Persona & GTM Brief
Primary customer persona, needs, buying behavior, and go-to-market strategy for Roxabi Boilerplate
Primary Persona: "The Impatient Architect"
Who: Senior dev / ex-CTO (5–10 yrs exp) building their first or second SaaS on the side, or recently quit their job to go indie. Building B2B SaaS — internal tools, dashboards, productivity apps. Already using Claude Code or Cursor daily.
Mindset: "I know how to build this. I just don't want to spend 6 weeks building what doesn't matter. I want to prove the idea works first."
Day-to-day pain: Every new project restarts with the same week of hell — auth, multi-tenant schema, RBAC, deployment, CI/CD, linting config, DB setup. Then when they finally start building the actual product, motivation is half-gone and they're already behind.
What They Want
| Priority | Need | Why it matters |
|---|---|---|
| 1 | Zero-to-dev in <5 min | They've set up 10 projects — setup friction = rage |
| 2 | Auth + multi-tenancy + RBAC out of the box | B2B SaaS requires this, it's hard to retrofit |
| 3 | Code they can read and own | Fear of black-box abstractions they'll fight at 2am |
| 4 | Modern, scalable stack | They'll be living in this codebase for years |
| 5 | AI-ready out of the box | They already use Claude Code — want it to "just work" |
| 6 | Active maintenance + docs | Biggest fear: abandoned boilerplate = tech debt |
What They Buy
A one-time license ($199–$349 sweet spot) after:
- Seeing the creator's credibility (track record, build-in-public, responsiveness)
- Recognizing their exact stack (if it's Next.js and they want TanStack, they bounce)
- Validating active maintenance (recent commits, Discord activity, changelog)
- A specific feature clicks (e.g., "this has multi-tenancy with RLS, the others don't")
They do not buy on feature lists. They buy on trust + time savings realized.
How to Sell Roxabi
Positioning
Roxabi's genuine moat: the only boilerplate with a **pre-built 9-agent AI development team
- structured workflow (frame → spec → plan → implement → review)**. This directly solves the #1 AI pain: fresh projects have no context → Claude hallucinates and produces inconsistent code. Roxabi ships fully wired for Claude Code from day one.
Positioning line: "The boilerplate Claude Code was built to work on."
Not "AI-native" (that's noise). Instead: show it. A 2-min video of Claude Code running
/dev #1 on a fresh Roxabi clone, autonomously delivering a feature, is worth more than any
marketing copy.
Channel Priority
| Channel | Tactic |
|---|---|
| Twitter/X | Build in public 3–5×/week. Show agent team in action. Real outputs, real commits. |
| Newsletters | Indie Hackers, React/TS ecosystem newsletters. One sponsored issue = 200+ leads. |
| HN Show HN | Once ready. Suggested title: "Show HN: SaaS boilerplate where Claude Code does 90% of the dev work" |
| Word-of-mouth | First 50 customers are the sales team. Discord + responsive creator presence. |
Pricing
$299 one-time. Never $49 (screams low quality). One update tier max — no subscription.
Higher price = higher perceived quality. Supastarter's creator confirmed: conversion improved at every price increase from $49 → $149 → $299 → $349.
Design Expectations
| Signal | What they expect |
|---|---|
| UI library | shadcn/ui — non-negotiable for credibility in 2026 |
| Color scheme | Neutral grays + 1–2 strategic accents. No rainbow dashboards. |
| Dark mode | Default, not optional |
| Typography | Inter/Geist, 70–80 char lines, clear hierarchy |
| Feel | Professional, not AI-generated — consistent spacing (8px grid), design tokens, accessible |
| Anti-patterns | Heavy rounded corners + neon = instant trust loss |
The design must feel like Stripe's dashboard had a baby with Linear — minimal, data-focused, zero clutter.
Competitive Positioning
| Competitor gap | Roxabi answer |
|---|---|
| Next.js lock-in (ShipFast, Makerkit) | TanStack Start + NestJS — unique, performant, future-proof |
| No AI workflow | 9-agent team + CLAUDE.md + skills + /dev orchestrator |
| Abandonment fear | Roxabi is the product the creator builds ON — extreme dogfooding |
| Abstraction hell | Minimal abstractions, eject-friendly, code you can read |
| Fresh project = AI chaos | Ships with full context system — Claude works immediately |
| Multi-tenancy is optional/add-on | RLS multi-tenancy is core, day one |
One-Line Pitch
"Clone → Claude → ship. The only boilerplate where your AI team is already hired."
Research Sources
This brief was synthesized from 5 parallel web research streams (Feb 2026):
- Buyer pains: Reddit (r/SaaS, r/webdev), Indie Hackers, Hacker News discussions
- Competitor landscape: ShipFast, Makerkit, Supastarter, SaaSRock, LaunchFast, SaaSPegasus, PropelKit, Bedrock, SaaSBold, Nextbase, Gravity
- Design expectations: Dribbble, Product Hunt, dev community discussions, SaaS dashboard trend reports
- Buying behavior: Indie Hackers build-in-public case studies, pricing experiments
- AI-native demand: Claude Code adoption data, Wasp Framework growth, CLAUDE.md pattern adoption