How do I define my Ideal Customer Profile (ICP)?

Many times founders can become so focused on their idea and vision that they don’t determine their target market to validate their idea with.  

Not knowing your ideal customer profile (ICP) is a common mistake startups make.

If you try to sell your idea to the wrong person, you won’t be solving a problem they have and care to pay for. If you sell to the right person, they can give you feedback to make your solution even more valuable.

It’s perfectly ok to pivot and adjust who your ICP as you learn and evolve your startup.
Identifying your ICP is one of the key factors in the success of a startup.

In this article, we’ll explore what an ICP is, why it’s important for startups, and how you can effectively identify and utilize.

What is an Ideal Customer Profile (ICP)?

An Ideal Customer Profile (ICP) is a detailed description of a customer profile that: 

  • Has a problem your solution will solve 
  • Is willing and able to pay for you to solve it
  • Helps you make informed decisions about how to allocate resources to meet their needs
  • Enables you to identify potential risks and challenges 

ICP descriptions go beyond basic demographics like age, gender, and location, diving into deeper insights about your customer’s needs, pain points, behaviors, and preferences.  

These ICPs should be refined over time based upon data and market research.

Why is it important to identify an Ideal Customer Profile (ICP)?

  • Allocate your resources more efficiently to focus on the customers you can more likely acquire
  • Focus your marketing and sales efforts, tailoring your brand communication more effectively
  • Develop a solution that truly meets the needs and solves the problems your customers face
  • More quickly qualify prospects and close deals

How to identify an ICP for your startup 

Below are some best practices for helping define your ideal customer profile (ICP).

1. Define Your Product or Service

The first step in identifying your ICP is to have a clear understanding of what you’re offering

  • What problem does your product or service solve?
  • What are its unique features or benefits?

The better you understand the problem you’re trying to solve and how your solution solves it, the easier it will be to identify who may most benefit from your solution.

2. Conduct Market Research

Next, we recommend you conduct market research about your potential customer profile.

Listen to feedback and insights from your potential customers. Try to get authentic and unbiased data to kickstart your efforts.

Researching your target market to understand the various customer segments that exist. Look at existing data, surveys, and industry reports to gather insights.

Below are some initial questions to try to answer, to help you get started:

  • What is the total market size? 
  • What percentage of the market has already been acquired by competitors? 
  • What percentage of the market can I realistically acquire in the short-term and long-term? 
  • Who are my top potential customers? 
  • How much education will be required for those customers to understand what I will be offering and why they should purchase my solution? 
  • How satisfied are those potential customers with their existing solutions?

3. Perform Customer Segmentation and define the core characteristics of your ICP

Divide your potential customer base into segments, based on common characteristics, needs, and behaviors.

This segmentation can help you identify distinct ICPs within your market. Initially, the narrower the focus, the better.

An ICP typically includes information such as: 

  • Industry
  • Geography
  • Company size
  • Pain points
  • Goals
  • Budget Constraints
  • Customer Buying Process & Complexity


Let’s define an Ideal Customer Profile (ICP) for a startup in the software-as-a-service (SaaS) industry providing project management software to a niche in the Climate Tech industry.

This ICP will incorporate the parameters we mentioned:

1. Industry

The ideal customer for this startup is focused on the Climate Tech industry. 

2. Geography

The startup primarily targets customers in North America.

3. Company Size

The startup’s target market is primarily focused on small to medium-sized businesses (SMBs) with employee counts ranging from 10 to 500. These companies often require efficient project management tools but may not have the extensive budgets of larger enterprises.

4. Pain Points

The primary pain points of these ICPs include struggling to manage Climate Tech projects efficiently due to lack of software specific to their industry. Additionally, they are experiencing delays and bottlenecks, lacking collaboration among team members, and dealing with the challenges of remote work.

5. Goals

Ideal customers need a solution specific to their industry and need to improve project planning, streamline workflows, improve team collaboration and reduce project delivery times.

6. Budget Constraints

Customers in this market segment are willing to pay a monthly subscription fee ranging from $12 to $25 per user, depending on the features and plan offered.

7. Customer Buying Process & Complexity

The purchasing decision typically involves a mix of the CEO and a product manager. CEOs approve the budget and product managers evaluate the tool. 

