<aside> 💡

Before diving into the details of your product, prioritize providing maximum clarity around your Ideal Customer Profile (ICP). You can present multiple ICPs and even outline those you plan to target in the future.

For each ICP, include both key characteristics—such as sector, company type, employee count, and geography—and qualitative insights on how these organizations are internally structured and behave as buyers.

Lastly, clearly distinguish the key players within your ICP:

• The Buyer Persona: The individual(s) who act as decision-makers in the purchasing process for your solution.
• The Users: Those who will actively use your product, provide feedback, and serve as your internal advocates. </aside>

1. Ideal Customer Profile

ICP 1

Key Characteristics

• Industry
• Geography
• FTEs
• VC-backed (if so: funding amount & dates, investors)

Qualitative Characteristics

• Pain points
• Long-term challenges
• State of their tech stack
• AI maturity
• Propensity for In-House Tools vs Externalization
• Procurement process
• Budget (tooling budget & HR budget)
• Price sensitivity

Buyer Persona