Workshop 2 · Map Your BusinessLive
Map Your
Business Model
& Customer Journey
Give your AI the shape of your business,
so it stops doing average work.
July 30, 2026 · Karlen Chang
Today's Plan
01
Welcome + Frame
15 min — Where we are, what's next.
02
Build the Customer Journey Map
30 min — Where you're losing customers.
03
Build the Lean Canvas
45 min — Your business as a system.
04
Verify + Close
10 min — Point your AI at what you built.
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Workshop 2 · Map Your BusinessCheck
Quick Check
Show of hands.
Who has used ChatGPT or Claude before?
Who has built something with AI?
Who is here for the first time with AI agents?
Just a quick temperature check. No wrong answers.
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Workshop 2 · Map Your BusinessFrame
Karlen Chang
Product strategy consultant. Built businesses.
Helped companies — from startups to multinationals — figure out how to win.
Strategy is making a set of choices about what you're going to do
and what you're not going to do to win.
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Workshop 2 · Map Your BusinessFrame
Everyone will have a personal AI agent.
Generic AI makes you replaceable.
Your AI amplifies your secret sauce
into an unfair advantage.
We're early — let's start.
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Workshop 2 · Map Your BusinessFrame
Last week, we installed an AI co-founder.
We started building the brain.
Tonight we create the docs for shared understanding.
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Workshop 2 · Map Your BusinessScenario
The scenario
You're a massage therapist.
You solve chronic shoulder, low-back pain.
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Workshop 2 · Map Your BusinessScope
Where is your AI today?
Day to Day
Your AI can see emails, tasks, drafts, notes, calendar entries. One client. One moment. One fact.
emailstasksdraftsnotescalendarbookings
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Workshop 2 · Map Your BusinessPattern
Then you notice something
Why do only 60% book 3rd Massage Sessions?
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Workshop 2 · Map Your BusinessLimit
Ask your AI
Why do only 60% book 3rd Massage Sessions?
I don't have information about that. I only have emails, tasks, drafts, notes, booking details etc.
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Workshop 2 · Map Your BusinessElevation
Elevations
100,000 ft
10,000 ft
1,000 ft
100 ft
10 ft · ground
10 ft · Ground level
Where most AI agents live
emails tasks drafts notesß calendar bookings
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Workshop 2 · Map Your BusinessMove Up
Go up
10,000 feet.
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Workshop 2 · Map Your BusinessElevation
Elevations
100,000 ft
10,000 ft · CJM
1,000 ft
100 ft
10 ft · ground
10,000 ft · Customer Journey Map
Customer Journey Map
The shape of the whole sequence — what every client does between finding you, booking, showing up, and (ideally) coming back.
10 ft · Ground level
Where most AI agents live
emails tasks drafts notes calendar bookings
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Workshop 2 · Map Your BusinessCJM
Customer Journey Map · Simplified — Touchpoints + Actions
Engagement
row
touchpoints
actions
Stage 1
Awareness
  • Google search
  • Gym coach referral
  • PT recommendation
  • Googled symptoms
  • Asked gym coach
  • Compared therapists
Stage 2
Consideration
  • Website
  • Reviews
  • Instagram
  • Checked specialization
  • Read 47 reviews
  • DMed about injuries
Stage 3
Acquisition
  • Booking system
  • Intake form
  • Payment
  • Filled intake form
  • Paid $120 deposit
  • Added to calendar
Stage 4
Onboarding
  • Treatment room
  • Assessment
  • Injury history
  • Movement test
  • First treatment
Sub 1
First Session
  • Treatment room
  • Check-in
  • Deep tissue work
  • Movement advice
Sub 2
Second Session
  • Treatment room
  • Progress check
  • Improvement noted
Sub 3
Third Session
  • Treatment room
  • Fix lands
  • Final treatment
  • Maintenance plan
Stage 6
Retention
  • Maintenance plan
  • Standing appt
  • Books recurring
  • Monthly slot
Stage 7
Advocacy
  • Referral
  • Review
  • Rebooking
  • Tells friends
  • Books again
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Workshop 2 · Map Your BusinessCJM
Customer Journey Map · Massage Therapist Worked Example
Engagement
row
touchpoints
actions
thinking
feeling
pain points
opportunity
Stage 1
Awareness
  • Google search
  • Gym coach referral
  • PT recommendation
  • Googled symptoms
  • Asked gym coach
  • Compared therapists
"Will this work? I've tried before."
Skeptical. Hoping.
Too many options. Hard to tell who's good.
Specialty called out in listing.
Stage 2
Consideration
  • Website
  • Reviews
  • Instagram
  • Checked specialization
  • Read 47 reviews
  • DMed about injuries
"Do they know my injury?"
Cautious. Comparing.
No clear signal of specialization.
One clear sentence on website.
Stage 3
Acquisition
  • Booking system
  • Intake form
  • Payment
  • Filled intake form
  • Paid $120 deposit
  • Added to calendar
"Okay, doing this."
Committed. Nervous.
Long intake form. Pay before experience.
Shorten intake. "What to expect" email.
Stage 4
Onboarding
  • Treatment room
  • Assessment
  • Injury history
  • Movement test
  • First treatment
"They understand."
Hopeful. A little better.
Still skeptical. One session won't fix it.
Set expectations early.
Sub 1
First Session
  • Treatment room
  • Check-in
  • Deep tissue work
  • Movement advice
"They know what they're doing."
Relieved. Hopeful.
Pain still there. Trust building.
Set S2/S3 expectations.
Sub 2
Second Session
  • Treatment room
  • Progress check
  • Improvement noted
"Dramatically better. Do I need S3?"
Tempted to stop.
Don't know pain returns without S3.
Book S3 on the spot.
—
GAP
  • Nothing
  • No reminder
  • No booking link
  • Client responsible
"I feel great. I'm done."
Relieved. Satisfied.
They think they're fixed.
The missing awareness moment.
Sub 3
Third Session
  • Treatment room
  • Fix lands
  • Final treatment
  • Maintenance plan
"Wow. Real fix."
Amazed. Loyal.
Most clients stop at S2 — never feel this.
Maintenance plan. Recurring revenue.
Stage 6
Retention
  • Maintenance plan
  • Standing appt
  • Books recurring
  • Monthly slot
"Worth keeping."
Loyal. Trusting.
Only if they got to S3.
Standing appointments. Predictable revenue.
Stage 7
Advocacy
  • Referral
  • Review
  • Rebooking
  • Tells friends
  • Books again
"3 months pain-free. Try this."
Proud. Advocating.
Only if they got to S3. If not, no referral.
Referral incentive. Best marketing = pain-free client.
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Workshop 2 · Map Your BusinessInsight
What the CJM shows you
The gap is the answer.
The CJM doesn't tell you why clients stop. It tells you where in the sequence to look.
Once you can see the gap, you can design for it.
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Workshop 2 · Map Your BusinessCeiling
The next ceiling
Who books 3rd session
4/10 office workers
8/10 athletes
Same hands. Same room. Different outcomes.
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Workshop 2 · Map Your BusinessDecision
A question the CJM can't answer
What happens if
I choose athletes vs. office workers?
That's a business model question.
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Workshop 2 · Map Your BusinessElevation
Elevations
100,000 ft · Lean Canvas
10,000 ft · CJM
1,000 ft
100 ft
10 ft · ground
100,000 ft · Lean Canvas
Lean Canvas
The business model — what you do, why you win, what you chose not to do.
10,000 ft · Customer Journey Map
Customer Journey Map
The shape of the whole sequence — what every client does between finding you, booking, showing up, and (ideally) coming back.
10 ft · Ground level
Where most AI agents live
emails tasks drafts notes calendar answers
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Workshop 2 · Map Your Business100,000 ft