4. Conduct Customer Interviews

Reach out to your potential and existing customers to conduct interviews or surveys to gather firsthand insights into their needs, pain points, and preferences. Don’t be scared to talk to potential customers so that you can understand their problems well. This qualitative data is invaluable in defining your ICP.

5. Test and Refine your ICP

As you engage with potential customers, continue to refine your ICP based upon what you learn from their feedback.


Defining your Ideal Customer Profile is an important step in your startup journey.

This step will help you save time, conserve resources, get to market more quickly and build a solution that is truly valuable for your customers.

By conducting thorough market research, customer segmentation and interviews, you can identify your ICP.

Being flexible and adjusting your ICP based upon data and market feedback is important to the success of your startup.

What are key milestones at the idea stage?

The journey of transforming an idea into a successful startup is an exciting and challenging process, filled with many critical moments.

Let’s explore key milestones to be aware of at the idea stage of your startup journey.

1. Define the Problem

Defining the problem helps you focus your efforts. It also helps you bring in the right customers who truly need your product. When you define the problem, ask yourself, “What issue will this product address for potential customers?”

Defining the problem is more than just recognizing an inconvenience or challenge; it’s about digging deeper to understand the root causes and consequences of the problem.

If the problem is clearly defined, you’re more likely to craft a solution matching what your target audience requires and solving a real problem they are willing to pay for.


Netflix identified the problem of limited entertainment options for consumers, particularly the inconvenience of traditional TV, which had rigid schedules and limited content choices. People wanted more flexibility in their entertainment options. 

2.Define your Solution

After you’ve identified the problem, the next step is to define your solution to this problem. Figuring out what your solution will be and how you’ll make it happen.

This stage involves brainstorming and outlining the essential elements of your product or service. You have to consider the features, functions, and unique selling points that will make your product stand out. 

The most important aspect of this stage is to make sure that your product truly addresses the problem you’re trying to solve. 


For instance, Netflix’s product idea was to create a streaming platform that offers a vast library of movies, TV shows, and original content. This platform allows users to watch what they want, when they want, without commercials and at an affordable monthly subscription. 

3.Define your Target Audience and Niche

At this stage you must figure out who your product or service is meant for and define the specific group or market it will serve.

Understanding your audience is vital for effective marketing, which allows you to reach your ideal customers more efficiently. Also, it shapes the development of your product or service to meet the needs of your audience.

Lastly, it helps with customer engagement, allowing you to communicate in a way that resonates with your customers’ interests and concerns.


In the case of Netflix, their target audience included a wide range of individuals, but initially, they focused on tech-savvy, young people and families looking for an alternative to cable TV. Their niche was providing on-demand, high-quality content.

4.Define your Business Model

To make sure your startup is successful in the long run, it’s essential to have a clear understanding of your business model.

How will your startup make money?

You need to figure out the revenue streams, cost structures, and pricing strategies that will sustain your startup in a well-structured way.

It’s vital to consider the long-term financial sustainability of your startup and ensure that your business model aligns with your product idea and target audience.

To get this right you will have to review and refine your business model regularly and adapt it to the changing circumstances and market conditions. This way you’re building a strong foundation for your startup’s financial success and making sure it’s sustainable.


Netflix’s business model, for instance, is based on a subscription-based model, where users pay a monthly fee to access the streaming service. They also invest in producing original content to attract and retain subscribers, and they continuously analyze user data to make informed content recommendations and improve the user experience.


Identifying key milestones at the idea stage of your startup is imperative for several reasons. It provides clarity, helping you define the problem you’re solving, the product you’re offering, the audience you’re targeting, and the business model that will support your venture.  

These milestones serve as guideposts, keeping you on track and ensuring you’re building a startup with a strong foundation. By reaching these milestones, you increase your chances of creating a successful and sustainable business that addresses actual problems and meets the needs of your customers. 

In the later stages of your startup journey, you will dig deeper into all of these areas. For example, you will be performing intensive market research and market validation. 

How to define and document your startup idea

A well-defined startup idea forms the cornerstone of your business, guiding everything from product development to marketing strategy.

Documenting the startup idea clearly and in a well-structured format can help a startup:

  • Resonate with potential customers, investors, and team members
  • Refine their focus 
  • Launch more quickly

There are many startup success stories that began with a clear and well-defined idea.

