Pathways Report

Pathways Report

B2B startup • Early revenue stage • January 2026

Capability Maturity

25 of 74

operational capabilities complete

25 Yes
49 No
34%

Change Effort Profile

Understand what type of change is required for improvement

42%
41%
16%
Structural Change(Purpose, Mindset & Product)
System Change(Policies & Processes)
Measurement Change(KPIs & Performance)

Insight: Your improvements require significant structural change. Focus on clarifying vision, leadership alignment, and product-market fit alongside operational changes.

Progress by stakeholder

Customers
42%

10 of 24 complete • 14 remaining

Main change:
Processes

Objectives by area

AI & Automation0/1
1
Competitive Positioning1/1
1
Customer Agreements1/1
1
Customer Connectivity & Signal Flow4/7
4
3
Cyber Security & Data Protection0/1
1
Dedicated Sales Resources0/1
1
Experience & Time to Value1/3
1
2
Outbound Marketing0/1
1
Pricing0/1
1
Product Development & Roadmap0/1
1
Product Quality & Testing0/1
1
Product-Market Fit1/1
1
Sales Cycle & Execution2/3
2
1
Usage Analytics0/1
1
Complete
Work-on
Partners
14%

1 of 7 complete • 6 remaining

Main change:
Processes

Objectives by area

Co-Selling0/1
1
Deal Sharing0/1
1
Partner Alignment1/1
1
Partnership Development0/1
1
Partnership Formalization0/1
1
Referrals & Leads0/1
1
Value Proposition0/1
1
Complete
Work-on
Staff
29%

2 of 7 complete • 5 remaining

Main change:
Policies

Objectives by area

Diversity & Inclusion0/1
1
Incentives0/1
1
Learning & Development1/1
1
Performance Management0/1
1
Recruitment0/1
1
Team Culture0/1
1
Workforce Planning1/1
1
Complete
Work-on
Shareholders
38%

5 of 13 complete • 8 remaining

Main change:
Performance

Objectives by area

Competitive Strategy1/1
1
Equity & Incentives0/1
1
Ethics & Compliance0/1
1
Financial Management0/1
1
Financial Planning0/1
1
Forecasting & Planning0/1
1
Governance0/1
1
Investor Relations1/1
1
KPIs & Metrics1/1
1
Management & Oversight1/1
1
Purpose & Vision0/1
1
Risk Management1/1
1
Unit Economics0/1
1
Complete
Work-on
Community
44%

4 of 9 complete • 5 remaining

Main change:
Purpose

Objectives by area

Brand Values0/1
1
Community Communication1/1
1
Community Contribution1/1
1
Community Engagement0/1
1
Inclusive Employment0/1
1
Social Impact0/1
1
Stakeholder Mapping1/1
1
Stakeholder Voice1/1
1
Supply Chain Ethics0/1
1
Complete
Work-on
Environment
21%

3 of 14 complete • 11 remaining

Main change:
Processes

Objectives by area

Biodiversity1/1
1
Carbon Footprint1/1
1
Circular Economy0/1
1
Climate Goals0/1
1
Environmental Compliance0/1
1
Environmental Culture0/1
1
Environmental Impact0/1
1
Environmental Partnerships0/1
1
Environmental Reporting1/1
1
Green Innovation0/1
1
Resource Efficiency0/1
1
Sustainable Procurement0/1
1
Sustainable Product Design0/1
1
Waste Reduction0/1
1
Complete
Work-on

Your #1 Priority Right Now

Customers: You have achieved revenue from the customer types you expected

Why this is critical:

Without revenue from your target customer segments, you cannot validate product-market fit or demonstrate traction to investors. This foundational milestone proves that customers will pay for your solution and validates your business model. Missing this signal means you may be building for the wrong market or haven't achieved sufficient value delivery.

Immediate next step:

This week, analyze your current revenue sources. Identify whether paying customers match your intended ICP. If not, conduct 3-5 customer interviews to understand why you're attracting different segments and adjust your positioning or target market accordingly.

📊 Benchmark: Only ~45% of early revenue stage B2B startups have this in place. You're ahead if you address this now.

Upgrade for: Full AI analysis with all priority work-ons, strategic recommendations, and effort profiling

Key evolution milestones to be completed

Critical capabilities that unlock growth at your stage

Customers

3 evolution milestones

You have achieved revenue from the customer types you expected

An obvious requirement in Early revenue.

Your customers are renewing their purchases

If your products or services are repeating subscriptions this marks another critical quality step in your pathway.

You have cyber security and data protection policies in place for customers

Critical at all stages.

Partners

3 evolution milestones

You have formalised arrangements into Partnership agreements

Formal agreements protect both parties and clarify expectations.

You understand and articulate the expected WIN WIN impact and value you can have on and with your Partners.

Mutual value understanding drives successful partnerships.

You have been introduced to new customers through your Partners

Partner-sourced customers validate partnership value and expand reach.

