ICP Analysis System

Part of the Marketing Toolkit — a series of open-source Claude Code projects for marketing research and strategy.

A self-contained Claude Code project that performs comprehensive ICP (Ideal Customer Profile) and competitor analysis for any company. Just provide a domain — it handles the rest and produces a professional xlsx spreadsheet.

Quick Start

git clone https://github.com/adridder/ICP-Analysis.git
cd ICP-Analysis
claude

Then:

/icp-analysis notion.so

That's it. The system scrapes the company name from the domain, launches 4 parallel research agents, and produces a comprehensive analysis spreadsheet.

Usage

Auto mode (default) — just a domain

/icp-analysis figma.com

Full autonomous web research. No user input needed.

Hybrid mode — your notes + web research

/icp-analysis acme.com --mode hybrid --data "Our main competitors are FooCorp and BarInc. We sell to enterprise DevOps teams. Price: $99/mo."

Provide what you know, the system researches the rest.

Manual mode — your data only

/icp-analysis mycompany.com --mode manual --data "B2B SaaS for HR teams. We reduce employee turnover by 40%. Competitors: BambooHR, Gusto, Rippling. $12/user/mo."

Uses only your data. No web research.

What It Produces

A professional xlsx spreadsheet (output/{CompanyName}_ICP_Analysis_{date}.xlsx) with 4 sheets and 14 analysis sections:

#	Section	What It Contains
1	Prospect Analysis	Demographics, ideal client profile, Wants/Emotions/Beliefs, emotional triggers, before/after contrasting
2	Competitor Analysis	6 competitors analyzed across 13 dimensions (hook, promise, USP, pricing, proof, guarantees, etc.)
3	Product Analysis	Product positioning, feature-benefit chains (functional, dimensionalized, emotional)
4	Promise Spectrum	5 levels of messaging sophistication
5	Awareness Pyramid	Messaging strategy for each of Schwartz's 5 awareness levels
6	Irresistible Offer	Offer construction from highest-ranked features and deepest benefits
7	Marketing Thesis	The one thing the prospect must believe before buying
8	The Big Idea	Pattern-interrupt hook using the EC(PP+UM)+II=BI formula
9	Headlines & Lead	8-14 headline variants with ranking, plus lead copy
10	Marketing Argument	Sub-beliefs, claims, proofs, and matching features
11	Minimum Viable Funnel	Traffic source, lead magnet, landing page, email sequence
12	Response Flowchart	Trigger events, decision points, follow-up paths
13	Enhance	A/B test priorities, conversion targets, content upgrades
14	Expand	New channels, partnerships, scaling, market expansion

How It Works

1. /icp-analysis resolves the company name from the domain
2. Four specialized research agents launch in parallel:
   • Prospect Researcher — mines reviews, forums, social media for prospect psychology
   • Competitor Researcher — finds 6 competitors (results-perspective) and scrapes their marketing
   • Product Analyzer — develops positioning, promise spectrum, awareness pyramid, thesis, Big Idea
   • Funnel Strategist — develops headlines, marketing argument, and funnel design
3. Each agent writes structured JSON to output/research/
4. The orchestrator synthesizes findings and ensures cross-section consistency
5. A professional xlsx spreadsheet is generated

Project Structure

ICP-Analysis/
  CLAUDE.md                        # Claude Code project instructions
  README.md                        # This file
  LICENSE                          # Apache 2.0
  .claude/skills/icp-analysis/
    SKILL.md                       # Orchestrator skill
  references/
    xlsx-spec.md                   # Spreadsheet layout specification
    section-schemas.md             # JSON output schemas for all agents
    prospect-guide.md              # Prospect research methodology
    competitor-guide.md            # Competitor analysis methodology
    product-guide.md               # Product positioning framework
    funnel-guide.md                # Funnel strategy framework
  output/                          # Generated reports + intermediate JSON
  input/                           # Optional user data

Prerequisites

• Claude Code installed
• Web search enabled in Claude Code (for auto/hybrid modes)

Customization

• Analysis framework: Edit files in references/ to change research methodology or add sections
• Spreadsheet layout: Edit references/xlsx-spec.md to modify sheets, columns, or formatting
• Research sources: Edit the guide files to add research sources or methodologies

Marketing Toolkit

This project is part of a series of open-source marketing tools built on Claude Code:

Project	Description
ICP Analysis	ICP & competitor analysis — prospect psychology, positioning, funnel strategy
More coming soon	Content strategy, ad copy, landing page optimization, and more

All projects in the series share the marketing topic on GitHub. Browse the full collection.

License

Apache 2.0 — see LICENSE

Author

Alexander De Ridder