We didn’t start with a clear ICP when we reached 280K users with Ajelix

We had a product, a vague idea of who it was for… and we just went for it.

No personas, no customer mapping. Just building and shipping, hoping the right people would show up. And in some ways, they did. Over 2.5 years, we reached more than 280K users.

That growth came with constant second-guessing:

--> What do these users really want?

--> Why do some love it, and others never come back?

--> Should we double down on one segment or expand?

Because when you don’t know exactly who you’re building for, everything gets messier: positioning, copy, features, pricing, even onboarding.

That’s why with our new product Mailerio, (which is launching today on PH), we’ve flipped the order entirely.

Defining our ICP is the first step, and this time, I built a framework that helps.

Not just demographics and job titles, but real insights into what your users are trying to get done, what’s frustrating them, and how your product solves it.

I’m sharing it here for anyone building something and feeling unsure about their target audience:

--> Covers functional + emotional drivers

--> Focuses on real pain points, not just features

--> Lightweight, use it solo or with your team in 30 min

You can access the Canva template in the comments below.

--> If you’re starting from scratch, use it to get clarity.

--> If you already have traction, use it to realign.

It will make everything else easier. Let me know if you try it or adapt it. Would love to see how others use it in their work.