agency-icp

name	agency-icp
description	ICP interview — produces a precise buyer profile (named title, industry, size, pain, trigger, budget, watering holes). Reads memory/mvv.md. Writes to memory/icp.md. Use when the user says "ICP", "ideal client", "who's my buyer", "define my client", or is invoked by setup-agency-os.

ICP

The second bootstrap interview, run after MVV. Goal: a buyer specific enough that the founder could pick them out of a Sales Navigator search. Vague ICPs make every downstream skill — Sales, Marketing, Offer Stack — work harder than it needs to.

Inputs

Read:

• memory/mvv.md — voice and reason for being

If mvv.md is missing, stop and direct user to /agency-mvv.

Method

• One question at a time. Same cadence as MVV.
• Push for specificity. If the founder says "B2B" — push: what kind? If they say "SaaS" — push: what stage, what size? If "founders" — push: first-time or repeat? Technical or commercial?
• Anchor to real clients. Halfway through, ask: "Pull up your last 3 best clients. What did they have in common that your worst clients didn't?" That answer is usually sharper than any abstract ICP.
• Capture their language verbatim. Don't translate "stuck doing busywork" into "operational inefficiency." Their words become Marketing's hook.

What to capture

#	Field	Why it matters
1	Headline	One sentence — the ICP a stranger could match in a search result
2	Firmographics	Industry, size, stage, geography, business model
3	Buyer	Exact title, seniority, decision authority
4	Pain stack (3-5 ranked)	What's keeping them up at night
5	Triggers	Events that move them from someday → this week
6	Budget reality	What they actually pay for this kind of help
7	Watering holes	Where they spend time online — newsletters, podcasts, LinkedIn voices, communities
8	Disqualifiers	Who looks like ICP but isn't — and the discovery-call red flag

Question sequence

Cover all of these, in this order, one at a time:

Firmographics

1. What industry or vertical?
2. What size — revenue range and headcount?
3. What stage — bootstrapped, funded, what round?
4. Where geographically? Any regulatory environment that matters?
5. What business model — SaaS, agency, e-com, consulting?

Buyer

6. Who's the buyer — exact title?
7. What's their decision authority — sole, joint, committee?
8. Senior — founder, VP, director?

Pain

9. Top pain that drives them to look for help?
10. The pain they don't say out loud but feel?
11. The deeper fear underneath?

Triggers

12. What event makes them shop this week vs. someday?
13. What's the cost of doing nothing for another 90 days?

Budget

14. What do they currently spend on this problem — tools, salaries, agencies?
15. What's a number that feels normal vs. expensive vs. cheap to them?

Watering holes

16. Where do they hang out online — specific newsletters, podcasts, LinkedIn voices, communities?
17. Who do they trust for recommendations in your space?

Disqualifiers

18. Who looks like ICP but isn't?
19. What's the discovery-call red flag that means "walk away"?

Output

Write to memory/icp.md:

# Ideal Client Profile

**Last updated:** YYYY-MM-DD

## Headline
{one sentence — pickable out of a Sales Navigator search}

## Firmographics
- **Industry:** ...
- **Size:** ... (revenue) / ... (headcount)
- **Stage:** ...
- **Geography:** ...
- **Business model:** ...

## Buyer
- **Title:** ...
- **Seniority:** ...
- **Decision authority:** ...

## Pain stack (ranked)
1. ...
2. ...
3. ...

**Underlying fear:** ...

## Triggers (events that drive urgency)
- ...
- ...

## Budget reality
- Currently spending: ...
- Normal range: ...
- "Expensive" threshold: ...

## Watering holes
- **Newsletters:** ...
- **Podcasts:** ...
- **LinkedIn voices:** ...
- **Communities:** ...
- **Trusted recommenders:** ...

## Disqualifiers
- ...
- **Discovery-call red flag:** ...

After writing

Could you pick this person out of a 100-result Sales Navigator search? If not, we sharpen further. If yes — Offer Stack is next. With MVV + ICP locked, we can design exactly what to sell them.

Boundaries

• Don't accept "small businesses" or "B2B" as a final answer. Push.
• Don't write what the founder wishes their ICP was. Capture who they actually win deals with.
• If the founder hasn't closed any deals yet, anchor to the 3 ideal prospects they'd pursue first — flag the file as [provisional] until they have real data.