Construction brings together very different businesses: developers, residential builders, industrial contractors, commercial fit-outs and a long list of suppliers and service providers. That is why “we serve construction” says little. The ideal customer needs to state what type of project, what size and at what stage.
The examples below are fictional and show both sides: companies in the sector and those who sell to it.
Fictional example: Company in the sector
Commercial construction company
Store, clinic and franchise chains opening locations in Greater São Paulo, where the purchase decision is made by the expansion manager, and the problem is construction that delays the opening and means paying rent without revenue.Define my ideal customer
Fictional companies. Each sentence states the type of company, the size, where it is, who decides and which problem is solved. The label shows whether whoever defined it is in the sector or sells to it.
Store, clinic and franchise chains opening locations in Greater São Paulo, where the purchase decision is made by the expansion manager, and the problem is construction that delays the opening and means paying rent without revenue.
Builders of mid-sized residential buildings in Paraná, where the purchase decision is made by the site engineer with approval from procurement, and the problem is equipment that arrives late and leaves the crew idle.
Contractors with 20 to 100 employees on industrial projects in the interior of Minas Gerais, where the purchase decision is made by the owner or the contracts manager, and the problem is being turned away at the client's gate because of incomplete safety documentation.
They feel the problem on site and recommend the supplier. On smaller projects, they decide everyday purchases alone; on larger ones, they specify and pass it to procurement.
In mid-sized and large builders, they buy through quotes, with set delivery times and payment terms. They value the supplier who meets the delivery date on site.
In small and family businesses, they approve any purchase that affects the project budget. They want to hear about schedule, cost and risk.
The problem your company solves is the last part of the ideal customer sentence, and almost always the one that weighs most in the buyer's decision.
Eight questions about your best customers. At the end, a ready sentence with sector, size, region, who decides and the problem you solve, plus a warning if it is too broad. Free and with no sign-up.
Open the ideal customer builderThe type of project where it delivers best, with customers of a size that pay on time. A commercial renovation builder and a residential condominium builder have different customers, timelines and decision makers. Define the type of project, the region and who hires.
It depends on the size. On small projects, the engineer or the owner decides. At larger builders, the engineer specifies, procurement gets quotes and negotiates, and the leadership approves anything that changes the budget.
Show that you understand the project schedule and meet deadlines. Keep your tax and safety documentation up to date and arrive at the right stage: a conversation about finishes is no use to someone still pouring foundations.
They work for talking to builders, suppliers and service providers who have stated what they are looking for, in short video meetings. See the business rounds for construction. Your company's first round is on the platform.
In an online business round you have several short meetings with companies looking for what you offer. Your company's first round is on us, with just your CNPJ (Brazilian company tax ID).