Develop and validate customer target group

Purpose and goal:

Aim and goal of the project was to evaluate whether the proposed ICP (ideal customer profile) has a sufficiently large need for Asker´s platform and a sufficiently high willingness to pay to be able to scale Asker´s business to profitability.

The project was successful as we evaluated the issue and made a decision. Thanks to the project, we have been able to make the decision to reevaluate our ICP and make it more concrete and aimed at larger organizations. Expected results and effects:

The project was successful as we were able to collect data to validate or reject our hypotheses. Through the collected data from, for example, web traffic and marketing campaigns, we got the desired effects we wanted in the form of being able to make a decision on whether we had the right ICP or not. The result was that we received positive answers to 1 out of 5 hypotheses regarding our ICP. The 4 hypotheses that received a negative answer were because we have the wrong ICP.

Approach and implementation: The project was set up and carried out based on 3 parts: 1. Creation of marketing campaigns and sales materials 2. Implementation of marketing campaigns and sales activities 3. Sales meetings.

The project setup was very successful in being able to make a decision if the identified ICP was correct. Objective and sub-goals were followed up regularly during the course of the project and thus conclusions could be drawn.