Ideal Customer Profile (ICP)
Goal: Know exactly who to target before you start prospecting. If the prospect doesn't match the ICP, don't waste time.
Golden Rule
If Reda can't decide in 30 seconds whether a company fits, the ICP isn't clear enough.
Quick Qualification
Before researching any company, check these universal filters (all industries):
| Filter | Threshold | Why |
|---|---|---|
| Revenue | >€20M/year | Can afford our pricing without long procurement |
| Ad spend | Active paid campaigns (Meta/Google) | Proves they invest in visual content |
| Geography | Spain (primary), EU (secondary) | Our current delivery and sales reach |
| Content volume | High SKU count or frequent campaigns | More content need = more value from Dreamshot |
ICP by Industry
- Fashion Brands
- Automotive OEMs
- Car Rental / Mobility
- Agencies
Fashion Brands
Company Profile
| Criteria | Target | Why |
|---|---|---|
| Revenue | >€20M/year | Budget for AI content tools |
| E-commerce | Own DTC store (Shopify, custom) | Need constant product imagery |
| SKU count | 100+ active SKUs | Volume justifies AI vs. manual shoots |
| Catalog refresh | Seasonal or monthly drops | Recurring content need |
| Ad channels | Meta, Google, TikTok active | Need ad creative variations |
| Current production | Professional photoshoots (in-house or agency) | Have quality standards we can match |
Buyer Personas
| Role | Title Examples | Why They Care |
|---|---|---|
| Decision Maker | CMO, CDO, Director de Arte | Owns content budget, approves vendors |
| Champion | Head of E-commerce, Photography Director, Creative Lead | Feels the daily pain of slow production |
| Influencer | Performance Marketing Manager | Needs fresh creative for ads, sees fatigue data |
| Blocker | Brand Manager | Quality concerns, brand guidelines compliance |
Primary entry point: The person who books the photoshoots. They feel the pain most directly.
Proven Signals (from closed deals)
Based on Ecoalf, Illice, Sepiia, and Nude Project:
- Running the same ad creatives for 4+ weeks (ad fatigue)
- Few unique creatives relative to SKU count (content gap)
- Professional photography but limited variety (cost bottleneck)
- Product-only shots, no lifestyle imagery (missing model/context shots)
- Recent brand refresh or new collection drop (timing trigger)
Deal Patterns
| Metric | Typical Range |
|---|---|
| Entry deal | €500 - €6,500 (project/POC) |
| Subscription | €1,000 - €1,500/month |
| Sales cycle | 2-6 weeks |
| Entry point | Mannequin swap or campaign images |
| Expansion path | Images → Video → Predictive model → Shopify plugin |
Disqualifiers
- No DTC e-commerce (wholesale only)
- Under €5M revenue (can't afford)
- No active ad campaigns (no urgency)
- Single product line with no refresh cycle
Apollo Search Filters
Industry: Apparel & Fashion, Retail, E-Commerce
Revenue: €20M+
Employee count: 50+
Country: Spain (primary), EU
Keywords: "e-commerce", "direct to consumer", "fashion brand"
Titles to target: CMO, CDO, "Director de Arte", "Head of E-commerce",
"Director de Marketing", "Chief Digital Officer"
Automotive OEMs
Work in Progress
OEM org structure research pending. See ClickUp task for Kia/Toyota structure mapping.
Company Profile
| Criteria | Target | Why |
|---|---|---|
| Type | Car manufacturer (OEM) | Highest deal value, recurring per model |
| Market | Spain country operations | Our current reach and references |
| Models | 5+ models in lineup | More models = more LoRA training revenue |
| Marketing | Active digital campaigns + configurator | Need visual assets at scale |
| Innovation appetite | Has explored AI or digital transformation | Shorter education cycle |
Buyer Personas (preliminary)
| Role | Known Examples | Why They Care |
|---|---|---|
| Decision Maker | Senior Communication Manager (Kia: Florian) | Owns marketing asset production |
| Champion | Agency partner (Kia: Innocean) | Executes campaigns, sees production bottleneck |
| Influencer | Digital Marketing Manager | Needs assets for online campaigns |
| Unknown | Country Marketing Director? Head of Brand? | TBD from org research |
Key insight from Kia: The deal was closed through a hackathon (relationship-first), and the agency (Innocean) acted as champion. OEM sales may require an agency-assisted motion.
