SaaS Platforms
Expertise in defining Ideal Customer Profiles (ICPs), creating Product-Led Growth (PLG), optimizing product usability, and improving top-of-funnel (TOFU) and middle-of-funnel (MOFU) conversion rates
Cloud-Native Business Analytics Platform (startup)
— Defined new ICPs & how to reach them
— Created new prospect-to-client journey flows
— Re-prioritized product features based on use cases
— Improved onboarding to drive greater immediate adoption and retention
IMPACT
5X Free trial signups
30% increase MOFU conversions
40% increase in new user —> MAU conversions
AI-Enhanced Digital Process Automation Platform (enterprise)
— Defined where/how users most wanted to leverage AI
— Determined biggest challenges to agentic AI adoption and how to address the challenges
— Tested & optimized marketing messaging around AI workflow capabilities
IMPACT
Defined high value industry and use case combos for AI adoption for workflow management
Home buying/selling/management Software (enterprise)
— For Porch’s business inspection software, identified emerging persona and use cases that no competitors had addressed
— Crafted product plan for client to leverage new persona’s specific goals and differing app usage (esp. tablets) to drive value and differentiation in the market
IMPACT
Identified competitive advantage opportunity re: tablet app use that the client could own. Outlined product strategy to get there
Enterprise Resource Planning Platform (enterprise)
— Identified core criteria that ERP evaluators use
— Segmented ERP purchasers based on core differentiators (size, rate of growth, transition context, primary decision-makers etc.)
— Created initial ‘sales playbooks’ for prospect outreach
IMPACT
Defined most valuable purchaser segments for company and influenced sales strategy for reaching them
B2C Retirement Management Platform (startup)
— Identified pricing flexibility that enabled company to double the price of its core subscription option
— Created engagement flow for “Interest Rate Dads” persona
— Helped define additional Ideal Customer Profiles (e.g. people getting divorced)
IMPACT
2X Doubled price of core offering with <10% drop in conversion rate
Increased revenue
Decreased CAC (cost of aquisition)
Lithium ion battery testing and metrics platform (startup)
— Used usability evaluation and customer interviews to identify strengths, weaknesses, biggest pain points
—Noted find: Certain performance charts reverted to default colors upon data updates. That was a top customer pain point that the client wasn’t even aware of
IMPACT
Client could prioritize most important fixes/updates while focusing on biggest value feature additions