03 — Ideal Customer Profiles (v2 — Events-First)

The Pixel Hues | Revised June 2026

v2 supersedes v1. Lanes have been restructured around confirmed strategy: Lane A = event agencies (primary), Lane B = government museums (build), Lane C = government content / summits (partner). Each persona below has been mapped to a lane + specific buying motion.

🟢 Lane A — Event Agencies (PRIMARY — focus first 90 days)

Persona A1 — Top-Tier Event Agency Founder / Creative Director

Examples: Wizcraft (Andre Rodrigues / Wiz), Percept (Shailendra Singh), Cineyug (Vikram Kharvi), E-Factor (Samit Garg — recently launched Shiva Immersive), Maximus Events, Teamwork Arts (Sanjoy Roy).

• Lane: A (events)
• What they want from Pixel Hues: A reliable sub-contractor that delivers the immersive-tech scope (projection mapping, interactive, hologram) when they win a brand's activation RFP.
• Pain points: Win the brand RFP, scramble for a tech partner, get a half-baked deliverable, lose the WOW Awards shortlist, lose the repeat business.
• Budget: ₹5 lakh – ₹2 Cr per event sub-contracted scope.
• Buying triggers: They win a brand RFP; they need a partner; they're tired of their current partner.
• Decision makers: Founder / Managing Director (final call); Creative Director (champion); Account Director (project owner).
• Procurement: Vendor onboarding form + rates card; very informal at the top; usually a single-call-then-PO motion.
• Communication: WhatsApp + email; founder-to-founder access; speed matters.
• Buying frequency: Weekly (always 3–5 events in flight).
• Best outreach: Founder-to-founder LinkedIn + a wow-worthy case study + a 1-line "we do this for agencies" pitch. Tagbin won't do this lane — it's too small for them. Tagglabs will — so the pitch must be: faster + more agile + lower-cost + a niche specialism.

Persona A2 — Mid-Tier Event Agency (Regional / Niche)

Examples: No1Events, Vibrant Concepts, Vibgyor Brand Services, Inventum Events, Concept Travel & Conferences, Indian Roar LLP, Magnanimous, Dionysus Creative, Event Studio, etc. (300+ listed on EventFAQs agencies directory).

• Lane: A (events)
• What they want from Pixel Hues: Same as A1 but smaller-scope projects, more frequently.
• Pain points: Can't afford Tagbin or Tagglabs; need a partner who can scale up and down with them.
• Budget: ₹1 lakh – ₹25 lakh per event scope.
• Buying triggers: They win a regional brand activation; they need a cost-effective partner.
• Decision makers: Founder / Operations Head.
• Procurement: Even more informal than A1.
• Communication: WhatsApp first.
• Best outreach: Same as A1 but at lower volume — get on their WhatsApp broadcast list, send a sample reel of your best projection work, offer a partner rate (10–15% off agency list rates).

Persona A3 — Brand-Side Event / Activation Lead

Examples: Head of Brand Activation at Samsung India, Head of Events at Tata Motors, Brand Manager at boAt, VP Brand at Apple India, Marketing Lead at luxury / auto / FMCG brands.

• Lane: A (events) — direct (bypassing the agency)
• What they want from Pixel Hues: A turnkey immersive-tech vendor that can deliver at their internal brand standards (often higher than agency brief).
• Pain points: Agency gave them a generic execution; they want something specific; they have a separate tech vendor budget.
• Budget: ₹5 lakh – ₹1 Cr per activation.
• Buying triggers: New product launch, festival campaign, annual brand event, sponsorship activation.
• Decision makers: Brand Manager (champion), Marketing Director / CMO (sign-off on larger spends).
• Procurement: Vendor empanelment or direct award.
• Communication: Email + LinkedIn.
• Best outreach: Direct brand-side pitches for specific WOW-worthy activations; LinkedIn ABM to top 50 brand-activation buyers.

Persona A4 — Live Entertainment / Concert / IP Producer

Examples: BookMyShow, Live Nation India, Team Innovation (concerts), DNA Entertainment, Only Much Louder, Sunburn / Percept Live.

• Lane: A (events) — entertainment-flavor
• What they want from Pixel Hues: Stage design projection, immersive audience experiences, fan-engagement tech.
• Pain points: Big venues, complex logistics, weather-dependent outdoor stages.
• Budget: ₹25 lakh – ₹5 Cr per event.
• Buying triggers: Tour announcement, festival curation, sponsor activation.
• Decision makers: Producer / Head of Production.
• Procurement: Production partner agreement.
• Communication: WhatsApp + email.
• Best outreach: Founder-to-founder LinkedIn; build a relationship with one major entertainment producer (e.g., Only Much Louder) and let it cascade.

🟡 Lane B — Government Museums (BUILD — focus 6–12 months)

Persona B1 — Government Museum Director (Central)

Examples: Director, National Museum (Delhi); Director General, ASI; Directors of major national museums (Salar Jung, Indian Museum Kolkata, CSMVS Mumbai, Allahabad Museum).

• Lane: B (govt museums)
• What they want from Pixel Hues: Modernisation of galleries with interactive exhibits, projection mapping, content creation.
• Pain points: Stale exhibits, low footfall, ministry pressure to modernise, lack of in-house tech capability.
• Budget: ₹50 lakh – ₹50 Cr per project.
• Buying triggers: Ministry of Culture grants, ASI modernisation cycle, foundation grants, anniversary exhibitions.
• Decision makers: Director (champion), DG ASI / Ministry (sign-off).
• Procurement: GeM / CPPP / state e-procurement. Tender-led. Requires ISO 9001 minimum; ISO 27001 preferred.
• Communication: Formal RFP; slow.
• Best outreach: Get ISO certifications, register on GeM, network at CII Cultural Summits, partner with Tagbin on overflow work (counterintuitive but feasible — Tagbin has more work than capacity some quarters).

