Customer Journey Mind Map — every customer type, one engine

How each archetype — GC and sub, small to enterprise, by role and by trade — moves from landed on the site to activated, paying customer in the fewest, most motivating steps. One spine; the questions, value, and close bend to who they are.

Perch · CRO cockpit · Jun 24 2026 · sibling to custom-journeys (the thesis) · amber = assumption / illustrative violet = to build

The rule that drives every cell. We ask for one thing — name + email. While they confirm it, sub-agents learn the company in the background. We come back not to interrogate but to confirm — and then the single next question is always the one that reveals the most dollar-value for that person. The answer to "who are they?" — type × size × role × trade — picks the question, the wow, and the close.

The spine — same five beats for everyone

1 · AskName + email onlyTrade/role page already hints intent.

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2 · Enrich buildSwarm fires on confirmCompany · type · size · trade · role · a live project.

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3 · Confirm"This is you, right?"One tap. Don't ask what we can know.

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4 · Reveal valueRole-specific wowBuilt from the research — no data entry.

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5 · The next questionThe most-motivating askReveals $ and pulls real data in.

Size sets the track: <$10M → self-serve (the agent is the salesperson, closes trial→card in-flow) · M/L → white-glove (the research arms a human FDE/AE; MEDDPICC close). Role sets the question.

The engine — role → what Perch does → their $ lever → the next question

This is the reusable kernel. Every journey below is just this table, conditioned on who landed.

Role	What Perch does for them	Their dollar lever	The next question (the value-revealing ask)
Estimator (sub & GC precon)	Reads the full plan set, drafts takeoff + scope, flags risk — Jobs · Chat · Sarah	Bid volume × win rate. 2 bids/wk by hand → 5.	"What are you bidding this week?" → pulls a real plan in; Sarah returns a takeoff in 60s.
Owner / Exec	Portfolio view, pipeline, margin + win-rate alerts — Analytics · Network · Tom	Win rate, margin, capacity. 1% margin on volume = real money.	"Want to see where your team lost its last 5 bids?" → connect pipeline/email.
VP Precon / Chief Estimator (GC)	Standardize estimators, win-rate by sector, buyout / VE margin — Analytics · Company Brain	Dept throughput + margin. Consistent bids across the team.	"Want your win-rate by sector and where buyout is leaking margin?"
PM / PE	Job board, RFI/submittal cycle, at-risk dates, subs — Jobs · Network · Carlos	On-time, fewer surprises. Cycle time + rework.	"Want your open RFIs and at-risk dates on one board?"
Foreman / Field	Time, safety, crew scheduling on mobile — Field Ops · precon_mobile (not chat)	Labor hours, safety. Productive crew time.	"Clock your crew in and see today's schedule?" — different surface entirely.

Note the field role breaks the pattern: it doesn't belong in chat at all → it's the clearest signal that role must be captured and routed, which today's onboarding doesn't do.

General contractors — small → enterprise

Self-serve Small GC · owner-operator <$10M "Dana Builds" · ~$8M · Provo · retail/restaurant TI value <3 min · check same session

1 · Ask

Referral link from a sub → LP. Warm. Name + email.

2 · Enrich

GC, ~$8M, retail/restaurant TI. Dana = owner who also estimates + runs jobs.

3 · Confirm

One tap."Dana Builds — Provo GC, retail + restaurant TI. You run it. Right?"

4 · Reveal value

Tom shows a pre-filled pipeline + the subs she already uses; flags a bid due in 3 days."Found 4 jobs you're likely bidding and 9 subs you use — here's your board."

5 · Next question

The owner-operator wears every hat → lead with the board, then:"Which of these 4 is most worth winning? I'll scope it now."

Check

Trial auto-started → card after she moves a job. Agent-closed.

Role-bend: If the estimator (not the owner) lands first → swap the wow to a live takeoff ("what are you bidding this week?") and the owner becomes the buyer they invite.

