code-ai-installer 4.0.0 → 4.0.1-a

package/domains/analytics/locales/en/.agents/skills/icp-buyer-persona/SKILL.md

@@ -1,390 +1,407 @@
----
-name: icp-buyer-persona
-description: Ideal customer profile and buyer personas — firmographics, demographics, decision-making process
----
-# ICP / Buyer Persona — Ideal customer profile and buyer personas
-
-## When to Use
-- When launching a new product or entering a new market — to define the target customer.
-- When setting up marketing and sales — for targeting and communication personalization.
-- When conversion is low — to rethink who the efforts are directed at.
-- When scaling — to refine the ICP for new segments and geographies.
-
-## Input
-
-| Field | Required | Description |
-|------|:-----------:|----------|
-| Product / service | ✅ | What we offer |
-| Business model | ✅ | B2B / B2C / B2B2C / DTC |
-| Target geography | ✅ | Markets and regions |
-| Pricing model | ⬚ | Subscription / transaction / license |
-| Current customers | ⬚ | Description or data of the best current customers |
-| CRM data | ⬚ | Deals, average check, sales cycle, reasons for loss |
-| Competitors | ⬚ | Who the customers consider as alternatives |
-| Hypotheses | ⬚ | Preliminary assumptions regarding the target audience |
-
-> If mandatory fields are not provided — **request them from the user** before starting the analysis. Do not make assumptions.
-
-## Data Sources
-1. **Web Search** — industry reports on demographics / firmographics of the target market.
-2. **CRM data** — profile of the best customers (if provided).
-3. **Competitive analysis** — who competitors are targeting (landing pages, case studies).
-4. **Social platforms** — LinkedIn (for B2B), social networks, specialized communities.
-5. **Reviews and feedback** — who leaves reviews, what characteristics they have.
-
-> For every persona statement — specify the data source. Mark data older than 12 months with ⚠️.
-
-### Link with Other Skills
-| Skill | What we extract | When to call |
-|------|-----------|----------------|
-| `competitive-analysis` | Who competitors are targeting, whitespace segments (step 2) | If there is no data on competitive targeting |
-| `rfm-analysis` | Champions profile as the ICP benchmark (step 2) | If there is CRM data and a data-driven ICP is needed |
-| `cohort-analysis` | Cohorts with the best retention — characteristics for ICP (step 2) | If there is cohort data |
-| `jtbd-analysis` | Jobs-to-be-done to enrich persona goals and pain points (step 3) | For a deep understanding of motivation |
-| `web-research` | Industry data on demographics, firmographics, salaries | If there is no primary data |
-| `customer-journey-mapping` | Persona validation through the real customer path | After persona creation — for verification |
-
-## Protocol
-
-### Step 0 — Context Gathering
-1. Verify the presence of mandatory data.
-2. Determine the focus:
-
-   | Model | ICP | Personas | Structure |
-   |--------|:---:|:--------:|-----------|
-   | B2B | Firmographics | 1-3 by buying role | ICP (company) → Personas (people in the company) |
-   | B2C | Demographics + psychographics | 1-3 by segments | Personas = ICP (they overlap) |
-   | B2B2C | Both layers | 1-2 B2B + 1-2 B2C | ICP (business partner) + Persona (end user) |
-
-3. Determine data availability: data-driven (CRM, cohorts) or hypothesis-driven (interviews, benchmarks).
-
-### Step 1 — Business Context
-1. Description of the product and key value proposition.
-2. Definition of the business model and unit of sale.
-3. Average check and sales cycle.
-4. Current customer base: who is already buying, who is the best customer.
-5. If there is CRM data — call `$rfm-analysis` to define the Champions profile.
-
-### Step 2 — ICP (Ideal Customer Profile)
-
-**For B2B** — firmographic profile of the ideal client company:
-
-| Criterion | Ideal | Acceptable | Exception | Source |
-|----------|-----------|------------|------------|----------|
-| Industry / vertical | [industries] | [industries] | [industries] | [Source] |
-| Size (employees) | [range] | [range] | [range] | [Source] |
-| ARR / Revenue | [range] | [range] | [range] | [Source] |
-| Geography | [regions] | [regions] | [regions] | [Source] |
-| Maturity | [stage] | [stage] | [stage] | [Source] |
-| Tech stack | [technologies] | [technologies] | [technologies] | [Source] |
-| Category budget | [range] | [range] | — | [Source] |
-| Company pain points | [problems] | — | — | [Source] |
-
-**For B2C** — demographic + psychographic profile:
-
-| Criterion | Ideal | Acceptable | Exception | Source |
-|----------|-----------|------------|------------|----------|
-| Age | [range] | [range] | [range] | [Source] |
-| Income | [range] | [range] | [range] | [Source] |
-| Geography | [regions] | [regions] | [regions] | [Source] |
-| Education / profession | [description] | [description] | — | [Source] |
-| Interests and values | [description] | — | — | [Source] |
-
-### Step 3 — Buyer Personas (1-3 personas)
-For each persona — a detailed profile:
-
-| Attribute | Description |
-|---------|----------|
-| **Name and role** | Archetypal name + title / role |
-| **Demographics** | Age, gender, geo, income, education |
-| **Professional context** | Title, experience, reporting structure, KPI |
-| **Goals and motivations** | What they want to achieve (professionally and personally) |
-| **Pains and frustrations** | What hinders them, what they complain about |
-| **Behavior** | How they seek solutions, where they consume information |
-| **Tech literacy** | Low / Medium / High |
-| **Quote** | A phrase reflecting the persona's essence |
-
-> Every attribute — with an indicated source: CRM, interview, benchmark, hypothesis.
