A working field engineer, inspector, or accessibility consultant in an English-speaking or EU market, who personally performs pavement, sidewalk, right-of-way, or airfield condition surveys against a published compliance standard, has access to an iPhone 12 Pro or iPad Pro M1+, and either pays for tools out of a department budget or expenses them on a corporate card.
The call center should run outreach across all five concurrently. Each persona's daily life, language, channel, and conversion path is different.
Persona 1 — "Maya, the Municipal Pavement Inspector"¶
Dimension
Detail
Title patterns
Pavement Inspector, Asset Management Coordinator, Public Works Inspector, GIS Analyst – Roads
Employer
City or county Public Works department; state / provincial DOT
Size
5–200 person department
Pain
Walks pavement with a clipboard; PCI surveys take days; data is inconsistent across inspectors; ArcGIS is the system of record and she manually keys data in
LinkedIn (search Pavement Inspector + city; Public Works + inspector), APWA (American Public Works Association) directories, state DOT staff directories (often public), APA conferences
Hook
"How long would it take you to do a full D6433 survey of the 18 miles of arterials in your district if you didn't have to walk it?"
Buying speed
2–4 weeks (department budget approval), faster on a corporate card
Tier fit
Pro individual; Team for a 5–15 person inspection department
Civil engineering / AEC consulting firm, 10–500 person
Size
Solo to small / mid-size firm; larger firms are Airwai's Enterprise lane
Pain
Bills $/site or $/hour; site visits take a day; client wants the report yesterday; clipboard data turns into an Excel sheet turns into a PDF turns into a report — every step loses fidelity
LinkedIn (Civil Engineer / Transportation Engineer + AEC firm names), ASCE (American Society of Civil Engineers) directories, NCEES PE registrar databases (publicly searchable), AEC trade shows (TRB, ASCE annual, WTS)
Hook
"Your competition is going to start producing $\frac{1}{5}$-the-time, $\frac{3}{1}$-the-fidelity condition reports. You can be the first or the last to adopt."
Buying speed
1–3 weeks for individual; 30–60 days for Team
Tier fit
Pro individual; Team for a 3–10 person practice group
Conversion path
Free → demo → Pro 30-day trial → Pro annual → Team upsell after 3+ paying users at the firm
ADA Consultant, Accessibility Specialist, ADA Coordinator, PROWAG Auditor
Employer
Solo practice, small consulting firm (1–10 people), or in-house at a city / state government
Size
Often solo; sometimes 2–5 person specialty firm
Pain
Walks every linear foot of sidewalk with a smart level, a tape, and a tablet; produces voluminous PDF reports; Willits-class consent decrees are creating recurring audit demand she can't keep up with
LinkedIn (ADA Coordinator, Accessibility Specialist), ADAAA-affiliated consultants, state DOT accessibility coordinators (publicly listed), ICC (International Code Council) accessibility committees
Hook
"How much of your billable day right now is the audit itself vs. writing it up? LAIRA flips that ratio."
Buying speed
1–2 weeks (often solo decision)
Tier fit
Pro individual (solo consultants); Team for small accessibility firms
Conversion path
Free → demo → Pro 30-day trial → Pro annual
Persona 4 — "James, the Airport Operations Manager"¶
Dimension
Detail
Title patterns
Airfield Operations Manager, Airfield Safety Officer, Director of Operations, Part 139 Compliance Officer
Employer
Small-to-mid commercial airport (under 5M passengers/year), general aviation airport, or regional executive airport authority
Size
Often a single airfield ops team of 3–10
Pain
Has to do Part 139 / D5340 / ICAO Annex 14 pavement inspections continuously; an ARAN truck costs $1M+ and he can't justify it; manual inspection is what he has
"If you wait until you can buy an ARAN truck, you'll never get to inspect more than once a year. We get you to weekly inspection at $29/month."
Buying speed
2–4 weeks individual; 60+ days for a department; large airports are an Enterprise / Rig conversation (escalate to Airwai)
Tier fit
Pro individual; Team for an airfield-ops department
Conversion path
Free → demo → Pro 30-day trial → Pro annual. Watch for Rig signals: if he mentions runways above 5,000 ft, multiple runways, hub-airport vocabulary, escalate.
Persona 5 — "Carmen, the Industrial Facility Manager"¶
Dimension
Detail
Title patterns
Facility Manager, Operations Manager, Warehouse Manager, EH&S Manager, Distribution Center Manager
Employer
REIT-owned industrial property, distribution center, port terminal, manufacturing facility, third-party logistics (3PL)
Size
Single facility (50K-1M sq ft) to multi-property portfolio
Pain
Forklifts and container handlers run all day on aging pavement; OSHA / ASME B56.1 expects safe operating surfaces; premises-liability exposure is real; her insurance carrier is asking her to document surface condition; she has nothing
LinkedIn (Facility Manager / EH&S Manager), IWLA (International Warehouse Logistics Association), NAIOP industrial REIT contacts, ICSC for retail-adjacent facilities
Hook
"If a forklift tips because of a depression you couldn't see, your premises-liability exposure is six figures. We give you the documented surface-condition record your carrier is going to ask for anyway."
Buying speed
1–3 weeks individual; longer for multi-property portfolios
Tier fit
Pro individual; Team for multi-property managers
Conversion path
Free → demo → Pro 30-day trial → Pro annual → Team upsell when she manages multiple sites
Aim for roughly this mix of paying customers by end of year 1. The call center has autonomy on how to get here, but the mix matters because it determines whether the company has product-market fit across segments or only in one.
Persona
Target % of paying base
Target absolute paying users
Maya (municipal pavement)
25%
300
Daniel (AEC field engineer)
35%
420
Sarah (ADA / PROWAG)
15%
180
James (airport ops)
15%
180
Carmen (industrial facility)
10%
120
Total
100%
~1,200 paying users
That's the year-1 floor. Mix shift can come later; the goal is to plant flags in all five.
Individual corporate card OR practice-group budget
Low for individual
Sarah
Personal card (solo) or small-firm partner
Lowest
James
Department O&M; corporate card under micro-purchase
Medium
Carmen
Facility O&M; corporate card
Low to medium
Lead with the personas whose decision-cycle is shortest: Sarah, Daniel, Carmen, in that order, for fastest first-revenue. Maya and James are higher-LTV but slower close.