Your Expansion Strategy in One Page: A Reusable Internal Memo Format
Most expansion plans fail because they live in scattered docs and fuzzy meetings.
Thesis: A one-page memo forces clarity and creates alignment across product, engineering, sales, and leadership.
The one-page memo template
Copy this structure:
- Context: what’s happening in the market/product metrics
- Customer problem: who, when, pain, cost
- Expansion type: adapted / complementary / new
- Why now: trigger (market, tech, regulation, saturation)
- Why us: unfair advantage
- Wedge: the smallest shippable outcome
- Risks: top 3 unknowns
- Kill criteria: what failure looks like
- Metrics: activation, attach, retention, revenue
- Timeline: 30/60/90 days
What makes the memo work
- It prevents ‘solution shopping’ without a problem.
- It forces kill criteria.
- It gives sales/CS a story early.
How to run the memo review
Do a 45-minute review meeting:
- 10 min silent read
- 20 min questions only
- 10 min decision
- 5 min owners + next steps
Common mistakes
- No wedge (only a vision)
- No kill criteria (political safety)
- No segmentation (who it’s for)
Key takeaways
- Use a one-page memo to force clarity and alignment.
- Always include wedge + kill criteria + metrics.
- Run reviews with silent read + questions-only to improve signal.
- If you can’t segment the ICP, you’re not ready to expand.