[
  {
    "name": "Sarah",
    "role": "Working Woman 28-35 KL Professional",
    "8ps": {
      "Place": "Mont Kiara / KLCC / Damansara Heights / Bangsar South · 30-45min commute · open-plan office in towers",
      "Price": "Pays RM18-35/day on GrabFood/Foodpanda lunch. Snacks RM10/day. Total RM700-1200/mo on workday food.",
      "People": "Best friend (also working woman), husband/boyfriend (sometimes judgmental on 'diet food'), IG-KOL stylists, dietitian once-tried-and-failed",
      "Problem": "'Decision fatigue at 11:45am — open Foodpanda, see the same 6 options, pick the least bad, hate myself by 2pm.' 'I'm bloated by mid-afternoon and need to unbutton my pants in meetings.' 'My partner says I look tired and bloated when I get home.'",
      "Prize": "Light + focused 2pm self · pants fitting at end of day · feeling like a girlboss not a sad office worker · being the woman everyone asks 'what changed?'",
      "Plan": "Currently: fresh fruit smoothies on Monday → mamak rendang by Wednesday → guilt-eat salad Friday. Gym membership unused. ClassPass deleted.",
      "Pros": "Mirra solves decision fatigue (delivered before noon), calorie-transparent so she trusts it, real food (rendang/nasi lemak healthified) so no Korean-grilled-chicken trauma, RM27/meal vs RM30+ GrabFood — equal or cheaper, full subscription = no daily decision",
      "Product": "20-meal plan @ RM558 + free delivery · lunch slot · 4-6 hot dishes/wk rotation"
    },
    "verbatim_quotes": [
      "I literally stare at Foodpanda for 15 minutes every day. Then I pick rendang anyway.",
      "By 2pm I'm bloated and tired. Then I can't think for the rest of the afternoon.",
      "My husband joked I look 3 months pregnant after lunch. It wasn't a joke."
    ],
    "icp_share_estimate": 0.45
  },
  {
    "name": "Aini",
    "role": "Fitness Macro-Tracker 25-32",
    "8ps": {
      "Place": "PJ / Ara Damansara / USJ · gyms (FitnessFirst, F45, Pure) · IG-fitness-Malay community",
      "Price": "Pays RM15-25/meal at Subway/Marrybrown-no-rice/grilled-chicken-rice. Supplements RM200-400/mo. Total RM900-1500/mo food.",
      "People": "Gym coach, fitness-IG friends, partner (also fitness), nutritionist she follows on TikTok",
      "Problem": "'I can hit my protein goal but I'm bored of grilled chicken' · 'I cheat on Friday and gain back 2kg in a weekend' · 'Meal prep on Sunday but I'm sick of my own cooking by Tuesday'",
      "Prize": "Hit macros without cooking · stop using cheat meals as escape · find food that's both Asian-flavored AND macro-correct",
      "Plan": "Meal-preps every Sunday 4 hours. Hits target Mon-Thu, falls off Friday-Sunday. ~70% adherence.",
      "Pros": "Mirra gives Asian/local macros (nasi lemak, rendang, sambal-style) without compromising calories. 400-600 kcal cap is exactly her cut-phase range. 50+ dishes solves her boredom.",
      "Product": "10-meal plan @ RM280 for weekday lunches · pairs with home-prep breakfast/dinner · could upgrade to 20 if she trusts it"
    },
    "verbatim_quotes": [
      "I want my macros but I miss eating nasi lemak. Why does diet food taste like nothing?",
      "I'm bored of my Sunday meal prep by Tuesday.",
      "Cheat meal = 2kg back. Then I spend Wednesday-Thursday recovering."
    ],
    "icp_share_estimate": 0.2
  },
  {
    "name": "Mei",
    "role": "Post-Pregnancy Mom 32-40",
    "8ps": {
      "Place": "Damansara Heights / Sri Hartamas / Petaling Jaya · home-with-helper or stay-at-home period · school-run morning + WFH afternoon",
      "Price": "Pays RM30-40 for cafe lunches when out, RM15-20 helper-cooked meals at home. Wants to lose pregnancy 8-12kg.",
      "People": "Pediatrician, mommy-WhatsApp-group, husband (wants old version of wife back, gently), Malaysian-mom IG-influencers",
      "Problem": "'I haven't fit into pre-pregnancy clothes in 14 months' · 'I'm tired all the time and don't have energy to cook' · 'My helper cooks oily Asian food and I eat it because it's there' · 'I want to lose but I'm breastfeeding so can't crash diet'",
      "Prize": "Pre-pregnancy body back · feel like a woman, not just 'mom' · energy to play with kids · husband's compliment back",
      "Plan": "Tried Atkins (failed week 2). Tried Goclean (helper kept feeding old food anyway). Now drifting.",
      "Pros": "Mirra is delivered straight to her — no helper-override. Calorie-cap is breastfeeding-safe (400-600 kcal). Real local food = no diet-rebellion. 'No cooking' is her #1 ask.",
      "Product": "20-meal plan @ RM558 lunch slot · expand to dinner slot week 4 once husband approves"
    },
    "verbatim_quotes": [
      "I just want my old jeans to fit. Not the loose ones — my real ones.",
      "My helper cooks me oily food. I eat it because I'm too tired to argue.",
      "I haven't felt sexy in 14 months."
    ],
    "icp_share_estimate": 0.25
  },
  {
    "name": "Jia",
    "role": "Wellness-Curious Gen-Z 22-28",
    "8ps": {
      "Place": "TTDI / Mont Kiara / Bangsar · co-working spaces · TikTok / RedNote / IG · gym + Pilates + yoga circuit",
      "Price": "Spends RM25-40/day on cafes, smoothies, salads. Total RM800-1300/mo food.",
      "People": "TikTok wellness creators, RedNote sister-community, gym friends, KOLs (PRTY Skin, Y2K influencers)",
      "Problem": "'I want the aesthetic life but I order Foodpanda anyway' · 'Salad places in KL are expensive AND mid' · 'I'm scared of diet but want to look toned for IG'",
      "Prize": "Effortless-wellness aesthetic · IG-shareable bento moments · feeling part of the wellness-girlboss movement · low-cal without 'diet' shame",
      "Plan": "Pilates 2x/wk + occasional salad lunches + reactive snacking. Tried Goclean, found it boring.",
      "Pros": "Mirra's pink-cream Y2K aesthetic IS her aesthetic. Plant-based + local-flavor + 400-600 kcal hits all her values without sacrifice. IG-shareable packaging.",
      "Product": "10-meal plan to test · graduate to 20 if it 'fits her grid'"
    },
    "verbatim_quotes": [
      "I want to be the bento girl on TikTok but everything in KL is mid.",
      "Salads in KL are RM25 and they're SAD.",
      "I want to be that girl but Foodpanda is so easy."
    ],
    "icp_share_estimate": 0.1
  }
]