01 / 11 Phellos Consultancy

Sales Navigator
ICP Review

Five distinct ICPs, real segment counts from live Sales Nav research, UK + USA geography only. Review and approve before it goes to the VA.

5
Distinct ICPs
14
Verified Segments
~26K
Raw Leads (with overlap)
5
Instantly Campaigns
02 / 11 Intelligence Sources

Where This Came From

Five sources cross-referenced. Segment counts are from live Sales Nav research, not estimates.

Feb 12, 2026 Call

Strategy call — VC pivot

!
Major pivot: Target small VCs as channel partners
→
Two-step sales process: pre-call then podcast

Dec 23, 2025 Call

ICP refinement

✓
Sweet spot: 2-3 years old, under $40M, burning cash
$
~12 months from last raise = trigger

Nov 4, 2025 Workshop

Value Prop — 1.5hr session

★
Dream clients: Canva, UI Path, Remarkable
⚡
Guarantee: Never failed a due diligence
Feb 25, 2026 — Live Sales Nav Research: Jordan built all segments with real counts and splitting patterns. Data in this deck is verified, not estimated.
Feb 2026 Slack: Geography narrowed to USA + UK only. Europe dropped (volumes massive enough). No Turkey. No consultancies.
03 / 11 Strategic Overview

Five Distinct ICPs

Leo targets financial industry professionals who can either become clients or refer portfolio companies. Each industry vertical is its own ICP with its own segments.

ICP 1

Venture Capital & PE

Partners at VC funds who invest in tech startups. One VC = many portfolio company referrals.
~8,000
Raw leads (4 segments)
ICP 2

Investment Management

Fund managers at investment firms. Broader mandate than VCs, still need portfolio company support.
~6,500
Raw leads (4 segments)
ICP 3

Capital Markets

Deal flow, M&A advisory, securities. See companies raising capital and can refer Leo.
~8,000
Raw leads (4 segments)
ICP 4

Investment Banking

Bankers advising on fundraising, M&A, IPO prep. See messy financials firsthand.
~3,500
Raw leads (2 segments)
ICP 5

Startup Founders

Tech startup CEOs/founders. The original ICP. To be built after ICPs 1-4 are scraped and loaded.
TBD
Not yet segmented
TOTAL

All ICPs Combined

Heavy overlap between segments (Posted ON is a subset of Posted OFF). Unique count after dedup will be much lower.
~26,000
Raw leads before dedup
Geography: USA + UK only. Europe dropped — volumes are massive with just these two markets.
04 / 11 All ICPs 1-4

Shared Base Filters

These filters are identical across ICPs 1-4. Only the industry changes per ICP.

Company Filters

Headcount 1-10, 11-50
Type Privately Held
HQ United Kingdom, United States
Excluded Turkey — NEVER

Role Filters

Seniority Owner/Partner + VP + Director (varies by segment)

TITLE INCLUDE:

"Partner" OR "General Partner" OR "Managing Partner" OR "Principal" OR "Managing Director" OR "Investment Director" OR "Head of Portfolio" OR "Portfolio Director"

TITLE EXCLUDE:

"Advisor" OR "Board Member" OR "Consultant" OR "Fractional" OR "Intern" OR "Associate" OR "Analyst" OR "Operating Partner" OR "Limited Partner" OR "Venture Partner"
Keyword search bar = ALWAYS EMPTY. All filters go in the sidebar only. Top bar produces garbage.
Volume control levers: Headcount split > Region split > Posted toggle > Seniority narrowing > USA state filtering
05 / 11 ICP 1

Venture Capital & Private Equity

Partners at VC funds who invest in tech startups. One VC relationship = many portfolio company referrals.

Sales Nav Industry: Venture Capital and Private Equity

# Segment Region Headcount Posted on LI Seniority Count
1 VC UK+USA Posted UK + USA 1-50 ON Owner+VP+Dir ~2,000
2 VC UK Not Posted UK 1-50 OFF Owner+VP+Dir ~1,500
3 VC USA Not Posted (1-10) USA (specific areas) 1-10 OFF Owner+VP+Dir ~2,500
4 VC USA Not Posted (11-50) USA (specific areas) 11-50 OFF Owner+VP+Dir ~2,000
Subtotal (with overlap between segments) ~8,000
Note: Segment 1 (Posted ON) is a subset of segments 2-4 (Posted OFF). Heavy overlap expected. Dedup will significantly reduce unique count.
06 / 11 ICP 2

Investment Management

Fund managers and portfolio directors at investment firms. Broader mandate than VCs, still need portfolio company financial support.

Sales Nav Industry: Investment Management

# Segment Region Headcount Posted on LI Seniority Count
5 Inv Mgmt USA Not Posted (11-50) USA (specific areas) 11-50 OFF Owner+VP+Dir ~1,500
6 Inv Mgmt USA Not Posted (1-10) USA (specific areas) 1-10 OFF Owner+VP+Dir ~1,500
7 Inv Mgmt USA Posted (1-50) USA 1-50 ON Owner+VP+Dir ~1,500
8 Inv Mgmt UK Not Posted (1-50) UK 1-50 OFF Owner ~2,000
Subtotal (with overlap between segments) ~6,500
Note: Segment 8 uses Owner seniority only (not VP+Dir) to control UK volume.
07 / 11 ICP 3

Capital Markets

Principals and directors at capital markets firms. Deal flow, M&A advisory, securities. These people see companies raising capital and can refer Leo.

