Primer

What do they actually do

Primer lets SaaS teams embed an AI “demo agent” on landing pages or share a link that gives each visitor a live, personalized walkthrough of the product for sales, onboarding, or support. Teams create an agent in minutes, provide demo video(s) and product context, set objectives and qualification rules, then embed or share it (YC profile, Product Hunt, startprimer.com).

Unlike a recorded tour, the agent adapts to each visitor’s intent and can learn from multiple content sources. The product is in early access with access managed via a waitlist; founders report early users running agents on landing pages and seeing more demo volume, though those lift claims are founder‑reported and not independently verified (YC profile, Product Hunt, Product Hunt comment).

Who are their target customer(s)

• Early-stage SaaS founders / GTM leads running demo-based sales: They can’t scale scheduled demos and lose prospects to scheduling friction or limited sales headcount. They need on-demand walkthroughs that can present the product and qualify interest (YC profile, Product Hunt).
• Sales reps and SDR teams at growth-stage SaaS companies: They spend time on low-quality demos and need a way to pre-qualify and educate leads so reps focus on higher-intent prospects (YC profile).
• Customer success / onboarding teams: One-to-one onboarding is time-consuming and inconsistent, slowing time-to-value. They need personalized, repeatable walkthroughs to reduce manual work (Product Hunt, startprimer.com).
• Growth/marketing teams managing landing pages and funnels: Static pages and videos don’t answer individual questions or show relevant flows, causing drop-off among visitors who need tailored demos (startprimer.com, Product Hunt).
• Support teams at SaaS companies with many basic tickets: Docs and canned replies still leave users stuck on common tasks. They need guided walkthroughs that can deflect simple tickets (YC profile, Product Hunt).

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder-led, hands-on pilots: recruit demo-heavy SaaS contacts, build and tune each customer’s first agent for free, and secure 1–2 short case studies (YC profile, startprimer.com, Product Hunt).
• First 50: Leverage references and referrals; run targeted outreach to SDR/sales/onboarding leaders for short discounted pilots using vertical-specific agent templates (YC profile, Product Hunt).
• First 100: Open access beyond the waitlist with self-serve templates; publish case studies and how-to content; test focused paid ads; add a small SDR/partner motion for mid-market pilots and integrations (startprimer.com, YC profile).

What is the rough total addressable market

Top-down context:

Primer sits across conversational AI, sales enablement, digital adoption platforms, and AI agents—categories that together total roughly $20–25B today, with strong growth projected; note these figures overlap and shouldn’t be summed naively (Grand View: conversational AI, Sales enablement market, DAP market, Grand View: AI agents).

Bottom-up calculation:

There are about 31,000 SaaS companies globally; if 20–40% run demo-led sales, that’s ~6,000–12,000 immediate targets. Converting to dollars depends on price (not public), e.g., multiplying target accounts by estimated ARR per customer (SaaS company counts).

Assumptions:

• 20–40% of SaaS companies run demo-led sales suitable for on-demand agents.
• Initial focus is SaaS; non-SaaS and enterprise expansions are excluded from the base count.
• Pricing is not public; revenue scenarios depend on per-customer ARR.

Who are some of their notable competitors

• Walnut: No-code platform for building clickable, personalized product demos and tours. Focuses on capturing your UI and assembling tailored demo flows, not running a conversational, on-page AI agent (walnut.io).
• Demostack: Creates realistic, data-filled demo environments and playbooks for sellers to deliver live demos. Optimizes rep-led demos rather than autonomous, on-demand agents (demostack.com).
• Demodesk: Virtual meeting and demo platform with scheduling, co-browsing, and coaching to improve live demos. Enhances human-led meetings instead of replacing them with an embedded agent (demodesk.com).
• Intercom (Tours/Chat): Customer messaging with in-app product tours, chatbots, and knowledge bases for onboarding and support; oriented around tours and conversational support, not AI demo agents trained from demo materials (Intercom Product Tours).
• Pendo (and similar DAPs): In-app walkthroughs, analytics, and feature adoption tooling for onboarding and product insights. Solves guidance and analytics, not adaptive, AI-driven demo conversations (Pendo overview).