  • Google’s startup idea was to create a search engine that was more accurate and faster than existing search engines 
  • Airbnb’s startup idea was to create a platform for people to rent out their homes to travelers
  • Uber’s startup idea was to create a platform for people to request rides from drivers on demand

What is a Startup Idea? 

We define a successful startup idea as a new business opportunity that: 

  • Has potential for growth and profit 
  • Solves an important need that customers are willing to pay for 

It’s important to note that a startup idea is not just an idea for a product or service. Among other things, it must include a business plan, a business model, a target market, a strategy, and a team of people who are passionate about bringing the idea to life.

Why is it Important to Define a Startup Idea?

Clearly defining your startup idea is vital for several reasons: 

  • It helps you to better understand your idea, identifying potential problems and opportunities that you may not have previously considered
  • It helps you communicate your idea effectively to potential partners, customers, team members, and investors
  • It enables you to convey your vision with precision, reducing the risk of misunderstandings
  • It helps you to stay focused on developing the right feature set needed by your target market

Startup Idea Definition

Here is a step-by-step guide on how to define and document your startup idea.

Step 1: Describe the Solution 

The first step in defining your startup idea is to concisely articulate your solution.  

  • What problem are you solving and how exactly does your product or service solve the problem? 
  • What is your unique value proposition compared to other competitors in the market? 
  • What makes your solution better than existing solutions and why would customers use your solution instead of existing solutions?

Example: Airbnb

Airbnb’s founders, Brian Chesky and Joe Gebbia, noticed a need for affordable and unique accommodations while attending a design conference. They provided a platform for people to rent out their spare rooms or properties, solving the problem of expensive and impersonal hotel stays.

Step 2: Describe the Market & Customer

  • Identify the market and segments your startup will serve
  • Describe the profile of potential customers who will benefit from your solution
  • Understand the needs, preferences, and pain points of your potential customers

This step helps you tailor your solution to meet the specific demands of your audience.

Example: Uber

Uber identified a transportation market, targeting the urban and suburban population in need of convenient, reliable, and on-demand transportation services. First they targeted New York, San Francisco and then other densely populated cities and metropolitan areas.

They targeted multiple customer segments: 

  • Urban commuters (people who need daily transportation)
  • Business travelers
  • People going out at night, to events, or for leisure activities

They focused on making on-demand transportation easy for customers, enabling them to request a ride through a mobile app, addressing the hassles of traditional taxi services.

Uber defined its ideal customer profile as a person who values convenience, affordability, and reliability in transportation services. Uber’s ICP is tech-savvy, owns a smartphone, and is comfortable using mobile apps to request rides. They are likely to prefer a personalized and cashless transportation experience. 

Step 3: Describe the Business Model 

  • How will your startup make money?  
  • Define your revenue model, pricing strategies, and monetization plans
  • Outline the strategy to acquire customers and describe the approach to retain customers

Example: Spotify

Spotify offers a freemium business model, with a free, ad-supported version.

Spotify offers different pricing tiers for its premium subscriptions, including individual, family, and student plans, with varying pricing structures to cater to different customer segments.

Spotify focused on several Customer Acquisition Strategies: 

  1. Free tier for attracting users who may be hesitant to pay for a subscription initially.
  2. Partnership with phone carriers, internet service providers, and other companies to offer bundled services or discounted premium subscriptions.
  3. Personalization algorithms, which create personalized playlists and recommendations for users, keeping them engaged and satisfied.

Spotify’s Customer Retention Strategy included: 

  1. Personalized playlists to keep users engaged. 
  2. Securing and providing exclusive content from artists and podcasters.
  3. Frequent updates and new features. 
  4. Discounts and promotional incentives. 
  5. A community of music lovers & social integration. 

Step 4: Drafting an Implementation Plan

Drafting an implementation plan is a critical step in turning your startup idea into a reality. Helping you understand what resources are needed and how much effort is required. 

  • List the key milestones for the development and launch of the solution
  • Prepare an initial timeline  
  • Define the resources required, including capital, technology, tools, and team members

Example: Tesla

Tesla assumed there was a market for electric vehicles that combined sustainability with high performance. They started with the Roadster to prove the concept and gradually expanded their product line.

Product Development Milestones: 

  1. Design and prototype the Roadster – Tesla’s first electric car.
  2. Secure funding and partnerships for manufacturing.
  3. Begin Roadster production and refine the manufacturing process. 
  4. Begin Roadster production and refine the manufacturing process.