Staff

3 evolution milestones

You have a staff recruitment process able to fill positions when you need them

Recruitment capability enables growth and reduces hiring delays.

You have a diversity , equity and inclusion policy in place.

DEI policies attract talent and improve decision-making.

You have regular formal performance review processes in place for all team members

Regular feedback improves performance and engagement.

Shareholders

5 evolution milestones

Your shareholders have a clear understanding of the purpose and long-term vision of your business

Shareholder alignment on purpose prevents future conflicts and ensures strategic coherence.

You have defined and documented the rights and responsibilities of your shareholders. (Incl. ESOP for Staff)

Clear governance prevents disputes and enables effective decision-making.

You track your business cash position on a monthly basis

Cash visibility is critical for survival and strategic planning.

You have mapped out your break-even path and communicated it to shareholders

Break-even visibility aligns stakeholder expectations and enables fundraising.

You have started to understand your Contribution Margin and Pricing strategy (impacting your break-even point).

Unit economics understanding is critical for sustainable growth and fundraising.

Community

3 evolution milestones

You understand and can articulate the social impact / good outcomes for Your stakeholder community

Social impact understanding strengthens purpose and stakeholder relationships.

Your stakeholder community understand your Business purpose beyond the service or products you supply.

Purpose clarity strengthens brand and attracts aligned stakeholders.

You have actively sought to employ people from underrepresented or disadvantaged groups.

Inclusive hiring drives diversity and social impact.

Environment

4 evolution milestones

You have identified the main environmental impacts of your business operations (energy, waste, emissions).

Environmental awareness is the first step to management and responsibility.

You consider environmental factors when selecting suppliers or making purchasing decisions.

Sustainable procurement extends your environmental impact through the supply chain.

You design your products or services with environmental sustainability in mind.

Sustainable design creates competitive advantage and meets customer expectations.

You comply with all relevant environmental regulations and standards.

Compliance prevents penalties and protects reputation.

Capability status & effort profile

Detailed view of all capabilities with effort profiling for improvements

Customers

10/24 complete • 14 remaining

Main Business Change Areas

14
gaps
7%
Purpose
17%
Mindset
13%
Policies
27%
Processes
14%
Performance
21%
Product
Your customers understand the Purpose of your business. (not just your product features).
You understand the Pain relief addressed by your Product and Services for ICP
You understand Your Ideal Customer Profiles (ICP)
You have means of Capturing and measuring customer value across all accounts - (and CSAT)
You have built a steel thread operational connection from Customer / ICP impact, feedback and value into your marketing messages and cadence.
You understand and control your pipeline & best Sales cycle.
You have account strategies in place (inc. Loss leading / or not) for all accounts
You have standard customer agreements in place.
You and your customers understand the alternatives/competitors to your solution
You have customers that would be upset if Your product did not exist
You have achieved revenue from the customer types you expectedPriority
Main change:
Processes
Product
Your customers are renewing their purchasesPriority
Main change:
Processes
Product
You have cyber security and data protection policies in place for customersPriority
Main change:
Policies
You understand the jobs that Customers give to your product and services. How they use it.
Main change:
Product
You understand the unexpected gains brought to Your customers
Main change:
Product
You understand the operational impact of Your product and services on all Your customers
Main change:
Mindset
Processes
Your stakeholders can access a consistent planned cadence of content about you and your services through your website and at least one social media channel.
Main change:
Processes
Your sales team understands and consistently applies your Qualification criteria in your sales opportunities. And you differentiate qualified vs not in your pipeline.
Main change:
Mindset
Policies
You have embedded a Pricing policy with sales staff across all accounts and volumes.
Main change:
Policies
You have staff dedicated to managing the customer sales cycle
Main change:
Mindset
Processes
You review Monthly Active Users (or relevant usage Metrics) trends across Your Customers
Main change:
Performance
You have established an effective inclusive forum for Product / Service direction decisions that include Qualitative and Quantitive inputs for Customer value and technical effort and prioritisation
Main change:
Processes
You have rigourous (and automated)Regression testing in place in Your Release cycles.
Main change:
Processes
Product
You have experimented with AI tools to streamline Customer onboarding and Support (Chatbots, autorouting)
Main change:
Product

Partners

1/7 complete • 6 remaining

Main Business Change Areas

6
gaps
9%
Purpose
21%
Mindset
21%
Policies
28%
Processes
16%
Performance
5%
Product
Your partners understand the Purpose of your business.
You have formalised arrangements into Partnership agreementsPriority
Main change:
Policies
You understand and articulate the expected WIN WIN impact and value you can have on and with your Partners.Priority
Main change:
Purpose
Mindset
You have been introduced to new customers through your PartnersPriority
Main change:
Processes
Performance
You have informal arrangements with other businesses to help win business
Main change:
Mindset
Processes
You have established a policy for deal sharing with Partners (referrals %)
Main change:
Policies
You engage in Co sells with Partners in customer opportunities
Main change:
Processes

