icp.md

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# Ideal Customer Profile (ICP) - Youll

## Demographics

- **Industry:** Wellness, Fitness, Community & Education platforms
- **Company Size:** Solo founders to small teams (1-20 employees), $100K-$10M revenue
- **Location:** US, Canada, UK, EU, Middle East (Primary) | Singapore, Japan, Australia, NZ (Secondary)
- **Job Titles:** Founder, Owner, Co-Founder, CEO, Content Creator, Wellness Coach, Life Coach

## Primary Segments

### 1. Brick & Mortar Studios Going Digital
**Who:** Gym chains, yoga studios, breathwork centers, wellness clubs with physical locations
**Goal:** Expand brand reach globally beyond physical walls; capture revenue from customers who cannot visit in person
**Use Case:** Digital subscriptions for at-home practice complementing physical experiences
**Example:** OtherShip (Canada-based bathhouse expanding globally via app)

### 2. High-Tier Wellness Influencers & Creators
**Who:** Established meditation guides, fitness coaches, wellness experts with 50k+ social following
**Goal:** Monetize community via subscriptions; move from "rented land" (Instagram/TikTok) to "owned land" (App)
**Pain Point:** Algorithm dependency, no recurring revenue, platform risk

### 3. Smart Hardware Brands (IoT/Tuya)
**Who:** Manufacturers of consumer wellness hardware (saunas, ice baths, smart home gyms)
**Need:** Reliable, premium companion app for device control + educational content layer
**Why Youll:** Tuya module integration allows fast deployment of device control features
**Examples:** Polar Monkeys, Sunhome Saunas

### 4. Communities & Organizations (Expansion)
**Who:** Religious communities, corporate training departments
**Use Case:** Apps for content consumption, education, tithes/subscriptions

## Pain Points

1. **Technical Barrier:** Want a premium app but lack technical expertise to build or manage one
2. **Cost/Time:** Custom development is too expensive ($500K+) and slow (12+ months)
3. **Platform Risk:** Relying on social media algorithms for audience access
4. **Quality Concerns:** No-code/template platforms produce generic, low-quality apps
5. **Vendor Lock-in:** Fear of losing data or being stuck with a platform

## Goals & Motivations

1. **Launch Fast:** Get a production-ready app in weeks, not months
2. **Own the Platform:** Control their data, infrastructure, and customer relationships
3. **Focus on Content:** Spend time on content creation, not technical management
4. **Recurring Revenue:** Build sustainable subscription business
5. **Global Reach:** Expand beyond physical location limitations

## Search Behavior

### High-Intent Keywords (Buyer-Ready)
- "Build a fitness app"
- "White label wellness app"
- "App developer for creators"
- "Mobile app for my fitness business"
- "Create subscription app for my content"

### Research Keywords (Information-Seeking)
- "How to build a fitness app"
- "Cost to develop a wellness app"
- "Fitness app development company"
- "Best platform for fitness creators"

### Problem-Aware Keywords
- "Monetize my fitness content"
- "App for my yoga studio"
- "Digital subscription for my gym"
- "Move off Instagram to own platform"

### Competitor Alternative Keywords
- "Kajabi alternative"
- "Uscreen alternative"
- "Mighty Networks alternative"
- "Better than Passion.io"

## Objections & Concerns

1. **Price:** "$3K/month seems high" - Counter: Compare to custom dev cost, value of tech team included
2. **Control:** "Will I own my app?" - Counter: Customer-owned infrastructure, can take license
3. **Quality:** "Is it just a template?" - Counter: Native Swift/Kotlin, agency-style customization
4. **Customization:** "Can it match my brand?" - Counter: Full design collaboration, not locked themes
5. **Time:** "How long will it take?" - Counter: 4-week deployment timeline

## Negative Match Keywords (Exclude)

- Cheap, Free, Open Source, Budget
- Game app, Social media app, E-commerce app (non-content)
- "How to code", Tutorial, Course (developer intent)

## Targeting Criteria for Ads

### Interests
- App Development, SaaS, Wellness Industry
- Yoga Studio Owners, Fitness Business
- Subscription Business Models, Content Monetization

### Job Titles
- Founder, Owner, Co-Founder, CEO
- Content Creator, Entrepreneur
- Life Coach, Wellness Coach, Fitness Coach
- Product Manager, Marketing Manager (for larger orgs)

### Behaviors
- Business page admins
- Fitness/wellness content creators
- SaaS/subscription software researchers

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