Primary ICP

Founders and owner-operators of DTC ecommerce brands doing $500k or more in annual revenue, with an informal upper bound around $10M. Primarily US and Europe. Meta is their main acquisition channel and they have hit a ceiling. directional

The $500k floor is a hard qualification line: paid funnel applications below it are politely redirected to free resources and the newsletter rather than pushed toward a call. directional

Situation and frustrations#

The buyer's account has plateaued or turned volatile. The usual root causes, in Eddie's diagnosis: creative volume and quality bottlenecks, no systematic testing process, and an agency that reports activity instead of profit. They are tired of generic agency pitches and want to talk to someone who runs a brand at scale rather than someone who only manages other people's money. What they want is profitable, predictable growth on Meta and a partner who thinks like an owner. directional

Corroborated in the wild: a real prospect CEO described his agency experience as paying to watch them "throwing darts" while "everyone under the sun claims the sale", which is this frustration in the buyer's own words (2026-03-24 sales call; full quotes in the language bank). verified as observed

Filmable buyer moments#

Concrete script beats that describe behaviour rather than promise outcomes: the nightly anxiety-refresh of Meta Ads Manager; being unable to take a weekend off without checking the ad account; wanting authority with their own team by having a clear, data-backed growth plan; blaming the "learning phase" for a lack of profit. hypothesis, but consistent with how real prospects talk

Related: objections, language bank, watering holes, working session.