Ideal Client Profile
The B2B SaaS Founder Trapped and wants out
1. Demographics 1
2. Psychographics 1
3. Problem Perception 1
4. Beliefs, Behaviours & Blindspots 1
5. Decision-Making Style 2
6. Objections & Resistance 2
7. Triggers & Timing 2
8. Information Sources & Influences 2
9. Messaging That Resonates 2
10. Positioning Your Offer 2
11. Emotional Journey 2
12. Funnel Content Prompts 3
TOFU – Awareness & Attention 3
MOFU – Education & Belief-Shifting 3
BOFU – Trust & Conversion 4
1. Demographics
• Location: UK, US, EU tech hubs or tier-1 cities
• Industry/Job Title: Founder, CEO, or Board Member of a B2B SaaS business
• Income/Revenue: £750K–£10M ARR, often bootstrapped, lightly funded, or preparing for acquisition
• Identifiers: Smart, stretched, product-first founders now facing scale or exit pressure
2. Psychographics
• Values: Legacy, credibility, control, freedom, efficiency
• Priorities: Clean delivery, stable ops, reduced founder reliance, readiness for scale or sale
• Beliefs: “We should be further along by now” or “We’re close to exit—just need to clean up”
• Lifestyle: Founder still in the weeds, juggling strategy and day-to-day ops
• Identity Projection: “We’re a serious, scalable business”
• Wants to be seen as: A credible, investable leader• Never wants to be seen as: A flaky founder or bottleneck operator
3. Problem Perception
• Problem: Delivery and ops chaos is limiting scale and hurting exit valuation
• How they feel: Frustrated, ashamed, stressed, worried about growth or due diligence
• What they think is causing it: CRM issues, wrong hires, not enough features
• Real root cause: No repeatable ops model, founder dependency, no due diligence prep
• What they’re trying to fix: Hiring, patching systems, pressuring team, building features
• Emotions: Panic, shame, impostor syndrome
• Where it fits in their life: Daily firefighting — the mess is always lurking in the background
4. Beliefs, Behaviours & Blindspots
• Limiting beliefs: “A buyer will fix it”, “One good hire will solve this”
• Inner dialogue: “I built this thing…why is it still so fragile?”
• Tried solutions: Freelancers, consultants, PMs, new tooling
• Mistakes: Delegating without systems, treating ops as admin, cosmetic fixes for exit
• Blindspots: Thinking clean books = clean business, underestimating delivery scrutiny
• Strategic view: “We need stability and scalability”
• Surface-level view: “We just need to tighten up onboarding/support”
5. Decision-Making Style
• Style: Fast but anxious, influenced by timing, urgency, financial upside
• Influencers: Co-founders, advisors, investors, key hires
• Action triggers: Growth stall, due diligence, churn spike, buyer interest
• Trust messaging: Clear, ROI-driven, founder-to-founder, low-fluff
6. Objections & Resistance
• Objections: “We just hired someone”, “It’s too late”, “We can explain it”
• Fears: Wasting time/money, being exposed, losing control
• Bad messaging: Jargon, theory, vague promises
• Turn-offs: Corporate tone, junior delivery teams, frameworks with no follow-through
7. Triggers & Timing
• Triggers: Missed MRR goals, investor pressure, buyer questions, team burnout
• Tipping point: Realising everything still depends on them
• Late-night spiral: “What if this falls apart right before the finish line?”
8. Information Sources & Influences
• Who they listen to: SaaS peers, exit advisors, investor mentors, indie founder communities
• Where they go: LinkedIn, Twitter, SaaS podcasts, Built to Sell, SaaStr, Slack groups
• Tone they trust: Honest, practical, tactical, outcome-focused
9. Messaging That Resonates
• Topics they want: Exit-readiness, SaaS delivery stability, churn control, de-risking ops
• What makes them feel seen: “You don’t have a product problem. You have an execution problem.”
• Hidden desires: Time back, board respect, a clean exit, founder freedom
• Content validation: Before-and-after stories from founders who scaled or sold smoothly
10. Positioning Your Offer
• Obvious choice if: You install delivery and ops systems that boost valuation and reduce founder risk
• Framing: “I stabilise the messy middle so your SaaS becomes scale-ready—or exit-ready.”
• Emotional payoff: Confidence, freedom, pride, peace of mind
• Doubted transformation: That an external partner can fix what internal hires couldn’t
11. Emotional Journey
• Before: Trapped, stretched, frustrated, stuck between growth and exit
• During: Understood, supported, operational clarity returns
• After: Proud, free, scalable or saleable—and no longer the bottleneck
12. Funnel Content Prompts
TOFU – Awareness & Attention
Stuck at £1M ARR? It might be your delivery systems
Your business is valuable. But is it sellable?
Why ops debt is killing your exit dreams
What churn really means at £2M ARR
The SaaS chaos curve: when growth stalls and delivery breaks
You don’t need a COO. You need operating leverage
Why investors pass on founder-dependent companies
The hidden burnout of scaling SaaS founders
Your CRM isn’t your operating system
What founders get wrong about due diligence
Why “good enough” systems won’t survive growth
Behind the scenes: how SaaS delivery cracks under pressure
When your ops are the bottleneck (not your features)
What a failed exit looks like (and how to avoid it)
The exit tax of chaos: how mess reduces multiples
Why your roadmap isn’t the problem
The demo day panic most founders don’t talk about
The truth behind “we’ll fix it later” thinking
The investor lens on your delivery team
Scale or bail? The decision that haunts underprepared founders
MOFU – Education & Belief-Shifting
The 3 ops systems every SaaS business needs
A 90-day clean-up plan for SaaS founders preparing for scale or sale
How to stabilise delivery before Series A or exit
Why clean books aren’t enough for due diligence
The hidden ROI of onboarding and churn control
What a fractional ops partner really does (and when to bring one in)
The real cost of founder dependency
When to systemise vs. when to hire
The ops audit nobody talks about
Your NPS won’t save you—your delivery will
Why investors ask about churn and onboarding
The difference between founder-led and founder-dependent
How systems drive exit confidence
What delivery chaos looks like under a buyer microscope
Metrics that matter for mid-stage SaaS
A tale of two SaaS exits: clean vs chaotic
Why ops isn’t admin—it’s leverage
How to lead your team without being the bottleneck
How churn is linked to your onboarding—not your product
When to bring in fractional leadership and why it works
BOFU – Trust & Conversion
Case study: How I helped a SaaS founder reduce churn and prep for exit
What a typical 90-day engagement looks like
How to get investor-ready without full-time hires
When to stop doing it all yourself
Let’s get you out of the weeds—and on the path to scale or sale
Here’s what due diligence really checks
From stuck to scalable: a founder’s story
What buyers want that founders forget
FAQs about working with a fractional ops partner
The red flags I fix before due diligence
How we removed founder dependency in 6 weeks
Why I’m called in before exits (and after breakdowns)
The emotional payoff of operational clarity
How I support you without disrupting your team
Who I work best with (and who I don’t)
A week-by-week breakdown of the clean-up process
Before and after: delivery transformation visuals
Why one founder said “I wish I’d done this 6 months ago”
How I help founders reclaim their time before a big move
Let’s make your SaaS look as good inside as it does on the pitch deck