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Template preview · B2B services

ICP and positioning

Define a focused customer segment and a credible market message.

A working positioning brief for a fictional go-to-market team.

Sample purpose

Define a focused customer segment and a credible market message.

Audience: Marketing lead, Founder
Structure
4 sections
Criteria
12
Sources
8
Watches
4
Default approach
Review first
See the sample

Set the purpose first. Then change every section, criterion, and agent setting before anything runs.

Fictional sample

Structure and criteria

Sample content shows the shape of a useful document. Copying it is optional.

  1. 01

    Target segment

    For this ideal customer profile, defines segment with observable firmographic and need signals.

    Review first

    Criteria

    • Sizes the segment from a named count (registry, survey or CRM) with geography and year, not an estimate.
    • Separates must-haves that narrow the segment from preferences noted beside it.
    • Each signal says whether it came from interviews, account data or assumption.

    Sources

    Watches

    • Searches “independent physiotherapy clinic market size appointment software” monthly

    Sample content

    Target signalFit descriptionEvidence source
    3–12 clinicians and one office managerIndependent clinic with appointment gapsFictional discovery with 6 clinic owners
    Uses spreadsheets for cancellationsBuyer is practice owner or manager4 of 6 interviews described manual callbacks
  2. 02

    Buying context

    For this ideal customer profile, identifies buyer, trigger, and current alternative.

    Review first

    Criteria

    • Names the buyer by job title and what they can approve, such as an owner approving software under a monthly limit.
    • Defines the trigger as a change event (new clinician, missed-appointment spike), not the standing problem.
    • Names the current alternative as a concrete workflow, such as spreadsheet plus manual callbacks.

    Sources

    Watches

    • Follows Target segment

    Sample content

    Positioning draft for Atlas Intake: “Help independent clinics refill cancelled appointments without adding front-desk call rounds.” Ravi Shah will test this with five clinic managers before using it in campaign copy.

  3. 03

    Positioning evidence

    For this ideal customer profile, links message claims to customer evidence.

    Manual

    Criteria

    • Each message claim cites its evidence count (interviews, tickets or pilot data) next to it.
    • Confidence label matches the evidence: unproven with none, directional with a few interviews, validated with measurement.
    • Claims describe a clinic outcome, not a product feature, and unproven ones carry a test, owner and date.

    Sources

    Watches

    • Follows Buying context

    Sample content

    Message claimSupportConfidence
    Reduce cancellation follow-up work4 fictional interviews describe repeated callsDirectional only
    Fill more same-day openingsNo pilot outcome yetUnproven
  4. 04

    Qualification boundaries

    For this ideal customer profile, states disqualifiers and what remains uncertain.

    Review first

    Criteria

    • Each disqualifier is a rule with a question that detects it early in discovery.
    • Names at least one uncertain boundary and what result would settle it.
    • Any exception to a disqualifier names who approves it and why.

    Sources

    Watches

    • Follows Positioning evidence

    Sample content

    • ☐ Exclude clinics without permission to contact waitlisted clients
    • ☐ Do not claim revenue lift before a pilot measures it
    • ☐ Revisit segment after five manager interviews by Oct 23