-
-### Step 4 — Negative Persona (Anti-persona)
-Identify 1-2 customer profiles that **should not** be attracted:
-
-| Attribute | Description |
-|---------|----------|
-| **Name and role** | Archetypal name |
-| **Why not our client** | Reason for exclusion |
-| **Typical signs** | How to recognize them early |
-| **Cost of a mistake** | What happens if we acquire them (high churn, low LTV, support load) |
-
-> Negative personas help sales and marketing **avoid wasting resources** on obviously unsuitable clients.
-
-### Step 5 — Decision-Making Process
-For each persona:
-- **Buying role** — initiator / influencer / decision maker / user / gatekeeper.
-- **Selection criteria** — by which parameters they compare solutions.
-- **Objections** — typical doubts and barriers.
-- **Decision cycle** — duration and stages.
-- **Environment influence** — who else affects the decision.
-
-### Step 6 — Channels and Touchpoints
-For each persona:
-
-| Channel | Uses | Content format | Effectiveness |
-|-------|:----------:|-----------------|:-------------:|
-| Google Search | Yes / No | [Articles, reviews] | High / Medium / Low |
-| LinkedIn | Yes / No | [Posts, webinars] | ... |
-| Conferences | Yes / No | [Speeches, networking] | ... |
-| Peer review (colleagues) | Yes / No | [Recommendations] | ... |
-| [Others] | ... | ... | ... |
-
-### Step 7 — Messaging per Persona
-For each persona:
-- **Key message** — one sentence conveying value.
-- **Arguments** — 3-5 supporting points.
-- **Tone** — formal / friendly / expert.
-- **Trigger words** — what attracts them.
-- **Stop words** — what repels them.
-
-### Step 8 — Prioritization
-Rank personas according to a scoring model:
-
-| Criterion | Weight | Scale | Description |
-|----------|:---:|:-----:|----------|
-| Segment size | 0.20 | 1-10 | How many potential customers |
-| LTV (potential) | 0.25 | 1-10 | Expected revenue per customer |
-| CAC (inverted) | 0.20 | 1-10 | 10 = cheap to acquire, 1 = expensive |
-| Product-market fit | 0.20 | 1-10 | How well the product solves the persona's pains |
-| Strategic importance | 0.15 | 1-10 | Brand effect, new market entry, referrals |
-
-`Priority Score = Σ(weight × score)`. **Priority persona: Score ≥ 7.0.**
-
-### Step 9 — Persona Validation
-Check internal consistency:
-
-| Check | Test | Result |
-|----------|------|:---------:|
-| ICP ↔ Personas | Personas work in companies fitting the ICP | Yes / No |
-| Personas ↔ Negative | Personas do not overlap with anti-personas | Yes / No |
-| Pains ↔ Product | The product actually solves stated pains | Yes / No |
-| Channels ↔ Messaging | The message tone fits the channel | Yes / No |
-| Data-backed | ≥ 70% of attributes are backed by data (not hypotheses) | Yes / ⚠️ |
-
-> If Data-backed < 70% — mark the persona as **hypothesis-driven**, recommend validation via interviews / A/B testing.
-
-## Example — B2B SaaS: Recruitment Automation Platform
-
-**Context:** HR-tech platform, B2B SaaS, per-seat subscription, average check $500/mo, Russian market.
