1.
HOW TO SUPERCHARGE
YOUR GROWTH USING
IDEAL CUSTOMER PROFILES
Lincoln Murphy, Founder
Sixteen Ventures

2.
In this session
we’ll cover…
Why does this even
matter?
1
2 Identify your Ideal
Customer
3 Enter the
Conversation
4 The Scientific
Method
5 Dirty Little
Secret

3.
I’ve got a DIRTY little secret
Stick around... I’ll share it at the end

4.
WHY DOES THIS EVEN MATTER?
http://sixteenventures.com/ideal-customer-profile

5.
Most People START with TACTICS
That’s where most people go wrong. Don’t be most people.
http://sixteenventures.com/ideal-customer-profile

6.
START with Your Customers!
Then develop PERSONAS in that order
http://sixteenventures.com/ideal-customer-profile

7.
TARGET specific Customers
Even though FOMO is telling you NOT to do this.
http://sixteenventures.com/ideal-customer-profile

8.
MARKETING channels will appear
Okay, it might take some work, but the results will be worth it!
http://sixteenventures.com/ideal-customer-profile

9.
IDENTIFY YOUR IDEAL CUSTOMER
http://sixteenventures.com/ideal-customer-profile

10.
 Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
IDEAL CUSTOMER PROFILE
http://sixteenventures.com/ideal-customer-profile

11.
SITUATIONALAWARENESS
Situational
Awareness

12.
Situational Definition
What’s your Goal? What’s the Time Frame?
http://sixteenventures.com/ideal-customer-profile

13.
IDEAL CUSTOMER PROFILE
 Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
http://sixteenventures.com/ideal-customer-profile

14.
Input: Success Potential
Some customers are more likely to be successful than others
http://sixteenventures.com/ideal-customer-profile

15.
Input: Acquisition Potential
Some customers are easier to reach and faster to close.

16.
Input: Expansion Potential
Some customers will use more and more and more…
http://sixteenventures.com/ideal-customer-profile

17.
Input: Advocacy Potential
Some customers will tell others about your product.
http://sixteenventures.com/ideal-customer-profile

18.
You CAN’T REALLY KNOW
what Marketing Channels, Pitch,
Pricing, or Messaging to use
UNTIL you are clear on your
Ideal Customer Profile.
http://sixteenventures.com/ideal-customer-profile

19.
1. Ideal Customer Profile
2. Persona Development
3. Empathy Mapping
4.Distribution / Outreach
THE PROPER ORDER
http://sixteenventures.com/ideal-customer-profile

20.
ENTER THE CONVERSATION
http://sixteenventures.com/ideal-customer-profile

21.
Customer Success = “Helping
your customers achieve their
Desired Outcome through the
use of your product.”
http://sixteenventures.com/ideal-customer-profile

22.
Desired Outcome consists of
two parts: Required Outcome
and Appropriate Experience
http://sixteenventures.com/ideal-customer-profile

23.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
http://sixteenventures.com/ideal-customer-profile

24.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
http://sixteenventures.com/ideal-customer-profile

25.
Success = Their Desired Outcome
http://sixteenventures.com/ideal-customer-profile

26.
Success = Their Desired Outcome
http://sixteenventures.com/ideal-customer-profile

27.
For BOTH the Company & Personas
http://sixteenventures.com/ideal-customer-profile

28.
THE SCIENTIFIC METHOD
http://sixteenventures.com/ideal-customer-profile

29.
Observation  Hypothesis  Test
Then you either pivot or double-down on what’s working
http://sixteenventures.com/ideal-customer-profile

30.
Situation DETERMINES Success
How are you doing 30-days in? On your way to the 90-day goal?
http://sixteenventures.com/ideal-customer-profile

31.
You CAN Run Multiple Tests
The only REAL constraint is on resources and customer knowledge
http://sixteenventures.com/ideal-customer-profile

32.
My DIRTY little secret is…
Even "ugly" designs and “bad” copy WILL work when super-targeted
http://sixteenventures.com/ideal-customer-profile

33.
@lincolnmurphy
Lincoln Murphy, Founder
Sixteen Ventures