1 Problem

Recurring injuries PT can't fix. Pain keeps coming back.

4 Solution

Clinical treatment. Assessment, fix plan, maintenance. The room feels like a clinic — focused, efficient, results-first.

3 UVP

I fix the injury and keep it from coming back.

9 Unfair Advantage

10 years of pattern recognition. Faster diagnosis.

2 Segments

Athletes, CrossFitters, runners with recurring injuries

10 Alternatives

Other therapists · Chiropractors · PTs

8 Metrics

S3 completion · Maintenance retention · Referrals

5 Channels

Gym partnerships · PT referrals · Google reviews

Early Adopters

Clients PT couldn't fix. Athletes 4+/week.

7 Cost

Rent · Supplies · Continuing ed · Low marketing

6 Revenue

$120–150/session · Maintenance contracts

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Workshop 2 · Map Your Business100,000 ft

1 Problem

Stressed professionals have no reliable way to decompress.

4 Solution

Spa experience. Ambiance, relaxation, escape. The room feels like a retreat — calm, warm, sensory. You come to feel good, not fix something.

3 UVP

60 minutes that changes your week.

9 Unfair Advantage

Location + ambiance + brand. Repeat by routine.

2 Segments

Desk workers, stressed professionals, corporate employees

10 Alternatives

Spas · Wellness centers · Apps · Yoga

8 Metrics

Sessions/week · Package conversion · Corporate contracts

5 Channels

Instagram · Corporate HR · Gift certificates

Early Adopters

Occasional massage-goers. Corporate wellness. Gift buyers.

