• This topic has 3 replies, 2 voices, and was last updated 4 months ago by Will Barron.
  • Author
    Posts
  • #9517779
    ICP Review
    Alex Cullum
    Participant
    Jun 25, 2024

    As some background, I operate a family run alcohol wholesaler that delivers 7 days a week on a same day delivery basis wholesaling draught (kegged) products to publicans. We also have our own brewery products, which will operate with a slighlty different ICP (main focus on locality so shared customer bases with fans of the procut) but will still have the main overarching concerns too. I wanted to include the main pain point too and goals of the customer to ensure that I’m hitting most of the relevant components (as I feel this will be useful when it comes to the value stack):

    Goals:

    1) Improve their Gross Profit & bring this to around 70-80%
    i) Get the best possible prices for their products

    2) Make effective utilisation of their space, so their cellars aren\\\’t cramped and life isn\\\’t difficult. Keeps product cold and fresh.

    3) Cash flow management:
    Flexibility with payments – pay when they can.
    Flexibility with orders – only order in what they need, get credit terms and pay that off.

    4) Customer Retention
    Ensure they don\’t run out of product and upset their regular drinkers
    Ensure there\’s a nice variety of ale ranges for their customers

    5) Ensure that they can rely on their delivery – they turn up at a regular time when they expect, so they can work their schedule around things

    6) Save their time – they don\’t want to hang around waiting for a delivery, come in early and move their life around just for deliveries.

    7) Ensure that they have reliable cellar service departments to fix things. So there\’s no mishaps.

    8) Feel important – not consistently let down by their main supplier and instead feel like a truly valued customer. They want someone reliable.

    Main pain point:

    Financial Presssures – the main pain point. Ordering enough stock to cover themselves (spending the money) and hoping to get it back. Rely on sharp pricing from their current supplier but have little flexibility to shop around due to product range and minimum orders.

    ICP:

    A landlord / landlady who operates a pub in a 40 mile radius of our depot (closer the better) with tight cramped cellar space, who has carlsberg products on draught. They are price conscious and don’t have excess cash to focus on holding too much stock. Someone, who is with competitors that don’t excel in their service and have let them down consistently / bumped their orders frequently. They aren’t massive accounts and so might sometimes struggle to meet the minimum orders of the larger guys (hence overstocking) or buy in just near to that so that their costs per keg are very expensive and we can be more price competitive for them.

    #9517950
    Will Barron
    Keymaster
    Jul 1, 2024
    Will Barron Jul 1, 2024

    tight cramped cellar space

    This is useful for your value proposition –

    We help landlords with tight cellar space eliminate the risk of carrying excess stock with reliable daily deliveries, with no minimum order sizes.

    Everything else looks great.

    #9517962
    Alex Cullum
    Participant
    Jul 2, 2024
    Alex Cullum Jul 2, 2024

    That looks great thanks Will – think it packages up everything we do well. As discussed in today’s group coaching call the semantics to book them in for meetings is immaterial – so can we only test how much they care about this VP in a meeting? If so, how can we test this (a mix of gut feel and higher conversions?).

    #9517986
    Will Barron
    Keymaster
    Jul 8, 2024
    Will Barron Jul 8, 2024

    so can we only test how much they care about this VP in a meeting? If so, how can we test this (a mix of gut feel and higher conversions?).

    You can test this with cold outreach easily. Does that value prop on a call/email/social lead to a meeting being booked in? Then it’s working.

    But if you’re using something else to book the call (use whatever works) and you want to test a value proposition on a diagnosis call, things get a little more tricky. On a diagnosis call you’re going to dive deeper into the prospects specific problem rather then your higher level hypothesis of their problem (value prop).

    Think of it like this, your value prop gets you in the door. Actually solving the prospects problem wins the deal.

    Hope that makes sense.

  • You must be logged in to reply to this topic.