AARRR 2.0 🏴‍☠️🦜📈 — Scan

Run your own AARRR 2.0 Scan — free.

Define your Challenge, ICP + JTBD, and map your funnel across all 5 stages of AARRR 2.0. In about 10 minutes, you’ll run a self-assessment and build a preliminary AARRR 2.0 AI Growth & Revenue Architecture Map covering your Customer Journey, User Story Map / Happy Path, MVP priorities, conversion handoffs, notifications, metrics, integrations, AI / Tech coverage, and the areas where the architecture is still incomplete.

10 minTo complete
5Stages diagnosed
MapArchitecture built
$0No signup

1Challenge

The problem or business target this review should speak to.

2Entry Point

Where does this Review need to focus?

3ICP + JTBD = Market Fit

Define who the Revenue Architecture is built for and what progress they are trying to make.

JTBD Statement Template — use the full sentence
My ICP is ___ (Who). When ___ (Situation / Trigger), they want to achieve ___ (Functional — Main Job Result), driven by the desire to be seen as ___ (Social Motivation) and to feel ___ (Emotional Motivation).
Buying a DrillSituation: I need to hang a painting.
Functional: Hang it successfully.
Social: Be seen as capable and self-sufficient.
Emotional: Feel proud.
Hiring a Software Dev CompanySituation: Startup fundraising / investor milestones.
Functional: Ship a reliable, scalable product fast.
Social: Be seen as a credible team that executes.
Emotional: Feel confident about fundraising.
Using a HealthTech PlatformSituation: Need clarity on health status and next steps.
Functional: Understand what to do next.
Social: Be seen as proactive and responsible.
Emotional: Feel calm and in control.
Fill in the fields above to build your complete JTBD statement.

4Mapping the Growth Engine

Map what exists today across the five AARRR 2.0 stages — channels, handoffs, metrics and stage maturity.

ACQUISITIONTraffic → Lead
ACTIVATIONContact → Value
REVENUEClosed → Paid
RETENTIONKeep Using
REFERRALRefer & Earn
1 · Acquisition

Traffic to Lead Generation

Users come to the site/App from various channels.
Core diagnostic question: How do customers find you?
Marketing channel check
  • Which channel brings the highest volume?
  • Which channel has the lowest acquisition cost?
  • Which channel has the best conversion rate?
Channels / mechanisms you currently use — select all that apply
Conversion Trigger / Handoff
What specific event moves a visitor / prospect into a captured lead?
A Conversion Trigger is the specific observable event that moves the customer into the next stage — for example: form submitted, demo booked, onboarding completed, payment completed, renewal triggered, referral shared.
Pirate Metrics you currently track — select all that apply
Pirate Metrics for Acquisition.
Success / Conversion Metrics you currently track
Observable events or stage-specific measures that show whether Acquisition is working.
Integrations at this stageWhich systems carry the customer, data or handoff through Acquisition?
AI / Tech at this stageWhere is AI / automation actively used in Acquisition today?
MVP / Tasks + Prioritized Sub-TasksDefine the core MVP / task for Acquisition, then map Priority 1 / 2 / 3 sub-tasks underneath it.
Notification Map at this stageWhich Product, Marketing or System Notifications support Acquisition?

There's a lead capture mechanism turning visitors or prospects into identifiable contacts.

You can attribute leads to the channel / source that generated them.

2 · Activation

Contact to First Value

Users enjoy 1st visit: “happy” user experience.
Core diagnostic question: How quickly can you get your customers to the “Aha-Moment”?
“Happy” first-visit activation criteria
  • 10–30+ seconds on site
  • 2–3 pages viewed / 3 clicks
Channels / mechanisms you currently use — select all that apply
Conversion Trigger / Handoff
What observable event tells you the lead / user has reached First Value?
A Conversion Trigger is the specific observable event that moves the customer into the next stage — for example: form submitted, demo booked, onboarding completed, payment completed, renewal triggered, referral shared.
Pirate Metrics you currently track — select all that apply
Pirate Metrics for Activation.
Success / Conversion Metrics you currently track
Observable activation events and measures — separate from Pirate Metrics.
Integrations at this stageWhich systems carry the customer, data or handoff through Activation?
AI / Tech at this stageWhere is AI / automation actively used in Activation today?
MVP / Tasks + Prioritized Sub-TasksDefine the core MVP / task for Activation, then map Priority 1 / 2 / 3 sub-tasks underneath it.
Notification Map at this stageWhich Product, Marketing or System Notifications support Activation?

