-aware, dissatisfied, looking for an exit. The path that converted them had no mechanism for keeping them where the conversion left them.
Churn isn't a cancellation problem. It's what happens when a path earns State 7 and then abandons it.
Stage
Expansion
Leak type
Advocacy Void
Likely impact
State 7 customers — your highest-trust, most satisfied segment — have no designed path to referral. Word of mouth is happening anyway. You're just not capturing it.
Finding
Your customers get results. A meaningful percentage of them would refer you — not because you asked, but because the outcome was real and they want others to experience what they experienced.
They just never get the moment.
The highest-converting referral window is the 48 hours after a customer experiences their first significant result. They're in peak State 7 — satisfaction confirmed, trust at its highest, goodwill actively looking for an outlet.
Your path has no trigger at that moment. No structured ask tied to the outcome they just achieved. No mechanism that makes referring feel natural rather than promotional. The window opens every time a customer succeeds. It closes every time the path fails to show up.
Every customer who referred someone by accident could have referred three people by design. The difference is one trigger at the right moment.
Every Profit Path Brief is delivered to this standard. Named findings, located gaps, scored across multiple dimensions, specific fix. No slides. No generics. No guesswork.