Head of Sales / VP Sales
Series A-B SaaS startups, 20-150 employees
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The product behind this report
LaunchRadar helps small SaaS teams track competitor product updates and pricing changes in a weekly brief.
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ICP report
LaunchRadar — ICP Report
Example report · illustrative personas and assumptions, not customer research findings.
MC
Maya ChenPRIMARY
A competitor shipped my roadmap last month and I found out from a customer's cancellation email. I can't keep refreshing five changelogs and Twitter all day.
DEMOGRAPHICS
Age26–34
Income$60K–$140K / year (MRR-dependent)
EducationCS or self-taught, heavy online learner
LocationSingapore / remote SEA & EU hubs
ROLE
TitleFounder / solo developer
Team Size1–3 (contractors)
Reports ToNobody — and every customer
BudgetFull authority, ruthless about <$100/mo tools
PAIN POINTS
- Finds out about competitor launches from churned customers, not before
- Spends 4–6 hours a week manually checking changelogs, Product Hunt and X
- Pricing changes by competitors silently make her plans look expensive
- No time to research adjacent markets before building new features
- Fear of building in the wrong direction for months without noticing
BUYING MOTIVATION
Primary Driver Never be blindsided again
Secondary Reclaim research hours for shipping
Emotional Confidence that she sees the whole board
JTBD
FunctionalGet a weekly digest of every competitor move that matters to my product
EmotionalFeel ahead of the market instead of chasing it
SocialBe the founder who spotted the gap first, not the one who copied
DAY IN THE LIFE
Maya starts at 8am with support tickets over kopi, then blocks 9–12 for feature work. Around noon she doom-scrolls X and Product Hunt "for research" and loses 40 minutes. Afternoons alternate between marketing tasks and customer calls across three time zones. At 6pm she checks Stripe, then opens five competitor changelogs in tabs she never finishes reading. Twice a month a customer email mentions a rival feature she did not know existed, and the rest of the evening disappears into panicked gap analysis. She closes the laptop at 11pm wondering what she missed.
INFO CHANNELS
- Social — X (build-in-public), LinkedIn lurker
- Communities — Indie Hackers, r/SaaS, MicroConf Connect
- Newsletters — TLDR, Indie Hackers digest, Lenny (free tier)
- Podcasts — My First Million, Startups for the Rest of Us
WILLINGNESS TO PAY
Feels cheap below $19/mo
Feels fair $29–$59/mo
Needs justify above $99/mo needs a revenue story
Model Monthly, cancel-anytime; annual only after 3 months
TECH SAVVINESS
Level★★★★★ Builds her own automations
AdoptionEarly adopter — tries 3–5 new tools a month
AI toolsChatGPT, Claude, Cursor daily
DECISION TRIGGERS
- Churn email citing a competitor feature she missed
- Competitor raises prices and she learns it a month late
- Planning next quarter roadmap and lacking market data
OBJECTIONS
- Another subscription? — lead with hours saved per week, not features
- Google Alerts is free — show what alerts miss: pricing pages, changelogs, app stores
- I can build this myself — acknowledge it, then price under the cost of one build weekend
ANTI-ICP
- Competitor employees: corporate email + intel-tool stack; exclude from trials
- Pure observers: sign up, never add a competitor; nurture but do not count
- Freebie seekers: want unlimited tracking free; will churn at any price
DEFINITION OF WIN
30 days
Every tracked competitor move lands in Monday digest; zero surprises
90 days
Caught two pricing changes early; repositioned before customers asked
1 year
Roadmap decisions backed by market data; churn from "missing features" halved
This editorial example shows the report format. Budgets and triggers are hypotheses; keyword demand, competitor performance and customer outcomes have not been measured.
From this profile to people you can contact
A persona describes a type of buyer. Matching is a separate step that looks for relevant records in the platform pool and your imported contacts.
- Describe your product
- Review the buyer profile
- Find and review contact matches
Example target: founder of a small B2B SaaS company
Why investigate: this role may own competitive research and approve a small software purchase.
Check before outreach: actual role, company fit, recent need and contact details. A fit score does not prove buying intent.
Workflow illustration only; no live contacts are shown here.Three more buyer summaries
B2B tech companies, $1M-$20M ARR, US/Canada
Just missed quarterly target or hired 5th sales rep
- Can't forecast pipeline accurately
- Sales reps skip CRM updates
- No visibility into deal health
- Losing deals to churn without warning
- Predictable revenue growth
- Reduce sales cycle by 20%
- Improve win rate above 25%
LinkedIn, G2, Slack communities, Sales Hacker
Founder / Co-founder
VC-backed startups, seed to Series A
Tech startups launching or rebranding, 2-30 employees
Closed seed round or preparing for launch
- No time to manage design in-house
- Freelancers are unreliable
- Brand looks unprofessional
- Design bottleneck slowing product launches
- Launch product with polished brand
- Ship marketing site in 4 weeks
- Look credible for fundraising
Twitter/X, Dribbble, Founder forums, AngelList
E-commerce Operations Manager
DTC brands, $2M-$20M annual revenue
Shopify/Amazon sellers, 3-5 product lines, 10k+ orders/month
Just had a major stockout or expanding to 3rd warehouse
- Stockouts during peak seasons
- Over-ordering ties up cash
- Multiple warehouses are a nightmare
- Manual spreadsheet tracking breaks at scale
- Reduce stockouts by 80%
- Cut excess inventory 30%
- Automate reorder points
E-commerce conferences, Shopify App Store, YouTube tutorials
Illustrative inventory scenario: not a real customer, interview or generated report. The numbers and buying details are assumptions, not measured outcomes.
See a buyer persona template and worked example Describe the inventory coordinator’s workflowWhat these examples show
These are editorial illustrations of a profile’s structure. They show the questions a team could investigate, not verified people, customer outcomes or live generation results.
| Item in a profile | What it can help you decide | What still needs evidence |
|---|---|---|
| Company-fit criteria | Which operating situation to investigate | Whether an actual company meets the criteria |
| Buying roles | Whose experience to understand | Who really approves, influences or blocks the decision |
| User task | What workflow to observe | Where the task fails and what counts as finished |
| A proposed trigger | What to ask about next | Whether the event happened and still matters |
| A target outcome or budget | What to investigate in a conversation | An observed result or confirmed commercial decision |
For the inventory scenario, a company with several warehouses is a starting point for investigation. It does not establish a reconciliation problem, a budget or an intent to buy.