Use this canvas to design a balanced demand strategy covering both demand creation and demand capture. Fill it out as you work through the module and bring it to your team for alignment.

---

1. Demand Landscape Assessment

Dimension	Your Answer
Category maturity (New / Growing / Established / Mature)
% of TAM actively buying (estimate)
Current pipeline split: Inbound vs. Outbound vs. PLG	% / % / ___%
Average sales cycle
Primary competitor(s)
Your differentiation (1 sentence)

---

2. Demand Creation Plan

Tactics to build awareness and create preference BEFORE prospects are actively shopping.

Tactic	Channel	Content / Asset	Target Persona	KPI	Budget %	Owner

*Total demand creation budget: % of total demand budget ($)*

---

3. Demand Capture Plan

Tactics to convert existing intent and active buyers into pipeline.

Tactic	Channel	Content / Asset	Intent Signal	KPI	Budget %	Owner

*Total demand capture budget: % of total demand budget ($)*

---

4. Buyer Journey Map

How prospects move from unaware to pipeline.

Stage	Prospect Mindset	Key Touchpoints	Content / Experience	Conversion Trigger	Metric
Unaware	Doesn't know the problem exists
Problem Aware	Recognizes the pain but hasn't explored solutions
Solution Aware	Actively evaluating solutions
Decision	Choosing between finalists
Purchase	Ready to sign

---

5. Viral / PLG Loop Design

If applicable — map how your product creates natural demand through usage.

Loop Step	Description	Optimization Lever
1. User signs up		Reduce friction: no credit card, fast onboarding
2. User gets value		Time-to-value: how fast do they experience the "aha moment"?
3. Product is exposed to non-user		Natural distribution: how does usage expose others?
4. Non-user experiences value		First impression: what do they see/feel before signing up?
5. Non-user converts		Conversion path: how easy is it to go from recipient to user?

Viral coefficient estimate: ___ (target: >1.0 for organic growth)

---

6. Measurement Framework

Engine	Leading Indicators (Weekly)	Lagging Indicators (Monthly)	Quarterly Review Metrics
Demand Creation
Demand Capture
PLG / Viral

---

7. 90-Day Demand Priorities

What are the top 3 demand initiatives for the next 90 days?

#	Initiative	Type (Creation / Capture / PLG)	Expected Impact	Owner	Deadline
1
2
3

---

Completed Output Checklist

• Demand landscape assessed (category maturity, TAM, pipeline split)
• 3–5 demand creation tactics mapped with channels and KPIs
• 3–5 demand capture tactics mapped with intent signals
• Budget split justified between creation and capture
• Buyer journey mapped across all awareness stages
• Viral/PLG loop designed (if applicable)
• Measurement framework with leading and lagging indicators
• 90-day priorities defined with owners and deadlines

📌

Capstone Save Point

This Demand Strategy Canvas becomes Section 6 (Demand Strategy) of your Module 22 Annual Growth Marketing Plan. It maps your complete demand approach from creation through capture, with measurement frameworks and 90-day priorities that translate strategy into action.