/ CEOHaven · ICP discovery

Ideal Customer Profile (ICP) Discovery

Identify and rank the five ICPs CEOHaven should prioritize over the next ~12 months, using what you already know — roster, who you love working with, who pays well, and who refers.

Estimated time: 45–60 minutes. Best completed in one sitting. If you do not have data, write “unknown” rather than guessing.

10 sections Autosaved locally

Section 1 / 10 · Current book of business

Hard numbers first

1.1 How many active clients does CEOHaven serve?

1.2 Roughly what % of revenue comes from each service line? (must total 100%)

Leave lines at 0% blank if you prefer — they count as zero. “Current total” uses the same math as validation.

Tax Advisory

Tax Preparation

Bookkeeping

One-time / project

Other (label)

Other (%)

Current total: —

1.3 Average annual revenue per client by service line (ranges OK)

Tax Advisory clients

Tax Preparation clients

Bookkeeping clients

1.4 Client identity mix (optional — if any values, aim for ~100%)

Business owners / entrepreneurs

Real estate investors

Content creators / influencers

High W-2 (no business)

Mixed identities

Other

1.5 Average client tenure

1.6 Retention rate (ballpark)

1.7 Top ~10 clients by revenue — what do they have in common?

Section 2 / 10 · Dream client

Who you want more of

2.1 Three favorite current clients — no names — what makes each a favorite?

Favorite #1

Favorite #2

Favorite #3

2.2 Ideal income range (multi-select)

2.3 Primary income sources — rank top 3

#1

#2

#3

2.4 Typical entity structures (multi-select)

Sole proprietor / Schedule C Single-member LLC Multi-member LLC / partnership S Corp C Corp Multiple entities / holdco No entity yet (W-2 only)

2.5 Life stage (multi-select)

Early career / building (20s–early 30s) Established / growing wealth (30s–40s) Peak earning / complex (40s–50s) Pre-retirement / exit planning (50s+) Recently sold a business / liquidity event Other

Other (specify)

2.6 Geography — rank top 3

1st

2nd

3rd

2.7 Relationship with money (multi-select)

Sophisticated — already understands strategy Curious learner — wants the why Hands-off — wants you to run it Anxious — needs reassurance + comms Optimizer — chases every dollar Compliance-only — just file correctly

Section 3 / 10 · Nightmare client

Who is not a fit

3.1 Wrong-fit client — no names

3.3 Request that signals “hard client”

3.4 Industry / type you do not want — why?

Section 4 / 10 · Value & pricing

Economics & sensitivity

4.1 Minimum annual revenue per client that makes sense

Tax advisory minimum

Tax prep minimum

Bookkeeping minimum

4.2 First-year LTV by type

4.3 Highest LTV (5+ years)

4.4 Who refers the most

4.5 Most price-sensitive

Real estate investor (STR / Airbnb) Real estate investor (long-term rentals) Six-figure entrepreneur (single business) Multi-business entrepreneur Content creator / influencer High W-2 with side business Pure high W-2 (no business) Recently sold a business

4.6 Least price-sensitive

Real estate investor (STR / Airbnb) Real estate investor (long-term rentals) Six-figure entrepreneur (single business) Multi-business entrepreneur Content creator / influencer High W-2 with side business Pure high W-2 (no business) Recently sold a business

Section 5 / 10 · Acquisition

Channels

5.1 Rank your top 5 acquisition sources

1

2

3

4

5

Other channel note

5.4 Sales cycle (best clients)

5.5 Top consultation objection

Section 6 / 10 · Triggers

Why they show up

6.1 Rank top 5 reasons leads reach out

1

2

3

4

5

Other trigger

6.2 Typical emotional state (multi-select)

Overwhelmed Frustrated with prior CPA Curious / exploratory Anxious about tax bill Comparison-shopping Urgent / deadline-driven Skeptical of advisors

6.3 Phrase prospects repeat (SEO)

6.4 Outcome wanted most

Section 7 / 10 · Service fit

Offers × client type

7.1 Primary service fit

Client type	Tax advisory	Tax prep only	Bookkeeping	Multi-service
Real estate investor (STR / Airbnb)
Real estate investor (long-term rentals)
Six-figure entrepreneur (single business)
Multi-business entrepreneur
Content creator / influencer
High W-2 with side business
Pure high W-2 (no business)
Recently sold a business

7.2 Easiest to deliver great results

Real estate investor (STR / Airbnb) Real estate investor (long-term rentals) Six-figure entrepreneur (single business) Multi-business entrepreneur Content creator / influencer High W-2 with side business Pure high W-2 (no business) Recently sold a business

7.3 Most “saved thousands” moments

Real estate investor (STR / Airbnb) Real estate investor (long-term rentals) Six-figure entrepreneur (single business) Multi-business entrepreneur Content creator / influencer High W-2 with side business Pure high W-2 (no business) Recently sold a business

7.4 Most efficient (time per $)

Real estate investor (STR / Airbnb) Real estate investor (long-term rentals) Six-figure entrepreneur (single business) Multi-business entrepreneur Content creator / influencer High W-2 with side business Pure high W-2 (no business) Recently sold a business

Section 8 / 10 · Competition

Positioning

8.1 Rank top competitors / alternatives

1

2

3

4

5

Named competitors

8.2 Where you win

8.3 Where you lose

8.4 Unique client type fit

Section 9 / 10 · Growth

Ambition

9.1 12-month growth target

Maintain roster Add 5–15 clients Add 15–30 Add 30–50 Double client base Other

Other (specify)

9.2 Growth levers

More clients, same pricing Same clients, higher tier Premium only Both

9.3 Capacity (multi-select)

Need hires first Room for 5–10 clients Room for 20+ clients Need systems first Bottleneck: principal time No major constraint

9.4 Rank service lines to grow (1 = highest priority)

1

2

3

4

9.5 New offer in next 12 months?

Section 10 / 10 · Open ends

Synthesis

10.1 Only one client type for a year — which and why?

10.2 Wrong clients double overnight — what breaks?

10.3 “Dumb” reason a great prospect didn’t sign

10.4 Ideal roster in three years

10.5 Anything else?

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This intake feeds the five ranked ICP output and downstream brand + SEO docs.