# ICP Definition – geolocal.io

> **Single source of truth.** All investor, GTM, and engineering docs must reference this file for persona details.  
> Last updated: 2026-07-16

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## Primary ICP (Tier 1 – "The Perfect Fit")

| Attribute | Description |
|-----------|-------------|
| **Business type** | Independent, locally-owned SMBs with physical presence or local service radius. |
| **Typical verticals** | Wellness (yoga, pilates, massage), personal care (salons, barbers), home services (cleaning, landscaping, handymen), boutique retail (florists, bike shops, bakeries). |
| **Employees** | 1–10 (solo-preneurs to micro-teams). |
| **Revenue** | $50k–$500k annual gross revenue. |
| **Tech maturity** | Has a website (even a simple one) but no dedicated head of marketing or IT. Uses at least 1 booking tool (e.g., Cal.com, Squarespace Scheduling, Vagaro) or POS that supports appointments. |
| **Pain point** | Loses walk-in / phone-in leads to AI assistants (Siri, ChatGPT, Alexa) that cannot find or book them; feels invisible in voice/search results. |
| **Motivation** | Wants to be "found" by AI without learning new software. Willing to pay if it delivers 3–5 new bookings/month. |

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## Secondary ICP (Tier 2 – "The Enterprise-Lite")

| Attribute | Description |
|-----------|-------------|
| **Business type** | Regional franchises or multi-location SMBs (5–20 locations). |
| **Typical verticals** | Dental clinics, auto repair chains, tutoring centers. |
| **Tech maturity** | Has a central CRM or scheduling API; needs a bulk implementation. |
| **Motivation** | Wants to standardise AI-discovery across all locations with minimal custom dev. |

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## Common attributes across all ICPs

- **Booking-dependent:** Must take appointments or reservations online.
- **Payment-ready:** Accepts credit cards (Stripe, Square, or PayPal) – required for the transaction loop.
- **Google Maps presence:** Has a Google Business Profile (needed to verify physical location).
- **Decision-maker:** Owner or store manager (not a corporate procurement department).
- **Budget signal:** Currently spends >$100/mo on at least one marketing channel (Meta ads, Google Ads, or SEO tool).

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## Buying signals we look for

1.  Mentions "not showing up in ChatGPT" or "Alexa can't find us."
2.  Currently uses a paper/phone booking system alongside a digital one.
3.  Has asked their agency/SEO consultant about "AI search optimisation."
4.  Churn risk with current booking software (complains about cost or complexity).

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## Anti-ICP (do not target)

- E-commerce only (no physical/local service).
- Enterprise with >100 locations and dedicated engineering teams (they will build internally).
- Pure B2B SaaS or products sold via distributors (no direct consumer booking).
- Businesses that do not accept online payments.

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## How to use this definition

- **GTM teams:** Use the buying signals for lead scoring and partner briefs.
- **Engineering:** Use the tech-maturity attributes to scope the `.well-known` setup and default data model.
- **Investor docs:** Reference this as the "target wedge" – 1.2% of 33M US SMBs = our initial TAM.

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*Any updates to ICP must be made here first, then propagated to derivative docs.*