“define an ICP for a SAS product is essentially one that onboards very easily So there's very low friction hopefully self onboards and then like they stay very long time or they don't really churn and in our case this has turned out to be an agency user more than a freelancer”

Define Your ICP as Whoever Onboards Easiest and Stays Longest

Ivan discovered that his assumed ICP (freelancers) was not his best customer — agencies doing high volumes of proposals churned far less and needed less hand-holding. Letting real usage data reveal your true ICP, rather than assumptions, is the difference between a leaky funnel and a sticky product.