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ACP + ICP
Note: to be added to this data:
ACP
What is ACP?
ACP is Average Customer Profile. These are the typical characteristics of the customers that we currently have, and have seen in the past. This is a broad representation of our ‘average’ customer, rather than a description of our ‘ideal’ customer (i.e. while this is what we typically see, we may not necessarily seek out this type of customer, as they may not be the types of accounts with greatest potential).
Why are we looking at ACP?
It’s important to understand the real characteristics of the customers that we have had success at closing in the past. As most of our sales to date have been inbound, this description represents the types of people that are actively seeking us out, and these are the types of prospects that we know we have real potential to close. This information informs our definition of our ICP (see below), and also helps us to refine our marketing positioning & messaging and sales strategy.
ACP Summary
Category
Detail
Notes
Countries (weighting %)
UK (40%)
Ireland (31%)
US (29%)
Key Industries (weighting %)
Software, IT & Telecoms (54%)
Financial Services (13%)
Marketing & PR (9%)
Non-profit (8%)
Staffing & Recruiting (8%)
Education & Research (8%)
Number of Employees
1-100
Tgt Job Titles
Industry dependent - see Notes section
Software, IT & Telecoms: CEO (50%), Co-Founder / Founder, Director, Managing Director
Financial Services: [TBU]
Marketing & PR: Director, CFO, Head of HR / People Manager
Non-profit: [TBU]
Staffing & Recruiting: Managing Director, CEO, SVP/Head of HR
Education & Research: Associate VP HR/Operations, Director of Finance, CEO
Lifetime Revenue
€1-20k
While this is what we’re mostly seeing, this is not where we want to be - it’s crucial that we start to onboard more valuable customers, and drive stronger revenue retention & expansion
There are no rows in this table
ICP
What is ICP?
ICP is Ideal Customer Profile. These are the typical characteristics of the types of customers that we would most like to acquire, due to the potential for these to be valuable long-term customers of Boundless.
Why are we defining ICP?
This definition of the type of customers we would like to attract drives our go-to-market strategy. Understanding who we want to speak to informs our positioning and messaging across all marketing and sales activities.
ICP Summary
Category
Detail
Notes 2
Countries (weighting %)
US (40%)
UK (35%)
Ireland (25%)
Industry (weighting %)
Software, IT & Telecoms (50%)
Marketing & PR (27%)
Financial Services (10%)
Staffing & Recruiting (8%)
Non-Profits (5%)
For mid-market sales:
Number of Employees
50-1k
Tgt Job Titles
Industry dependent - see Notes section
We also need to consider the size of co (e.g. you wouldn’t be talking to CEO at a 500-person co)
Software, IT & Telecoms: CEO (50%), Co-Founder / Founder, Director, Managing Director, Head of HR / People leader
Marketing & PR: Director, CFO, Head of HR / People Manager
Financial Services: [TBU] HR leader
Staffing & Recruiting: Managing Director, CEO, SVP/Head of HR
Non-profit: [TBU] HR leader
There are no rows in this table
ANALYSIS BELOW...
Note: All data source files are linked at the bottom of the page
Analysis of Closed Won
Taken from (note: the sheet states this covers just last 6 mths, but dates detailed go back earlier?)
Conclusions On Closed Won Countries
Countries to focus on & %age weighting:
Notes:
Excluding Estonia, as if included its weighting would be <10%;
Excluding Australia, as while if included this would sit at 10% weighting, timezones make this too challenging a territory for us to focus on right now.
Industries
Category
Count
Technology and Software
12
Engineering and Manufacturing
5
Education and Research
4
Professional Services
4
Creative & Marketing Agencies
4
Healthcare and Life Sciences
3
Non-Profit
2
Real Estate and Hospitality
1
There are no rows in this table
Summary Of Closed Won Industries
Industries to focus on and %age weighting
Note 1: under Example Businesses, * indicates particularly valuable, - indicates low value
Note 2: While weighting is based on what we’ve seen overall from all countries, all other categories include specifics just from US, UK & Ireland.
