The Traction Canvas is a one-page sales playbook co-created by Brandy Old and Craig Elias that incorporates their Traction Readiness Levels – below.
They first teamed up almost 10 years ago with the common goal of helping grow the start-up community and tech sector in Canada.
Since then, they have helped hundreds of early-stage companies globally de-risk their businesses, perfect their pitches, and attract investors.
In the spring of 2024, they turned their attention to the problem that plagues almost every start-up and scale-up looking to become a $100 million company – TRACTION!
Leveraging over 35 years of sales and startup experience, their work on a Traction Canvas demystifies and simplifies how to capture early customers and helps early-stage companies cross the well-known technology chasm.
Complete the form found below to receive an email with links to:
- A fillable Traction Canvas template in Adobe Acrobat (.pdf) format
- Slides from a one-hour session on the 10 boxes in the canvas
- The recording from a one-hour session that covers all 10 boxes
- A link to a free Traction Playbook maker created by Drew Williams
Traction Readiness Levels
The Traction Canvas incorporates the ten associated Traction Readiness Levels that demonstrates knowledge of :
1) Problems: Focus on problems that happen often & implications are expensive
2) Bifurcation: 3 questions to create your Ideal Client Profile (ICP)
3) Competition: What other ways is your ICP solving the problem
4) Seven Second Sale: Say the impact, so they ask you “How”
5) Enrolling: Only tell people ½ of what you have
6) Trigger Events: Be proactive when an ICP has the first event and wants to change
7) Emotional Favourite: Leverage propinquity to become the preferred vendor
8) Marketing Moat: Make it less likely they find your competition when Word Of Mouth (WOM) happens
9) Disqualifying: Keep only your most qualified opportunities in your sales funnel
10) Won Sales Analysis: Don’t analyze the deals you lose