icp_profiles.json

[
  {
    "id": "sme_th_local",
    "name": "Thai SME & Local Business",
    "industry": "Local",
    "pain_points": [
      "Low organic traffic",
      "Limited local visibility",
      "Unclear analytics"
    ],
    "goals": [
      "Rank on Google & appear in AI answers",
      "Increase local calls & visits",
      "Track conversions"
    ],
    "ideal_channels": [
      "SEO",
      "Local SEO",
      "AI Search/AEO",
      "Google Business Profile"
    ],
    "buying_committee": [
      {
        "role": "Owner",
        "responsibility": "Sets business goals, approves marketing spend, signs off on vendor selection.",
        "decision_power": "Final",
        "kpis": ["Revenue", "Leads/Calls", "Cost efficiency"]
      },
      {
        "role": "Marketing Manager",
        "responsibility": "Evaluates SEO proposals, coordinates implementation, tracks performance.",
        "decision_power": "Shared",
        "kpis": ["Organic traffic", "Local pack visibility", "CTR", "Conversions"]
      }
    ],
    "budget_range_thb": "50,000–250,000 / month"
  },
  {
    "id": "ecommerce_growth",
    "name": "E-commerce companies",
    "industry": "E-commerce",
    "pain_points": [
      "Thin product content",
      "Duplicate categories",
      "Slow site"
    ],
    "goals": [
      "Grow non-brand revenue",
      "Improve product/category rankings",
      "Enhance CRO"
    ],
    "ideal_channels": [
      "Technical SEO",
      "Content & IA",
      "Schema",
      "CRO",
      "Ads (optional)"
    ],
    "buying_committee": [
      {
        "role": "Head of E-commerce",
        "responsibility": "Owns site P&L, prioritizes roadmap, evaluates SEO/CRO ROI.",
        "decision_power": "Lead",
        "kpis": ["Non-brand revenue", "AOV", "Conversion rate", "Page speed"]
      },
      {
        "role": "CMO",
        "responsibility": "Approves strategy and budget, aligns SEO with brand and growth targets.",
        "decision_power": "Final",
        "kpis": ["Marketing ROI", "Customer acquisition cost", "Share of search"]
      },
      {
        "role": "SEO Manager (optional)",
        "responsibility": "Oversees day-to-day SEO tasks, technical fixes, content optimization.",
        "decision_power": "Contributor",
        "kpis": ["Indexed pages", "Rankings", "Click-through rate", "Core Web Vitals"]
      }
    ],
    "budget_range_thb": "100,000–500,000 / month"
  },
  {
    "id": "b2b_saas",
    "name": "B2B & SaaS",
    "industry": "B2B/SaaS",
    "pain_points": [
      "Long sales cycle",
      "Lack of entity authority",
      "Low AI mentions"
    ],
    "goals": [
      "Topical authority",
      "Qualified demo leads",
      "Be cited by LLMs"
    ],
    "ideal_channels": [
      "AEO/AI Search",
      "Content clusters",
      "Schema (FAQ, HowTo)",
      "Digital PR"
    ],
    "buying_committee": [
      {
        "role": "Founder/CEO",
        "responsibility": "Sets growth targets and approves strategic vendors for demand generation.",
        "decision_power": "Final (early stage) / Shared (growth stage)",
        "kpis": ["Pipeline growth", "MQL→SQL rate", "Revenue"]
      },
      {
        "role": "Demand Gen Lead",
        "responsibility": "Owns lead-gen programs, aligns SEO/AEO with paid and lifecycle.",
        "decision_power": "Lead",
        "kpis": ["MQLs", "CPL", "Demo requests", "Organic-assisted pipeline"]
      },
      {
        "role": "Product Marketing",
        "responsibility": "Ensures messaging, positioning, and entity vocabulary align with content.",
        "decision_power": "Contributor",
        "kpis": ["Content adoption", "Positioning consistency", "Win rate support"]
      }
    ],
    "budget_range_thb": "120,000–600,000 / month"
  },
  {
    "id": "enterprise_multiloc",
    "name": "Enterprise & Multi-location",
    "industry": "Enterprise/Multi-location",
    "pain_points": [
      "Fragmented tracking",
      "Inconsistent NAP",
      "Complex CMS"
    ],
    "goals": [
      "Local pack dominance",
      "Centralized reporting",
      "Core Web Vitals compliance"
    ],
    "ideal_channels": [
      "Local SEO at scale",
      "Schema automation",
      "Internal linking",
      "CRO"
    ],
    "buying_committee": [
      {
        "role": "Head of Digital",
        "responsibility": "Owns digital roadmap, selects platforms and vendors, ensures cross-team alignment.",
        "decision_power": "Lead",
        "kpis": ["Organic sessions", "Local impressions", "Page speed", "Uptime"]
      },
      {
        "role": "SEO Lead",
        "responsibility": "Defines technical and content SEO standards, manages execution across locations.",
        "decision_power": "Shared",
        "kpis": ["Indexed coverage", "CWV pass rate", "Rankings by market", "Internal link health"]
      },
      {
        "role": "Analytics Manager",
        "responsibility": "Owns tagging, dashboards, and attribution for SEO & AI visibility.",
        "decision_power": "Contributor",
        "kpis": ["Data completeness", "Attribution accuracy", "Reporting latency"]
      }
    ],
    "budget_range_thb": "250,000–1,200,000 / month"
  }
]