-
-### ICP (Firmographics)
-
-| Criterion | Ideal | Acceptable | Exception | Source |
-|----------|-----------|------------|------------|----------|
-| Industry | IT, fintech, retail | Manufacturing, logistics | Public sector (long tenders) | CRM: 80% customers |
-| Size | 50-500 employees | 20-50 or 500-2000 | < 20 (no HR) | CRM: sweet spot |
-| Revenue | $5M-$50M | $1M-$5M | < $1M | Benchmark HH.ru |
-| Geography | Moscow, St. Petersburg | Millionaire cities (Russia) | CIS (for now) | CRM: 70% Moscow/SPB |
-| Open vacancies | 10+ simultaneously | 5-10 | < 5 (doesn't pay off) | CRM: correlation with LTV |
-
-### Buyer Persona 1: "Marina" — HR Director (Priority)
-
-| Attribute | Description | Source |
-|---------|----------|----------|
-| **Demographics** | F, 32-42, Moscow/SPB, income 250-400K ₽/mo | LinkedIn, HH.ru |
-| **Title** | HR Director / Head of People, reports to CEO | CRM: 65% deals |
-| **KPI** | Time-to-hire < 30 days, cost-per-hire < $2K | Interviews (N=8) |
-| **Goals** | Close 15+ vacancies in parallel without team burnout | Interviews |
-| **Pains** | Manual work in Excel, losing candidates, CEO pressures for speed | Support tickets |
-| **Behavior** | Seeks solutions on Google + HR communities in Telegram | Survey (N=120) |
-| **Tech literacy** | Medium — confident SaaS user | CRM |
-| **Quote** | "I need to close vacancies, not fill out spreadsheets" | Interviews |
-
-**Decision process:** Decision Maker (budget up to $1K/mo), influencer for $1K+. Cycle: 14-30 days. Objections: "What if it doesn't integrate with HH.ru?", "The team won't use it". Criteria: integration with HH.ru, simplicity, price.
-
-**Channels:** Google (ATS reviews), HR Telegram (Recruiters chat), conferences (HR API, People Management).
-
-**Messaging:** "Close vacancies 2x faster — without Excel or manual routine". Tone: expert, hype-free. Triggers: "automation", "integration with HH.ru", "time saving". Stop words: "AI will replace recruiters", "revolution".
-
-### Negative Persona: "Oleg" — Micro-business CEO
-
-| Attribute | Description |
-|---------|----------|
-| **Profile** | CEO of a company < 15 people, hires on his own 1-2 times a year |
-| **Why not ours** | No HR dept, vacancies are too rare, subscription won't pay off |
-| **Signs** | Registers with personal email, 1 vacancy, asks about a free tier |
-| **Cost of mistake** | LTV < CAC ($45 vs $120), 80% churn in M1, support load |
-
-### Prioritization
-
-| Persona | Size (0.20) | LTV (0.25) | Rev. CAC (0.20) | PMF (0.20) | Strateg. (0.15) | **Score** |
-|---------|:------------:|:----------:|:---------------:|:----------:|:---------------:|:---------:|
-| Marina (HR Dir.) | 7 | 8 | 7 | 9 | 6 | **7.6** |
-| Anton (CEO 50-200) | 5 | 9 | 4 | 6 | 8 | **6.4** |
-
-**Priority:** Marina (7.6) — maximum PMF, accessible via HR channels, solves a direct pain point.
-
-## Validation (Quality Gate)
-
-- [ ] ICP is formulated with clear criteria (ideal / acceptable / exception) and sources
-- [ ] 1-3 buyer personas are defined with complete profiles
-- [ ] Personas are distinct from each other (no duplication)
-- [ ] At least 1 negative persona defined with identifiers and mistake cost
-- [ ] Decision-making process described for each persona
-- [ ] Channels and touchpoints defined with effectiveness evaluation
-- [ ] Messaging tied to specific personas (message, tone, triggers, stop words)
-- [ ] Prioritization conducted via a weighted scoring model
-- [ ] Consistency validation passed (ICP ↔ Personas ↔ Negative ↔ Product)
-- [ ] ≥ 70% of attributes are backed by data; if < 70% — persona is marked hypothesis-driven
-- [ ] Data sources are specified; data older than 12 months is marked ⚠️
-
-> If validation fails — iterate until it passes, do not hand off before that.
-
-## Handoff
-The result of `$icp-buyer-persona` serves as input for:
-- **Strategist / Mediator** — target audience for strategic decisions.
-- **`customer-journey-mapping`** — personas for journey mapping.
-- **`jtbd-analysis`** — personas as context for task analysis.
-- **`competitive-analysis`** — target segments for competitive benchmarking.
-- **`tam-sam-som`** — SAM/SOM filters based on ICP.
-- **`rfm-analysis`** — Champions profile to compare against the ICP.
-
-Delivery format: ICP table + buyer personas + negative persona + prioritization + messaging. Use `$handoff` during transfer.
