v3 + Power User path 3 personas
Brand Customer Journey Map
End-to-end experience · Small & mid-size CPG brands · Social Nature platform
v3 — adds Power User persona & value realisation phase · based on Adam Brion (Senzo) session
CMO
The CMO Brand
Professional marketer. Decisive, fast, low overhead. Closes in days. Example: David's.
Fast closer · Low CS overhead
FDR
The Founder Brand
It's their money. Emotionally invested, circular conversations, delegates to wrong person. High risk of stall.
High CS overhead · Budget dispute risk
PWR
The Power User
Dir. Sales / commercial lead at a scaling brand. Runs multi-retailer campaigns simultaneously. Uses data to make business decisions. Example: Adam, Senzo.
Self-sufficient · Expands continuously
"Founders can be crazy — it's their money, they want circular conversations and extensive email threads."
Gustavo, CS · founder pain
"Clients forget why they bought the service, especially if onboarding happens a month after the demo."
Ashlie, Sales · momentum gap
"Campaign creation is super straightforward, super intuitive — both the store upload and master chain add features are seamless."
Adam Brion, Senzo · power user
"Social Nature lets us be really pointed with a spear — the audience is pre-curated and we get post-survey data we can't get anywhere else."
Adam Brion, Senzo · vs. competitors
← scroll horizontally · click a persona tab to focus that path
Emotional journey — CMO (blue) · Founder (orange) · Power User (indigo)
Critical pain points
Redemption budget dispute — brands forget what they agreed. Can stall 2 months.
Momentum gap between sales close and platform access — no bridge today
Survey locked once pending review — even power users can't edit flavors/SKUs
Kickoff call overloads founders — brands change strategy mid-call
Persona split
CMO: decisive, low overhead — can skip kickoff entirely
Founder: emotionally invested, highest budget dispute risk
Power user: self-sufficient, runs 3+ campaigns, uses data for retail strategy
Power user leaving competitors for SN's pre-curated audience + post-survey data
Design opportunities
"Claim your brand" not "create" — lighter post-contract entry
Redemption budget locked & acknowledged before setup begins
TurboTax model — every field assisted, no step unexplained
AI story arc from survey data — synthesise takeaways automatically
Power user feature requests
Retail Ready Report — already a "timesaver" for buyer/broker conversations
Aggregate metrics across campaigns — "true brand metric" not per-campaign only
Date range filter on reports — compare sentiment before/after pricing or formulation changes
Survey product selector — pick specific SKUs per campaign from main product page