There is a defined follow-up / activation flow after signup or first contact.

You know your Time-to-Value — how long it actually takes someone to receive First Value.

3 · Revenue

Deal Closed / Payment

Users conduct some monetization behavior.
Core diagnostic question: How can you increase revenue?
How easy is it to buy your service or product?
  • Pricing logic is clear
  • Features / offer are clear
  • Payment options are easy to use
Channels / mechanisms you currently use — select all that apply
Conversion Trigger / Handoff
What event moves an activated prospect / user into a paying customer?
A Conversion Trigger is the specific observable event that moves the customer into the next stage — for example: form submitted, demo booked, onboarding completed, payment completed, renewal triggered, referral shared.
Pirate Metrics you currently track — select all that apply
Pirate Metrics for Revenue.
Success / Conversion Metrics you currently track
Commercial events and thresholds that prove monetization is happening.
Integrations at this stageWhich systems carry the customer, data or handoff through Revenue?
AI / Tech at this stageWhere is AI / automation actively used in Revenue today?
MVP / Tasks + Prioritized Sub-TasksDefine the core MVP / task for Revenue, then map Priority 1 / 2 / 3 sub-tasks underneath it.
Notification Map at this stageWhich Product, Marketing or System Notifications support Revenue?

A CRM or pipeline shows exactly where every deal or qualified lead stands.

You track a defined revenue conversion rate such as trial-to-paid or lead-to-close.

4 · Retention & Expansion

Keep Using / Upsell

Users come back, visit site multiple times.
Core diagnostic question: How many of your customers are you retaining, and why are you losing the others?
Lifecycle support
  • Upsell / new features
  • Deals tracking
  • Added value
Channels / mechanisms you currently use — select all that apply
Conversion Trigger / Handoff
What event triggers re-engagement, renewal, expansion or upsell?
A Conversion Trigger is the specific observable event that moves the customer into the next stage — for example: form submitted, demo booked, onboarding completed, payment completed, renewal triggered, referral shared.
Pirate Metrics you currently track — select all that apply
Pirate Metrics for Retention & Expansion.
Success / Conversion Metrics you currently track
Behavioral and commercial measures that show customers return, renew or expand.
Integrations at this stageWhich systems carry the customer, data or handoff through Retention & Expansion?
AI / Tech at this stageWhere is AI / automation actively used in Retention & Expansion today?
MVP / Tasks + Prioritized Sub-TasksDefine the core MVP / task for Retention & Expansion, then map Priority 1 / 2 / 3 sub-tasks underneath it.
Notification Map at this stageWhich Product, Marketing or System Notifications support Retention & Expansion?

There is a defined process for re-engaging inactive or at-risk customers.

You track retention, repeat purchase, renewal or expansion on a regular cadence.

5 · Referral

Refer & Earn

Users like the product enough to refer others.
Core diagnostic question: How can you turn your customers into your advocates?
Embedded referral feature
  • Refer & Earn
  • Make a Gift
  • Referral action inside the user interface
Channels / mechanisms you currently use — select all that apply
Conversion Trigger / Handoff
What event triggers the referral / review ask?
A Conversion Trigger is the specific observable event that moves the customer into the next stage — for example: form submitted, demo booked, onboarding completed, payment completed, renewal triggered, referral shared.
Pirate Metrics you currently track — select all that apply
Pirate Metrics for Referral.
Success / Conversion Metrics you currently track
Referral events that prove advocacy creates new visits or activated users.
Integrations at this stageWhich systems carry the customer, data or handoff through Referral?
AI / Tech at this stageWhere is AI / automation actively used in Referral today?
MVP / Tasks + Prioritized Sub-TasksDefine the core MVP / task for Referral, then map Priority 1 / 2 / 3 sub-tasks underneath it.
Notification Map at this stageWhich Product, Marketing or System Notifications support Referral?

You systematically ask successful / happy customers for reviews, testimonials or referrals.

There is a specific in-product, lifecycle or sales moment designed to trigger advocacy.

5CJM + User Story Map / Happy Path

Describe the current customer journey and the ideal end-to-end Happy Path. Integrations and AI / Tech are mapped inside each AARRR stage and consolidated in your result.

CJM + User Story Map / Happy Path

CJM = the journey customers actually experience today. User Story Map / Happy Path = the ideal end-to-end sequence of customer actions from first touch to value, payment, retention and referral.