-
-## Anti-patterns
-
-| Mistake | Why it's bad | Correct approach |
-|--------|-------------|---------------|
-| ICP = everyone | No focus, dilutes resources | Clear inclusion / exclusion criteria |
-| Persona without data | Fantasy, not research | Every attribute has a source; < 70% data = hypothesis-driven |
-| Demographics only | People of the same age act differently | Incorporate behavior, motivation, decision process |
-| 5+ personas | Impossible to personalize for everyone | Maximum 3, prioritize via scoring |
-| ICP for B2C | B2C lacks firmographics, requires a different structure | Demographics + psychographics for B2C |
-| No messaging | Personas exist, but how to talk to them is unclear | Key message + tone + triggers + stop words |
-| No negative persona | Marketing spends budget on wrong fits | At least 1 anti-persona with identifiers and mistake cost |
-| Static profile | The market and customers change | Review every 6 months |
-| "Eyeballed" prioritization | Subjective choice, not reproducible | Scoring model with weights and a ≥ 7.0 threshold |
-
-## Output Template
-
-```
-### ICP / Buyer Persona — [Product / Service]
-
-**Business Model:** [B2B / B2C / B2B2C]
-**Geography:** [markets]
-**Pricing Model:** [model]
-**Data Type:** Data-driven / Hypothesis-driven
-**Date of Analysis:** [date]
-
----
-
-#### ICP (Ideal Customer Profile)
-
-##### B2B — Firmographic Profile
-
-| Criterion | Ideal | Acceptable | Exception | Source |
-|----------|-----------|------------|------------|----------|
-| Industry | [industries] | [industries] | [industries] | [Source] |
-| Size (employees) | [range] | [range] | [range] | [Source] |
-| Revenue | [range] | [range] | [range] | [Source] |
-| Geography | [regions] | [regions] | [regions] | [Source] |
-| Maturity | [stage] | [stage] | [stage] | [Source] |
-| Category budget | [range] | [range] | — | [Source] |
-
-##### B2C — Demographic + Psychographic Profile
-
-| Criterion | Ideal | Acceptable | Exception | Source |
-|----------|-----------|------------|------------|----------|
-| Age | [range] | [range] | [range] | [Source] |
-| Income | [range] | [range] | [range] | [Source] |
-| Geography | [regions] | [regions] | [regions] | [Source] |
-
----
-
-#### Buyer Persona 1: [Name] — [Role] (Priority)
-
-| Attribute | Description | Source |
-|---------|----------|----------|
-| **Demographics** | [age, gender, geo, income] | [Source] |
-| **Title** | [title, company, experience] | [Source] |
-| **KPI** | [success metrics at work] | [Source] |
-| **Goals** | [what they want to achieve] | [Source] |
-| **Pains** | [what hinders them] | [Source] |
-| **Behavior** | [how they seek solutions] | [Source] |
-| **Tech literacy**| [level] | [Source] |
-| **Quote** | «[phrase]» | [Source] |
-
-**Decision-Making Process:**
-- Buying role: [role]
-- Selection criteria: [criteria]
-- Objections: [typical doubts]
-- Decision cycle: [duration]
-- Influence: [who else is involved]
-
-**Channels:**
-
-| Channel | Format | Effectiveness |
-|-------|--------|:-------------:|
-| [Channel] | [Content format] | High / Medium / Low |
-
-**Messaging:**
-- Key message: "[one sentence]"
-- Arguments: [3-5 points]
-- Tone: [style]
-- Triggers: [words] | Stop words: [words]
-
----
-
-#### Buyer Persona 2: [Name] — [Role]
-[Similar structure]
-
----
-
-#### Negative Persona: [Name] — [Role]
-
-| Attribute | Description |
-|---------|----------|
-| **Profile** | [Who it is] |
-| **Why not our client** | [Reason for exclusion] |
-| **Signs** | [How to recognize early] |
-| **Mistake cost** | [What is lost: LTV < CAC, churn, support load] |
-
----
-
-#### Prioritization (Scoring)
-
-| Persona | Size (0.20) | LTV (0.25) | CAC inv. (0.20) | PMF (0.20) | Strateg. (0.15) | **Score** | **Priority** |
-|---------|:------------:|:----------:|:---------------:|:----------:|:---------------:|:---------:|:------------:|
-| [Persona 1] | X | X | X | X | X | **X.X** | 1 |
-| [Persona 2] | X | X | X | X | X | **X.X** | 2 |
-
-**Priority Persona:** [Name] (Score X.X) — [justification]
-
----
-
-#### Consistency Validation
-
-| Check | Result |
-|----------|:---------:|
-| ICP ↔ Personas | Yes / No |
-| Personas ↔ Negative | Yes / No |
-| Pains ↔ Product | Yes / No |
-| Channels ↔ Messaging | Yes / No |
-| Data-backed ≥ 70% | Yes / ⚠️ |
-
----
-
-#### Sources & Assumptions
-
-| # | Fact / assumption | Source | Date | Reliability |
-|---|-------------------|----------|------|:-------------:|
-| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
-
-Legend: ✅ Verified (CRM / interviews N≥5) | ⚠️ Estimated (benchmark / 1 source) | 🔮 Assumed (hypothesis)
-
----
-
-#### Recommendations
-- **→ Strategist:** [key takeaway]
-- **→ $customer-journey-mapping:** [persona for mapping]
-- **→ $competitive-analysis:** [target segments for benchmarking]
-- **Review:** in 6 months or upon product/market changes
-```
+---
+name: icp-buyer-persona
+description: Ideal customer profile and buyer personas — firmographics, demographics, decision-making process
+type: triggered
+domain: analytics
+owners:
+  - strategist
+gates:
+  - STRATEGIST
+tech: []
+topic: []
+triggers:
+  - "icp-buyer-persona"
+  - "ICP"
+  - "buyer persona"
+  - "идеальный клиент"
+  - "покупательская персона"
+related: []
+budget_lines: 407
+schema_version: 1
+---
+# ICP / Buyer Persona — Ideal customer profile and buyer personas
+
+## When to Use
+- When launching a new product or entering a new market — to define the target customer.
