Nailing your ICP | Building the Spotify of Short Films

Verena and Simon tackle one of the most common pitfalls they see in startup advisory calls: the vague Ideal Customer Persona (ICP).In this episode they explore why founders instinctively cast their net too wide, trying to include everyone in their target market, and why this "shotgun" approach actually hurts growth. They break down how startups that nail down a specific ICP and geography are 55-60% more likely to succeed than those with broad, woolly definitions.Interview: Simon sits down with Janvier Wete, CEO and founder of Minute Shorts.Janvier is the founder of a video platform showcasing incredible short films from around the world, often described as the "Spotify of short films." Janvier shares how strong branding led to inbound opportunities like a Samsung TV Plus channel, a partnership with American Airlines, and brand activations with Nike, BBC, and WeTransfer. He discusses the realities of juggling multiple revenue streams, navigating tricky licensing and IP agreements, and he also reflects on resilience, patience, and his rule of thumb: whatever timeline you expect, double it.👉 Learn more: millionlabs.com👉 Follow us on YouTube: https://www.youtube.com/@MillionLabs