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Anti-Persona and Ideal Customer Profile

Table output Has example

Define who not to target as well as who to.

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Define who I should target and who I should not. Product and pricing: [PRODUCT_AND_PRICING]. Best customers today and why (data and stories): [BEST_CUSTOMERS]. Worst customers today and why: [WORST_CUSTOMERS]. Sales and support effort data if available: [EFFORT_DATA].

Return tables:
1. Ideal customer profile: Dimension | Best fit definition | Evidence | Disqualifying signal. Dimensions: industry or life situation, size, budget, maturity, trigger event, tools used, decision maker, geography, and buying process.
2. Persona sketch for the primary buyer: goals, frustrations, how they search, objections, and the words they use.
3. Anti-persona (who not to target): Pattern | Why they are a bad fit (cost to serve, churn, refund rate, unreasonable demands, low value) | How to spot them early | How to politely redirect.
4. Qualification questions: Question | Good answer | Warning answer, for forms and discovery calls.
5. Marketing implications: channels, message, and offers that attract the ICP and repel the anti-persona.
6. Validation plan: check against the customer database (revenue, retention, referral rate by segment) and revisit every six months.

Base the profile on my evidence and mark assumptions. Anti-personas must be defined by behaviors and fit, never by protected characteristics.

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ICP
Dimension | Best fit | Evidence | Disqualifying signal
Company size | 10-50 staff | 82% of retained revenue | Under 5 staff
Trigger | Just hired first operations manager | 7 of 10 best customers | No owner for the process
Budget | 200+ a month | Pricing tests | Wants free
Anti-persona: "Bargain hunter agencies": ask for custom features, refund rate 3x average, support cost 4x. Spot early: asks for a discount before seeing a demo. Redirect politely: point to the free guide.
Qualification question: "Who owns this process today?" Good: a named person. Warning: "We all do."
Defined by behavior and fit, not protected characteristics.

• icp
• qualification