Challenge:
Forming Specific Parameters of the SaaS Product, Determining Target Market Niche and Client Profile

Solution:

Conducted competitive intelligence, analyzing the functionality, features, and pricing of competitors.

Analyzed competitors’ websites and social networks, their positioning, onboarding, and communication strategy.

Analyzed positive and negative reviews on g2.com, Сapterra, and Trustpilot.

Conducted a comprehensive study of open sources to assess the market volume.

Conducted Jobs-to-be-Done (JTBD) interviews to identify the profile of potential users and clients.

Conducted moderated UX testing of the product with potential users.

Results:

Identified three categories of potential customers: lead generation specialists, recruiters, and market researchers, mostly self-employed or employees of outsourcing companies.

Formulated priorities for the product backlog based on the results of the comprehensive studies, focusing on priority functionality that delivers results. Some features were abandoned to improve the product’s perceived value to users.

Developed recommendations on positioning and Go-to-Market (GTM) strategy.