In creating an ICP, I recommend analysing your current customer profiles and considering how representative this is of your current product strategy and growth strategy. Consider profitability of segments, ease of targeting and ease of servicing.

Ideally your ICP should be the discrete segment that will make you commercially successful in the next 3-12 months.

Detail in this step is vital to a successful outcome. Sometimes tough choices need to be made to ensure you’re focusing on ****a single ICP.

This is a worked example of my template using Raspberry Pi.

So, first question: why THIS ICP?

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Trends in IoT, automation and edge computing are driving up demand for long-lasting, compact compute that can handle demanding processing at the edge in industrial & embedded systems markets. By targeting here we have:

• Potential for high volume sales because the largest device deployments are industrial
• Potential for higher margin because of the specialised & advanced nature of the associated hardware
• Can trade on reputation for reliability with companies that need long-term solutions

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Company Size

<aside> 👉🏻 Use at least one sizing metric from the first two columns when defining your ideal customer’s size. Also choose the terminology from the 3rd column that your staff typically use to describe them.

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Sizing metrics:

• Employee numbers

• Customer numbers

• Department size

• Revenue

• Company valuation

• Market share

• Sole trade / SME / Midsize enterprise / large enterprise

Your ICP size:

Midsized enterprises 
50-500 employees 
Annual revenue between $10m-$100
Dedicated R&D department of 3-20 engineers