+- When setting up marketing and sales — for targeting and communication personalization.
+- When conversion is low — to rethink who the efforts are directed at.
+- When scaling — to refine the ICP for new segments and geographies.
+
+## Input
+
+| Field | Required | Description |
+|------|:-----------:|----------|
+| Product / service | ✅ | What we offer |
+| Business model | ✅ | B2B / B2C / B2B2C / DTC |
+| Target geography | ✅ | Markets and regions |
+| Pricing model | ⬚ | Subscription / transaction / license |
+| Current customers | ⬚ | Description or data of the best current customers |
+| CRM data | ⬚ | Deals, average check, sales cycle, reasons for loss |
+| Competitors | ⬚ | Who the customers consider as alternatives |
+| Hypotheses | ⬚ | Preliminary assumptions regarding the target audience |
+
+> If mandatory fields are not provided — **request them from the user** before starting the analysis. Do not make assumptions.
+
+## Data Sources
+1. **Web Search** — industry reports on demographics / firmographics of the target market.
+2. **CRM data** — profile of the best customers (if provided).
+3. **Competitive analysis** — who competitors are targeting (landing pages, case studies).
+4. **Social platforms** — LinkedIn (for B2B), social networks, specialized communities.
+5. **Reviews and feedback** — who leaves reviews, what characteristics they have.
+
+> For every persona statement — specify the data source. Mark data older than 12 months with ⚠️.
+
+### Link with Other Skills
+| Skill | What we extract | When to call |
+|------|-----------|----------------|
+| `competitive-analysis` | Who competitors are targeting, whitespace segments (step 2) | If there is no data on competitive targeting |
+| `rfm-analysis` | Champions profile as the ICP benchmark (step 2) | If there is CRM data and a data-driven ICP is needed |
+| `cohort-analysis` | Cohorts with the best retention — characteristics for ICP (step 2) | If there is cohort data |
+| `jtbd-analysis` | Jobs-to-be-done to enrich persona goals and pain points (step 3) | For a deep understanding of motivation |
+| `web-research` | Industry data on demographics, firmographics, salaries | If there is no primary data |
+| `customer-journey-mapping` | Persona validation through the real customer path | After persona creation — for verification |
+
+## Protocol
+
+### Step 0 — Context Gathering
+1. Verify the presence of mandatory data.
+2. Determine the focus:
+
+   | Model | ICP | Personas | Structure |
+   |--------|:---:|:--------:|-----------|
+   | B2B | Firmographics | 1-3 by buying role | ICP (company) → Personas (people in the company) |
+   | B2C | Demographics + psychographics | 1-3 by segments | Personas = ICP (they overlap) |
+   | B2B2C | Both layers | 1-2 B2B + 1-2 B2C | ICP (business partner) + Persona (end user) |
+
+3. Determine data availability: data-driven (CRM, cohorts) or hypothesis-driven (interviews, benchmarks).
+
+### Step 1 — Business Context
+1. Description of the product and key value proposition.
+2. Definition of the business model and unit of sale.
+3. Average check and sales cycle.
+4. Current customer base: who is already buying, who is the best customer.
+5. If there is CRM data — call `$rfm-analysis` to define the Champions profile.
+
+### Step 2 — ICP (Ideal Customer Profile)
+
+**For B2B** — firmographic profile of the ideal client company:
+
+| Criterion | Ideal | Acceptable | Exception | Source |
+|----------|-----------|------------|------------|----------|
+| Industry / vertical | [industries] | [industries] | [industries] | [Source] |
+| Size (employees) | [range] | [range] | [range] | [Source] |
+| ARR / Revenue | [range] | [range] | [range] | [Source] |
+| Geography | [regions] | [regions] | [regions] | [Source] |
+| Maturity | [stage] | [stage] | [stage] | [Source] |
+| Tech stack | [technologies] | [technologies] | [technologies] | [Source] |
+| Category budget | [range] | [range] | — | [Source] |
+| Company pain points | [problems] | — | — | [Source] |
+
+**For B2C** — demographic + psychographic profile:
+
+| Criterion | Ideal | Acceptable | Exception | Source |
+|----------|-----------|------------|------------|----------|
+| Age | [range] | [range] | [range] | [Source] |
+| Income | [range] | [range] | [range] | [Source] |
+| Geography | [regions] | [regions] | [regions] | [Source] |
+| Education / profession | [description] | [description] | — | [Source] |
+| Interests and values | [description] | — | — | [Source] |
+
+### Step 3 — Buyer Personas (1-3 personas)
+For each persona — a detailed profile:
+
+| Attribute | Description |
+|---------|----------|
+| **Name and role** | Archetypal name + title / role |
+| **Demographics** | Age, gender, geo, income, education |
+| **Professional context** | Title, experience, reporting structure, KPI |
+| **Goals and motivations** | What they want to achieve (professionally and personally) |
+| **Pains and frustrations** | What hinders them, what they complain about |
+| **Behavior** | How they seek solutions, where they consume information |
+| **Tech literacy** | Low / Medium / High |
+| **Quote** | A phrase reflecting the persona's essence |
+
+> Every attribute — with an indicated source: CRM, interview, benchmark, hypothesis.