White-glove Mid GC · VP Precon lands $10–500M ~$150M · multi-office · healthcare + higher-ed (Zwick-class) first call = insight, not discovery · enterprise annual

1 · Ask

SLG / SDR books a demo, or a precon lead self-signs from a trade page.

2 · Enrich

~$150M GC, sophisticated precon dept, ~8 estimators. Lander = VP Precon (champion target).

3 · Confirm

FDE walks in knowing them cold — no discovery."You run precon across 3 offices, ~8 estimators, healthcare + higher-ed."

4 · Reveal value

Analytics pre-loaded: win-rate by sector + a buyout margin-leak insight."Your win rate by sector — and where buyout is quietly leaking margin."

5 · Next question

VP cares about dept consistency:"Want to see all 8 estimators bidding the same way — and capture [senior estimator]'s playbook before he retires?"

Check

AE + MEDDPICC. VP = champion; CFO = gate. Annual; Perch migrates pipeline.

Role-bend: If a single estimator lands first (PLG wedge) → give the Sarah-takeoff wow, make them the internal champion who pulls the VP into a white-glove motion.

White-glove · Enterprise Large GC · exec buyer >$500M ~$900M · ENR-scale · multi-region (Big-D-class) · Chief Estimator / VP Ops multi-stakeholder · 1% margin = $9M

1 · Ask

SLG · SDR (human) books an exec meeting. Size → enterprise white-glove.

2 · Enrich

ENR-scale GC, many sectors, large precon org, 20+ estimators across regions.

3 · Confirm

Dossier-level brief; rep speaks their portfolio language from minute one."~$900M, regional offices, self-perform concrete + steel."

4 · Reveal value

Exec lever = margin on volume. Analytics + Company Brain at portfolio scale."At your volume, the buyout discipline we just showed is worth ~$9M a point."

5 · Next question

Exec wants risk + knowledge retention:"Want to standardize precon across every region — and stop losing institutional knowledge when estimators leave?"

Check

AE + MEDDPICC. Multi-threaded: VP Ops EB, Chief Estimator champion, IT/security. Enterprise annual; full migration.

Role-bend: A lone estimator landing here is a land-and-expand seed, not the deal — log them, value-wow them, route the account to SLG for the top-down motion.

Subcontractors — small → enterprise

Self-serve Small sub · owner-estimator <$10M "Brightspark Electric" · ~$6M · SLC · commercial TI value <2 min · check same session

1 · Ask

Googles "electrical estimating" → /electrical trade page. Trade known. Email.

2 · Enrich

Commercial electrical sub, ~$6M, TI + healthcare. Owner does the bidding himself.

3 · Confirm

One tap."Brightspark Electric — commercial electrical, SLC, mostly TI. You're estimating. Right?"

4 · Reveal value

Sarah pulls a live public bid in their market; offers a takeoff."I found an SLC clinic TI that's bidding right now."

5 · Next question

The single most motivating ask — his live bid, not a demo:"What are you bidding this week? Drop the plans — I'll have device counts + a risk flag in a minute."

Check

Trial auto-started; after the takeoff lands, card-on-file. Agent-closed.

Role-bend: At <$10M owner = estimator = buyer, so the takeoff wow and the close collapse into one motion — fastest path to a card.

White-glove Mid sub · estimator lands, owner buys $10–100M ~$60M mechanical · multiple estimators · chief estimator/owner land estimator → expand to dept · annual

1 · Ask

An estimator self-signs from /mechanical (PLG), or referral. Email.

2 · Enrich

~$60M HVAC/plumbing sub, multifamily + commercial, ~4 estimators, a chief estimator.

3 · Confirm

Confirm the person + the shop."You estimate HVAC at a ~$60M shop doing multifamily + commercial."

4 · Reveal value

Sarah takeoff for the individual → then the team frame."Here's your takeoff. Now — your 4 estimators could all bid this way."

5 · Next question

Expand from one seat to the dept + the buyer:"Want your chief estimator to see how the team standardizes — and how Perch keeps your senior guy's pricing logic?"

