# MN Group - Ideal Customer Profile (ICP)

*Saved 2026-03-04 from Rob's master prompt*

## Agency Overview
Full-service marketing, communications, and digital agency based in Ireland. Integrated model: strategy, PR, creative, digital, web, content, branding under one roof. Focus on long-term partnerships, not one-off projects.

## Core Services
- **Strategy:** Brand positioning, GTM, growth planning, campaign planning
- **PR & Comms:** Media relations, brand storytelling, influencer, product launches
- **Digital & Web:** Website design/dev, e-commerce, SEO, digital marketing, social media
- **Creative:** Brand identity, packaging, campaign creative, ad concepts, design systems
- **Content Production:** Video, animation, photography, campaign assets
- **Emerging:** AI-driven marketing automation, AI-assisted SEO, AI tools

## Agency Sweet Spot
Companies that need strategic direction + execution, want multiple services from one partner, are growing/investing in brand, need help scaling marketing, want creative collaborative relationship.

## ICP - Company Size
- **Revenue:** EUR 2m - 50m
- **Employees:** 5-100
- Large enough for marketing budgets, small enough to need an external agency
- **Avoid:** Large corporates with big internal marketing teams

## ICP - Growth Stage
1. **Growth companies** - scaling, investing in marketing
2. **Established businesses modernising** - need stronger branding/digital/comms
3. **Founder-led brands expanding distribution** - local to national/export

## ICP - Geography
- **Primary:** Ireland
- **Secondary:** UK companies entering Ireland, Irish companies expanding to UK
- **Avoid:** Global corporations (unless Irish-market specific opportunity)

## ICP - Marketing Readiness Signals (Positive)
- Recently hired Head of Marketing / Marketing Manager
- Recently launched new products
- Recently rebranded
- Recently raised investment
- Expanding distribution
- Entering new markets
- Running advertising campaigns
- Attending trade shows
- Publishing regular social content
- Launching e-commerce

## ICP - Best Fit Traits
- Ambitious founders
- Want to grow quickly
- Want strategic guidance
- Value creativity
- Want a long-term marketing partner

## ICP - Red Flags (Avoid)
- Already working with large well-known agencies
- Marketing already highly sophisticated with multiple agencies
- Extremely large corporate organisations
- No evidence of marketing investment
- Highly price-driven rather than strategy-driven

## Priority Sectors
1. Food brands
2. Beverage brands
3. Pet food companies
4. Sustainability companies
5. Renewable energy / solar businesses
6. Consumer product brands
7. Irish challenger brands
8. E-commerce brands
9. Retail product companies
10. Irish brands expanding internationally

## Lead Scoring Criteria
1. **Industry Fit** - Priority sector?
2. **Growth Potential** - Expanding, raising funding, scaling?
3. **Marketing Readiness** - Evidence of marketing activity/investment?
4. **Size Fit** - Right size for agency relationship?
5. **Strategic Need** - Needs branding, digital, PR, or strategy?

## Prospect Output Requirements
- Company Name
- Industry
- Location
- Estimated Size
- Estimated Revenue (if available)
- Key Decision Makers
- Evidence of Marketing Activity
- Why They Fit the Agency
- Lead Score (1-10)

Quality over quantity. High probability prospects, not large lists.
