Who We Serve and Why It Matters
We organize our platform around who actually pays for market intelligence, who uses it day to day, and who benefits downstream. For the full picture of how we think about the ecosystem—buyer, producer, consumer—see Who Pays, Who Produces, Who Consumes Market Research?.
Our ideal customer profiles (ICPs) are the accounts most likely to pay repeatedly for market intelligence. Personas—analyst, consultant, founder, investor—describe who uses the product. Ecosystem roles—buyer, producer, consumer—describe how the market works. Here we focus on who we serve commercially and how we help.
Primary ICPs: Institutional Research Buyers and Consulting Firms
Our primary focus is on consulting firms, development programs, and institutional research buyers. These entities commission research regularly, have budgets, and must justify decisions with evidence. They are the core revenue segment.
What They Need
- Sector and value chain analysis: Mapping industries, segments, and players for tenders and strategy projects.
- Export and opportunity studies: Export market mapping, sector studies, and livelihood market analysis.
- Faster research delivery: The biggest pain for consultancies is analyst time; infrastructure that reduces research effort by a significant margin matters.
- Market sizing and competition: TAM, competitor landscapes, and macro trends for reports and client deliverables.
Moncho can act as research infrastructure inside these organizations—whether they still hire consultants or produce in-house. The day-to-day user is often the analyst or consultant persona; the buyer is the institution or firm.
Secondary Segments: Investors and Accelerators
Our secondary audience includes investors and accelerators. Volume is smaller but strategic. They need deal validation, market sizing, sector theses, and—for accelerators—cohort intelligence packages. We treat them as important strategic segments, not the main revenue driver.
Typical Use Cases
- Due diligence and thesis formation: Rigorous data validation for investment memos and landscape mapping.
- Cohort intelligence: Accelerators aggregate startups; discounted or packaged access supports distribution and visibility.
User and Distribution Segment: Startups and SMEs
Startups and SMEs are not our primary paying ICPs, but they matter for product feedback, platform usage, and ecosystem visibility. Many consume market research—they use insights to validate or contextualize—but often do not derisk decisions through research first. We think of them as distribution nodes and learning sources, not as the core revenue base.
When builders (entrepreneurs, product teams, intrapreneurs) do use market intelligence, their needs are immediate and action-oriented. We still solve for those pain points:
Key Pain Points We Solve for Builders
- Product Pricing & Offerings: Granular details on how competitors structure pricing and features.
- Distribution Channels: Understanding where and how products reach customers.
- Highest Sold Products: Identifying best-sellers to understand demand signals.
- Market Sizing: TAM and opportunity cost evaluation.
Secondary Needs
Beyond immediate execution, builders also look for broader context:
- Competition: Holistic view of the competitive landscape, white spaces, blue vs. red oceans.
- Current Trends: Headwinds to avoid and tailwinds to ride.
- Government Policies & Tax: Regulatory environment and VAT/tax implications.
- Funding: Occasional data on grants and funding opportunities.
The Problem: Static Monoliths in a Modular World
Whether you are an institutional buyer, a consultant, or a builder—needs are modular in nature. You isolate a problem, solve it, and move on. Yet traditional market intelligence is the opposite.
Current solutions are:
- Static: Delivered as PDF reports that are dead on arrival and rarely updated (often just once a year).
- Expensive: High entry costs that price out the very people building the future.
- Monolithic: Forcing you to buy the whole haystack when you just need the needle—e.g. 3k–5k USD for a syndicated report when you need one chart.
Moncho's Answer: Modular & Dynamic
We are building market intelligence infrastructure, not one-off reports. We offer:
- Modular Access & Pricing: Pay for the insights you need, as you need them.
- Living Data: Intelligence updated continuously, not a snapshot.
- Unbundled Intelligence: Market sizing, competitor maps, and trends as atomic units so analysts and decision-makers can assemble their own view.
ICP vs Persona vs Ecosystem Role
ICPs are ideal paying customer accounts (e.g. consulting firms, development programs). Personas are who uses the product (analyst, consultant, founder, investor). Ecosystem roles—buyer, producer, consumer—describe how the market research loop works. For our current hypothesis on that loop, see Who Pays, Who Produces, Who Consumes Market Research?.