# PRODUCT MARKETING CONTEXT — US VARIANT

> **Region:** North America (United States, Canada)
> **Currency:** USD (US Dollar)
> **Primary platforms:** Meta (Facebook + Instagram), Google (Search + YouTube), TikTok
> **Key regulations:** FTC Act, CCPA (California), state privacy laws (Virginia VCDPA, Colorado CPA, Connecticut CTDPA)
> **Persona research framework:** JTBD (Jobs-to-be-Done) + ICP (Ideal Customer Profile)

---

## HOW TO USE

- Answer one section at a time — the AI will ask one section at a time, NEVER all at once
- Each section has guidance and US-specific examples — use as a reference, do NOT copy verbatim
- Section unknown -> write "TBD" — return later to update
- Total time: **30-45 minutes** if you have the info ready

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## SECTION 1 — PRODUCT OVERVIEW

> Basic product info — so AI knows what you sell before doing anything.

| Field | Info |
|-------|------|
| **Product/service name:** | |
| **One-sentence description:** | |
| **2-3 sentence description:** | |
| **Industry / category:** | |
| **Business model:** | [ ] SaaS [ ] DTC e-commerce [ ] Marketplace [ ] Service [ ] Course [ ] Other: ___ |
| **Pricing & how you charge:** | (e.g. `$29/month`, `$99 one-time`, `$9.99/unit`) |
| **Website:** | |
| **Stage:** | [ ] Pre-launch [ ] Launch [ ] Growth [ ] Mature |

> **US pricing convention:** Use charm pricing (`$9.99`, `$29.99`) for B2C; round numbers (`$99`, `$299`) for B2B / premium.

---

## SECTION 2 — TARGET CUSTOMERS

> Who buys it. The more specific, the better the targeting.

| Field | Info |
|-------|------|
| **Segment:** | [ ] B2C [ ] B2B [ ] B2B2C |
| **Company size (B2B):** | [ ] Solopreneur [ ] SMB (<50) [ ] Mid-market (50-1000) [ ] Enterprise (>1000) |
| **Customer's industry (B2B):** | |
| **Decision maker:** | (e.g. CMO, Head of Growth, Founder, Director of Operations, end-user) |
| **Job-to-be-Done (JTBD):** | What job does the customer "hire" your product to do? |
| **Specific use case:** | |
| **Geography within US:** | [ ] National [ ] Coastal (NYC/SF/LA) [ ] Sun Belt [ ] Midwest [ ] Specific state(s): ___ |

> **US B2B note:** Decision-making cycles are sales-driven (3-9 months for mid-market, 9-18 months for enterprise). Document the buying committee, not just the user.
> **US B2C note:** Decisions are impulse-driven on social (TikTok, Instagram); checkout under 60 seconds is the norm.

---

## SECTION 3 — CUSTOMER PERSONA

> Use the JTBD + ICP framework. Avoid stereotypes; anchor on observed behavior, not demographics alone.

### Primary persona: [Short name, e.g. "SMB Sarah"]

| Field | Info |
|-------|------|
| **Demographics:** | Age, gender, region (state/metro), household income |
| **Job title / role:** | |
| **Online behavior:** | (which platforms, frequency, hours of day — e.g. "LinkedIn 7-9 AM, Instagram 9-11 PM") |
| **Personal goals:** | |
| **Biggest pain:** | |
| **Inner monologue:** | (what they think but rarely say out loud — e.g. "I'm worried I'll get fired if this fails") |
| **JTBD statement:** | "When ___, I want to ___, so I can ___." |

### Secondary persona: [If applicable]

[Same structure as primary]

> **US-specific persona cues:** Income brackets ($50K / $100K / $250K+ HH), credit-score sensitivity, urban vs. suburban behavior, political/cultural region (NE / SE / Midwest / SW / West Coast).

---

## SECTION 4 — PAIN POINTS & PROBLEMS

> The deeper the pain, the higher the willingness to pay.

- **Core problem before they find you:**
- **Why current solutions fail:**
- **Cost of the problem:** (time, money, opportunity — quantify in USD where possible, e.g. "Wasted $5K/month on tools that don't integrate")
- **Negative emotions:** (stress, fear, FOMO, embarrassment, doubt)
- **Consequences if unsolved (12 months out):**

> **US framing tip:** Americans respond to "lost productivity" and "missed revenue" framing more than "frustration" alone. Always quantify in USD.

---

## SECTION 5 — COMPETITORS

### Direct (same solution, same problem)
- [Competitor 1]: [strength] / [weakness for this persona]
- [Competitor 2]: ...
- [Competitor 3]: ...

### Indirect (different solution, same problem)
- [Competitor 1]: ...
- [Competitor 2]: ...

### Secondary (same solution, different segment)
- [Competitor 1]: ...

> **US competitive landscape examples:**
> - SaaS: Salesforce, HubSpot, Notion, Asana, Monday, ClickUp
> - DTC: Allbirds, Warby Parker, Glossier, Casper
> - Marketplace: Amazon, Etsy, eBay, Shopify
> - B2C apps: Apple ecosystem, Tesla brand pull, Nike DTC

---

## SECTION 6 — DIFFERENTIATION

- **3 main differentiators vs. competitors:**
  1.
  2.
  3.
- **Why customers choose you over competitors:**
- **What competitors DON'T have that you DO:**
- **One-sentence positioning ("For ___, who ___, our product is ___, that ___, unlike ___, we ___."):**

> **US positioning style:** Bold, confident, outcome-focused. Example: "The CRM built for founders, not sales reps." Avoid hedging language ("we try to", "we hope to").