+
+### Step 4 — Negative Persona (Anti-persona)
+Identify 1-2 customer profiles that **should not** be attracted:
+
+| Attribute | Description |
+|---------|----------|
+| **Name and role** | Archetypal name |
+| **Why not our client** | Reason for exclusion |
+| **Typical signs** | How to recognize them early |
+| **Cost of a mistake** | What happens if we acquire them (high churn, low LTV, support load) |
+
+> Negative personas help sales and marketing **avoid wasting resources** on obviously unsuitable clients.
+
+### Step 5 — Decision-Making Process
+For each persona:
+- **Buying role** — initiator / influencer / decision maker / user / gatekeeper.
+- **Selection criteria** — by which parameters they compare solutions.
+- **Objections** — typical doubts and barriers.
+- **Decision cycle** — duration and stages.
+- **Environment influence** — who else affects the decision.
+
+### Step 6 — Channels and Touchpoints
+For each persona:
+
+| Channel | Uses | Content format | Effectiveness |
+|-------|:----------:|-----------------|:-------------:|
+| Google Search | Yes / No | [Articles, reviews] | High / Medium / Low |
+| LinkedIn | Yes / No | [Posts, webinars] | ... |
+| Conferences | Yes / No | [Speeches, networking] | ... |
+| Peer review (colleagues) | Yes / No | [Recommendations] | ... |
+| [Others] | ... | ... | ... |
+
+### Step 7 — Messaging per Persona
+For each persona:
+- **Key message** — one sentence conveying value.
+- **Arguments** — 3-5 supporting points.
+- **Tone** — formal / friendly / expert.
+- **Trigger words** — what attracts them.
+- **Stop words** — what repels them.
+
+### Step 8 — Prioritization
+Rank personas according to a scoring model:
+
+| Criterion | Weight | Scale | Description |
+|----------|:---:|:-----:|----------|
+| Segment size | 0.20 | 1-10 | How many potential customers |
+| LTV (potential) | 0.25 | 1-10 | Expected revenue per customer |
+| CAC (inverted) | 0.20 | 1-10 | 10 = cheap to acquire, 1 = expensive |
+| Product-market fit | 0.20 | 1-10 | How well the product solves the persona's pains |
+| Strategic importance | 0.15 | 1-10 | Brand effect, new market entry, referrals |
+
+`Priority Score = Σ(weight × score)`. **Priority persona: Score ≥ 7.0.**
+
+### Step 9 — Persona Validation
+Check internal consistency:
+
+| Check | Test | Result |
+|----------|------|:---------:|
+| ICP ↔ Personas | Personas work in companies fitting the ICP | Yes / No |
+| Personas ↔ Negative | Personas do not overlap with anti-personas | Yes / No |
+| Pains ↔ Product | The product actually solves stated pains | Yes / No |
+| Channels ↔ Messaging | The message tone fits the channel | Yes / No |
+| Data-backed | ≥ 70% of attributes are backed by data (not hypotheses) | Yes / ⚠️ |
+
+> If Data-backed < 70% — mark the persona as **hypothesis-driven**, recommend validation via interviews / A/B testing.
+
+## Example — B2B SaaS: Recruitment Automation Platform
+
+**Context:** HR-tech platform, B2B SaaS, per-seat subscription, average check $500/mo, Russian market.