Proven Signals (from Kia and Toyota)
- High per-model photoshoot costs (studios, locations, logistics)
- Long lead times between model launch and marketing assets
- Need for multi-trim, multi-color configurator imagery
- Interest in AI/innovation (hackathons, pilot programs)
- Agency relationship that could champion internally
Deal Patterns
| Metric | Typical Range |
|---|---|
| Entry deal | €1,000 - €6,000 (single model POC/LoRA) |
| Full engagement | €14,900 - €43,500/year |
| Sales cycle | 2-6 months (enterprise) |
| Entry point | Single model LoRA training + images |
| Expansion path | 1 model → full lineup → predictive model → TV spot |
| Pricing | €4,000/model/year maintenance OR €150+/photo |
Disqualifiers
- No Spain operations (can't service yet)
- Importer-only with no local marketing team
- Already locked into long-term agency contract with no innovation budget
Car Rental & Mobility
Company Profile
| Criteria | Target | Why |
|---|---|---|
| Type | Car rental, fleet management, mobility platforms | High vehicle volume, constant visual needs |
| Fleet size | 500+ vehicles | Justifies platform subscription |
| Marketing | Active paid campaigns | Need fresh content regularly |
| Digital presence | Own website with vehicle listings | Need consistent fleet imagery |
| Geography | Spain, EU | Current service area |
Buyer Personas
| Role | Known Examples | Why They Care |
|---|---|---|
| Decision Maker | Senior Marketing Manager (Astara: Jose) | Owns marketing budget and content |
| Champion | Same person (shorter hierarchy) | Often the DM is also the champion |
| Influencer | Digital/Performance team | Needs ad creative for campaigns |
Key insight: Mobility companies have shorter sales cycles (2 meetings for Astara). Flatter orgs, faster decisions. Marketing manager often has budget authority.
Proven Signals (from OK Mobility, Astara, EVO)
- Inconsistent vehicle photography across locations
- Running seasonal campaigns (Halloween, Black Friday, Christmas)
- Multiple business verticals (Venta, Alquiler, Renting) needing different content
- New vehicle additions to fleet requiring quick listing
- Inbound interest via social media (warm leads)
Deal Patterns
| Metric | Typical Range |
|---|---|
| Entry deal | €600 - €1,490 (campaign project) |
| Platform subscription | €1,500/month unlimited |
| Sales cycle | 1-4 weeks |
| Entry point | Seasonal campaign (images + video) |
| Expansion path | Campaign → recurring campaigns → platform subscription |
| Pricing | €40/image, €100/video, or €1,500/month unlimited |
Disqualifiers
- Small local rental company (under 100 vehicles)
- No digital marketing presence
- Using manufacturer stock photos exclusively (no custom content need)
Apollo Search Filters
Industry: Automotive, Transportation, Car Rental
Revenue: €50M+
Country: Spain (primary), EU
Keywords: "car rental", "mobility", "fleet"
Titles to target: "Marketing Manager", "Head of Marketing",
"Digital Marketing", "Brand Manager"
Creative Agencies
Company Profile
| Criteria | Target | Why |
|---|---|---|
| Type | Creative agency, media agency, full-service | Manage multiple brand accounts |
| Brand portfolio | 10+ brands with visual content needs | Volume play, per-brand pricing |
| Services | Performance marketing, creative production | They already produce content for clients |
| Clients | Fashion, automotive, FMCG brands | Industries where AI imagery fits |
Buyer Personas
| Role | Known Examples | Why They Care |
|---|---|---|
| Decision Maker | Creative Director, Head of Production | Owns delivery capacity and margins |
| Champion | Account Manager on a specific brand | Sees production bottleneck on their account |
| Influencer | Innovation/Tech lead | Evaluating new tools for the agency |
Deal Pattern (from Dentsu)
| Metric | Typical Range |
|---|---|
| Pilot | 3 brands, 3 months, ~€13,500 |
| Scale | €1,000-1,500/brand/month |
| Upside | 20-70 brands = €20-75k MRR |
| Sales cycle | 2-4 months |
| Entry point | Pilot with 2-3 specific brand accounts |
| Expansion path | Pilot brands → full portfolio rollout |
Key Consideration
Agencies can be buyers (white-label Dreamshot for their clients) or channels (introduce us directly to their clients like Innocean did for Kia). Both paths are valid but require different positioning.
Disqualifiers
- Small boutique agency (under 5 brands)
- No production/content services (strategy-only agency)
- Already built internal AI tools
How to Use This
- Before prospecting: Check the ICP tab for your target industry. Does the company match?
- Before calling: Use the buyer persona to find the right contact. Don't call the CEO if the buyer is the Creative Director.
- During qualification: Use the signals to confirm fit. If you see 2+ signals, it's worth pursuing.
- When unsure: Check the disqualifiers first. One disqualifier = move on.