Who do we build for?

Who we build for is critical to how we shape the future of Lucrii, and ensuring we remain alive. It is important to acknowledge that an ICP is not fixed - it is fluid and ever evolving. Ensuring your ICP evolves alongside your product and customer base is just as important for survival as recognising your ICP in the first place.

What is an ICP and how do we define it? It is our Ideal Customer Profile (the company) and Persona (the actual people using the product). Put simply, it is who we believe is the best fit for Lucrii and our current core focus customer.

Our Current ICPs:

Note on plural above. Lucrii is currently a pre-customer, start-up. We’re building this tool based on our experience in small-medium businesses across both service based and goods based businesses. The truth is, we just don’t know who will take to Lucrii the fastest or the best at this stage, and it would be arrogant of us to assume we know best without getting customer feedback.

We have a good idea on who is best suited for Lucrii and until the market tells us otherwise, we’re going to knuckle down here.

Marketing and customer success should focus 70% on Growing SMBs (they pay the bills) and 30% on Early-Stage Founders (they’re tomorrow’s high-value customers). The early-stage ICP should get great product and support but at a price point that reflects their stage - we’re investing in the relationship, not expecting immediate high revenue.

What This Means Operationally

Growing SMB (70% of resources)

Priority onboarding support
Faster response times
Proactive check-ins
Premium features first

Early-Stage Founders (30% of resources)

Self-serve onboarding
Community + email support
Educational content
Clear upgrade path as they grow

	The Growing SMB
Description	Businesses that are actively experiencing pain from fragmented systems. They have revenue, paying customers, and a team - but their operational infrastructure hasn’t kept up with growth.
Criteria	5-50 employees $50k-500k/month revenue (or $5k-50k for services) 12-36 months post-launch (past the startup chaos, in growth mode) B2B services or B2C e-commerce/product businesses in Australia Currently using 4+ disconnected tools for operations
Why they matter?	Quick sales cycle (1-3 weeks from demo to paid) Higher price point justifiable ($300-800/month range) Strong retention - they’ve felt the pain and know the value Activate fast and use product deeply Clear ROI - time savings alone justifies cost Word-of-mouth influence in SMB community Expansion revenue potential as they grow Product feedback is practical and implementation-focused Act as key opinion for second ICP - learn from their early pains to influence how we build for Early Stage Founders
Example	Design agency with 15 staff managing 30+ active clients Product distributor doing $2M annually with 8-person team E-commerce brand with $200k/month GMV and 12 employees
Success Metrics	Onboarding completion within 48-72 hours Daily active usage from 3+ team members within first week Customer invites additional users within first month Monthly churn <3% Sales cycle <3 weeks Net retention >110% (they expand usage and seats)

	The Early-Stage Founders
Description	In their first 12-24 months who are setting up proper systems before things get messy.
Criteria	0-5 employees (often just founder + 1-2 people) $5k-50k/month revenue (or just launched and building) 0-24 months since launch B2B services or B2C e-commerce/product businesses in Australia Currently using spreadsheets, Notion, or consumer tools (Gmail, basic Stripe) Founder is still doing most operational work themselves Has clear growth trajectory
Why they matter?	Future high-value customers - today’s solo founder is tomorrow’s 20-person team Ground-floor relationship means we’re embedded as they scale Quick to setup because they don’t have legacy systems to migrate Become advocates and refer peers at same stage Provide feedback on onboarding and early product experience Willing to grow with us - seat expansion and feature adoption Lower support burden initially - simpler use cases
Example	Solo consultant who just hired first employee and needs to track clients properly E-commerce founder doing $20k/month who outgrew Stripe dashboard + spreadsheets Service business founder needing basic CRM and order management controls Product business that launched 6 months ago and has 50+ customers
Success Metrics	Onboarding completion within 1 week Active usage 2-3 x per week minimum Retention > 85% - they’re growing with us, not churning Sales cycle < 1 week - they decide quickly Expansion path clear - moving toward Growing SMB ICP

Our Real ICP

We’re not new to this. We know it’d be naive to assume the above is 100% rock solid - that’s why all that matters right now is the following:

How We’ll Know If This Is Right

Good signs:

Sales cycles <3 weeks
Onboarding completion within first week
Daily active usage within first month
Low churn (<5% monthly)
Customers describe us as “exactly what we needed” not “interesting”

Bad signs:

Long sales cycles (>4 weeks)
Customers using it once then disappearing
Describing us as “cool” but not using it
Asking for deep customisation
Churning within first 3 months

What We’ll Do Next

Get first 5 paying customers from either ICP
Weekly check-ins for first 3 months
Track which ICP activates faster and retains better
Refine criteria quarterly based on actual data
Be ready to pivot if a third ICP emerges. We’ll know we’ve nailed it when we can identify our ideal customer in 30 seconds and close them in under 2 weeks.

What We Don’t Build For (Non-ICP)

Enterprise Corporations (500+ employees) - Too large, need enterprise features we don’t provide, have formal procurement, use SAP/Oracle/Salesforce already.
Customisation Specialists - Want to build deeply customised systems with technical teams. We’re out-of-the-box, not a dev platform.
International-First Businesses - Primarily operating outside Australia needing multi-currency and international compliance as core features, not nice-to-haves.
Mature Mid-Market (100-500 employees) - Already have established systems, need enterprise features, formal vendor evaluation, and implementation timelines we don’t support.

If you made it this far, thank you for reading (+20XP)