7 Cost

Rent (good location) · Ambiance · Marketing

6 Revenue

$80–100/session · Packages · Corporate deals

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Workshop 2 · Map Your BusinessContrast
Same hands.
Same room.
Two different businesses.
The Lean Canvas is what lets you see that — and choose.
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Workshop 2 · Map Your BusinessLogistics
How tonight works
The plan.
01
Customer Journey Map first
30 minutes. 7 stages. One line per stage minimum.
02
Lean Canvas second
45 minutes. Fill in the 10 boxes. 7 of 10 is the bar.
03
Verification
10 minutes. Point your AI at the artifacts. Ask it one specific question.
04
Help your neighbor
If you finish early, help someone else. If you freeze, raise your hand.
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Workshop 2 · Map Your BusinessConnect
Telegram QR
Scan to join
Join the
Telegram group.
I'll send the Notion page URL there after the session — with all the templates, examples, and reference materials from tonight.
Scan the QR code now.
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Workshop 2 · Map Your BusinessReference
Example: Massage Therapist · Touchpoints + Actions
row
touchpoints
actions
Stage 1
Awareness
  • Google search
  • Gym referral
  • PT recommendation
  • Googled symptoms
  • Asked gym coach
  • Compared therapists
Stage 2
Consideration
  • Website
  • Instagram
  • Phone
  • Reviews
  • Checked specialization
  • DMed about injuries
  • Read 47 reviews
Stage 3
Acquisition
  • Booking system
  • Intake form
  • Payment
  • Filled intake form
  • Paid $120 deposit
  • Added to calendar
Stage 4
Onboarding
  • Treatment room
  • Consultation
  • Verbal assessment
  • Explained injury history
  • Movement assessment
  • First treatment
Stage 5
Engagement
  • Treatment room
  • Progress check
  • Improved range of motion
  • Discussed maintenance
  • Tempted to stop
Stage 6
Retention
  • Treatment room
  • Final fix
  • Maintenance plan
  • Real fix lands
  • Standing appointment set
  • Recurring revenue
Stage 7
Advocacy
  • Referral
  • Review
  • Rebooking
  • Pain stays gone
  • Tells friends
  • Books maintenance
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Workshop 2 · Map Your BusinessExpanded
Example: Massage Therapist · Expanded (Option D) — Engagement has 3 sub-stages
Engagement
row
touchpoints
actions
Stage 1
Awareness
  • Google
  • Gym coach
  • PT referral
  • Googles symptoms
  • Asks coach
Stage 2
Consideration
  • Website
  • Reviews
  • Instagram
  • Reads reviews
  • DMs about injury
Stage 3
Acquisition
  • Booking
  • Intake form
  • Payment
  • Fills form
  • Pays deposit
Stage 4
Onboarding
  • Treatment room
  • Assessment
  • Injury history
  • Movement test
  • First treatment
Sub 1
First Session
  • Treatment room
  • Verbal check-in
  • Deep tissue work
  • Movement advice
Sub 2
Second Session
  • Treatment room
  • Progress check
  • Improvement noted
  • Tempted to stop
Sub 3
Third Session
  • Treatment room
  • Fix lands
  • Final treatment
  • Maintenance plan
Stage 6
Retention
  • Maintenance plan
  • Standing appt
  • Books recurring
  • Monthly slot
Stage 7
Advocacy
  • Referral
  • Review
  • Rebooking
  • Tells friends
  • Books again
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Workshop 2 · Map Your BusinessReference
Example: Massage Therapist · Lean Canvas

1 Problem

Active people with recurring injuries can't get lasting results from PT. Pain keeps coming back after treatment ends.

4 Solution

3-session treatment plan to fix the root cause. Maintenance sessions every 4–6 weeks to keep it fixed. Movement assessment + deep tissue.

3 UVP

I fix the injury and keep it from coming back.

9 Unfair Advantage

10 years of pattern recognition in your hands. Can diagnose faster than someone with twice the training. Results speak.

2 Segments

Athletes, CrossFitters, runners with recurring injuries. PT referrals. Gym members with chronic pain.

10 Alternatives

Other massage therapists · Chiropractors · Physical therapists · Pain clinics · Doing nothing

8 Metrics

S3 completion rate · Maintenance retention % · Referral rate

5 Channels

Gym partnerships · PT referrals · Google reviews · Word-of-mouth from outcomes

Early Adopters

Clients PT couldn't fix. Athletes 4+/week.

7 Cost

Rent · Supplies · Continuing ed · Low marketing spend (reputation-driven)

6 Revenue

$120–150/session · Maintenance contracts (recurring) · 3-session packages

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Workshop 2 · Map Your BusinessNext Steps
Before next session
Homework.
01Update your Lean Canvas — add anything you learned tonight.
02Update your Customer Journey Map — fill in the stages you left sparse.
03Ask your AI one question about your business model. See if it can answer.
04Bring your laptop. Same setup, same tools.
Next week: Session 3 — Think with your AI co-founder.
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Workshop 2 · Map Your BusinessClose
Telegram QR
Telegram
Post-Survey QR
Post-Survey
Thank you for
being here.
Join the Telegram group for help between sessions. Fill out the 2-minute post-survey before you go.
See you next Thursday.
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