WORKING DRAFT
WORKING DRAFT
2 OF 12
QUESTION 2
The ask
Three parts: the exact customer, the knowledge edge, and the distribution edge.
What you submit
01
ICP one-pager — complete the ICP worksheet
02
Knowledge edge — what you know about this customer that others don't. Some durable truth that is difficult for others to discover.
03
Distribution edge — the built-in network or cheap channel you already own to this ICP, without buying ads at a loss.
Great looks like:
A concise and niched ICP that mathes your knowledge and distribution angle. Access to this customer should be easier for you than your competition.
Example · Aux Insights
ICP: PE deal teams buying, selling, or growing a portfolio company worth $500m-$2b
Knowledge edge: PE firms needed help tying marketing levers to revenue & EBITDA, a gap between MBB and marketing agencies.
Distribution edge: Jesse's PE network from Wharton/Goldman and marketing credibility from Ampush; long term PE relationships rely on reputation and referral more than marketing.
Go deeper
5,000+ potential customers, easy to reach, already buying or in pain.
The Your Perfect Customer spreadsheet.
The rebuttal for founders who think they lack an advantage or network.
Cross-section two or more of your attributes to find unique insight.