ICP.
Who we sell to — the documented profile, the profile our real wins actually show, the qualify bar, and the hard disqualifiers.
The documented profile
- Industry: originally framed as tech companies.
- Size: ideal ~5,000 employees; range 1,000–10,000; minimum 100.
- Geography: US-based with ~25%+ of staff in South America, India, or Europe — teams scaling recognition globally.
- Cadence: frequent recognition events (quarterly / annual) with appetite for automated, recurring rewards.
What our real wins actually look like
The live pipeline tells a broader story than the documented profile. Real wins span 34 to 5,400 employees across many industries — not just tech. The durable thread is a distributed / international workforce and a recurring program, not an industry.
| Won account | ~Employees | Industry | Why they bought |
|---|---|---|---|
| AEG Vision | 4,000 | Eye care | Automate anniversaries & new-hire swag; one platform; ADP integration. |
| Crestline | 5,400 | Promotional products | Send employees Visa gift cards. |
| Motion & Flow Control | 650 | Industrial distribution | Anniversary & recognition program. |
| Fishman Flooring | 270 | Building materials | Recognition / swag program. |
| TigerConnect | 300 | Healthtech | New-hire kits & gifting. |
| PUBG Studios | 70 | Gaming | New-hire kits. |
| Acuserve | ~200 | Healthcare services | Dollar-based rewards, anniversary collections, ADP sync, dept budgets. |
Read this honestly. The strongest qualifier on real calls isn't industry or the “ideal 5,000” — it's an international / distributed workforce: “Every company we work with has an international presence. It's probably the biggest reason to work with us.”
The qualify bar
- 100+ employees with a $3,600/year minimum platform fee — the explicit line reps use to qualify size.
- International or distributed workforce (or about to be) — the core wedge.
- A recurring program: anniversaries, birthdays, new-hire kits, recognition — or a real, repeating bulk/event need.
- An HRIS to integrate (Workday, Rippling, HiBob, Paycom, ADP, BambooHR, Dayforce) for program deals.
- A budget owner and a timeline — even “sign now, launch January” counts.
Hard disqualifiers (walk, or refer out)
| Signal | Why it's a no |
|---|---|
| Under ~100 employees | Platform economics don't work; “Too small” is a tracked loss reason (e.g. 15–30-person retreat teams, RightClick at 125). |
| Deskless workforce with no email | Digital redemption breaks down. Crestline: “85–90% of associates don't have email addresses” — drove the churn. |
| DOB / KYC privacy blockers | Physical-card KYC asks for DOB + photo ID; some legal teams refuse outright. Hard blocker for deskless / physical-card programs. |
| Pure peer recognition | Points systems & public feeds are not our product — refer to Nectar / Bonusly / AwardCo. See Competitive. |
| Hard-to-ship-only footprint | Africa, Brazil/South America, India (ship-within only), and conflict zones (e.g. Nicaragua, Ukraine) are blockers if that's the whole need. Workaround = gift cards. |
| Government | Procurement & compliance fit is poor (Tarrant County: “government isn't a good fit”). |
Disqualifying early is a feature. As Nick puts it: “I don't want to work with somebody and give them a poor experience if it's not going to be worth it.” Capture size in Employees on the first call.
Decision makers & the buying group
- Economic buyer: CEO and/or CFO — signs the contract.
- Champion: HR leaders (programs) or Marketing / Ops leaders (swag & events).
- Influencers: HR & comp managers, Talent Acquisition, Event managers, Marketing coordinators, Sales managers.
- In Attio, capture these as Decision maker, Main point of contact, and Additional contacts — multi-thread the group.
Needs & pain points by persona
| Persona | Wants | Pain today |
|---|---|---|
| HR | Recognition; automation for anniversaries / birthdays / new hires; manager budgets; global fulfillment; swag store. | No automation; no HRIS link; international shipping is slow, costly, stuck in customs; weak reporting. |
| Marketing / Events | Branded swag delivered globally; event fulfillment to/from warehouse; ROI tracking; budget control. | Only a US warehouse; high international cost; tight deadlines; inconsistent branding; inventory blind spots. |
| Sales / CS | Personalized gifts at scale; channel-partner & prospect gifting; open redemption links. | Manual packing; scaling personalization on budget; measuring impact. |
Source: PerkUp Attio Sales list (33 deals, verified 2026-06-08) and 1,200+ deal notes (2025–2026); PerkUp recorded calls (tl;dv, May–Jun 2026). Notion — ICP.