3.2 KiB
3.2 KiB
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
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. |
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. |
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).
Buying signals we look for
- Mentions "not showing up in ChatGPT" or "Alexa can't find us."
- Currently uses a paper/phone booking system alongside a digital one.
- Has asked their agency/SEO consultant about "AI search optimisation."
- Churn risk with current booking software (complains about cost or complexity).
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.
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-knownsetup and default data model. - Investor docs: Reference this as the "target wedge" – 1.2% of 33M US SMBs = our initial TAM.
Any updates to ICP must be made here first, then propagated to derivative docs.