ICP, positioning and competitor map
One document that says who you sell to, why they buy now, how you describe the product to them, and who else they could choose.
Written once, tested in customer conversations and updated from every deal you win or lose. Section 1 is the ideal customer profile, sections 2 and 3 are the sentences you say out loud, and section 4 is the map of every alternative a prospect has named, including building it in-house and doing nothing.
What’s inside
- Our ideal customer profile: twelve fields, with the disqualifiers as sharp as the targets
- Our beachhead
- Our positioning
- Our competitor map
- What the next investor will test, and common mistakes
- Decisions and actions from this document
Start here. Write the beachhead sentence and the positioning statement, then fill the evidence row of the profile from your own customer list and pipeline.
It comes filled in with a worked example for Northlight AI Ltd, a fictional company. Blue cells are yours: overwrite the example values with your own and keep the structure. Delete the first page, which is for you, before you send it.
