Case Study — Luxury Interior Design Workflow Platform

4 buyer personas. Full GTM stack built from scratch. Category creation for a market that didn't know it needed software yet.

How a luxury interior design platform built its complete go-to-market stack from scratch — 4 buyer personas, pricing strategy, inbound and outbound playbooks, demo process, and 12-month financial model.

Buyer personas with full JTBD profiles

GTM strategy documents delivered

5-year

Financial model with payment processing

$2.6M+

Projected Year 5 ARR (Best Case)

Before.

The product had clear product-market fit with luxury interior designers. But with no direct comparable, no established sales motion, and buyers who had never used dedicated workflow software, every GTM assumption had to be built from research — not borrowed from a playbook.

Luxury studios were running $500K–$2M businesses on a patchwork of Canva, Excel, and PowerPoint. The positioning challenge wasn't "why us over them" — it was "why this over the way you've always done it."

The Situation

No established sales motion in a category without direct comparables
Principals losing 15+ hours/week to manual admin and spec re-entry
Proposal generation taking 3 days per project
Generic project management tools failing to handle bespoke workflow

What we did.

Built a first-principles GTM stack for category creation.

Step 1 — Product DNA + Competitive Positioning

Classified the product across 10 dimensions, identifying the luxury positioning angle that separates it from generic project management tools.

Step 2 — JTBD + Kano Analysis

Mapped designer workflows across 4 buyer types; classified features into Must-Haves, Performance drivers, and Delighters to focus the sales narrative.

Step 3 — 4 Buyer Personas

Defined behavioral profiles for Solo Designer, Growing Studio, Design+Build, and Studio Principal — mapping motivations and anxieties for each.

Step 4 — Pricing & Packaging Strategy

Architected a $49/mo tier that undercuts direct competitors by 23-67%, grounded in willingness-to-pay research.

Step 5 — Full GTM Stack & Financial Model

Delivered inbound/outbound playbooks, demo scripts, and a 5-year model integrating payment processing revenue (2.2% blended rate).

After.

Personas with full JTBD behavioral profiles

Strategy documents delivered (GTM, Pricing, Product DNA)

5-year

Financial model with integrated payment processing

$2.6M+

Projected Year 5 ARR (Best Case)

23-67%

Pricing advantage vs. established competitors

5.2 mo

Projected CAC payback period in Year 1

The Installed System.

Segment-Specific Sales Track

The sales team identifies which of the 4 buyer types they're talking to within 2 questions — and switches to a conversation built for that specific JTBD profile.

Research-Grounded Tiering

Pricing is no longer a guess based on competitors; tiers are architected around the value metrics discovered during segment-specific willingness-to-pay research.

Category Creation Outbound

A cold email and outbound sequence written specifically for prospects who have never considered workflow software, addressing category-level anxieties before product-level features.

Jake McMahon

ProductQuant

10 years building growth systems for B2B SaaS companies at $1M–$50M ARR. BSc Behavioural Psychology, MSc Data Science. This engagement required building a complete go-to-market stack from first principles, synthesizing market research and financial modeling to launch a platform in a category without a clear comparable.

Building in a category without a clear comparable?

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