Ideal client profiles (ICPs) define the types of clients who are the best fit for your services—those you can serve most effectively, sustainably, and joyfully. For Cedar & Iron, your ICPs help clarify who thrives under your stewardship model, aligns with your values, and contributes to the long-term health of your practice. They also help you recognize red flags early, avoid burnout, and communicate clearly with referral partners and families.

There are generally three types of Ideal Client Profiles you should build:

1. Primary Client (Aging Adult) – The actual person receiving your in-home presence and care.
2. Primary Advocate (Family Member / POA / Supporter) – The one who pays, coordinates, or manages on the aging adult’s behalf.
3. Referral Partner / Gatekeeper – Professionals who may direct people your way (e.g., estate planners, doctors, pastors).

For each ICP, define the following:

Demographics & Psychographics

• Age range
• Living situation (e.g., independent home, senior apartment)
• Personality traits (e.g., private, proud, nostalgic, routine-driven)
• Health level (e.g., ambulatory, mild cognitive decline OK, no major ADLs)

Emotional Needs

• Values autonomy, dignity, and trust
• Doesn’t want to be a burden
• Prefers consistency and personal rapport
• May be lonely or quietly anxious

Functional Needs

• Needs reminders, a second set of eyes, light help
• Has family support but needs relational glue
• Has the means to pay for private support