Check

AE + MEDDPICC. Estimator = champion, owner/chief estimator = EB. Annual; import historical jobs.

Role-bend: If the owner lands first → skip the single-seat wow, open at the dept level (standardization + Company Brain knowledge capture) and run a straight white-glove close.

White-glove · Enterprise Large sub · exec buyer $100M+ ~$150M mechanical · 400+ emp · 6 estimators · founder near retirement rep walks in fully briefed · enterprise annual

1 · Ask

Cold outbound / referral. Size → enterprise white-glove (FDE), not pure agent.

2 · Enrich

400 emp, ~$150M, multifamily + commercial HVAC/plumbing, 6 estimators, founder retiring soon.

3 · Confirm

FDE gets a pre-built dossier + a loaded demo — no discovery call.Opens with their last 30 days of bids, modeled.

4 · Reveal value

Estimating-at-scale + Company Brain to capture the retiring founder's playbook."Here's how your 6 estimators standardize — and how we keep [founder]'s knowledge."

5 · Next question

Exec lever = scale + continuity risk:"What happens to your win rate the day [founder] retires? Want to bottle that before he goes?"

Check

AE + MEDDPICC. EB = founder/CEO. Enterprise annual; Perch migrates historical jobs + seats the team.

Role-bend: If an estimator lands first → land-and-expand: wow the seat, but the deal is won top-down on continuity + standardization, so route to the AE early.

The trade-bend — same sub journey, 3 of 34 trades 3 shown; the other 31 follow this spine

Only three things change by trade: the lander they hit, the takeoff "wow" Sarah runs, and the $ framing. The five beats don't move. Picked these three because their takeoffs are structurally different — counts vs volume vs area — so the bend is real, not cosmetic.

⚡ Electrical/electrical

Lander: Electrical OS
Takeoff: Counts: devices, fixtures, gear, panel schedules; spec-compliance flag from the spec book.
$ lever: Bid more TI/healthcare; catch gear lead-time + scope gaps that blow the job.
Next Q: "What are you bidding this week? I'll count devices + flag spec risk."

🧱 Concrete/concrete

Lander: Concrete OS
Takeoff: Volume: CY of concrete, SF of formwork, tons of rebar from the structural set.
$ lever: Self-perform crews; win on quantity accuracy + pour scheduling; catch addenda quantity swings.
Next Q: "Drop the structural set — I'll give you yardage, formwork SF, and rebar tons."

🧰 Drywall & Metal Studs/drywall

Lander: Drywall OS
Takeoff: Area: wall area by partition type, LF of track, opening counts from the arch set.
$ lever: Labor-driven, high-volume bidding — bid more jobs faster; catch finish-schedule scope.
Next Q: "Send the arch set — I'll break out wall types and square footage by area."

Generalization: for any of the 34 trades, the build job is small — a /{trade} lander ("{Trade} OS") + a trade-tuned Sarah takeoff recipe + a one-line $ framing. The journey engine is already trade-agnostic.

Real surfaces referenced: Sarah = estimator sub-agent (takeoffs) Tom = lead agent (pipeline, alerts) Carlos = trades/CRM sub-agent Company Brain · Analytics · Network/CRM · Field Ops · Bid Portal

What the team decides against this

Product decisions this map forces

Capture role at signup — the whole map hinges on it; today's flow doesn't.
Route field roles to Field Ops/mobile, not chat — they don't belong in the same door.
The self-serve / white-glove line — confirm <$10M as the cut, or gate on ACV instead.
The "next question" per cell — sign off on the exact ask, since it's the conversion lever.

Open / to validate

Research swarm feasibility — greenfield; what's buildable first, and the ~100% accuracy bar.
Land-and-expand vs top-down on mid/large — when does a single seat trigger SLG?
Which agent meets them at init — customer "Company Brain" vs Tom/Sarah/Carlos.
Trade priority — which trades get a tuned lander + takeoff recipe first (beyond these 3)?