Pluvo — ICP Use-Case Map

DECISION MAKERS

These are the economic buyers who sign the contract. They evaluate Pluvo against the cost of inaction (staying in spreadsheets) or switching from a legacy tool.

Title Map — Decision Makers

Ranked by likelihood of being the contract signer and budget holder for a tool like Pluvo. Probability reflects both how often this title exists at Pluvo's target company size and how likely they are to champion and authorize the purchase.

CFO / VP Finance / Head of Finance

Profile: First or only senior finance hire. $10M–$80M revenue, 30–300 employees, Series A–C. Reports to CEO, sits on board. Both strategist and operator.

Pain Points:

• 40%+ of week spent assembling data, not advising the business
• Board prep takes days; can't answer live "what if" questions in the room
• Models are brittle Excel files only they understand — institutional knowledge lives in their head
• Decision context scattered across email, Slack, docs — nothing compounds over time
• Too small for enterprise tools ($30K+ ACV), too complex for spreadsheets alone

Use Cases:

Buying Triggers: Approaching a fundraise, first institutional board meeting, inheriting undocumented models, monthly close >5 days, CEO frustrated by slow answers.

Fractional / Part-Time CFO

Profile: Independent or firm-based. Managing 3–8 clients ($2M–$30M revenue each). Bills hourly or on retainer. Value tied directly to insight-per-hour.

Pain Points:

• Context-switching across clients with different charts of accounts burns hours
• Loses the thread between engagements — can't recall what was decided two weeks ago
• New client onboarding takes a full week just to build a baseline
• Margins collapse when data-pulling crowds out advisory time

Use Cases:

Buying Triggers: Taking on a 4th+ client, losing a client due to slow turnaround, scaling a practice and needing leverage.

END USERS

These are the day-to-day operators in the platform. They influence the purchase, evaluate during trials, and determine renewal. At Pluvo's target company size the decision maker and end user are often the same person — but at slightly larger orgs these roles separate.

Title Map — End Users

Ranked by likelihood of being a regular, active user of Pluvo. Probability reflects how often this title would log into the platform weekly and how central Pluvo is to their workflow.

Finance Director / Head of FP&A / Senior Analyst

Profile: Senior Finance Manager or Director. $30M–$150M revenue, 100–500 employees. Owns models, monthly close, reporting cadence. May manage 1–2 junior analysts but does most of the work. Reports to CFO.

Pain Points:

• They are the bottleneck — every department wants a custom analysis, CFO wants board materials by Friday
• 15-tab Excel model takes a week to update each quarter
• Only person who understands model logic — single point of failure
• Meetings produce "let me get back to you" instead of real-time answers
• Can't hire another analyst; needs to 2–3x their own output

Use Cases:

Buying Triggers: Forecast cycle >5 days, key-person risk on models, recurring "get back to you" moments in leadership meetings, CFO asks them to evaluate tools.

CEO / COO / Chief of Staff

Profile: Founder-CEO, COO, or Chief of Staff. Relies on finance team for strategic input. Doesn't use FP&A tools directly — asks the questions that trigger analysis. Consumes outputs, not builds them.

Pain Points:

• Decides on gut because proper analysis takes too long
• By the time the scenario model arrives, the decision window has closed
• Reports feel backward-looking; wants forward-looking trade-off analysis

Use Cases:

Buying Triggers: Rarely a direct buyer. Champions the purchase after experiencing a live scenario demo in a leadership meeting. Hears about Pluvo from their CFO.

Persona × Use Case Matrix