NORA ICP Deck

NORA · GO-TO-MARKET · SEPT 2026 Who NORA sells to Five segments, ranked by how fast they convert. Three buy Growth ($999), one powers Starter ($199), and one cuts across both. 1 · Post-seed SaaS, no SDR 2 · Agencies & service firms 3 · Burned switchers 4 · Solo founders 5 · India-HQ, selling West

-- 1 of 8 --

The map: five segments, one month Every segment carries a September quota. Together they over-plan the goal — 12 Growth + 12 Starter against the 10 + 10 target. SEGMENT PLAN FIT EFFORT SEPT QUOTA PRIMARY MOTION 1 Post-seed B2B SaaS, no SDR team Growth · $999 60% 5 customers · 25 demos Outbound + LinkedIn + events 2 B2B agencies & service firms Growth · $999 20% 3 customers · 12 demos Outbound + LinkedIn DMs 3 Burned switchers (ex-11x / Artisan / DIY) Growth · $999 10% 2 customers · 8 demos Competitor ads + Reddit + X 4 Solo founders & consultants Starter · $199 self-serve 8 customers · 20 trials Ads + content → trial, no demo 5 India-HQ B2B selling into US/UK Both tiers 10% 2+ customers · 150 accts Founder network + outbound slice Deliberately excluded: mid-market and enterprise (200+). Their security review outlasts September — parked for Q4 so one big logo can't eat three weeks of founder time.

-- 2 of 8 --

1 Post-seed B2B SaaS, no SDR team The primary segment — 60% of all effort. The stretched sales leader who owns pipeline personally. 5 + 25 CUSTOMERS · DEMOS WHO — FIRMOGRAPHICS B2B SaaS / tech-enabled product · 10–100 people · seed to Series B · $500K–$10M ARR · US, UK, India metros. 0–2 SDRs on staff. THE BUYER & THE PAIN Founder-CEO or first Head of Sales, personally accountable for pipeline. Can't justify a $6–8K/mo SDR hire; bought Apollo or Instantly and drowned in settings; board asks about pipeline monthly. TRIGGER EVENTS — BUILD LISTS FROM THESE Raised a round in the last 6 months · posted an SDR/BDR job req in the last 60 days · founder posting “hiring our first salesperson” on LinkedIn · pipeline coverage below 3× target. WHY NORA WINS HERE Cheaper than the hire, faster than the ramp — and the approval gate answers the one fear that blocks them from AI outbound: their domain and their name. Reference customer: Madmonk AI (8 leads by day 3). Motion: disclosed outbound + founder LinkedIn + live events · Close: founder-led demo → paid pilot · Landing proof: audit trail + Sophoz meetings

-- 3 of 8 --

2 B2B agencies & service firms They already believe in outbound — it's their growth model. They're just tired of doing it. 3 + 12 CUSTOMERS · DEMOS WHO — FIRMOGRAPHICS Marketing agencies, dev shops, design studios, RevOps / fractional-CxO consultancies · 5–50 people · owner-led · outbound is how they eat. THE BUYER & THE PAIN The owner. Churns through lead-gen VAs and freelancers of uneven quality; pays $1,500–3K/mo agency retainers for mediocre lists and template emails. TRIGGER EVENTS — BUILD LISTS FROM THESE Actively hiring a “lead-gen VA” or “appointment setter” · running visible cold outreach themselves · complaining about lead-gen agencies in founder communities. WHY NORA WINS HERE $999 vs a $1,500–3K/mo retainer, with research no VA matches — cited dossiers, committee maps — and an audit trail they can show their own clients. Shortest sales cycle of the five: closeable in one demo. Motion: outbound + LinkedIn DMs against 'hiring a VA' triggers · Close: one demo, same-week decision · Angle: “fire the retainer”