Sales Nav Industry: Capital Markets

# Segment Region Headcount Posted on LI Seniority Count
9 Capital Markets UK (11-50) UK 11-50 OFF Owner ~2,000
10 Capital Markets UK (1-10) UK 1-10 OFF Owner ~2,500
11 Capital Markets USA (11-50) USA 11-50 ON Owner ~1,500
12 Capital Markets USA (1-10) USA 1-10 ON Owner ~2,000
Subtotal (with overlap between segments) ~8,000
Note: USA segments use Posted ON to control volume. UK segments use headcount split. All use Owner seniority only.
08 / 11 ICP 4

Investment Banking

Bankers who advise on fundraising, M&A, IPO prep. They see firsthand when a company's financials are a mess — natural referral source for Leo.

Sales Nav Industry: Investment Banking

# Segment Region Headcount Posted on LI Seniority Count
13 Inv Banking USA (1-50) USA 1-50 OFF Owner ~2,000
14 Inv Banking UK (1-50) UK 1-50 OFF Owner+VP+Dir ~1,500
Subtotal (with overlap between segments) ~3,500
Note: Smallest ICP by volume. UK segment uses wider seniority (Owner+VP+Dir) to boost count. USA uses Owner only.
09 / 11 ICP 5 — Build Later

Direct Startup Founders

The original ICP. Tech startup founders who need Leo's financial services directly. To be segmented after ICPs 1-4 are scraped and loaded.

Target Profile

Target CEOs & Founders at tech startups
Company Age 2-7 years (sweet spot 2-3)
Revenue Under $40M/year
Headcount 11-50, 51-200 (sweet spot 10-30)
Trigger ~12 months from last fundraising round

Industries & Pain Points

♦
Industries: SaaS, Fintech, Gaming, AI, Health Tech, Safety Tech, Hardware-enabled, Software Dev
⚠
Pain: Can't meet investor requirements, unreconciled financials, no model, no data room
★
Dream clients: Canva, UI Path, Remarkable (hardware-enabled tech hardest with finances)
Not yet segmented on Sales Nav. Different title Boolean (CEO/Founder), different headcount (11-200), different seniority (Owner only). Will be built after ICPs 1-4 are scraped and loaded.
10 / 11 Instantly Campaigns

Campaign Grouping

5 campaigns total — one per ICP. Segments grouped by industry vertical.

DO FIRST
Phellos — Venture Capital
Segments: 1, 2, 3, 4
Industry: Venture Capital and Private Equity
Est. raw: ~8,000 (heavy overlap)
Phellos — Investment Management
Segments: 5, 6, 7, 8
Industry: Investment Management
Est. raw: ~6,500 (heavy overlap)
Phellos — Capital Markets
Segments: 9, 10, 11, 12
Industry: Capital Markets
Est. raw: ~8,000 (heavy overlap)
Phellos — Investment Banking
Segments: 13, 14
Industry: Investment Banking
Est. raw: ~3,500
Phellos — Startup Founders (build later)
Segments: TBD
Industry: Multiple tech verticals
Status: Not yet segmented — build after ICPs 1-4 are loaded

DO NOT ACTIVATE ANY CAMPAIGN

Load leads and leave all campaigns OFF. Jordan reviews copy before go-live.

11 / 11 VA Pipeline

Scrape → Clean → Load

After you approve the segments above, the VA follows this exact pipeline for each ICP.

1

Scrape

Open each Sales Nav URL → Export via Expandi/PhantomBuster/Evaboot → CSV with name, title, company, email, LinkedIn URL

2

Dedup

Remove DNC list → Remove already-contacted → Remove cross-segment duplicates → Remove cross-ICP duplicates

3

Verify

MillionVerifier all emails → Keep OK ONLY → Delete risky, catch-all, unknown, invalid. No exceptions.

4

Load

Format CSV → Upload to matching Instantly campaign → DO NOT ACTIVATE → Ping Jordan

Pre-Flight Checklist

Leo filled out DNC sheet (Angela sent Feb 9)
All emails verified — OK status only
No Turkey-based leads
No duplicates across campaigns or ICPs
No consultancies/advisors/operating partners
All 4 campaigns loaded but OFF
Segment tracker filled with actual counts + URLs
Tracker shared in #team-phellos
Splitting patterns: USA is huge — must split by headcount (1-10 vs 11-50) AND/OR by specific geographic areas. UK fits in fewer segments. Posted ON cuts ~50%. Seniority controls volume (Owner only = fewer, +VP+Dir = more).
Hard rules: Never use keyword search bar. Target under 2,500 per segment. MillionVerifier OK only. No Turkey. No consultancies. UK + USA only.