ICP read
Who's worth your hours, and why now.
The profile
- Vertical
- Boutique brand + identity consultancy — naming, positioning, visual ID
- Geography
- UK + US — English-speaking founder belt
- Team size
- 1–4 operators — founder-led, sometimes a single associate
- Buyer
- Early-stage B2B founder or first marketing hire — same person decides
- Deal motion
- £6,500 identity sprint · £18,000 strategic engagement · 2–4 week cycle
- Cycle
- First reply to signed — eight to fourteen days typical
The six personas — matched to your delivery formats
P1
Pre-seed SaaS founder · raising, needs identity before deck v2
P2
Seed-stage CEO · post-MVP, needs naming + visual
P3
First marketing hire · inherited a mess, rebranding
P4
Bootstrapped indie founder · product live, brand thin
P5
Scale-up rebrand lead · Series A–B, repositioning
P6
Stealth-mode operator · needs brand before launch
Intent signals — weighted
+5
Recently raised pre-seed or seed (last 90 days, public via Crunchbase or X)
+5
Founder posting on X about pre-launch or rebrand pain (last 30 days)
+4
Hiring first marketing or design role (last 60 days)
+4
New domain registered or stealth-page live (last 6 months)
+3
Engaged founder-X account — high reply rate, brand-curious
+3
Job change to founder or solo from VC/PM role (last 12 months)
+2
Twitter/X bio mentions "building" or "shipping" with no brand assets
+2
Recent podcast appearance discussing positioning or category
Disqualifiers
- Series B+ companies — in-house design team, won't buy boutique
- Sub-$50k pre-product founders — cannot afford £6,500 minimum
- Agencies and consultancies — they build for their own clients, not buy
- Enterprise procurement cycles — your motion is one-call-close, not RFP
Scoring rubric — 80-pt scale
Activity
25 pts
ICP fit
20 pts
Channel fit
15 pts
Buying readiness
12 pts
Strategic fit
8 pts
Tiers — L1 ≥ 55 pts · L2 35–54 pts · L3 20–34 pts · below 20 omitted.