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Ideal Customer Profile
Get clarity on your end users, buyers and industry decision makers
Before deciding what to build, how to market it, or how to price it, you need a clear and shared understanding of who the venture is for. We do this by defining Ideal Customer Profiles (ICP).
At Mayfly, we take a structured approach to defining your ICP, grounded in how industries actually operate, separating businesses from people, users from buyers, and symptoms from real pain. This is a key foundational component in defining your UVP, defining your GTM strategy and Product Strategy.
Mayfly’s ICP process
Not all channels are equal, and not all are worth pursuing early or at all.
We evaluate channels based on:
- Ability to reach the defined ICP
- Cost of acquisition
- Speed to validation
- Trust and credibility within the industry
- Potential to scale over time
This allows you to prioritise a small number of channels that can be tested, refined and expanded, rather than spreading our effort too thinly.
Because we focus on industry-led ventures, ICP definition starts at the industry and business level.
We begin by clearly defining aspects such as:
- Industry and sub-sector
- Company size and maturity
- Operating environment (regulated, complex, high-risk, AI adoption etc.)
- Existing systems, tools and constraints
This ensures the venture is anchored in a real organisational context, not a generic market category.
In most B2B and industry environments, the person who uses the product is not the person who buys it.
We explicitly separate:
- End users: the people interacting with the platform day to day
- Decision makers: those responsible for approval, budget and risk
This distinction is critical. A product that delights users but doesn’t address decision-maker concerns will struggle to be adopted, vice versa.
Once roles are clear, we build a deeper picture of each stakeholder.
Demographics
- Role and seniority
- Responsibilities and accountability
- Experience level and background
- Organisational influence
Psychographics
- Motivations and goals
- Fears, frustrations and pressures
- Attitudes toward technology and change
- Risk tolerance and decision-making style
Key Problems
- Industry wide challenges
- Current workflow bottle necks
- Operation pain points
Buying Nuance
- Sticking points/ concerns
- Buying triggers
- Network effects
This helps us understand how people think, not just what they do.
Once roles, motivations and pain points are clear, we bring this understanding together into practical customer personas. These personas capture the essence of the people we will sell to and build the product for. They become a shared reference point ensuring product decisions, messaging and channel selection stay anchored in real people.
The Venture Building Engagement:
$15,000
Ready to transform your AI Vision into Reality?
If you’re an industry expert exploring how AI could meaningfully improve your field, we’d love to hear about it. Early ideas are welcome. This is an initial conversation to understand the opportunity and see if there’s a fit.
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