Build the right product with customer discovery done by SaaS & JTBD pros

We’ll help you solidify your product idea, validate the ideal target market, and paint a clear product path in 20 detailed Jobs To Be Done (JTBD)-style interviews.


Book your Customer Discovery Project now
and get clarity on what product to build within 6-8 weeks

We’ve done customer research projects for the likes of…

“I have been working with a mutual SaaS client on usability testing and feature/improvement roadmap so I’ve spent a lot of time in the research you prepared for them.

You guys do amazing work – I was really impressed.”

Stephanie Leathe

Product Lead, 923 Digital

Make sure you've got right idea before you spend $300K building an app

“Build it and they will come!” — said not a single successful SaaS founder ever.

And yet, so many founders choose to dive right into coding with very little to no formalized, structured customer discovery.

If you’re thinking about building a product or an app, now is the time to do customer discovery.

Don’t base your entire business on a hunch — especially if you’re about to drop $150K+ on building the product. And definitely don’t make assumptions — because you know what they say about those.


Validate your product idea without your own bias

Even the smartest, most knowledge founders and product owners are automatically at a disadvantage when it comes to conducting customer discovery interviews.

Why? Because they insert their own bias about what they believe the market wants.

With a third-party experienced in conducting SaaS discovery interviews, you’ll get to the truth of the pain points and problems they experience without inserting your own personal bias.

Plus, you’ll have a much clearer picture for what the product actually needs to be that’s going to make money (rather than spending the next 2-5 years trying to figure it out the hard way).

With a Customer Discovery Project, you’ll get actionable answers to critical questions like…

  • What pains do prospects have with their current solution or way of life?
  • What are they ultimately trying to accomplish?
  • Who are they and how do they spend their time?
  • What would make them consider a solution?
  • What features would make them consider a product like yours?
  • How do they find and try new solutions?
  • Who is the ideal target market?

These insights don’t just influence your feature set or product roadmap.

What you learn from your customer research can and should guide all areas of your business — from identifying your unique position in the marketplace to shaping your marketing and sales outreach.

Good research creates the foundation for predictable, consistent growth at any stage. Why are you waiting to do it?

 “Asia is an exceptional marketing and growth partner for early-stage SaaS. She’s one of the few people out there who can work both on marketing strategy and also execute on the tactics.”

Rob Walling

Co-founder, MicroConf & TinySeed

Teams who do 10 interviews per month grow 2-3x faster than their competitors.” 

Ensure you build the right business
before spending a dime on product

Customer discovery goes beyond just ensuring you’ve built the right product.

It also helps you create the foundation for a business that actually goes somewhere.


Because customer discovery tackles both sides of the product-market fit coin:

  1. It helps you understand what product to bring to the world
  2. It also helps you identify the ideal target market as you go

And believe us when we say that you do not want to go through your SaaS journey without first validating your product ideas with as little bias a possible.

Founders who don’t do enough customer discovery or the right approach to customer discovery are proven to spend more years and money trying to figure it out as they go.

The beautiful thing about qualitative customer research is that it’s valuable to businesses at any stage.

  • Startups rely on customer data to validate their product (and inform any pivots)
  • Growing companies rely on customer data to maintain a connection with their users as they scale
  • Enterprises rely on customer data to understand both their place in the market and how to effectively serve a wide range of customers

Your research results will reveal — and challenge​​ — your assumptions.

They’ll give you clarity on what to build next (and what to scrap).

And they’ll help you understand who your customers actually are. So you can keep them around, and win more users like them.

Book a discovery call now to chat with us about your research goals, your product, and your ideas.

We’re fun, friendly, and focused.

The Customer Discovery Project 

Process, Deliverables, & Timeline


You buy the Customer Discovery Project engagement.
We’ll identify your core product hypotheses.
We’ll interview your customers with you.
You save $$$ short-term and long-term.



  • 20 interviews in the style of JTBD “ODI” interviews recorded, transcribed, and saved in Google Drive
  • All interviews analyzed and tagged in an Airtable database
  • JTBD Brief highlighting the top jobs that prospects would like to hire a solution for
  • Jobs Map showing the exact steps they take when trying to fulfill their JTBD (which can be used for designing product)
  • Coaching on how to interview customers and prospects in the future



5-6 weeks from your project start date

“DemandMaven is a secret weapon for B2B and B2C SaaS companies that want to sustainably grow. I highly recommend them!”

April Dunford

Author of Bestseller "Obviously Awesome" , Founder of Ambient Strategy

Work with a customer-obsessed team

DemandMaven was founded by lead growth strategist Asia Orangio in 2018. Along with her work here, Asia advises SaaS companies and VC funds all over the world. She’s also a TinySeed mentor, and previously sat on the board at Moz before its successful acquisition in 2021. 

Before starting DemandMaven, Asia worked for two VC-funded, high-growth startups in Atlanta, GA as head of marketing and head of demand generation. 

☝️ All that is to say that when you decide to work with DemandMaven, you’re getting a team who really gets SaaS.

Experienced in both B2B and B2C markets

Understand GTM strategies for a variety of models and market segments, including freemium, self-serve, demo, and SMB / mid-market / enterprise

Battle-tested in both VC-funded and bootstrapped companies

Deeply experienced with proven SaaS frameworks that generate results


Talk to us, and you’ll want us to talk
to your customers.

Book your no-hard-sell discovery call to learn more about what your Customer Discovery will help you unlock.

We’ll never recommend a service you don’t need — and regardless of whether you work with us or not, you’ll leave our call with useful ideas.