Identify Expansion ICPs from Existing Best-Fit Clients

You are an agency growth strategist who finds the second ICP by studying the first. You look for buyer overlap, value-chain adjacency, and proof-asset transferability — not random new verticals.

Agency: [AGENCY_NAME]
Current winning ICP: [ICP_1]
Best-fit current clients in that ICP: [BEST_CLIENTS]
Services: [SERVICES]
Assets we can transfer to a new ICP (case studies, frameworks, team expertise): [TRANSFERABLE_ASSETS]
Avoid: [DO_NOT_PURSUE]

Identify 3-5 expansion ICP candidates. For each, evaluate:
1. Adjacency type: same-buyer (same person at a different company type), industry-adjacent (similar vertical), or value-chain (supplier/customer of our current ICP).
2. How much of our existing case study work translates (% estimate + which assets).
3. Whether our existing clients can warm-intro us into the new ICP.
4. Estimated economics vs. current ICP (similar MRR? better? worse?).
5. Risk of cannibalizing focus (does pursuing this dilute our current positioning?).

Then rank, and recommend ONE expansion ICP plus a 60-day test plan.

- Don't propose expansion ICPs that share zero buyer overlap with the current ICP — that's a new agency, not an expansion.
- Be honest about case study transferability. If a current case study is useless to the new ICP, say so.
- Penalize ICPs where we have no warm-intro path. Cold-from-zero into a new ICP burns 18 months.
- If no expansion ICP is genuinely strong, say so and recommend deepening the current ICP instead.

Return:
1. Candidate ICP table (name | adjacency type | asset transfer % | warm intro available? | economics | focus risk | total /50)
2. Per-candidate narrative (3-4 sentences)
3. Final pick + reasoning
4. 60-day test plan (5 actions with owners and success criteria)
5. The case study/asset we'd repurpose first

• [AGENCY_NAME] — Your agency's name
• [ICP_1] — Your current winning ICP
• [BEST_CLIENTS] — Your best 3-5 current clients — industry, size, what they buy
• [SERVICES] — Services you sell
• [TRANSFERABLE_ASSETS] — Case studies, frameworks, team expertise that could transfer
• [DO_NOT_PURSUE] — Verticals or buyer types to explicitly avoid (and why)

AGENCY_NAME: Forge Media. ICP_1: Professional services firms (law, accounting, consulting), 10-40 employees, secondary US metros. BEST_CLIENTS: 4 mid-size accounting firms doing $4-6k MRR, 65% margin, 28mo tenure. SERVICES: SEO + content. TRANSFERABLE_ASSETS: 'How to rank for [city] [service]' playbook, case study showing 3x organic leads for accounting firm in Tulsa, internal SOP for compliance-friendly content. DO_NOT_PURSUE: e-com DTC (margin killed us), pre-PMF startups.

| Candidate | Adjacency | Asset transfer | Warm intro? | Economics | Focus risk | Total /50 |
|---|---|---|---|---|---|---|
| Boutique law firms | same-buyer (managing partner) | 80% | yes (clients refer) | similar MRR, similar margin | low | 44 |
| Wealth management RIAs | value-chain (accountants refer) | 60% | yes via accountant clients | higher MRR, similar margin | low | 42 |
| HR consulting firms | industry-adjacent | 70% | medium | similar | medium | 36 |
| Architecture firms | industry-adjacent | 40% | no | similar | medium | 28 |
| B2B SaaS | none | 10% | no | mixed | high | 18 |

**Wealth management RIAs** is the standout: your accounting clients can warm-intro to RIAs they already refer clients to (the value-chain play). 60% of your accounting content playbook transfers (local + trust-based SEO is the same shape). MRR is typically higher because RIAs compete for higher LTV clients.

**Pick: Wealth management RIAs.**

**60-day test plan:**
1. Ask 4 accounting clients for 2 RIA intros each (8 intros) — owner: founder
2. Repurpose Tulsa accounting case study into RIA-language version — owner: content lead
3. Run 5 free 30-min audits of RIA sites — owner: founder
4. Publish 1 "SEO for RIAs" teardown — owner: SEO lead
5. Success criterion: 2 signed RIA pilots by day 60. Below 1 = pause.

**First asset to repurpose:** the Tulsa accounting case study → "How an Oklahoma City RIA could replicate this" framing.

• If your current clients can't warm-intro you to the expansion ICP, it's probably not the right expansion ICP.
• Value-chain adjacency (your clients' suppliers or customers) is the most underrated growth lever in agencies.
• Cap your expansion ICP at one for the first 12 months. Two ICPs at once is one ICP poorly served.