Guidance

Track 3: Ideal Customer Profile

Published 2 December 2025

FROM SERIES A TO SCALE 

IDEAL CUSTOMER PROFILE 

Every successful Go-To-Market strategy begins with a clear understanding of who you are selling to and why they need your solution. Defining your Ideal Customer Profile helps you focus your sales, marketing and product efforts on the customers that offer the greatest opportunity for scalable, repeatable growth. It ensures your Go-To Market activities are targeted, efficient and effective by prioritising customers by sector, budget, procurement process (such as government, international, or private) and other key criteria. 

This Ideal Customer Profile framework breaks down the critical elements needed to profile and prioritise your best-fit customers: 

• Segment customers by industry, company size, geography, budget and procurement process, so you know exactly where to focus your outreach and efforts. 

• Understand your customer’s core business problems, the specific pains your solution addresses and the gains it creates, ensuring your messaging speaks directly to their needs. 

• Clearly explain the problem solved and the customer jobs your solution performs, while building emotional connection through value propositions like, “We save governments money on X” or “Reduce insurer risk by Y,” making the benefits tangible and compelling. 

• Map out different buyer personas, technical, executive and end users, to tailor your sales approach effectively as the benefits to each of them could be very different (e.g. CFO vs head of engineering, vs CEO). 

• Keep track of procurement and compliance requirements impacting your customers and fold these into your product roadmap to help close the deal and ensure great customer support, engagement and success. 

• Prioritise customers based on strategic fit (alignment of their strategies to your value proposition) and their readiness to adopt. This will allow you to focus sales efforts where scale and repeatability are most achievable. 

Having a clear Ideal Customer Profile grounds the rest of your Go-To Market strategy by helping you develop a compelling, targeted value proposition and master the complexities of enterprise sales. Enterprise sales often involve multiple buyer types and can span 6-12 month sales cycles, often with sale teams pursuing multiple prospects at once. Recognising this, your sales, marketing and support teams must be closely aligned and have the capacity and skills to maintain consistent messaging and provide a smooth buyer journey toward deal closure. Avoid chasing the sale as the expense of your strategy. 

Additionally, this approach demonstrates that you are aware of risks and willing to acknowledge them openly, with clear plans to mitigate challenges proactively. By evidencing this discipline and market insight, you build confidence with investors and position your business for sustainable, scalable success. 

In sum, the Ideal Customer Profile framework is your strategic lens to focus resources on the right customers, accelerate pipeline development and increase conversion rates. It is a critical step in building a scalable, repeatable growth engine and attracting investor confidence through clarity, rigor and market understanding. 

Customer Profile template 

Use the below template to outline your key customers, track their status and details and flag who your priority customers are. Fill in one template per customer. 

Category	Description / Criteria	Status / Details / Prioritisation
Industry / Sector	Target industries or sectors	-
Company Size	Revenue range, employee count	-
Geography	Target countries or regions	-
Budget Size	Typical purchasing/project budget	-
Procurement Process	Tendering frameworks, prequalification, compliance	Prequalified / In Progress / Not Started
Core Customer Problem	Primary business challenge or “Job to be Done”	-
Pains Relieved	Specific pain points your solution addresses	-
Gains Created	Customer benefits gained by using your solution	-
Technical Buyer Persona	Role evaluating technical feasibility, integration	Identified / Engaged / Not Identified
Executive Buyer Persona	Role responsible for budget and strategic decisions	Identified / Engaged / Not Identified
End User Persona	Daily operators or end users	Identified / Engaged / Not Identified
Anchor Customers	Existing high-profile customers or partners	Confirmed / Targeted / None
Export Compliance	Required export licenses and compliance readiness	Filed / Pending / Not Required
Customer Prioritisation	Priority level based on strategic fit and readiness	Focus sales effort accordingly

This information is a non-exhaustive summary of some of the factors which may be relevant to seeking investment in the space sector. Persons should take independent legal and professional advice before seeking any such investment.