Businesses & personas

When you add a business, Waverunner scrapes its website and extracts a structured profile: what the business sells, who it serves, its tone of voice, and its strongest value propositions. That profile is the source material for every ad, video script, and headline the platform generates.

A business can be your own company or a client's. An organization can hold several businesses, so teams that run advertising on behalf of clients keep everything in one workspace. Your Personal workspace is separate from any team organization you join; switch from the sidebar when you need to move between them.

Alongside the profile, Waverunner proposes ideal customer personas: reusable customer types with their own motivations and objections. Creative is generated per persona, so a retiree researching a purchase sees a different ad than a time-pressed parent, even for the same product.

Each persona has sides you will see in the product:

• Mindset: how they think and decide (values, skepticism, price sensitivity, and the emotional arc from today to the outcome they want). Ads are written against this, then a Viewer check reviews each ad as that persona.
• Creative profile: the fuller narrative for writing ads (who they are, what they care about, what they push back on). This is not the live buy targeting Autopilot places on channels.
• Reach: Autopilot's suggested interest and demographic buy plan for that persona. Each campaign copies Reach into its own targeting when you launch, then keeps optimizing that flight.

Review personas in campaign setup (or on the campaign) before generating ads. Strong Mindset and Creative profile produce noticeably better creative.

Need another customer type? In campaign setup, describe the customer in plain language ("property managers who need repairs handled fast") and Waverunner builds the full persona: Creative profile and Reach included.

Analysis runs once; refinement is conversational. The chat assistant on the business page can:

• Rewrite parts of the profile ("we don't sell X anymore").
• Adjust a persona's Creative profile or motivations.
• Add context the website doesn't mention.

With the profile and personas in shape, generate your ads.