01 - ICP, JTBD, And Market Segmentation¶
Purpose¶
Define who to serve first, why families buy, and what segments drive sustainable cloud tutoring growth.
Segmentation Model¶
Segment |
Industry |
Company Size |
Maturity |
Revenue Potential |
Priority |
|---|---|---|---|---|---|
Working families with K-6 learners below benchmark |
Consumer Education |
Household |
Medium |
High |
P1 |
Homeschool families needing structured support |
Consumer Education |
Household |
Medium to High |
Medium-High |
P1 |
Families with learning-difference learners |
Consumer Education |
Household |
Medium |
High |
P1 |
School/district supplemental tutoring partnerships |
K-12 Education |
1-20 schools |
Low to Medium |
Medium |
P2 |
Ideal Customer Profile (ICP) Scorecard¶
Score each account from 1-5 in each category.
Factor |
Weight |
Score |
Weighted Score |
|---|---|---|---|
Urgency of problem |
25% |
5 |
1.25 |
Ability to pay |
20% |
3 |
0.60 |
Product fit |
25% |
5 |
1.25 |
Retention likelihood |
20% |
4 |
0.80 |
Expansion potential |
10% |
3 |
0.30 |
Total ICP score: 4.20 / 5.00
Jobs To Be Done (JTBD)¶
Core Job¶
When my K-6 child is struggling in reading and confidence is dropping, I want a consistent, high-quality online tutoring routine with the same trusted tutor, so my child can make visible progress without daily homework battles.
Top 5 Job Steps¶
Notice recurring learning stress and decide to seek outside support.
Book and complete the free live intake session.
Review learner profile and enroll in a recurring plan.
Maintain 4x weekly sessions with the same tutor.
Track progress updates and adjust support until confidence and skill improve.
Research Plan¶
Target interviews this quarter: 30 total.
Interview mix (wins/losses/churn): 14 active families, 6 churned families, 4 trial non-converters, 4 tutors, 2 partnership leads.
Evidence sources: intake call transcripts, tutor notes, support tickets, session analytics, cancellation feedback.
Key Risks To Validate¶
Conversion risk: families may enjoy free session but hesitate to commit to high-frequency plans.
Attendance risk: 4x weekly schedule may feel demanding without strong scheduling flexibility.
Match quality risk: poor tutor-child fit can drive early churn.
Affordability risk: pricing sensitivity may limit penetration without group/aid options.
Evidence risk: outcomes must be visible within 6-8 weeks to sustain confidence and renewals.
Exit Criteria¶
ICP scorecard accepted by Product, Sales, and Success.
At least 24 quality interviews completed and tagged in a shared repository.
Top 3 JTBD validated with interview evidence and telemetry from at least 500 free or paid sessions.
Clear go-forward segment decision: P1 focus remains family-led K-6 reading confidence segment.