Article
'Defining and validating your ICP' on the Path to Market podcast
customerfocus.substack.com
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Tools like qualitative user research and pain mapping can help surface the unmet needs that should shape your ICP. For example, when I launched an ad platform at Deliveroo during the hypergrowth days, our ICPs weren’t static—they evolved based on iterative testing and constant feedback from different restaurant (and consumer) segments. Small businesses had very different pain points compared to large enterprises, and refining our strategies to “follow the pain” and meet the most urgent, unmet needs in our restaurant portfolio was critical. “The key is to test, refine, and iterate based on real-world feedback.” At Deliveroo, we prioritised segmentation to refine our go-to-market strategies. By creating tailored messaging and solutions for each segment, we were able to focus our resources effectively and scale operations with confidence. It’s this kind of targeted iteration that can unlock market fit and keep you on track as you grow.