"And before we get to that, a word from our Sponsor, Paddle.com. No matter how many customer types I have, I charge them all the same way: by using Paddle as my Merchant of Record. They take care of all the taxes, the currencies, tracking declined transactions and updated credit cards so that I can focus on dealing with my competitors (and not banks and financial regulators). If you think you'd rather just build your product, check out Paddle.com as your payment provider."
"No matter how much we try to niche down, we often find that the software we're building is so flexible that different kinds of people can use it. Look at Peter Levels' PhotoAI, for example. This is ostensibly a B2C product, so it serves pretty much everybody. But he's trying to serve people who need passport photos, while also serving people who are using AI-generated photos for marketing purposes, for social media posting, or for their dating app profiles."
A solo founder of a SaaS faces multiple ideal customer profiles alongside limited time and capacity to tailor the product. Using a Merchant of Record like Paddle centralizes billing, tax handling, currencies, declined transaction recovery and card updates, freeing focus for competition and product work. Flexible software commonly attracts diverse audiences, from passport-photo consumers to marketers using AI-generated images for social media or dating profiles. Enterprise customers expect explicit, targeted messaging. Effective handling of multiple ICPs requires prioritization, clear segmentation, and resource-aware decisions about which audiences to serve and how to present the product.
Read at The Bootstrapped Founder
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