Harsha Kotthapalli
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Segment, position and price · output 11 of 34

ICP and segments: who to sell to first, and who to say no to.

The market cut by what people do, not what they are, scored on checkable criteria. Built from the customers you won and kept; where there are too few, from the interviews and the losses.

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ICP and segments5 segments
Can you build a list of them?
Employers running a scheme1 company
Meant to start and never did9 of 17
Thinks gratuity is their pension3 of 12
Already pays for advice4 of 12
The partner who doesn't1 person
= Yes = Only through someone else = No
1segment you can reach directly. It is the one that opens the other two.
The people your product fits best are the ones you cannot make a list of.

The full output scores all five segments against five criteria, names the one to start with, and lists who to say no to.

See the full output →

The output at a glance · built on WealthKarma

How it gets made

What goes in

Won-and-kept customers
Interview themes
Win / loss reasons
Market cuts

A segment needs a place you could find them

What comes out

The scored segment sheet

The say-no-to one-pager

The report

Re-scored as customers arrive

How long

2days

start to finish

re-score when new customers land

The output, in full

Built on WealthKarma, a retirement app for Gulf expats. Every count is real and every gap is marked as a gap.

ICP and segments5 segments · 1 you can reach · 12 deals, 17 interviews · 19 Aug 2026
01 · The segments, scored
Segment · where you'd find them
List
Size
Lead
Fit
Voice
Evidence
Employers running an end-of-service scheme
MoHRE registrations, free zone directories, the sectors your plan already names
1 company
200 leads
Meant to start and never did
Nowhere directly. Only through an employer.
9 of 17
Thinks the gratuity is their pension
Staff at any employer holding the money. Same list, one layer down.
3 of 12
Already pays somebody for advice
With their adviser. No list, and no reason for them to hand it over.
4 of 12
The partner who doesn't handle the money
Behind the person who does. No route that skips the household.
1 person
= Passes = Partly = Fails

List — can you name where to find them. Size — could it carry the plan alone. Lead — could you be the obvious choice there. Fit — is your strongest thing what they need. Voice — is there one customer who would go on record.

02 · Where to start
Employers running an end-of-service scheme
Why
The only list you can build this week.
What it opens
Their staff are both the other segments worth having. One list reaches all three.
Reference
One regional pharmaceuticals company, already onboarded. Ask before naming them.
03 · Who to say no to
People who already pay an adviser they trust — 4 of 12 went there
People who want to pick their own assets — the product doesn't do it
Under-35s — slide 7 of your deck names them
Employers with no scheme — looks like a customer, isn't one
04 · The finding
The people your product fits best are the ones you cannot make a list of.
05 · What can't be known
These come from twelve deals and seventeen interviews, not from customers you won and kept.
Nobody who already pays an adviser has been interviewed. That segment is sized from losses.
The partner segment is one person and is marked as one.
Your deck says 25 to 40. Everything else of yours says 35 to 50.

Where it sits

Research

Compete

Position

Message

Launch

Measure

you are here · 11 of 34

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