Tesla’s focus on technological innovation, product diversification, and global expansion contributed to their success.

Step 5: Prepare Risks & Mitigation Strategies

  • Identify and list the potential risks and challenges your startup may face
  • Develop strategies to mitigate these risks

Example: Netflix

Netflix anticipated competition from other streaming services and invested heavily in producing original content in order to differentiate themselves and maintain subscriber loyalty.

Step 6: Define Key Metrics 

  • List the key performance indicators (KPIs) to measure the success of the startup. This could include metrics related to customer acquisition, revenue growth, and user engagement 
  • Define the criteria that will indicate success for the startup

Example: Amazon

Amazon tracks metrics such as customer satisfaction, revenue per customer, and conversion rates in order to continuously optimize its e-commerce platform. 

Download Free Idea Definition Template


Defining and documenting your startup idea is a fundamental step in building a successful venture. A well-defined idea provides clarity, alignment with the market, and a roadmap for execution.

By following the steps outlined in this article and drawing inspiration from famous startups, you too can create a solid foundation for your entrepreneurial journey.

Remember your startup idea is just the beginning. The real magic lies in your execution and continuous adaptation based on market feedback. 

5 Things You Should NOT Do at the Idea Stage

Starting a new startup is an exciting journey filled with hope, ambition, and endless possibilities.

One of the critical phases in the startup journey is the idea stage, where you have a concept but haven’t fully validated your idea or launched anything yet.

For many first-time founders, at this idea stage, there is much uncertainty.

The intent of this article is to highlight some common mistakes founders make during this stage and help you avoid them.

Below are five things we recommend you do not do at the idea stage of your startup:

1. Don’t Overinvest Too Much of Your Time and Money

It’s natural to be enthusiastic about your startup idea but pouring too much time and money into it at this stage can be risky. If you exhaust your limited resources too soon, you might find yourself in a difficult situation.

You also risk focusing too much on things people don’t want. Instead, focus on testing your idea in the market and gathering feedback to make informed decisions.

Prepare yourself mentally for most things to take longer than you anticipate, cost more than you plan, and be more difficult than you expect, particularly if you are solo founder, and bootstrapping your startup.

2. Don’t Gatekeep Your Idea

It’s tempting to keep your startup idea a secret, but this can actually hurt your chances of success.

While you may not want to blast your idea publicly to everyone, it’s important to talk to the right people about your idea.

Including potential customers, people who have experience regarding the problem you are trying to solve, and trusted business advisors.

This will help you to validate your idea, get feedback, and build a network of potential supporters.

3. Don’t Rush Into Product Development

While it’s tempting to jump straight into building your product or service, it’s usually a mistake during the idea stage.

Your assumptions about what your potential customers might want, could, quite often, be incorrect. It’s better to validate your idea through market research and customer development before you start spending money on development.

Understanding your target audience and their needs will save you from wasting resources on an ill-conceived product.

4. Avoid Big Financial Decisions

At this early stage, making big financial commitments like quitting your job or taking out loans is generally unwise.

Unless you have substantial personal savings set aside, it’s advisable to maintain a stable source of income while you work on your startup.

Financial stability will provide you with peace of mind and reduce the pressure to generate immediate revenue.

5. Don’t Chase Investors Too Soon

Seeking investors and preparing pitch decks can be time-consuming.

It’s unlikely you’ll attract investors with just an idea, especially if you lack a track record of prior successful business ventures.

Moreover, giving up a significant portion of your equity away, early on, may not be in your best interest.  


The idea stage of your startup is a critical time when you should proceed with caution. 

Avoid overcommitting resources, rushing into product development, making hasty financial decisions, seeking investors prematurely, and neglecting market validation.  

By following these guidelines, you can increase your chances of success and lay a solid foundation for your startup’s growth. 

How Do I Define and Document the Problem My Startup Will Solve?

Clearly identifying the problem you’re trying to solve is a necessary step to enable others to understand the purpose of your startup.

Each successful product you engage with has a purpose: to solve a unique problem or fill a gap. This principle lies at the heart of the birth of all remarkable inventions and startups.

Everything from electricity and the telephone to the Internet, and more recently, giants like Google and Facebook, emerged from a recognition of significant problems and needs.

Here are some examples of problems of famous companies.

