Context · Who we serve
Customer.
[One sentence on who the business serves. The most precise version possible.]
Template. This is the canonical source for who the business serves. Marketing, product, and sales all pull from here. Be specific. Vague customer definitions produce vague offers.
1. What We Do
[One or two sentences on what the business does for the customer in the customer's own words.]
2. The Root Problem
[The single problem the business solves that the customer cannot solve themselves. State it in plain language. The customer will not describe it this way -- they will name symptoms. The team holds the diagnosis.]
3. Who We Serve
Primary ICP
- Profile: [Industry, size, revenue, age range, anything that defines fit.]
- Proof point: [Best example client.]
- How we serve them: [Direct, partnership, referral, etc.]
Adjacent ICP (optional)
- Profile: [If there is a secondary customer worth naming.]
- How we serve them: [Direct, partnership, referral, etc.]
4. Primary ICP Detail
Who they are
- [Bullet list of identifying traits.]
The core trap
[The recurring pattern that keeps them stuck. Why they cannot solve this on their own.]
Symptoms they name (their words)
- ["Quote a real thing the customer says about their problem."]
Their worldview
- [How they see business, growth, investment, themselves.]
Their bottleneck
[The single biggest constraint that limits them right now.]
Buying triggers
- [The events or conditions that move them from "thinking about it" to "buying now."]
Price tolerance
- [What they will and will not pay for this kind of outcome.]
The after-state they want
- [What life looks like once the problem is solved. The destination they are buying.]
How to pull them
[The marketing approach that actually works for this customer. Not generic. Specific.]
Where to find them
[Communities, channels, events, networks, places they already are.]
5. How This Directs Every Decision
- [Marketing implication.]
- [Sales implication.]
- [Product implication.]
- [Pricing implication.]
6. What Never Appears in Our Marketing
- [Things that are off-brand or off-customer.]