How to Define Your Ideal Customer Profile and Go-To-Market Strategy

September 28, 2016

Back in January 2016, Ricardo Marvão, Co-founder and Head of Global Resources at Beta-i, had an idea. He felt that startups in Lisbon needed advanced knowledge on crucial topics to better develop their businesses. But, at the same time, they were struggling to get it in Portugal, as the Portuguese startup ecosystem is still young and growing. It’s not like they could easily reach out to experienced entrepreneurs who had done it before.

So, Ricardo came to the office one day, to tell us that we would start doing a different kind of event called the Masterclass. We would invite a top international expert once a month to join us at Beta-i to give a hands-on workshop and help founders and their teams tackle relevant issues they were struggling with. And so, the Masterclasses came to see the light of day.

During this past year, we’ve had great speakers coming to the Masterclasses.

Bill Burnett from Stanford University, who taught us all about Design Thinking and how to solve real problems. Rob Fitzpatrick, author of the best-selling book ‘The Mom Test’, who explained us how to talk to customers and get real feedback. David Alston, one of the top CMOs in the world, to tell us that marketing is all about being personal. In the end, I truly believe we learned more than expected with these incredible people.

Join us for our next Masterclass on October 28th. Register here.

However, right when summer began, we knew that if we really want to provide value for founders and their teams, we needed to talk to them first. And so we did. We took a step back and asked the founders from our community what their challenges were facing, how we could help them and who could we bring to a future Masterclass.

In one of these conversations, Vasco Pedro, CEO of Unbabel, said that his team recently had a hands-on workshop that changed the course of Unbabel’s history. This workshop was on defining the Ideal Customer Profile and Go-To-Market strategy with Bryan Richter, from Notion Capital in London.

And the thing is, we all knew that every single startup struggles with their Go-To-Market Strategy, and just too often they get their Ideal Customer Profile totally wrong. Some go for the “I want it all” kind of strategy, ignoring the fact that if you focus you’re much better off. While others, look at it as if it was Age of Empires.

Truth is, you really need to think it through. This is actually a make it or break it kind of decision. Not only you need to define your ideal customer but also need to make sure you’re doing it right. Getting it wrong is a recipe for disaster, that we can guarantee.

So, for this reason, we took on Vasco Pedro’s suggestion and invited Bryan Richter to come to Lisbon on October 28th for a Masterclass. With over 25 years of sales experience in the software industry, Bryan has advised many startups and companies on this issue. This will definitely be a unique opportunity for those who want to use their resources efficiently and get the best possible results from marketing and sales.

“For a company, defining their ideal customer profile (ICP) is a crucial step in the go to market strategy. Bryan Richter is one of the world’s experts in helping companies discover and understand their ICP. What he brings is fundamental to the growth of any company”. 

Vasco Pedro, founder and CEO of Unbabel


During this Masterclass you will learn how to:

  • Define your Ideal Customer Profile (ICP) and its unique characteristics
  • Leverage on the unique strengths of your solution and lessons learned from your best and worst customers
  • Build a scalable and repeatable customer acquisition process
  • Shorten the sales cycle and increase total annual sales volume
  • Develop a foolproof Go-to-market strategy around the unique characteristics of your ICP
  • Access your total addressable market

Who is this Masterclass for?

This Masterclass is especially useful for startups and companies with customers already (including founders, CEOs, CMOs, sales and product managers). However, if you’re just getting started with your startup this workshop can put you on the right track.

You will also take more value from this masterclass if you bring more than one person from your team, as it adds different perspectives to the problem.

Ready to join us? Click here to register!