M12 — Fiche de travail sur l'endurance
Six pages. The point: turn the final module into the lived decision — the 12-month roadmap with the no-list, the retention scorecard with the LTV measured, the founder’s own annual review and the signed re-commitment. A worksheet that won’t let you confuse “I finished the Toolkit” with “I committed to year 2.”
Page 1 — The 12-month roadmap (one outcome per quarter)
Run after prompts 1 and 2. One outcome per quarter, with the no-list written alongside.
Today’s date: _____ Roadmap covers: _____ to _____ (12 months from today)
| Quarter | Dates | The ONE strategic outcome | 2-3 measurable milestones (numbers) | Dependency on previous quarter | Resource envelope (hours/$/team) |
|---|---|---|---|---|---|
| Q1 | |||||
| Q2 | |||||
| Q3 | |||||
| Q4 |
The 12-month no-list (8-12 items, with the reason each is a no THIS year):
| # | What the business will NOT pursue this year | One-sentence reason it’s a no THIS year |
|---|---|---|
| 1 | ||
| 2 | ||
| 3 | ||
| 4 | ||
| 5 | ||
| 6 | ||
| 7 | ||
| 8 | ||
| 9 | ||
| 10 | ||
| 11 | ||
| 12 |
- Where the no-list is posted (must be visible weekly): _____
Page 2 — Quarterly review cadence + non-negotiables
Run after prompts 3 and 4. Four dates blocked, three to five lines defended.
Quarterly review dates blocked now (4 hours each, off-site):
| Quarter | Date | Location (not the office) | Agenda confirmed (Y/N) |
|---|---|---|---|
| Q1 review | |||
| Q2 review | |||
| Q3 review | |||
| Q4 review |
Pre-filled review questions (used at each review):
- (a) Did Q[n]’s one strategic outcome ship? If yes, what made it work? If no, structural or one-off?
- (b) Milestone delta — measured vs projected, with honest causes for gaps
- (c) No-list breaches — what crept in, what bored or scared the founder into chasing it
- (d) Next quarter’s outcome — confirmed or revised based on what this quarter taught
- (e) The founder’s own state — energy, family, anything personal affecting the business
The non-negotiables (3-5 lines the business defends even when it costs):
| # | The standard | The cost of defending it | The decision (signed in advance) |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 |
- Posted alongside the no-list (Y/N): _____
- Signed and dated: _____ Date: _____
Page 3 — The retention scorecard (cohort LTV measured)
Run after prompt 5. Real numbers, even if you only have 3 months of data.
Cohort definition: Customers grouped by acquisition month.
| Cohort | Customers in cohort | Month 1 repeat rate | Month 3 repeat rate | Month 6 LTV | Month 12 LTV | Churn shape (when do they drop?) | Referral rate |
|---|---|---|---|---|---|---|---|
LTV/CAC ratio (the headline number):
- Cohort LTV at month 12 (or longest window available): $ _____
- Fully-loaded CAC (ad spend + founder time + discounting): $ _____
- Ratio: _____ : 1
- (Below 3:1 = business is leaking; 3-5:1 = healthy; above 5:1 = scale acquisition; below 1:1 = stop scaling, fix retention first)
Cohort segments — split by acquisition channel + product/tier:
| Channel / tier | Repeat rate | LTV | Notes |
|---|---|---|---|
| Paid acquisition | |||
| Organic | |||
| Referral | |||
| Other |
Highest-retention segment identified: _____
Resource shift toward it this quarter: _____
Page 4 — The retention system (launched in 30 days)
Run after prompts 6 and 7. The system that runs without the founder remembering.
Post-purchase sequence (4-6 touches, first 30 days):
| Touch # | Day | Channel (email/SMS) | Job of the message | Template written (Y/N) |
|---|---|---|---|---|
| 1 | Day 0 | Welcome + set expectations | ||
| 2 | Day 7 | Check-in to catch problems | ||
| 3 | Day 21 | Satisfaction survey | ||
| 4 | Day 45 | Second-purchase trigger | ||
| 5 | (optional) | |||
| 6 | (optional) |
Referral mechanic:
- Trigger (5-star review / positive survey / organic positive message): _____
- Structured ask (personal link / discount for new customer / thank-you for referrer): _____
- Template written (Y/N): _____
Case study pipeline:
- Trigger day (60-90 days post-purchase): _____
- Selection criteria (real result, willing to be named): _____
- Where the case study is used (M7 acquisition / M10 expansion / sales page / cold outreach): _____
Win-back trigger (month 6, customers who haven’t repurchased):
- Channel: _____
- Message angle (NOT a discount blast): _____
- Template written (Y/N): _____
Technology stack running the triggers:
- Email tool: _____
- SMS tool: _____
- CRM holding the state: _____
System launch date (must be within 30 days): _____
Quarterly retention review — calendared alongside the quarterly business reviews (Y/N): _____
One change tested per quarter (next quarter’s change): _____
Page 5 — Founder energy + family integration
Run after prompts 8 and 9. The lines that keep the founder around long enough to find out.
Energy-generating list (activities that leave you with MORE energy after):
| Activity | Frequency | Currently protected on calendar? (Y/N) |
|---|---|---|
Energy-draining list (activities that leave you with LESS energy after):
| Activity | Frequency | Action (cut / delegate / time-box) | Decision date |
|---|---|---|---|
Structural energy pattern:
- Reliable peak window (time of day, 2-3 hours): _____
- Reliable trough window: _____
- Highest-leverage work scheduled into peak (Y/N): _____
- Low-leverage work scheduled out of peak (Y/N): _____
Family integration commitments — written, dated, shared with partner:
| Commitment | Specifics (when, where, with whom) | Blocked on calendar (Y/N) |
|---|---|---|
| Partner — weekly time | ||
| Partner — recurring date | ||
| Children — named events across the year | ||
| Daily ritual — morning | ||
| Daily ritual — evening transition | ||
| Worst-case boundary (what won’t be missed) |
- Family integration statement signed and shared with partner (Y/N): _____
- Date: _____
Page 6 — The annual review + the re-commitment (Toolkit close)
Run after prompt 10. The page that closes the Toolkit.
Founder annual review — five questions, answered in writing:
1. What did the business actually become this year? (Real story, not the LinkedIn version.)
_____
2. What did YOU become this year? (Founder on day 1 vs founder today.)
_____
3. What did it cost? (Financial, energy, relational — the trade-offs that were real.)
_____
4. What is it FOR — re-stated for this year, in your own words?
_____
5. Is the answer to question 4 strong enough that you commit to another year?
- ☐ Yes — re-commitment signed below
- ☐ No — the operating system caught it; the next move is reflection, not another year on autopilot
Year 2 re-commitment statement:
I, _____ , having completed the EXITR Toolkit and reviewed the year honestly, commit to another 12 months of this work — for the reason stated in question 4 above, and on the terms set out in this roadmap, this no-list, these non-negotiables, this family integration statement.
Signed: _____
Date: _____
Stored at (wallet / desk drawer / planner cover): _____
Next annual review date — calendared for 12 months from today: _____
The Toolkit is closed. Year 2 starts tomorrow.