Based on an analysis of existing knowledge in the product team, we learnt that the free user and paid user are very different personas who exhibit very different behaviors. Of course, the behaviors stem from the different needs of the personas.
For example, the independent teacher who has found this product on the web will want to test it for suitability before assigning anything to students. The teacher whose school has already paid for the tool through a B2B sale does not share this concern.
This is just one example- the concerns of these personas vary across a range of parameters, and we had to endure that we accommodate both of them in the experience. The business goals varied too for these persona. One of the major goals for the independent teacher was to eventually convert them into a paying user. For the user who had come through a B2B sale, engagement and eventual student success where the business goals from day 1.