Focus Industries
Weighting
Example Business Types
Example Businesses
Employee Range
Tgt Job Title
Primary Pains
Technology and Software
41%
Be More Savi*
Pandium*
SupaPass*
Waste Logics Software Ltd*
Deepview / Social Media Compliance Ltd
Sulu Solutions
1-50
CEO (50%)
Co-Founder / Founder
Director
Managing Director
Actively addressing both urgent and strategic employment challenges through EOR
Engineering and Manufacturing
17%
Atturo*
Ecovative*
EcoServices, LLC
11-200
VP - Sales/Ops
General Counsel
HR Director
Chief People Officer
Needs a compliant EOR solution
Actively addressing both urgent and strategic employment challenges through EOR
Creative & Marketing Agencies
14%
JBeth Photo*
Yoyo Design-
Milk & Honey PR-
1-200
Director
CFO
Head of HR / People Manager
Actively addressing both urgent and strategic employment challenges through EOR
Professional Services
14%
Lead with Light*
RPX*
Gaia Talent-
1-200
Managing Director
CEO
SVP, Head of HR
Actively addressing both urgent and strategic employment challenges through EOR
Needs a compliant EOR solution
Education and Research
14%
Tyro Technologies Limited*
Belmont Abbey College-
Oxford MeasurEd-
1-1000
Associate VP HR, Operations
Director of Finance
CEO
Actively addressing both urgent and strategic employment challenges through EOR
Needs a compliant EOR solution
There are no rows in this table
Analysis Of Historic Customer Data
Analysis Of 100 Most Recent New Logos (ACP)
[TBU]
Customer Count by Lifetime Revenue Value
Conclusions On ACP Revenue Value
Most of our customers have delivered <€20k in lifetime value to date.
But is is worth noting that >35% of our customers have delivered >€10k in revenue - this is the segment that we want to focus on and attract more of.
HQ Country Count All Customers
Source: Revenue Ranking sheet, Data For Marketing Source: Vitally
HQ Country By Revenue Value Excl Payward
I currently only have full country data for accounts with lifetime revenue >€10k - need to add all others, and see if this provides any further insights.
Conclusions On ACP Countries
Ireland, UK & US continue to be key territories. For driving value, we should potentially be more focussed on Ireland & UK, relative to US.
Industry Count For All Customers
Notes:
This is based on sample size of 137 that we have industry info for.
This is almost identical to the breakdown for Customers with lifetime value >€10k.
‘IT & Telecoms’ seems to include all forms of software dev, tech product, & IT services.
Industry By Revenue Excl Payward
Industry By Revenue For Customers With Lifetime Revenue <€20k
Conclusions On ACP Industries
IT & Telecoms, Financial Services, Marketing & PR, Staffing & Recruiting, and Non-Profits are the clear top sectors. IT & Telecoms is particularly dominant. Although Marketing & PR is less dominant in terms of value, the combination of overall count and value of customers in this industry means maybe we should still include it.
Analysis Of Customers With High Lifetime Revenue (ICP)
Count Of HQ Country For Customers >€10k Lifetime Revenue
Note: %ages for the top 3 countries are similar at >€15k ARR and >€20k ARR
Count Of HQ Country For Customers >€50k Lifetime Revenue
Note: This looks similar for accounts >€100k lifetime rev’s
HQ Country By Revenue Value Incl Payward
Conclusions On ICP Countries
If we’re focussed on driving value, there is some argument that we should prioritise US ahead of UK. Ireland continues to be a v important territory (see value above under ACP, when Payward is excluded).
Industry Count For Customers >€10k Lifetime Revenue
Notes:
This is almost identical to the breakdown for all Customers.
‘IT & Telecoms’ seems to include all forms of software dev, tech product, & IT services.
Industry count for customers >€50k lifetime revenue looks very similar to this.
Industry Count For Customers >€100k Lifetime Revenue
Industry By Revenue Value Incl Payward
Conclusions On ICP Industries
As validated in ACP analysis - and across accounts in all lifetime value ranges up to €50k - IT & Telecoms, Financial Services, Marketing & PR, Staffing & Recruiting, and Non-Profits are the clear top sectors. IT & Telecoms is particularly dominant.
For mid-market sales, it is also worth swapping out Non-Profits for Education sector (our ‘Education’ customer is Code Institute), and it may be worth prioritising financial services (specifically fintech) over tech & telecoms.
Source Files
Vencha deck:
SMB PLAYBACK.pptx
132.2 kB
- Founder has previously worked in a tech company?
Refreshed approach to ICP
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