Startups For the Rest of Us Episode 767 | Finding Your ICP, Prioritizing Feature Requests, Pricing, and More Product-Focused Listener Questions
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Mar 25, 2025 
Brendan Fortune, a product expert with extensive experience in product management, joins to share invaluable insights. They tackle whether your ideal customer is always your highest paying one, exploring the complexities of defining an ideal customer profile. The duo discusses prioritizing feature requests and highlights the balance of art and science in product management. They also delve into effective pricing strategies while emphasizing the importance of competing on value, not just price. This session is packed with strategies for product managers to optimize their focus and decision-making.
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Ideal Customer Profile (ICP)
- Your ideal customer isn't always the highest paying one, but if they're not in your top 20%, understand why.
- Prioritize customers based on retention and expansion revenue, not just immediate payment.
Multiple ICPs
- Identifying a single ICP can be challenging, as businesses often have multiple customer segments.
- Consider factors like retention, expansion, and even promotional potential when defining your ICP.
Prioritizing ICPs
- Prioritize ICPs based on a combination of retention and expansion.
- Connect ICP definition back to these metrics, even as companies grow.