+
+### ICP (Firmographics)
+
+| Criterion | Ideal | Acceptable | Exception | Source |
+|----------|-----------|------------|------------|----------|
+| Industry | IT, fintech, retail | Manufacturing, logistics | Public sector (long tenders) | CRM: 80% customers |
+| Size | 50-500 employees | 20-50 or 500-2000 | < 20 (no HR) | CRM: sweet spot |
+| Revenue | $5M-$50M | $1M-$5M | < $1M | Benchmark HH.ru |
+| Geography | Moscow, St. Petersburg | Millionaire cities (Russia) | CIS (for now) | CRM: 70% Moscow/SPB |
+| Open vacancies | 10+ simultaneously | 5-10 | < 5 (doesn't pay off) | CRM: correlation with LTV |
+
+### Buyer Persona 1: "Marina" — HR Director (Priority)
+
+| Attribute | Description | Source |
+|---------|----------|----------|
+| **Demographics** | F, 32-42, Moscow/SPB, income 250-400K ₽/mo | LinkedIn, HH.ru |
+| **Title** | HR Director / Head of People, reports to CEO | CRM: 65% deals |
+| **KPI** | Time-to-hire < 30 days, cost-per-hire < $2K | Interviews (N=8) |
+| **Goals** | Close 15+ vacancies in parallel without team burnout | Interviews |
+| **Pains** | Manual work in Excel, losing candidates, CEO pressures for speed | Support tickets |
+| **Behavior** | Seeks solutions on Google + HR communities in Telegram | Survey (N=120) |
+| **Tech literacy** | Medium — confident SaaS user | CRM |
+| **Quote** | "I need to close vacancies, not fill out spreadsheets" | Interviews |
+
+**Decision process:** Decision Maker (budget up to $1K/mo), influencer for $1K+. Cycle: 14-30 days. Objections: "What if it doesn't integrate with HH.ru?", "The team won't use it". Criteria: integration with HH.ru, simplicity, price.
+
+**Channels:** Google (ATS reviews), HR Telegram (Recruiters chat), conferences (HR API, People Management).
+
+**Messaging:** "Close vacancies 2x faster — without Excel or manual routine". Tone: expert, hype-free. Triggers: "automation", "integration with HH.ru", "time saving". Stop words: "AI will replace recruiters", "revolution".
+
+### Negative Persona: "Oleg" — Micro-business CEO
+
+| Attribute | Description |
+|---------|----------|
+| **Profile** | CEO of a company < 15 people, hires on his own 1-2 times a year |
+| **Why not ours** | No HR dept, vacancies are too rare, subscription won't pay off |
+| **Signs** | Registers with personal email, 1 vacancy, asks about a free tier |
+| **Cost of mistake** | LTV < CAC ($45 vs $120), 80% churn in M1, support load |
+
+### Prioritization
+
+| Persona | Size (0.20) | LTV (0.25) | Rev. CAC (0.20) | PMF (0.20) | Strateg. (0.15) | **Score** |
+|---------|:------------:|:----------:|:---------------:|:----------:|:---------------:|:---------:|
+| Marina (HR Dir.) | 7 | 8 | 7 | 9 | 6 | **7.6** |
+| Anton (CEO 50-200) | 5 | 9 | 4 | 6 | 8 | **6.4** |
+
+**Priority:** Marina (7.6) — maximum PMF, accessible via HR channels, solves a direct pain point.
+
+## Validation (Quality Gate)
+
+- [ ] ICP is formulated with clear criteria (ideal / acceptable / exception) and sources
+- [ ] 1-3 buyer personas are defined with complete profiles
+- [ ] Personas are distinct from each other (no duplication)
+- [ ] At least 1 negative persona defined with identifiers and mistake cost
+- [ ] Decision-making process described for each persona
+- [ ] Channels and touchpoints defined with effectiveness evaluation
+- [ ] Messaging tied to specific personas (message, tone, triggers, stop words)
+- [ ] Prioritization conducted via a weighted scoring model
+- [ ] Consistency validation passed (ICP ↔ Personas ↔ Negative ↔ Product)
+- [ ] ≥ 70% of attributes are backed by data; if < 70% — persona is marked hypothesis-driven
+- [ ] Data sources are specified; data older than 12 months is marked ⚠️
+
+> If validation fails — iterate until it passes, do not hand off before that.
+
+## Handoff
+The result of `$icp-buyer-persona` serves as input for:
+- **Strategist / Mediator** — target audience for strategic decisions.
+- **`customer-journey-mapping`** — personas for journey mapping.
+- **`jtbd-analysis`** — personas as context for task analysis.
+- **`competitive-analysis`** — target segments for competitive benchmarking.
+- **`tam-sam-som`** — SAM/SOM filters based on ICP.
+- **`rfm-analysis`** — Champions profile to compare against the ICP.
+
+Delivery format: ICP table + buyer personas + negative persona + prioritization + messaging. Use `$handoff` during transfer.
