Ideal customer profile (ICP) builder

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Answer a few questions and get a one-page profile of who to sell to, and the signs they need you now.

What is an ideal customer profile?

An ideal customer profile (ICP) describes the companies and people who get the most from what you sell: their industry, size and location, who makes the decision, the problem they need solved and the signs that they need help now. It tells you who to look for and who to skip, so every message goes to someone worth talking to.

How to build your ICP

1. Start with your best clients. Look at the three to five you would happily clone. What do they have in common?
2. Describe the company. Industry, size and location are enough to start.
3. Name who decides. List the job titles of the people who say yes, not everyone who uses your work.
4. Write the problem in their words. One or two sentences they would recognise.
5. List the signs they need you now. Hiring, funding, a new leader, a launch, posts about the problem.
6. Say who is not a fit. It saves as much time as knowing who is.

Why signs of timing matter

A company can fit your profile perfectly and still not need you this month. Signs like a new hire, fresh funding or a post about the exact problem show that the timing is right. Combine fit and timing, and you know who to contact first. Score them with the lead-scoring calculator.

ICP example

Example: a bookkeeping firm sells to marketing agencies with 11–50 people in the UK. Founders and managing directors decide. The problem: hours lost chasing invoices and no clear view of margins. Signs they need help now: hiring a finance manager, winning a big retainer, posting about cash flow. Not a fit: agencies with an in-house finance team. Choose Load example to see it as a profile.