Journey Blueprints · For CRM, retention and lifecycle roles
Plan customer journeys that know what to send, and when
16 journeys for a D2C brand, drawn step by step, plus a playbook for app CRM. Even if you’ve never built a journey or opened a CRM tool.
Free for the first 100 learners
One honest review in return. ₹799 after that.
of 100 places left · learners already in
No payment, no card. The folder link arrives by email in a minute.
- 3 PDFs, 118 pages
- Self-study: three PDF guides
- Written by the founder of a retention agency
Raviraj Ramavarapu
Founder, Compound Lab · 7 years in D2C and app marketing, most in CRM · has hired for CRM roles
“I built this from the work I do every day for brands. Practise it here before you do it on the job.”
- +79%revenue from lapsed usersHealthify
- 23% to 44%WhatsApp delivery in a monthCumin Co
- 77%of CRM revenue from automationsPNG Jewellers
- 39%of store revenue from CRMHealthify Store
- +43%return pickupsMyGate
- ₹27.6 Crrun-rate across Healthify, PNG Jewellers and DS MillRetention I’ve run
Who it’s for
It’s for you, even if you’ve never built a journey
- Never built a journeyEach one is drawn box by box, with every wait and message written in.
- Never opened a CRM toolYou plan on paper first. Each journey says where it goes in MoEngage, CleverTap or WebEngage.
- No brand to practise onEvery example uses one made-up coffee and tea brand, and three practice apps.
- Aiming for an app rolePart 3 covers install, onboarding, free trial and renewal, from a junior’s seat.
- Your interview is next weekStart with the cheat sheets: Parts 1 and 2 each put every journey on one page.
Built for marketing CRM: the messages a brand or app sends on WhatsApp, email, SMS and push. If the job is Salesforce admin or sales pipelines, skip this one.
What you walk in with
Eight things you’ll be able to plan on your own
- Know which message goes, and whenEvery journey has its waits written in, from 30 minutes to weeks later.
- Stop leading with a discountSend help and proof first. A code comes last, if at all.
- Never chase someone who just paidExit rules stop the reminders the minute they order.
- Always have a backup channelIf WhatsApp can’t reach them, email or SMS carries the same message.
- Prove a journey actually workedHold back 5% who get nothing, then compare orders. Opens and clicks don’t settle it.
- Win the second order, not just the firstReorder reminders timed to when the pack runs out, plus cross-sell and win-back.
- Talk about app CRM with confidenceOnboarding, free trials and renewals, shown in a health, video streaming and test-prep app.
- Bring a journey to your interviewDraw these for a brand you like. It’s a portfolio piece you can show.
Try one journey
What would you send first?
Part 1, page 25 · Cart journey
Priya added a coffee blend and a steel filter to her cart, then left without starting checkout. What’s the first message, and when does it go?
A cart journey is the set of messages a brand sends on its own after someone leaves items in their cart.
Pick the one you’d send.
About four in ten people who leave a cart were just browsing. A code this early misreads them and teaches everyone else to wait for one.
That’s the kit’s step 1. She may still be deciding, so a calm reminder of what she chose is all it needs to do.
She already chose the product, so selling it again answers a settled question. And intent fades in hours, not days.
Why it works
The cart is a dressing room, not a till. The product is chosen, so the next messages answer the open questions: delivery, returns and real reviews.
The kit’s version
“Priya, your cart is saved: Filter Coffee Blend 500 g and the Steel South Indian Filter. Pick up where you left off.”
That’s one page of the kit. See it as it is:
One journey, drawn out
The cart journey, step by step
Each main journey in Parts 1 and 2 gets three pages: why people stop, the flow, and the actual messages. This is the flow for the cart.
What you get
- Starts when someone adds to cart and doesn’t check out within 30 minutes
- Three WhatsApp messages: at 30 minutes, 6 hours and 21 hours
- No WhatsApp? Email carries the message, and SMS backs it up
- Stops on checkout, order, reply or opt-out. 5% get nothing, so you can measure it
Look inside
Real pages from the kit
The rule for which journey a shopper is in
The cart journey, step by step, with a backup for each message
The three cart messages Priya actually receives
All seven first-order journeys on one page
Priya’s first 60 days after her first order
The win-back journey: no deeper discount, a real deadline
An app’s first day, and where most new users drop
Renewal: what to send 20 days before the payment
What’s in the folder
Three guides, from first visit to app renewal
PDF · 38 pages
Part 1 · Before the first order
Seven journeys that turn a visit into a first order: capture, welcome, collection, product, cart, checkout and nurture.
PDF · 39 pages
Part 2 · After the first order
Nine journeys that turn a first order into a habit: post-purchase, cross-sell, upsell, reorders, win-back, loyalty, occasions, back in stock and price drop.
PDF · 41 pages
Part 3 · Inside the app
How an app collects data and moves users from install to habit to paying, in three practice apps, with 30 sample push messages.
Each part has a practice exercise, with the answer.
The founding batch
Free for the first 100, for one honest review
- Get it freeName, email, WhatsApp. The link arrives by email in a minute.
- Use it for a weekOne journey a day, drawn for a brand.
- Tell me honestlyFour short questions. Good or bad.
After the founding batch, the Journey Blueprints sells for ₹799.
Questions, answered
I’ve never built a journey. Will this make sense?
Yes. Each journey starts with why people stop, then the flow, then the messages. One practice brand and one shopper, Priya in Pune, run through all of it, so you never need a past job to follow along.
How long does it take?
Read the opening pages of Part 1 and the cart journey in one evening. After that, one journey a day. Parts 1 and 2 each end with a one-page cheat sheet for quick revision.
How many abandoned cart messages should a brand send, and when?
The kit’s cart journey sends three: at 30 minutes, 6 hours and 21 hours, on WhatsApp with email and SMS as backup. A discount, if the brand gives one, waits for the last message.
How many people should get no messages, to measure a journey?
The kit holds back 5% of everyone who enters each journey and compares their orders with everyone else’s. On a small list it suggests 10 or 20% for the first test, lowered once the answer is clear.
Does this work for apps too?
Yes. Part 3 covers app CRM: how the data flows, onboarding, the first action that proves the app’s value, push and in-app messages, free trials and renewals, shown in a health app, a video streaming (OTT) app and a test-prep app.
What do I get, and in what format?
Three PDFs, 118 pages in all: Before the first order (38 pages), After the first order (39 pages) and Inside the app (41 pages). The folder link arrives by email.
Is this for sales CRM roles like Salesforce?
No. This is marketing CRM: the messages a brand or app sends on WhatsApp, email, SMS and push. If the job is about pipelines and Salesforce admin, this isn’t the right kit.
Why is it free right now?
The first 100 learners get it free as the founding batch, in return for one honest review after a week. After that it sells for ₹799.
Do I get a certificate?
No. You get journeys you can explain on a whiteboard and draw for any brand, which is what interviewers judge.
Journey Blueprints
Draw one cart journey for a brand you like tonight
Free for the first 100 learners
One honest review in return. ₹799 after that.
of 100 places left · learners already in
No payment, no card. The folder link arrives by email in a minute.
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