+
+## Anti-patterns
+
+| Mistake | Why it's bad | Correct approach |
+|--------|-------------|---------------|
+| ICP = everyone | No focus, dilutes resources | Clear inclusion / exclusion criteria |
+| Persona without data | Fantasy, not research | Every attribute has a source; < 70% data = hypothesis-driven |
+| Demographics only | People of the same age act differently | Incorporate behavior, motivation, decision process |
+| 5+ personas | Impossible to personalize for everyone | Maximum 3, prioritize via scoring |
+| ICP for B2C | B2C lacks firmographics, requires a different structure | Demographics + psychographics for B2C |
+| No messaging | Personas exist, but how to talk to them is unclear | Key message + tone + triggers + stop words |
+| No negative persona | Marketing spends budget on wrong fits | At least 1 anti-persona with identifiers and mistake cost |
+| Static profile | The market and customers change | Review every 6 months |
+| "Eyeballed" prioritization | Subjective choice, not reproducible | Scoring model with weights and a ≥ 7.0 threshold |
+
+## Output Template
+
+```
+### ICP / Buyer Persona — [Product / Service]
+
+**Business Model:** [B2B / B2C / B2B2C]
+**Geography:** [markets]
+**Pricing Model:** [model]
+**Data Type:** Data-driven / Hypothesis-driven
+**Date of Analysis:** [date]
+
+---
+
+#### ICP (Ideal Customer Profile)
+
+##### B2B — Firmographic Profile
+
+| Criterion | Ideal | Acceptable | Exception | Source |
+|----------|-----------|------------|------------|----------|
+| Industry | [industries] | [industries] | [industries] | [Source] |
+| Size (employees) | [range] | [range] | [range] | [Source] |
+| Revenue | [range] | [range] | [range] | [Source] |
+| Geography | [regions] | [regions] | [regions] | [Source] |
+| Maturity | [stage] | [stage] | [stage] | [Source] |
+| Category budget | [range] | [range] | — | [Source] |
+
+##### B2C — Demographic + Psychographic Profile
+
+| Criterion | Ideal | Acceptable | Exception | Source |
+|----------|-----------|------------|------------|----------|
+| Age | [range] | [range] | [range] | [Source] |
+| Income | [range] | [range] | [range] | [Source] |
+| Geography | [regions] | [regions] | [regions] | [Source] |
+
+---
+
+#### Buyer Persona 1: [Name] — [Role] (Priority)
+
+| Attribute | Description | Source |
+|---------|----------|----------|
+| **Demographics** | [age, gender, geo, income] | [Source] |
+| **Title** | [title, company, experience] | [Source] |
+| **KPI** | [success metrics at work] | [Source] |
+| **Goals** | [what they want to achieve] | [Source] |
+| **Pains** | [what hinders them] | [Source] |
+| **Behavior** | [how they seek solutions] | [Source] |
+| **Tech literacy**| [level] | [Source] |
+| **Quote** | «[phrase]» | [Source] |
+
+**Decision-Making Process:**
+- Buying role: [role]
+- Selection criteria: [criteria]
+- Objections: [typical doubts]
+- Decision cycle: [duration]
+- Influence: [who else is involved]
+
+**Channels:**
+
+| Channel | Format | Effectiveness |
+|-------|--------|:-------------:|
+| [Channel] | [Content format] | High / Medium / Low |
+
+**Messaging:**
+- Key message: "[one sentence]"
+- Arguments: [3-5 points]
+- Tone: [style]
+- Triggers: [words] | Stop words: [words]
+
+---
+
+#### Buyer Persona 2: [Name] — [Role]
+[Similar structure]
+
+---
+
+#### Negative Persona: [Name] — [Role]
+
+| Attribute | Description |
+|---------|----------|
+| **Profile** | [Who it is] |
+| **Why not our client** | [Reason for exclusion] |
+| **Signs** | [How to recognize early] |
+| **Mistake cost** | [What is lost: LTV < CAC, churn, support load] |
+
+---
+
+#### Prioritization (Scoring)
+
+| Persona | Size (0.20) | LTV (0.25) | CAC inv. (0.20) | PMF (0.20) | Strateg. (0.15) | **Score** | **Priority** |
+|---------|:------------:|:----------:|:---------------:|:----------:|:---------------:|:---------:|:------------:|
+| [Persona 1] | X | X | X | X | X | **X.X** | 1 |
+| [Persona 2] | X | X | X | X | X | **X.X** | 2 |
+
+**Priority Persona:** [Name] (Score X.X) — [justification]
+
+---
+
+#### Consistency Validation
+
+| Check | Result |
+|----------|:---------:|
+| ICP ↔ Personas | Yes / No |
+| Personas ↔ Negative | Yes / No |
+| Pains ↔ Product | Yes / No |
+| Channels ↔ Messaging | Yes / No |
+| Data-backed ≥ 70% | Yes / ⚠️ |
+
+---
+
+#### Sources & Assumptions
+
+| # | Fact / assumption | Source | Date | Reliability |
+|---|-------------------|----------|------|:-------------:|
+| 1 | [Fact] | [Source] | [Date] | ✅ / ⚠️ / 🔮 |
+
+Legend: ✅ Verified (CRM / interviews N≥5) | ⚠️ Estimated (benchmark / 1 source) | 🔮 Assumed (hypothesis)
+
+---
+
+#### Recommendations
+- **→ Strategist:** [key takeaway]
+- **→ $customer-journey-mapping:** [persona for mapping]
+- **→ $competitive-analysis:** [target segments for benchmarking]
+- **Review:** in 6 months or upon product/market changes
+```