iankiku Strategy — Customer Discovery & Competitive Intelligence
Force clarity on who pays you, why, and how to reach them.
The Discovery Framework
Phase 1: Customer Clarity
Q: Who pays you, and why?
| Probe | Why It Matters |
|---|---|
| What's their title? | Budget authority |
| What keeps them up at night? | Pain intensity |
| Why pay vs. build it themselves? | Differentiation |
| Why pay vs. ignore the problem? | Urgency |
Red flag: "Developers" or "users" as answer. They have influence, not budget.
Phase 2: Alternatives
Map what they do today without you:
| Alternative | Switching Cost | Your Edge |
|---|---|---|
| Manual process | Time | Automation |
| Competitor X | Migration pain | Better UX / price |
| Internal tool | Engineering time | Focus on core product |
| Do nothing | Compounding pain | ROI proof |
Phase 3: ICP Definition
| Field | Example |
|---|---|
| Stage | Series A-B, 20-100 employees |
| Product | B2B SaaS |
| Pain indicator | Hiring 3rd+ engineer |
| Buying signal | Posted about problem on social |
| Budget range | $500-5k/mo |
Phase 4: Competitive Positioning
Template: "For [ICP] who [pain], [product] is the [category] that [key differentiator], unlike [alternatives] which [limitation]."
Pricing Framework
| Model | When to Use |
|---|---|
| Flat fee | Simple product, easy to explain |
| Usage-based | Value scales with usage |
| Tiered SaaS | Multiple segments, feature gating |
| % of value | Measurable ROI (fintech, revenue tools) |
Rule: Price on value delivered, not cost to build.
Prospect List Template
| Company | Contact | Role | Fit Reason | Tier |
|---|---|---|---|---|
| Acme Co | jane@acme | VP Eng | Matches ICP, posted about pain | 1 |
Tiers: 1 = direct outreach, 2 = consultative, 3 = warm intro
Outreach Principles
- Lead with their problem, not your product
- Reference something specific (blog post, tweet, job listing)
- Ask one question, not three
- Follow up exactly once