Dream Giant · Client Discovery
Lofi
ICP and Signal Discovery
These questions build the ideal customer profile we'll prospect against and the signals that tell us a brand is ready to buy. Every answer becomes a filter, a title string, a trigger to monitor, a threshold in the scoring, or a line in a cold email, so specifics beat generalities every time. Give us numbers, named brands, and the literal words your buyers use wherever you can.
Roughly 75 to 90 minutes, best done in two sittings. Every question needs an answer before the download unlocks. Answers save automatically on this device, so stop and return anytime.
What we already have: Lofi connects to a brand's own Google, Meta, and TikTok accounts and turns one approved strategy into localized campaigns for 10 to 10,000 locations. Headquarters sets the brand profile, locked templates, permissions, and pre launch compliance checks once; locations launch inside those rails, AI optimizes spend, and corporate sees results by location, region, and network, with a human marketing manager behind it. The October bulletin names two personas (the Franchisor Marketing Leader at a 25 to 500 unit system and the Operator running 100 plus locations), seven verticals, nine signals, and a paid media execution audit on 10 to 20 locations as the ask. These questions sharpen that into a targetable ICP and a signal engine we can run every week; where a question restates something you told us, confirm or correct it.
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ICP and Signal Summary
A working reference drawn from the Outbound Strategy Bulletin and the Tier 1 lead research. Your answers above refine every row.
| Signal | Indicator we target |
|---|---|
| Persona 1 (start here) | Franchisor Marketing Leader: CMO, Chief Growth Officer, VP Marketing, VP Franchise Marketing, Director of Franchise or Local Marketing, Head of Paid Media |
| Persona 2 | Operator running 100 plus locations: CMO, VP Marketing, Director of Marketing, Head of Digital, or President at a franchisee operating company |
| Unit and team band | Persona 1: 25 to 500 units, corporate team of 3 to 30, operators expected to run or fund local campaigns. Persona 2: 100 plus units or three plus concepts, own marketing team, discretionary local media budget |
| Verticals | Home services, fitness, insurance, education, healthcare, auto, restaurants |
| Budget posture | Active Google and Meta spend with a recurring local paid budget, and a franchisor that lets locations run or fund paid media |
| Signals off LinkedIn | Ad Library location pages that don't match corporate; FDD Item 20 net unit growth and signed but unopened agreements; FDD Item 11 required local ad spend; one national campaign landing on the homepage with 25 plus Google Business Profiles; an operator acquisition adding a concept or a state |
| Signals on LinkedIn | New CMO or Director of Franchise Marketing inside 90 days; a franchise marketing role reposted for months; a convention or advisory council meeting 30 to 90 days out; location pages with no Meta Pixel or Google tag |
| Trigger moment | A development agreement signed, a franchisee asking for ad account access, an expired offer running with the wrong disclosure, an advisory council asking what the fund produced in their stores |
| Pain | Corporate rebuilds the same campaign per market, approvals live in email, local ads drift off brand, local funds sit unused, nobody can show leads by store |
| Positioning | Execution control layer, not an agency and not an AI ad generator: corporate builds the governed template once, locations launch inside locked fields, reporting rolls up by store, region, and network |
| The ask | Paid media execution audit on 10 to 20 locations; for operators, 20 stores across five markets |
| Screen outs | No recurring paid budget; under 10 locations; no connected ad accounts; a franchisor that bans local paid media or controls every ad account; no local budget |
| Lists to mine | Franchise Times Restaurant 200 (200 operators, 33,635 restaurants, $57.4 billion in revenue) and the Multi Brand 50; your answers add the rest |
| Capacity fit | Targets: 12 to 18 qualified leads a month and 2 to 5 closed won accounts; confirm that's serviceable in the capacity question |