Skip to main content
ICARUS
All exercises

GTM practice · Loopline (fictional)

ICP Builder

Using the brief, describe the ideal customer profile for Loopline's next 6 months.

The brief

Loopline is invoicing and payment-reminder software for independent HVAC and plumbing contractors.

  • Seed-funded, 9 people, founder-led sales so far.
  • 28 paying customers; most came from the founder's network and two trade-association talks.
  • $79/month per company; 3 customers churned last quarter, all with fewer than 3 technicians.
  • Customers say the biggest win is getting paid faster; average days-to-paid dropped in pilot accounts, but there is no rigorous study.
  • Competitors: general invoicing tools (QuickBooks, Square) and all-in-one field-service suites that cost 4–10x more.
  • The founder wants a repeatable channel before hiring the first sales rep.