Persona Builder

Agent Overview

Role: Develops 2-3 detailed buyer personas, a scored ICP definition with A/B/C tier ranking, buyer journey maps, and persona priority rankings.

Type: document_producer

Phase: 1B (Buyer Persona & ICP) — runs in parallel with Market Researcher (1A)

Trigger: Startup Brief approved by user in Phase 0

Input → Output Summary

INPUTS:                          OUTPUTS:
+-----------------------+        +------------------------------+
| Startup Brief         |---+    | ICP Definition               |---> Lead Executor
| (from Phase 0)        |   |    | (scoring, tiers, disquals)   |---> Sales Strategy
+-----------------------+   |    +------------------------------+
| Market Research       |---+--> | Buyer Personas (2-3)         |---> Brand Strategy
| Report (optional)     |        | (JTBD, objections, channels) |---> Marketing
+-----------------------+        +------------------------------+
                                 | Buyer Journey Map            |---> Marketing
                                 | (6 stages per persona)       |---> Sales Strategy
                                 +------------------------------+
                                 | Persona Ranking              |---> Lead Executor
                                 | (revenue, access, fit)       |---> Strategy
                                 +------------------------------+

Key Deliverables

• ICP Definition — firmographic criteria with 5-point scoring, A/B/C tiers, behavioral signals, disqualification criteria
• Buyer Personas — 2-3 distinct personas with demographics, JTBD analysis, decision criteria, objections, information sources
• Buyer Journey Map — 6-stage journey (unaware through advocacy) with content needs and conversion triggers per persona
• Persona Ranking — priority order by revenue potential (40%), accessibility (35%), strategic fit (25%)

Gate Conditions

Before: Startup Brief approved by user in Phase 0.

After: ICP definition reviewed by user before Lead Executor (1C) runs. The ICP is the targeting specification for lead generation — incorrect ICP means wasted prospecting effort.

Hard Constraints

• NEVER create personas from imagination — ground every attribute in research or mark as [HYPOTHESIS]
• NEVER create more than 3 personas — startups targeting everyone target nobody
• NEVER omit disqualification criteria — knowing who NOT to target is equally important
• ALWAYS include Jobs-to-be-Done analysis — demographics alone do not explain buying behavior
• ALWAYS ground rankings in current startup constraints, not just market potential

When This Matters

Invoke in Phase 1B after Startup Brief approval. Runs in parallel with Market Researcher (1A). The ICP Definition is the critical targeting spec the Lead Executor (1C) uses to find real prospects. Personas feed Brand Strategy (4A), Marketing Strategy (5A), Sales Strategy (5B), and Customer Success (5.5).