---

## SECTION 7 — BARRIERS & ANTI-PERSONA

### Top 3 objections customers voice
1. "Too expensive" -> Handling: ...
2. "Not sure it'll work for my use case" -> Handling: ...
3. "Already using [competitor]" -> Handling: ...

### Anti-persona (NOT a customer)
- Who should NOT buy this product:
- Why:

> **US-specific barriers:**
> - **CCPA / state privacy laws** -> "Do I have to share my data?" — answer with privacy policy + opt-out clarity
> - **Subscription fatigue** -> "Yet another monthly fee" — counter with annual discount or transparent value math
> - **B2B procurement** -> "I need security review and SOC 2" — surface compliance early

---

## SECTION 8 — JTBD 4 FORCES (Push / Pull / Anxiety / Habit)

- **Push** (what's pushing them away from current solution):
- **Pull** (what's attracting them to you):
- **Anxiety** (what they fear about switching to you):
- **Habit** (what keeps them on the old solution):

> **US note:** Habits are reinforced by integrations (Slack, Salesforce, Google Workspace). To win, name the integration explicitly.

---

## SECTION 9 — VOICE OF CUSTOMER (VERBATIM)

> Real customer quotes — DO NOT paraphrase. Verbatim quotes reveal how customers actually think.

- "..."
- "..."
- "..."

**Sources:**
- G2, Capterra, Trustpilot reviews
- App Store / Google Play reviews
- Customer support transcripts (Zendesk, Intercom)
- Sales call recordings (Gong, Chorus)
- Survey responses (Typeform, SurveyMonkey)
- Reddit threads in relevant subreddits

> **US tip:** Reddit and r/[your-niche] subreddits are goldmines for unfiltered VoC. Pull 10-20 quotes per quarter.

---

## SECTION 10 — BRAND VOICE

### 10a. Core brand voice
- **3 adjectives describing the brand:**
- **Tone:** (Professional / Friendly / Witty / Inspirational / Bold / Casual)
- **Tone you DO NOT use:** (e.g. "Never preachy", "Never corporate-speak")
- **Example sentence in voice:**
- **Example sentence NOT in voice:**

### 10b. Voice analysis from sample content (if available)

If user provides 3-5 diverse content samples (posts, emails, video scripts), analyze:

**Voice signals:**
- Average sentence length
- Paragraph rhythm (short snappy sentences vs. long-form?)
- Hook style (questions, numbers, scenarios, contrarian takes?)
- Point of view (first / second / observational?)
- Tone (matter-of-fact, warm, blunt, witty, professional?)
- Signature phrases or repeated words

**Absence signals:**
- Words / phrasing that NEVER appear
- Hook styles the brand NEVER uses
- Tones the brand NEVER touches

> **Rule:** Only analyze from REAL samples — do not invent patterns. If samples are <3, mark "needs more samples to confirm pattern".

> **US brand-voice references:**
> - Apple: minimalist, confident, declarative ("Think different.")
> - Tesla: bold, future-facing, slightly contrarian
> - Nike: empowering, action-driven ("Just do it.")
> - HubSpot: educational, friendly, helpful

---

## SECTION 11 — SOCIAL PROOF

- **Standout numbers:** (customers, revenue, results — e.g. "Helped 1,200 SMBs save $4M/year")
- **Reviews / testimonials (short):**
- **Notable customer logos / press mentions:**
- **Awards / certifications:** (Inc. 5000, Webby, SOC 2, ISO 27001, B Corp)
- **Standout case studies:**

> **US-specific proof points:** Inc. 5000, Forbes 30 Under 30, TechCrunch coverage, Product Hunt #1, Y Combinator alumnus, AngelList top-rated.

---

## SECTION 12 — GOALS

- **90-day goal:** (e.g. "Reach $50K MRR by end of Q3")
- **12-month goal:** (e.g. "Hit $1M ARR with 80% retention")
- **North Star Metric:** (single most important metric — e.g. "Weekly active teams", "Monthly recurring revenue", "Total assets under management")
- **Secondary metrics:** (e.g. CAC, LTV, payback period, NPS)
- **Geography expansion plan:** (US-only? Add Canada? Then EU?)

> **US benchmarks (2025-2026):**
> | Metric | Poor | Average | Good | Excellent |
> |--------|------|---------|------|-----------|
> | Meta CPM (USD) | >$25 | $15-25 | $8-15 | <$8 |
> | Google CPC (B2B SaaS) | >$15 | $5-15 | $2-5 | <$2 |
> | TikTok CPM (USD) | >$20 | $10-20 | $5-10 | <$5 |
> | Email open rate | <18% | 18-25% | 25-35% | >35% |
> | DTC ROAS | <2x | 2-3x | 3-5x | >5x |
> | B2B SaaS LTV/CAC | <2 | 2-3 | 3-5 | >5 |

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## CHECKLIST BEFORE FINISHING

- [ ] All 12 sections completed (or at least 8 core: 1, 2, 4, 5, 6, 9, 10, 12)
- [ ] Currency in USD with charm pricing where appropriate ($9.99) or round B2B ($99)
- [ ] Primary platforms identified (Meta + Google + TikTok mix)
- [ ] FTC + CCPA + state law considerations noted in section 7
- [ ] Verbatim VoC quotes pulled from real sources (G2, reviews, Reddit)
- [ ] Anti-persona is explicit
- [ ] North Star Metric defined in USD where applicable
- [ ] Date stamp at top of file

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*US Variant | Global Foundation | Over Powers Agency | v1.0.0*