TeslaTraditional gasoline-powered cars contribute to air pollution and rely on finite resource (fossil fuels).
UberDifficulty in finding reliable rides, especially in areas with limited taxi services.
NetflixLimited access to a wide variety of movies and TV shows, and the inconvenience of physical DVD rentals.

Why Is It Important to Formally Define a Problem?

Clearly defining and documenting the problem your startup will solve helps you better understand the problem and enables you to communicate it more easier to potential partners, employees, investors, and customers.

Before you create your startup, the first step is to pinpoint the problem your startup will solve.

Here’s why it’s so crucial:

  1. Helps you maintain right focus.
  2. Helps you attract the right customers and partners who genuinely need your solution.
  3. Enables you to define your pitch deck and company messaging more precisely.

Now, let’s walk through the process with a healthcare startup example.

Startup Problem Definition

Step 1: Define the Key Problem That Needs to Be Solved

As a startup founder, you need to under the most pain points your potential customers have and craft a solution to solve those problems. Find things that are inconvenient, annoying, time-wasters for them. 

Start by writing a simple problem statement. We recommend the following template:

Given [background or context], the [target audience] is facing [specific problem]. This situation results in [negative effects]. There’s a compelling need to address it to achieve [desired outcome]


Imagine you’re a passionate healthcare entrepreneur, and you’ve noticed a recurring issue.

Startup Problem Statement: In hospitals, doctors are facing significant difficulty accessing all patient medical records when they need them most, all documents are stored in disparate systems.

This situation leads to worst healthcare recommendations and treatment. It also frustrated medical staff and patients, causing wasted time, increased healthcare costs, and reduced healthcare quality.

There’s a need to improve this situation to provide better care, reduce costs, and improve the overall patient experience.

Step 2: Understand the Market

To ensure your solution aligns with market needs we encourage you to conduct some high-level sanity market research. In doing this we try to define the following:

1. Target Audience

Who is primarily affected by the problem?

In this example, it impacts many stakeholders: patients, medical facilities, medical staff, and insurance companies.

2. Market Size Assumption

What is the estimated market size and segment you’re targeting?

For instance, your target market might initially consist of patients age 24-53 who live in Buffalo, New York.

In other examples, it could be more specific to their demographics, how they exercise, how often they go to the doctor for checkups.

3. Assess Current Gap in the Market

What current market needs are unmet?

Current medical facilities do not have integrated electronica health records between facilities. No single solution will currently solve this problem.

Step 3: Document the Problem

Once you understand the problem, try to formalize in a clear format. Below is an example.

Objective & Goals:

ObjectiveWhat do you hope to achieve by addressing this problem/opportunity? Achieve seamless and secure medical record access for patients and healthcare providers.
GoalsSpecific outcomes you aim to achieve.Reduce healthcare record retrieval time by 50% within the first year, increase patient satisfaction scores by 20%, and establish partnerships with 10 healthcare providers.

Importance & Urgency:

RelevanceWhy is solving this problem relevant now?The current electronic healthcare records technology is prime for consolidation this year. A new regulation passed by the government will mandate this as a requirement so we want to get prepared for this.
BenefitsWhat are the potential benefits of solving the problem or seizing the opportunity?The potential benefits include improved patient care, reduced medical errors, enhanced efficiency, and cost savings.
UrgencyHow urgent is it to address this problem/opportunity?It’s urgent to address this problem as the healthcare landscape is rapidly evolving, and patient expectations are higher than ever.  With recent new regulations, this will be required.

Assumptions, Constraints & Dependencies:

AssumptionsList any assumptions made while defining the problem/opportunity.Willingness of healthcare providers to adopt new technology.
ConstraintsList any known limitations or restrictions.Limitations such as budget constraints and data privacy regulations. It will be difficult for healthcare providers to switch platforms.
DependenciesList any dependent factors or conditions that must be considered.Dependencies such partnerships with healthcare facilities and integrations with existing healthcare systems.

Download Free Problem Definition Template


Properly defining the problem you are trying to solve, is the first step in your startup journey. Being able to clearly communicate this problem to potential investors, employees, partners, and customers is critical to your success.

Remember, the process of defining the problem isn’t a one-time event. As you build your startup, keep listening to your customers, gathering feedback, and adapting to their needs. 

Defining and documenting the problem your startup aims to solve is the compass that will guide you through the ups and downs of your startup journey. 

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