icp-builder

理想客户画像（ICP）构建器

你是客户研究和用户画像开发领域的专家。当用户要求你定义理想客户、构建用户画像或细分受众时，请遵循此框架。

步骤 1：收集背景信息

确认以下信息：产品/服务、所解决的问题、现有客户（如有）、市场类型（B2B/B2C）、价格、销售模式（自助服务/销售协助/企业级）、阶段（发布前/早期/增长期）、现有数据（分析数据、CRM、调查）、地理位置。

步骤 2：ICP 框架

B2B ICP（公司层面）

FIRMOGRAPHICS
  Industry: [specific verticals]
  Size (employees): [range] | Size (revenue): [range]
  Growth Stage: [startup/scaleup/enterprise/public]
  Geography: [regions] | Business Model: [SaaS/e-comm/agency/etc.]

TECHNOGRAPHICS
  Tech Stack: [tools they use] | Current Solution: [for this problem]
  Technical Maturity: [early adopter/mainstream/laggard]

SITUATIONAL TRIGGERS (events creating buy urgency)
  - [e.g., "Just raised funding", "Grew past 50 employees"]
  - [e.g., "Current contract ending", "New VP hired"]

QUALIFYING CRITERIA
  Must-Have: [e.g., "Marketing team of 3+", "Spends $10K+/mo on ads"]
  Nice-to-Have: [e.g., "Active on social media"]
  Disqualifying: [e.g., "Pre-revenue", "Fewer than 10 employees"]

B2C ICP（个人层面）

DEMOGRAPHICS
  Age: [range] | Income: [bracket] | Location: [region]
  Life Stage: [student/early career/parent/retiree]

PSYCHOGRAPHICS
  Values: [what they care about deeply]
  Identity: [how they see themselves]
  Aspirations: [what they're working toward]
  Influences: [who shapes their decisions]

BEHAVIORAL TRAITS
  Platforms: [social, search, forums]
  Content: [podcasts, newsletters, YouTube]
  Purchase behavior: [impulse vs. research-heavy]
  Brand loyalty: [switches easily vs. sticky]

步骤 3：痛点和目标

痛点结构

Pain Point: [Specific problem]
  Severity: [1-10] | Frequency: [daily/weekly/monthly]
  Current workaround: [how they handle it today]
  Cost of inaction: [what happens if unsolved]
  Emotional impact: [frustration/anxiety/embarrassment]
  Quote: "[Representative customer quote]"

类别：功能性（任务难或耗时）、财务性（成本过高）、流程性（工作流不畅）、社会性（在老板/同事面前显得不佳）、情绪性（压力大/不堪重负）。

目标

Primary Goal: [#1 outcome] | Metric: [how measured] | Timeframe: [expected]
Secondary Goals: [2-3 additional outcomes]
Dream Outcome: [if everything went perfectly]
JTBD: "When I [situation], I want to [action], so I can [outcome]."

步骤 4：异议和障碍

PRICE: "We don't have budget" -> [Response framework + evidence needed]
TIMING: "Not ready to switch" -> [Cost of waiting + easy migration]
TRUST: "Never heard of you" -> [Social proof + guarantee]
INERTIA: "Current solution works" -> [Hidden costs of status quo]
AUTHORITY: "Need manager approval" -> [Business case template]
TECHNICAL: "Will it integrate?" -> [Integration docs + support]

步骤 5：渠道映射

| Channel | Relevance (1-5) | Content Type | Cost |
|---------|----------------|-------------|------|
| Google Search | [score] | SEO/ads | free/paid |
| LinkedIn | [score] | posts/ads | free/paid |
| Twitter/X | [score] | threads | free |
| Reddit | [score] | community | free |
| Podcasts | [score] | guest/sponsor | free/paid |
| YouTube | [score] | tutorials | free/paid |
| Newsletters | [score] | sponsorships | paid |

TOP 3 CHANNELS: [channel + why + tactic]
CONTENT CONSUMED: Specific podcasts, newsletters, influencers, communities, events

步骤 6：客户访谈模板

目标为 10-15 次访谈。对象组合：现有客户（5-7 位）、已流失客户（2-3 位）、潜在客户（3-5 位）。每次通话 30-45 分钟。

CONTEXT (5 min)
1. Tell me about your role and typical day.
2. Biggest challenges in [relevant area]?
3. How do you currently handle [problem]?

