When creating a B2C customer profile, start with demographic information, such as age, gender, income and location. This’ll help you work out who your customers are and what they want.

In this case, your target customer profile may be single or married, live in a downtown area, be between 25 and 40 years of age, be well-educated and have a high-paying job.

This is called an ideal customer profile (ICP). This is who the company’s offering will provide the most value for and the highest probability of repeatable, scalable business.

For instance, customer acquisition costs (CAC) rose 60% between 2015 and 2019, and have continued to climb since then. In addition to rising costs, Google, Apple, and Facebook have introduced new ...