Pivoting a SaaS from SMB to mid-market
A SaaS founder repositioning upmarket needs 3 personas covering the buyer (VP), end user (manager), and economic buyer (CFO) at a 200-person target company.
Customer Persona Development
Tier 2 · Research & Support · $100 · 6–8 hrs · 7 day turnaround
Listed price is the project base price. A 3% payment processing fee is added at checkout. The full total is charged upfront when you place your order.
Develop 2–3 detailed customer personas based on market research and provided business information.
You'll receive 2–3 research-backed customer personas tailored to your business, complete with demographic breakdowns, psychographic profiles, pain points, and goals. A vetted student researcher will synthesize publicly available market data and the business context you provide into actionable persona documents your team can use immediately for product decisions, messaging, and feature prioritization.
Deliverables
- 2–3 customer persona documents
- Persona summary cards
- Usage guide
What's included
- 2–3 personas
- Demographics and psychographics
- Pain points and goals
Not included
- Customer interviews
- Survey design
- Ongoing updates
What you'll get
Your company background (industry, product/service, current or target customer base), any existing customer data you have (sales notes, support tickets, website analytics summaries), and 3–5 key business questions you want the personas to answer (e.g., 'What stops price-sensitive buyers from converting?' or 'Who benefits most from our premium tier?'). Text or document format.
Desk research across industry reports, competitor websites, social listening, and public datasets to identify customer archetypes; structured interviews or analysis of the business context you supply; synthesis of demographic data (age, income, company size, geography), psychographic traits (values, frustrations, aspirations), and behavior patterns into coherent persona profiles; documentation of research sources and assumptions.
One Word or PDF document per persona (2–3 total) with sections for Demographics, Psychographics, Pain Points, Goals, and Typical Journey; a one-page persona summary card per persona in PDF or image format suitable for printing or sharing in Slack; a Usage Guide (1–2 pages) explaining how to apply each persona to product roadmap decisions, marketing copy, and feature validation.
Your payment remains held until you confirm the personas are actionable and grounded in realistic market data—if the psychographic details feel generic or the pain points don't map to your business, you can request adjustments before release.
Common use cases
New product line for an existing DTC brand
A skincare brand launching a teen line needs 2 personas — the teen end user and the parent who pays — built from a survey of the existing customer base.
Repositioning a community nonprofit
A community nonprofit needs 3 personas — the recurring donor, the one-time event attendee, and the volunteer — to redesign outreach next year.
B2B SaaS entering a new vertical
You sell project management software to agencies but want to expand into manufacturing supply chains. You provide your product spec and a list of 10 manufacturing companies you're targeting. The student develops three personas: the plant operations manager (cost-focused, risk-averse), the procurement director (data-driven, compliance-obsessed), and the logistics coordinator (speed-oriented, tool-fatigued). You use these to refine your pitch and decide which feature set to highlight in outreach.
Marketplace or platform validating demand before launch
You're building a niche marketplace (e.g., sustainable B2B suppliers) but haven't launched yet. You provide your market hypothesis, competitor positioning, and limited customer interviews. The student constructs personas for both buyer and seller sides, detailing what each segment values, their current workarounds, and friction points. You use these to finalize your MVP feature list and craft your landing page copy.
E-commerce brand testing a customer segment expansion
You sell outdoor gear to weekend hikers but sense untapped demand from ultra-distance runners. You share your sales data, product catalog, and a few customer emails from runners. The student builds personas that isolate runner priorities (weight, durability, minimalism) versus hiker priorities (weather protection, comfort on long days). Your marketing team uses this to A/B test messaging and decide whether to launch a dedicated product line.
Frequently asked questions
Can the student interview my actual customers, or is this purely secondary research?
This project is secondary research only—the student analyzes publicly available industry data, competitor positioning, and the background you provide. Customer interviews, surveys, and primary research are out of scope; if you have existing interview notes or customer feedback to share, the student can incorporate those as input, but conducting new interviews is not included.
What if I only need one persona instead of the full 2–3?
You can scope the project down to one detailed persona, which typically takes 5–6 hours and would reduce cost; contact support to adjust the pricing and timeline, or request the standard 2–3 personas and have the student prioritize the one(s) most critical to your immediate business decision.
Are these personas based on real data, or will they feel like stereotypes?
The student grounds each persona in cited sources—industry reports, census data, labor statistics, competitor customer reviews, and the business context you provide—so pain points and goals are defensible, not invented; the Usage Guide will list research sources so your team can audit the reasoning.
Can I request changes or additional sections after the initial delivery?
Minor adjustments (e.g., adding a single psychographic detail, tweaking wording) are typically covered as part of approval workflow; substantial changes (e.g., creating a fourth persona or wholesale restructuring of sections) are out of scope and would require a new project posting.
What format should I use to hand over my company information and research materials?
Text files, PDFs, Word docs, spreadsheets, or a link to a shared Google Drive folder all work; if you have sales data in a CRM export, ask the student to anonymize it and paste key insights into a text summary rather than sharing raw customer records.
Ready to get your project started?
Select a scope and let your Shamrck PM handle the rest. Pay the full total upfront at checkout, then review and approve the completed deliverable. Approval does not trigger a new charge.
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