Who We Are For

Ideal Confluxion customer profile + disqualifiers + Utah angle

Version 1 · June 29, 2026 positioningicp

Content

# Who We Are For

_Parent: ICP & Targeting_

## The ideal Confluxion customer

| Trait | Why it matters |
|---|---|
| **20–200 employees** | Big enough to have manual workflows hurting; small enough that the owner sees the pain |
| **$5M–$50M annual revenue** | Can afford $47K; can't afford to hire a software team |
| **Specialty trade contractor** (HVAC, electrical, steel, paving, etc.) | High-volume repetitive workflows = best automation ROI |
| **Has Sage / Foundation / Viewpoint as the system of record** | Familiar territory; we can integrate without months of discovery |
| **Owner-operator or family-owned** | Decisions get made on the call, not in committee |
| **Already complaining about manual data entry** | They're pre-sold on the problem |

## The disqualifiers

| Trait | Why we pass |
|---|---|
| **<10 employees** | Workflows aren't repetitive enough for automation to clear the hurdle |
| **Already on a heavy ERP (e.g. SAP, Oracle)** | Their IT spend is committed; we'd be a rounding error |
| **Pure GC with no specialty trade work** | Their pain is project mgmt (Procore solves it), not data entry |
| **"We'll need to involve our IT team"** before discovery | Committee selling = 9-month cycle = walk |

## The Utah angle

We're focused on UT first because:
- Addison's network is UT-dense (4 years at a Utah homebuilder)
- AGC of Utah membership gives us warm-intro paths
- Sales/delivery in-person is feasible
- We can become "the Utah construction automation firm" — defensible positioning

We don't say no to out-of-state deals (ET is in Tennessee). But UT is the marketing focus.

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_Last updated: 2026-05-24_

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