Business Customer Profiles
The details of Hotjar’s Business Customer Profiles are as follows:
Particulars | BCP: The Humble SMB | BCP: The Bubbling MSME | BCP: The Roaring Enterprise | BCP: The Buzzing Start-up |
TAM(in $) | $1.19bn | $91.2mn | $8bn | |
SAM(in $) | $359.1mn | $27.36mn | $2.4bn | |
SOM(in $) | $71.82mn | ~$5.4mn | $0.48bn | |
Number of Employees | Upto 250 employees | 251-500 employees | 500+ employees | 11-50 Employees |
Turnover (in $) | Upto $3.65 mn | Upto $6.07mn | $6.07mn+ | Upto $1mn |
Investment (In $) | Upto $1.12mn | Upto 2.43mn | $2.43mn+ | $120K |
Scope of growth | High | High | Medium | High |
Appetite to pay | High | High | Very High | Low |
Willingness to pay | High | High | High | Low |
Product Buying Cycle | 15-30 days | 30-45 days | 60-90 days | 15-30 days |
Decision Maker | Head of Marketing | Head of Marketing
Head of Growth | Head of Marketing
Head of Product
Head of Growth | Founders/Co-founders
Product Marketing Manager |
User (ICP) | Product Manager, Product Marketer, Growth Manager | Product Marketer, Growth Manager, Product Manager, Product Designer | Product Designer, Product Manager, Growth Product Manager, Growth Marketer, Product Marketer | Product Manager, Product Marketing Manage |
Decision Criteria | Budget
Ease of Implementation and Use
Meeting Compliance requirements,
Impact outcome
Stakeholder buy in | Budget
Ease of Implementation and use
Meeting Compliance Requirements
Ability to integrate with the other related products
Stakeholder buy-in | Budget
Ease of Implementation and Use
Meeting Compliance requirements
Impact on outcome
Ability to integrate with the other related products
Stakeholder buy in | Budget
Ability to impact outcome
Ease of implementation and use
Stakeholder buy in |
Adoption curve | Medium | Medium | High | Low |
Preferred Plans | Observe, Ask, Engage: Plus | Observe, Ask, Engage: Business | Observe, Ask, Engage: Scale | Basic: Observe, Ask, Engage |
Number of users | 1-3 | 3-5 | 5-10 | 1 |
Decision Blocker | Finance Managers, Product Managers/Head of Product | Finance Managers, Product Managers/Head of Product | Head of Product, Head of IT, Head of Finance | Senior Product Manager |
Current Challenges | 1. The inbound traffic funnel is set up, however, there is no data to identify user experience and reasons for drop off
2. There are limited budgets and increased pressure to increase conversions.
3. High secondary and low primary research on user feedback for new features | 1. The inbound traffic funnel is set up, however, there is no data to identify user experience and reasons for drop off
2. High secondary and low primary research on user feedback for new features
3. At this scale, 1:1 connects with users are not possible and it is getting difficult to understand what’s the limiting factor | 1. Multiple tools for analytics and yet no qualitative feedback on product usage
2. Need a product that can tie in all insights for user reviews and feedback.
3. Need a tool that integrates with other products in the tech stack.
4. Need a secure and legally compliant tool | 1. Google Analytics does not provide details of the pain points of the user while using the product
2. User surveys are limiting and do not provide real-time data to understand user behavior to build the product and introduce new features |
Current Ecosystem of tools | 1. Communication tools like Google Meet, Slack
2. Task tools like Asana or Trello
3. E-commerce tools like Shopify or WooCommerce
4. Social media ad tools like Google Ads, Meta/LinkedIn ads
5. Analytics tools like Google Analytics, Clarity, Heap
6. Marketing Automation tools like MailModo | 1. Communication tools like Google Meet, Slack
2. Task tools like Asana or Trello,
3. E-commerce tools like Shopify or WooCommerce
4. Social media ad tools like Google Ads, Meta/LinkedIn ads,
5. Analytics tools like Google Analytics, Clarity, Heap
6. HRMS tools like DarwinBox
7. Marketing Automation tools like MailChimp | 1. Communication tools: MS Teams
2. CRM and Marketing automation tools like Hubspot or Zoho
3. Cloud Storage tools like Onedrive
4. Accounting tool like Tally or Quickbooks
Ecommerce platforms like Shopify
5. Digital ads and firewall tools
HRMS tools like Workday | Communication tools like Google Meet
Task tools like Asana or Trello,
E-commerce tools like Shopify or WooCommerce
Social media ad tools like Google Ads, Meta/LinkedIn ads, Analytics tools like Google Analytics, Clarity, Heap
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