The Two Blocks First Drafts Get Wrong
First drafts usually go wrong on two right-side blocks. Customer Segments is written too broad to act on, and Revenue Streams is copied from how money comes in today instead of chosen.
A segment is specific enough when one channel can reach it. "Small businesses" fits no single channel or promise. "Independent dental practices with two to five chairs" points to where they gather, what they buy and what they would pay for, so every block that follows can be filled in.
The revenue stream is a decision, and it reaches up the page. A bookkeeper who bills $60 an hour has a relationship that restarts with every invoice. If she switches to a $400 monthly retainer, the relationship becomes ongoing, her income becomes predictable, and her cost structure has to fit a fixed fee instead of billed hours.
Choose the revenue stream on purpose, then check that the rest of the page still agrees with it.
Before you leave either block, test it. Ask whether one named channel reaches the segment, and whether the revenue stream is the one you would pick if you were starting today.
A founder writes 'busy professionals' as her segment. Her channel box says 'LinkedIn ads, events, partnerships and SEO'. What does the long channel list most likely tell you?
The segment is too broad for any one channel to reach
She has a strong marketing plan with good coverage
Her channel budget is too small for four channels
Her revenue stream needs to change first
When a segment is too broad, no single channel reaches it, so the channel box fills up with everything. Narrowing the segment to a group one channel can reach is what lets the channel box shrink. More budget or better tracking leaves the vague segment in place.