Use → between steps. Commas can be used normally within a step — they won't split it in two.
Current journey preview
Use → between steps. For branches, put each path on a new line. Shared steps can repeat across lines.
Use → between steps. Commas can be used normally within a step — they won't split it in two.
Happy Path preview
Use → between steps. For branches, put each path on a new line. Shared steps can repeat across lines.
Answer all 10 stage questions. Channels, metrics, CJM, Happy Path and tool stack can be completed to make your Revenue Architecture Map stronger.
Your AARRR 2.0 Results

AARRR 2.0 Revenue Architecture

Your answers are mapped across the AARRR 2.0 architecture layers, showing the funnel, handoffs, measurement, integrations and AI / Tech coverage in one structure.

Your Revenue Architecture Map is ready

This is a self-assessment map — not a validated audit. It surfaces where your architecture is defined, partial, unknown or not yet measurable.

AARRR 2.0 Funnel Status

Five stages of customer progress with the conversion handoff status between them.

AARRR 2.0 Template — Your Map

Structured to match the template layers: Framework → ICP + JTBD → Channels / Mechanisms → MVP / Main Task → CJM → User Story Map / Happy Path → Priority 1 / 2 / 3 Sub-Tasks → Triggers / Converters → Notifications → Integrations → AI / Tech → Success Metrics → Pirate Metrics.

Revenue / ROI Readiness

This does not calculate ROI. It shows whether your current measurement and architecture are sufficient to quantify revenue impact reliably.

Your Revenue Handoffs

A defined handoff has a clear conversion event. An undefined handoff is a transition the business has not yet engineered clearly enough to name.

Customer Journey Map (CJM) — Current State

The journey customers actually experience today.

User Story Map / Happy Path — End-to-End

The ideal sequence of customer actions from first touch to value, payment, retention and referral.

Integrations by AARRR 2.0 Stage

See which Product, Marketing, Sales, Customer Success and Data / Analytics systems support each stage — and where the same system appears across stages or functions.

Shared systems to validate

These systems appear in more than one function or stage. A shared tool can be one connected system — or duplicated functionality that needs validation.

The Scan surfaces potential overlap. The full Review validates whether the architecture is connected, duplicated, or creating broken handoffs.

Notification Map by AARRR 2.0 Stage

Which Product, Marketing and System Notifications support the handoff at each stage.

AI / Tech Coverage Across Your Revenue Engine

This shows where AI / automation is actually being used by stage and business function. Coverage is self-reported and still requires validation against the real workflows and systems.

What You Built vs. What Requires a Full Review

The Scan builds the self-service first layer. The full Review validates the architecture against the actual customer journey, systems, data, and revenue impact.

Mapped in your Scan

✓ Challenge + Entry Point
✓ ICP + complete JTBD statement
✓ 5-stage AARRR 2.0 map
✓ Channels / mechanisms in use
◐ Conversion Triggers
◐ Metrics currently tracked
◐ CJM / current journey
◐ User Story Map / Happy Path
◐ Integrations / tool stack
◐ AI / Tech coverage
✓ Self-assessed stage gaps

Validated in the 48-Hour Review

🔒 MVP / Value architecture
🔒 Validated Customer Journey Map
🔒 Validated User Story Map / Happy Path
🔒 Event tracking + data handoffs
🔒 Integration architecture + duplication / gaps
🔒 AI/Tech + GEO/SEO technical validation
🔒 Ownership, dependencies, Revenue Leaks + ROI
What the 48-Hour Review delivers
1
Identify where revenue and operating value are being lost
2
Quantify the financial impact across the full Revenue Architecture
3
Receive a prioritized business and technical fix roadmap

Build the Next Layer in Claude

Copy this prompt into Claude (or Claude Code). It carries your Challenge, ICP + full JTBD, channels, Pirate Metrics, stage scores, CJM / Happy Path, integrations, AI / Tech coverage and conversion handoffs. Claude will help structure the next layer without pretending to validate what requires your actual data and systems.

Complete the Scan above to generate your prompt.

Save your Revenue Architecture Map

Keep a copy of your personalized AARRR 2.0 Map — including CJM, Happy Path, MVP + priorities, handoffs, metrics, integrations, AI / Tech and Notification Map.

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Ready to validate the full Revenue Architecture?

The 48-Hour Revenue Architecture Review validates the real Customer Journey, User Story Map / Buying Journey, event tracking, integrations, AI/Tech + GEO/SEO, ownership and handoffs — then identifies Revenue Leaks, priorities, dependencies, fix cost and ROI against your actual site and data.

Book Your Review →
About this Scan: This is a self-assessment of your current Revenue Architecture. It does not validate answers against actual customer behavior, systems, event tracking or financial data.