-- 4 of 8 --

3 Burned switchers Tried 11x, Artisan, or a Clay+Instantly stack. It sent something embarrassing. They turned it off. 2 + 8 CUSTOMERS · DEMOS WHO — FIRMOGRAPHICS Any B2B firm where someone owns the scar tissue — usually 20–200 people, an existing (paused) outbound budget, and a domain they're now protective of. THE BUYER & THE PAIN Head of growth or sales who approved the last tool and got burned: invented claims in emails, torched deliverability, zero control. Needs the least convincing on category, the most on control. TRIGGER EVENTS — BUILD LISTS FROM THESE Competitor-review threads on G2 and Reddit · commenters on 11x / Artisan posts · “AI SDR ruined our domain” discourse on X · competitor keyword searches (the ad group exists for exactly this). WHY NORA WINS HERE The entire positioning is a direct answer to their injury: approval queue, per-claim sources, earned autonomy, instant demotion. Lead with the leash, not the meetings. Motion: competitor-keyword ads + Reddit teardown + X receipts · Close: demo focused on the approval queue and the audit trail

-- 5 of 8 --

4 Solo founders & independent consultants The $199 volume engine. Doing outbound personally at 11 PM — and hating every minute. 8 + 20 CUSTOMERS · TRIALS WHO — FIRMOGRAPHICS Bootstrapped micro-SaaS, fractional executives, independent consultants · 1–5 people · anywhere English-speaking · time-poor, tool-rich, results-poor. THE BUYER & THE PAIN The founder is the SDR. Revenue has plateaued; the first sales hire keeps getting postponed; prospecting happens on weekends or not at all. TRIGGER EVENTS — BUILD LISTS FROM THESE “I hate prospecting” / “founder-led sales is killing me” posts · indie-hacker communities and r/Entrepreneur · visitors from ads and content who never book a demo. WHY NORA WINS HERE $199 is an impulse price against the alternative of their own weekends, and “8 leads by day 3” matches their patience. Fully self-serve: ad → landing → trial → onboarding emails. No demos, ever. Motion: Google problem-keywords + Meta retargeting + IG/X content → trial (code FIRSTHIRE, $99 first month) · Expect higher churn; they are also the word-of-mouth base

-- 6 of 8 --

5 India-HQ B2B selling into the US / UK The home-turf wedge. PWIN's own network — distribution 11x and Artisan will never touch. 2+ · 150 CUSTOMERS · ACCTS WHO — FIRMOGRAPHICS IT services, SaaS, D2C-enablement and staffing firms HQ'd in Bengaluru, Mumbai, NCR, Pune · selling into Western markets · 10–200 people. THE BUYER & THE PAIN Founder or India-based head of growth whose team writes outbound in a second register, for buyers eight time zones away, with mixed results. TRIGGER EVENTS — BUILD LISTS FROM THESE Export-focused service firms in founder WhatsApp groups and local events · companies posting US-market BD roles from India · referrals from the first Indian customers. WHY NORA WINS HERE NORA writes native-register outreach for US/UK buyers and works while the team sleeps. $199–999 prices cleanly against Indian services margins — and the founder network is an unfair channel. Motion: founder network + one dedicated outbound slice (~150 accounts) — no paid spend · Both tiers; expect Starter first, Growth on upgrade

-- 7 of 8 --

How to hunt, starting Monday One list per segment, built from triggers — not titles. NORA sources and researches; you approve. 1 · SaaS, no SDR Crunchbase/Tracxn: raised <6mo, 10–100 headcount → cross with live SDR job reqs (LinkedIn Jobs, Wellfound). ~400 accounts. 2 · Agencies Clutch / Agency directories + “appointment setter” job posts on Upwork & OnlineJobs. ~200 accounts. 3 · Switchers G2 reviews ≤3★ on competitors, Reddit/X thread commenters, competitor-keyword ad clicks. ~100 accounts, drip continuously. 4 · Solo founders No list — a funnel. Problem keywords + retargeting + IG/X content. Judge weekly on trials, not accounts. 5 · India-HQ Founder network first: 30 warm intros. Then NASSCOM/GCC directories for the 150-account outbound slice. Weekly rule: if a segment misses quota two Mondays running, its effort moves to Segment 1. The map serves the number — not the other way around.

-- 8 of 8 --