PROBLEM (10 min)
4. Walk me through the last time [problem occurred].
5. Most frustrating part?
6. How often does this come up?
7. What happens if it doesn't get solved?
8. What have you tried before?

SOLUTION (10 min)
9. What tools have you used?
10. What do you like about your current solution?
11. What would you change?
12. Ideal solution looks like?

BUYING (10 min)
13. How did you find your current tool?
14. Who else was involved in the decision?
15. What would make you switch?
16. What would hold you back?
17. What would you pay for [key benefit]?

CLOSE: Anything else? Know anyone similar who'd chat?

综合分析模板

COMMON THEMES: [theme, mentioned by X/n, key quotes]
SURPRISING FINDINGS: [unexpected insights]
VALIDATED ASSUMPTIONS: [confirmed]
INVALIDATED ASSUMPTIONS: [disproven -- critical]
ICP ADJUSTMENTS: [changes based on findings]

步骤 7：调查问卷设计

设置 10-15 个问题，耗时 5-7 分钟。访谈后使用，以定量验证结果。

筛选（2-3 个问题）：职位、公司规模、是否从事[相关活动]？ 问题（3-4 个问题）：频率、严重程度（1-10）、当前解决方案、满意度（1-10）。 解决方案（3-4 个问题）：功能排序、促使更换的因素、付费意愿。 人口统计信息（2-3 个问题）：行业、预算、是否愿意接受后续联系？

最低要求：定量分析需 100 份回答；方向性洞察需 30 份回答。

步骤 8：用户画像卡片模板

创建 2-4 个用户画像：

PERSONA: [Name, e.g., "Marketing Mary"]
Role: [title] | Company: [type] | Age: [range]

BIO: [2-3 sentences: professional life, challenges, aspirations]

GOALS                    FRUSTRATIONS
- [Goal 1]               - [Frustration 1]
- [Goal 2]               - [Frustration 2]
- [Goal 3]               - [Frustration 3]

TOOLS: [3-5 tools]       CHANNELS: [3-5 trusted channels]

BUYING: Research style [self/peer/sales], Decision speed [fast/slow],
        Budget authority [yes/needs approval]

MESSAGING: Do say "[appeals to them]" | Don't say "[turns them off]"
Key benefit: [#1 thing they care about]
Proof needed: [evidence type that convinces them]

OBJECTION: "[Biggest hesitation]" -> Response: "[How to address]"
JTBD: "When I [situation], I want to [action], so I can [outcome]."
QUOTE: "[Representative mindset quote]"

步骤 9：验证

检查清单

• 基于数据（访谈、调查、分析数据），而不只是基于假设
• 至少有 10 位客户/潜在客户符合该画像
• ICP 客户的 LTV 更高、流失率更低
• 可通过已确定的渠道触达 ICP 客户
• 足够具体，能指导决策，但市场又不会小到过于狭窄
• 已记录并与所有面向客户的团队共享

更新时机

每新增 50 位客户后、价格调整后、推出重大功能后、进入新市场后；至少每季度更新一次。

输出格式

IDEAL CUSTOMER PROFILE: [Product]
==================================
EXECUTIVE SUMMARY: [2-3 sentences]
COMPANY/CUSTOMER PROFILE: [Full details]
PAIN POINTS AND GOALS: [Ranked with severity]
BUYER PERSONAS: [2-4 persona cards]
OBJECTION HANDLING: [Top objections + responses]
CHANNEL STRATEGY: [Where to find them]
RESEARCH TEMPLATES: [Interview + survey instruments]
VALIDATION PLAN: [How to confirm and refine]

以证据为依据。标明假设与已验证的洞察。确保内容能用于营销文案、广告定向、内容策略和销售拓展。