Staff

2/7 complete • 5 remaining

Main Business Change Areas

5
gaps
15%
Purpose
21%
Mindset
26%
Policies
23%
Processes
15%
Performance
You have a annual training and development budget in place
You review and control Permanent vs Contractor employee type mix in your business
You have a staff recruitment process able to fill positions when you need themPriority
Main change:
Processes
You have a diversity , equity and inclusion policy in place.Priority
Main change:
Mindset
You have regular formal performance review processes in place for all team membersPriority
Main change:
Processes
You have a policy for deal share revenue / equity options with teams
Main change:
Policies
You have documented your company culture and values
Main change:
Purpose

Shareholders

5/13 complete • 8 remaining

Main Business Change Areas

8
gaps
15%
Purpose
15%
Mindset
20%
Policies
22%
Processes
24%
Performance
3%
Product
You have a structured process for keeping shareholders informed about company performance
You have a monthly management exec committee / leadership meeting to review performance & resource allocation
You have structured monthly ExCo KPIs - MRR, LTV, CAC, Burn,Churn Rate, NRR.
You have a process to identify key risks to shareholder value and implement mitigation strategies.
You have created and review a short list key actions to create a competitive moat for your product / service.
Your shareholders have a clear understanding of the purpose and long-term vision of your businessPriority
Main change:
Purpose
You have defined and documented the rights and responsibilities of your shareholders. (Incl. ESOP for Staff)Priority
Main change:
Policies
You track your business cash position on a monthly basisPriority
Main change:
Performance
You have mapped out your break-even path and communicated it to shareholdersPriority
Main change:
Performance
You have started to understand your Contribution Margin and Pricing strategy (impacting your break-even point).Priority
Main change:
Performance
You have a written code of ethics and an anti-corruption policy.
Main change:
Policies
You have allocated at least 10% of equity to an ESOP to attract / retain top talent.
Main change:
Policies
You have learnt what works or doesn't in your revenue forecasts and have transparency in your methods
Main change:
Performance

Community

4/9 complete • 5 remaining

Main Business Change Areas

5
gaps
25%
Purpose
23%
Mindset
8%
Policies
23%
Processes
15%
Performance
8%
Product
You have defined key stakeholders that your business has relationships with
Your Business actively contributes to or supports a local or global cause that aligns with your purpose.
You have established channels for stakeholders to provide feedback or raise concerns about your business practices.
You have a process for communicating significant business decisions that might affect your stakeholder community.
You understand and can articulate the social impact / good outcomes for Your stakeholder communityPriority
Main change:
Purpose
Your stakeholder community understand your Business purpose beyond the service or products you supply.Priority
Main change:
Purpose
You have actively sought to employ people from underrepresented or disadvantaged groups.Priority
Main change:
Mindset
You understand and can measure engagement from Your Stakeholder community in their communication channels (Social Media, Trade shows)
Main change:
Processes
Performance
You have reviewed your supply chain for ethical labor practices and fair treatment of workers.
Main change:
Policies
Processes

Environment

3/14 complete • 11 remaining

Main Business Change Areas

11
gaps
13%
Purpose
19%
Mindset
16%
Policies
23%
Processes
16%
Performance
13%
Product
You measure or estimate your carbon footprint or energy consumption.
You report on your environmental performance to stakeholders.
You consider the impact of your operations on local biodiversity and ecosystems.
You have identified the main environmental impacts of your business operations (energy, waste, emissions).Priority
Main change:
Purpose
Mindset
You consider environmental factors when selecting suppliers or making purchasing decisions.Priority
Main change:
Policies
Processes
You design your products or services with environmental sustainability in mind.Priority
Main change:
Product
You comply with all relevant environmental regulations and standards.Priority
Main change:
Policies
You have implemented practices to reduce waste in your operations.
Main change:
Processes
You have set environmental goals or commitments (e.g., carbon neutrality, waste reduction targets).
Main change:
Purpose
You have explored opportunities to adopt circular economy principles (reuse, recycling, product lifecycle).
Main change:
Mindset
Processes
You have explored or implemented green technologies or innovations in your operations.
Main change:
Product
You collaborate with organizations or initiatives focused on environmental sustainability.
Main change:
Processes
You track and optimize resource usage (water, energy, materials) in your operations.
Main change:
Performance
You educate and engage your team on environmental sustainability practices.
Main change:
Mindset

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Contact us to get introductions to partners matched to your specific needs

Recommended accelerator partners

🎯 Based on your weakest areas: Partners and Environment

These partners specialize in helping B2B startups strengthen exactly these stakeholder areas.

🤝

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Partners
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Impact Consultancy

ESG & Community

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🤝 Baseline & Monthly plans include: Direct warm introductions to relevant partners, co-branded support, and ongoing partnership coordination

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