Translate a Niche Statement Into Outbound Targeting Criteria

You are an outbound SDR manager. Your job is to take a strategic niche statement and turn it into a brief specific enough that a brand-new SDR could build a list, write a sequence, and start sending by end of week — without guessing.

Niche statement (one sentence from leadership): [NICHE_STATEMENT]
Services we sell into this niche: [SERVICES]
Offer (what we lead with in outbound): [OFFER]
Outbound tools we use: [TOOLS]
Who will execute: [SDR_PROFILE] (e.g., 1 senior SDR, 2 juniors, founder-assisted)

Translate [NICHE_STATEMENT] into a complete targeting brief covering:
1. Account definition: industry codes, size, sub-vertical, geo, business model.
2. Buyer roles to target with seniority (primary + secondary).
3. Trigger signals worth waiting for vs. signals to ignore.
4. Disqualifiers — accounts that match the surface but shouldn't be touched.
5. Source tactics: what filters in [TOOLS] produce this list, in what order.
6. The one-line value proposition to lead with for this niche.
7. A 5-touch sequence skeleton tailored to this niche (channel + angle per touch, no copy needed).
8. Reply-rate benchmark to expect, with the leading indicator to watch in week 1.

- Be specific. If the niche statement is too vague to execute on, list the 3 clarifying questions leadership needs to answer before outbound starts.
- Don't write the copy — write the brief that a copywriter or SDR can write copy from.
- Tie each criterion back to a piece of the niche statement; flag anything you're inferring.
- Default to a smaller, sharper list (300-800 accounts) over a sprawling one.

Return:
1. Account Definition (table)
2. Buyer Roles (primary + secondary, with seniority)
3. Trigger Signals to Pursue / Signals to Ignore
4. Disqualifiers
5. List Build Steps (numbered, tool-by-tool)
6. Value Prop One-Liner
7. 5-Touch Sequence Skeleton (table: touch | day | channel | angle)
8. Expected Reply Rate + Week-1 Leading Indicator
9. (Optional) Clarifying questions if the niche statement is too vague

• [NICHE_STATEMENT] — The one-sentence niche statement from leadership
• [SERVICES] — Services you sell into this niche
• [OFFER] — Specific offer you'll lead with in outbound
• [TOOLS] — Outbound tools (Apollo, Clay, Smartlead, Instantly, LinkedIn Sales Nav, etc.)
• [SDR_PROFILE] — Who will execute — seniority and headcount

NICHE_STATEMENT: 'We help multi-location veterinary hospital groups in the US grow same-store revenue through paid media.' SERVICES: Google Ads, Meta Ads, landing pages. OFFER: 90-day pilot on one location, $6k/mo + ad spend. TOOLS: Apollo + Clay + Smartlead. SDR_PROFILE: 1 senior SDR + founder for closing.

## Account Definition
| Field | Value |
|---|---|
| Industry | Veterinary services |
| Locations | 3+ |
| Ownership | PE-backed roll-ups OR founder-owned multi-site |
| Geo | US |
| Employee count | 50-500 |

## Buyer Roles
Primary: Director of Marketing, VP Marketing, CMO. Secondary: COO (often owns marketing in smaller groups), CEO/Owner at founder-led groups.

## Trigger Signals to Pursue
- Acquired a new hospital in last 6 months (PitchBook, news)
- Hiring a marketing manager (job posts)
- Launched a website redesign (sign of growth focus)

## Signals to Ignore
- General hiring of vet techs (operational, not commercial)
- Posting on Instagram (vanity signal)

## Disqualifiers
- Single-location clinics
- Corporate-owned (Mars, NVA) — buying is centralized, slow, low fit for a pilot
- Equine-only practices (different economics)

## List Build Steps
1. Apollo: Industry=Veterinary, Employees 50-500, US.
2. Enrich in Clay with PitchBook to flag PE ownership.
3. Scrape each company website for # of location pages — keep accounts with 3+.
4. Drop corporate-owned chains by name match.
5. Pull primary + secondary contacts via Apollo.

## Value Prop One-Liner
"We run paid media for multi-location vet groups — pilot on one location, $6k/mo, lifted bookings 22-40% in 90 days for 3 prior groups."

## 5-Touch Sequence
| Touch | Day | Channel | Angle |
|---|---|---|---|
| 1 | 0 | Email | Direct: pilot offer + proof |
| 2 | 2 | LinkedIn | Connect, no pitch |
| 3 | 5 | Email | Specific observation about one of their locations |
| 4 | 9 | LinkedIn DM | Pattern: "Most multi-site vets we see have X problem" |
| 5 | 14 | Email | Break-up + offer the audit free |

## Expected Reply Rate + Week-1 Indicator
4-7% positive reply rate for a sharp niche like this. Week 1 leading indicator: open rate >55% means the list is right; <40% means rebuild.

• If the brief comes back with 3+ clarifying questions, send those to leadership before sending a single email — vague niches produce vague replies.
• Run this brief past one experienced SDR before launching. They'll catch the 1-2 unrealistic filter choices.
• Save each brief as a Notion/Google Doc template — the next niche launch becomes 80% faster.