The Friction Map
Know what to fix. Know the order. Know why.
The Friction Map is a six-stage diagnostic built for owner-led home services businesses. It maps every operational and digital gap, quantifies what each one costs, and produces a prioritized roadmap tied to the specific engines that close them. The output is the Momentiv Strategy: what to build, in what order, and why it matters.
The Framework
Six stages. Every gap found. Every fix sequenced.
The Friction Map is the diagnostic framework behind every audit Momentiv runs. Each stage asks a different question about your business. Together they produce a complete picture of where you're losing revenue, what to do about it, and exactly where to start.
The Chaos Check
Is your house in order?
Before anything gets optimized, we check the foundation. Are leads being tracked? Is there a CRM or is everything in someone’s head? Are jobs being marked complete? Are invoices going out on time? If the basics aren’t working, nothing built on top of them will either. This stage identifies the operational baseline.
The Bottleneck Map
Where’s the friction?
Three types of bottlenecks show up in every home services business: speed (how fast you respond), consistency (whether follow-up happens every time), and capacity (whether your team can handle what’s coming in). We map each one, measure the gap, and quantify what it’s costing. This is where most revenue recovery starts.
The Tool Fit Test
Does a real solution actually exist?
Not every problem has a tool that solves it well. Before recommending anything, we evaluate whether the right solution exists for your specific situation, whether it integrates with what you’re already running, and whether it will actually get used by your team. This stage prevents expensive mistakes.
The Readiness Reality Check
Can your team actually handle this?
The best system in the world fails if nobody owns it. We assess whether your team has the bandwidth, the skill set, and the willingness to adopt what gets built. The most important question in this stage: who owns this after it’s installed? If the answer is unclear, the implementation plan accounts for it.
The ROI Reality Test
Does the math actually work?
Every recommended engine gets a revenue impact estimate. We calculate what the gap is costing today, what closing it is worth, and what the break-even timeline looks like. If the math doesn’t work, we don’t recommend it. This stage ensures every dollar of implementation spend is justified by the return.
The Priority Sequence
What gets fixed first?
Every gap competes for your time and budget. This stage ranks every finding by revenue impact and implementation difficulty, then sequences them into a 90-day roadmap. The result isn’t a list of everything that’s wrong. It’s a plan that tells you exactly what to do on Monday morning.
Deliverables
What you walk away with
The audit and strategy together produce a complete picture of where your business is leaking and a sequenced plan for what to do about it. Not a generic report. Not a slide deck. A diagnosis and roadmap built around how your business actually runs.
Friction Map diagnostic report
Written findings from all six stages of The Friction Map, specific to your business. Every gap documented. Every bottleneck measured.
Revenue impact estimates
Each identified gap comes with an estimate of what closing it is worth.
Prioritized action plan
Every gap ranked by revenue impact and implementation difficulty. You know what to fix first and why.
Systems architecture map
How your tools, channels, and workflows should connect. What stays, what goes, what gets added.
Ready-to-execute roadmap
Sequenced rollout with dependencies mapped. Month one is clear. Months two and three are already scoped.
Engine recommendations
Specific Momentiv engines matched to your gaps with clear rationale. Every build sequenced from the strategy.
Process
From first call to finished roadmap
Four steps across both phases. The whole engagement takes less than two weeks from kickoff to roadmap in your hands.
Phase 1: The Friction Map Audit
Book a Strategy Call
We start with a conversation about your business, your goals, and what prompted you to look for help. If The Friction Map Audit is the right fit, we scope it and get started.
Phase 1: The Friction Map Audit
We Run The Friction Map
We run your business through all six stages of The Friction Map. This takes 5 to 7 business days. We work from what you have. The output is a complete diagnostic with gap identification, revenue impact estimates, and a prioritized opportunity list.
Phase 2: Momentiv Strategy
Analysis & Recommendations
Audit findings are translated into strategic recommendations. Every finding mapped to a specific action, revenue estimate, and sequencing decision. This takes 3 to 5 business days.
Phase 2: Momentiv Strategy
Roadmap Delivery
We walk through the complete Momentiv Strategy together: systems architecture map, sequenced rollout plan, and engine recommendations matched to your gaps. Use it independently, engage us for specific engines, or move into a full implementation partnership.
Who It Is For
Built for businesses like yours
The audit and strategy are designed for owner-led home service businesses that are performing but know they are leaving something on the table. You do not have to be broken to benefit from knowing exactly where the gaps are.
- You know something is off but cannot pinpoint where the revenue is going
- You are about to invest in marketing or technology and want a plan first
- You are spending on marketing but cannot trace it to booked jobs
- You have tried multiple tools and platforms but nothing connects
- Your team is busy but revenue is flat
- You are the bottleneck in your own business
- You want a plan before you start writing checks
Start with a strategy call
We will walk through your business together and determine if the audit is the right first step. If something else fits better, we will tell you that too.
Book a Strategy Call→