Problem and goals
01Problem: a SaaS company had built a strong, proven product for one core industry, but growth meant expanding into markets they didn’t yet understand. The risk was assuming their pitch would even make sense to a buyer who thinks about their job completely differently.
Goal: to understand the goals, use cases, workflows, software landscape, and pains/opportunities of marketers in 7 potential target industries
What was done to solve the problem and reach the goals
02Designed and fielded a 23-person interview study
Tested how each niche frames the problem
Mapped the full workflow per niche
Built a cross-niche prioritization model
Project results
04A validated positioning thesis: “newsletter” doesn’t universally resonate as a category: some niches think in exactly those terms, others think in terms of pipeline, retention, or fundraising outcomes, giving the client a concrete, niche-by-niche map of when to lead with the product as-is and when to lead with a different framing.
One universal, previously invisible opportunity: still running content approval through manual test-email-and-reply cycles with no in-platform review, a gap nobody had named as a priority, but one that showed up in literally every conversation.
A ranked, defensible expansion sequence: a clear first, second, and third market to pursue, each with a named reason, and a “watch and wait” list for the rest, so expansion effort went where the evidence pointed.
