# Ideal customer profile: commercial cleaners and B2B trades

A starting ICP for a commercial cleaning company, or a trade business (electrical, plumbing and heating, maintenance, fire and security) that wants more contract work from businesses. Replace anything in [square brackets] with your own details, delete what doesn't fit, then paste the whole file into Claude, Copilot or ChatGPT.

## How to use this file

Paste this file into a new chat, then try one of these:

- "Using this ICP, list the types of sites within [area] I should target first and how to find each one."
- "Here's a site: [company and address]. Score it against this ICP and suggest who I should email."
- "Write a first email to the office manager at [company]. Plain text, under 90 words, one question at the end."

## About us

- Business: [Your business name]
- What we do: [e.g. office cleaning, deep cleans, window cleaning, planned maintenance, electrical testing, gas servicing]
- Where we work: [Towns or postcode areas we can reach easily]
- Contract size we like: [e.g. £500 to £5,000 a month]
- Accreditations and insurance: [e.g. SafeContractor, CHAS, NICEIC, Gas Safe, public liability cover]
- What makes us different: [e.g. same team every visit, out of hours, one point of contact]

## Who we want to reach

- Offices with roughly 10 to 200 people on site
- Clinics and practices (dental, veterinary, medical, physio)
- Schools and academy trusts
- Managing agents and property managers looking after blocks or business units
- Gyms, showrooms and other customer facing sites
- Location: within [x] miles of [base]
- Legal form: limited companies, LLPs, public bodies and other incorporated organisations (see the rules section)

## Who makes the decision

- Offices: office manager, facilities manager, operations manager
- Clinics and practices: practice manager
- Schools: school business manager or estates manager
- Managing agents: property manager or block manager

## What they care about

- Turning up when promised, every time
- Not having to check the work
- Staff who are vetted, insured and trained
- Paperwork in order for audits and inspections
- One person to call when something goes wrong

## Signals that it's a good time to get in touch

- A company has moved into a new office or opened a new site nearby
- Commercial units have recently been let (agent boards, property listings)
- New practices, clinics or gyms opening locally
- A block or business park has changed managing agent
- Contract renewal season for schools, often ahead of the new financial year

## Where to find them

- Apollo or a similar tool, filtered by location, headcount and the titles above
- Companies House advanced search by registered office location and SIC codes such as:
  - 86230 Dental practice activities
  - 75000 Veterinary activities
  - 68320 Management of real estate on a fee or contract basis
  - 93130 Fitness facilities
- The government's Get Information about Schools service, for schools and trusts near you
- Commercial property listings and local business news for new openings

## Who to leave out

- Sites too far away to service well
- Large national chains that buy through central procurement
- Sites that are clearly too big for our team right now
- Sole traders and partnerships (see the rules section)
- Anyone who has asked us not to contact them

## The offer we lead with

[Keep it easy to say yes to. For example: "A free site visit and a fixed monthly quote within 48 hours." Or for trades: "A free check of your compliance paperwork, so you know what's due and when."]

## How we write

- Plain text. No brochures attached, no tracking.
- Under 90 words. One clear question at the end.
- Mention the site or the move, not the person.
- Never knock their current supplier.
- Sound like a local business owner, not a sales team.

## Rules we follow (UK)

- We only cold email corporate subscribers: limited companies, LLPs, public bodies and other incorporated organisations. Sole traders and ordinary partnerships need to have opted in first, so they stay off the list.
- Every email says who we are and gives a simple way to opt out. Anyone who opts out goes on a suppression list for good.
- A named contact is still personal data under UK GDPR. We rely on legitimate interests, keep only what we need, and link to our privacy notice.
- This is not legal advice. The ICO is updating its guidance after the Data (Use and Access) Act 2025, so check the latest before you send.