Company Context
TaskFlow is a B2B SaaS startup that sells workflow automation software to small and mid-sized operations teams. The company has 1,200 paying customers, solid top-of-funnel growth, and a healthy free trial pipeline, but expansion revenue and long-term retention have stalled.
Problem
TaskFlow's leadership believes the product helps teams reduce manual work, but evidence is mixed. Trial-to-paid conversion is 11%, 90-day retention for new accounts is 58%, and only 24% of active accounts use the automation builder weekly. In recent customer interviews, some users described the product as "useful but not essential," while a smaller group said it was "mission-critical" for recurring workflows.
The CEO asks you to determine whether TaskFlow is truly solving a meaningful customer pain point, for whom, and what evidence would justify further investment versus repositioning the product.
Deliverables
- Define how you would assess whether TaskFlow is solving a meaningful pain point rather than a nice-to-have problem.
- Identify which customer segments and jobs-to-be-done you would investigate first, and why.
- Propose the qualitative and quantitative signals you would use to evaluate pain severity, product value, and product-market fit.
- Recommend what product or research actions you would take based on three possible outcomes: strong pain point validation, mixed validation, or weak validation.
- Explain the key trade-offs in making this assessment quickly versus deeply.
Constraints
- You have 6 weeks to produce a recommendation for the executive team.
- Research budget supports at most 20 customer interviews and one lightweight survey.
- Product analytics are available, but event instrumentation is incomplete for some workflow setup steps.
- Engineering can support only minor instrumentation fixes during this period.