Persona B2 — Government Museum Director (State / Private)

Examples: State museums in Rajasthan, Kerala, Karnataka, Maharashtra; MAP Bengaluru (Abhishek Poddar); private museums (Hinduja, Adani, etc.).

• Lane: B (govt museums)
• What they want: Similar to B1 but smaller-scope, often private philanthropy funded.
• Pain points: Less bureaucracy, more direct decision; but smaller budgets.
• Budget: ₹25 lakh – ₹5 Cr.
• Buying triggers: New gallery, foundation grant, anniversary.
• Decision makers: Director + Trustee / Board.
• Procurement: Less formal than B1; sometimes direct commission.
• Communication: Email + LinkedIn.
• Best outreach: LinkedIn + foundation referrals (Tata Trusts, Infosys Foundation, Reliance Foundation).

Persona B3 — Smart City SPV CEO

Examples: Bhopal, Indore, Pune, Ahmedabad, Surat, Lucknow, Chennai, Hyderabad SPVs.

• Lane: B (govt — Smart City)
• What they want: Experience centre component of smart-city plan, citizen-engagement installations.
• Budget: ₹1–20 Cr.
• Buying triggers: Annual project plan, board approval.
• Decision makers: SPV CEO, MD sign-off.
• Procurement: Smart City e-procurement portal.
• Communication: Formal email + LinkedIn.
• Best outreach: Direct + LinkedIn ABM + smart-city expo presence.

Persona B4 — Defence Museum / Heritage Authority

Examples: Naval Aviation Museum (Goa), Air Force Museum (Palam), National War Memorial, ASI heritage sites, IGNCA.

• Lane: B (govt museums/heritage)
• What they want: Modernisation with gravitas.
• Budget: ₹25 lakh – ₹10 Cr.
• Buying triggers: Modernisation cycles, anniversaries.
• Decision makers: Director + Admin authority.
• Procurement: GeM / MoD empanelment.
• Communication: Formal, slow.
• Best outreach: Same as B1 + defmin events.

🟡 Lane C — Government Content Creation (PARTNER — focus months 6–12)

Persona C1 — Government Summit / Event Organiser (Central)

Examples: Ministry of External Affairs (G20 / Quad / summit content), Ministry of Culture (festival content), Ministry of Tourism (Incredible India content), MyGov (campaign content like Har Ghar Tiranga).

• Lane: C (govt content)
• What they want: High-impact digital content for national events — projection mapping, hologram, immersive experiences.
• Pain points: Visibility-driven; want WOW content that gets media coverage; budget unspent is budget lost.
• Budget: ₹25 lakh – ₹10 Cr per event/project.
• Buying triggers: National events, summits, anniversaries, election cycles.
• Decision makers: Secretary, Director, Programme Officer.
• Procurement: GeM / direct commission / nomination.
• Communication: Formal + relationships.
• Best outreach: Partner with an event agency that already wins this scope (e.g., Wizcraft, E-Factor, Teamwork Arts). Pixel Hues becomes the tech sub-contractor. This is faster and lower-risk than bidding direct.

Persona C2 — State Government Event / Tourism

Examples: Madhya Pradesh Global Investors Summit (Tagglabs already won Gold here), Rajasthan Summit, Vibrant Gujarat, Bengal Global Business Summit, UP Investors Summit.

• Lane: C (govt content)
• What they want: Flagship content for investor summits, state branding events.
• Budget: ₹50 lakh – ₹5 Cr per event.
• Buying triggers: Summit cycle (varies by state).
• Decision makers: State Tourism Director, Industries Department.
• Procurement: State e-procurement.
• Communication: Formal + relationships.
• Best outreach: Same as C1 — partner with agencies that already win this scope (e.g., the agency that lost MP GIS to Tagglabs is a hot target).

Persona C3 — Embassy / Diplomatic Mission

Examples: US Embassy, British Council, Goethe-Institut, Japan Foundation, Australian High Commission — all run cultural events in India.

• Lane: C (govt content / cultural)
• What they want: Cultural event content that showcases their country's tech / art / heritage.
• Budget: ₹10 lakh – ₹1 Cr per event.
• Buying triggers: National day celebrations, cultural seasons.
• Decision makers: Cultural Attaché.
• Procurement: Direct commission + embassy procurement rules.
• Communication: Email + relationship.
• Best outreach: Founder LinkedIn + embassy cultural calendar pitches.

🔵 Cross-Lane Personas (always relevant)

Persona X1 — AV Integrator (Channel Partner)

Examples: Spectrum AV (already client), Ideation AV (already client), Genee World, HAVI, Actis, A/V Magic.

• What they want: A reliable immersive-content sub-contractor when they win AV hardware tenders.
• Best outreach: Already client — formalise a Channel Partner Programme with revenue share + co-marketing.

Persona X2 — Equipment Vendor (Partner, not competitor)

Examples: Christie, Epson, Panasonic, Barco.

• What they want: Channel partner relationships that move projector / display units.
• Best outreach: Apply to their partner programmes; co-market at PALM Expo, InfoComm India.

Persona X3 — Industry Bodies & Awards

Examples: EEMA (Event & Entertainment Management Association), WOW Awards Asia, EventFAQs Media.

• What they want: Membership + participation + content.
• Best outreach: Join EEMA; submit WOW entries; pitch editorial to EventFAQs.

ICP Tier Weights (for lead scoring)

Critical rule for Lane B (govt museums): Without ISO 9001 by Month 6, do not bid. Without ISO 27001 by Month 9, do not bid on data-handling projects.

Next: 04_lead_generation/lead_scoring_methodology.md + leads_seed.csv — Lane-A-first lead bank.