diff --git a/docs/use-cases/02-jim-plumber.md b/docs/use-cases/02-jim-plumber.md
new file mode 100644
index 0000000..01fe9d1
--- /dev/null
+++ b/docs/use-cases/02-jim-plumber.md
@@ -0,0 +1,30 @@
+# Use Case 02: Jim — The Plumber
+
+## Profile
+
+| Field | Value |
+|---|---|
+| Name | Jim |
+| Business | Plumbing Company |
+| Employees | 3 |
+| Revenue Driver | Inbound service calls |
+
+## Problems
+
+- Depends on referrals
+- Limited web presence
+- Competitors dominate search
+- Doesn't understand SEO
+
+## Success Metrics
+
+- More phone calls
+- More local leads
+- Better ranking for service keywords
+
+## Desired Hermes Outcomes
+
+- Local SEO monitoring
+- Citation consistency
+- Competitor tracking
+- Lead generation recommendations
\ No newline at end of file