Internal Working Document. Not for client distribution.
Ollie Pearce. ICP Explorer v1

7 male buyer archetypes for olliepearce.com

Filter by age, confidence, service interest, budget, decision speed, and channel preference. Each card is a landing-page unit and a sales-conversation unit.

composite personas, real signals, 47 transformations of pattern

Top 3 for Harvinder's referral channel

Harvinder runs 5-15 ecom clients at EUR 7.5k-45k MRR. His operator network skews career-built, professionally-stable men in their 30s-40s. The archetypes most likely to scale through that referral pipe are the same archetypes most willing to pay premium for an integrated stack.

  1. David (Career-Built 35-45). Senior professionals, partner-track, budget unconstrained, values discretion. Perfect overlap with Harvinder's founder network.
  2. James (Post-Divorce 38-48). Established career, recently divorced, motivated to rebuild. High match for SMB-owner referrals.
  3. Anand (Introverted Engineer 26-38). High-salary tech operators in London. Underserved by current coach market. Sub-niche capture lever.

Liam (late-coming-out gay men) is excluded from Harvinder's referral list. Authenticity-gate first. See landmine card.

View
Age band
Confidence level
Service interest
Budget tier
Decision speed
Channel preference
Showing 7 of 7 archetypes
James. The post-divorce app-frustrated man
"my photos make me look like a dad with no sex life"
Age 38-48 Recently divorced Stable career Bread-and-butter
Pain points
  1. "My photos look old and sad. I do not look like the man I am now."
  2. "I do not know how to talk to women in 2026. The rules feel different."
  3. "I am too old for Tinder but Hinge feels like it is for 28-year-olds."
Service mix
Full bundle. Photo + styling + coaching. The integrated stack solves a multi-layered problem in one engagement.
Sample app or photo problem

Current Hinge hero is from a 2019 wedding holding his niece. 8 months on Hinge, 4 matches went anywhere. Wardrobe frozen at marriage age. Worried his ex will find out he hired a coach.

David. The career-built now-wants-a-relationship man
"I made partner last year, I am 39, the apps are demoralising"
Age 35-45 Senior professional Premium Highest LTV
Pain points
  1. "I do not have time to date. I work 60-hour weeks."
  2. "Apps feel transactional and disposable. I want substance."
  3. "I am out of practice. I have not seriously dated in 8 years."
Service mix
Full bundle, premium tier. Discretion is the gate. Integrated engagement saves 3 separate bookings. Suit-friendly styling.
Sample app or photo problem

Lawyer or surgeon or founder. Hinge profile reads as professional but lifeless. Three messages then dies. Wants premium-but-not-ostentatious. Cost is not the issue, signal is.

Tom. The 22-28 confidence-build first-time online dater
"my Tinder is a wasteland and I am not paying GBP 2k"
Age 22-28 Early career Micro-product Funnel-top
Pain points
  1. "My photos look like university photos. I look like a kid."
  2. "I do not know what to say in a Hinge prompt or a Tinder bio."
  3. "I get matches but they go nowhere. The conversation dies."
Service mix
Micro-product. GBP 49-99 app-screen audit. 30-min Zoom + 5-bullet action list. Self-serve via Calendly + Stripe.
Sample app or photo problem

Group shots, fish-holding photos, beer-in-hand uni pics. Asking on Reddit "is there anyone who does this for like GBP 200-400". Graduates to full bundle 1-2 years later.

Anand. The introverted engineer or tech worker
"I need a system, not vague feelings"
Age 26-38 High-salary tech Often international Sub-niche capture
Pain points
  1. "I am bad at small talk and bad at photos. Apps are made for extroverts."
  2. "I am from another country. I do not understand UK women's expectations."
  3. "I want a system or framework I can execute, not be-yourself platitudes."
Service mix
Full bundle, framework-led. Photo diagnostic, prompt diagnostic, message-pacing diagnostic. Frame as outsourcing-the-non-core.
Sample app or photo problem

Hinge 18 months, 6 dates, 0 relationships. Quant or biotech or hyperscaler. Wants rubric not motivation. Worried British coach will not get him. Avoid "be confident" entirely.

Mike. The recently-broken-up rebound-then-real man
"all my dating photos are with the ex"
Age 28-40 3-9 months post-breakup Often in therapy Reclamation ritual
Pain points
  1. "All my photos are with the ex. I have no current solo photos that look natural."
  2. "I do not know who I am as a single person."
  3. "I keep going on dates that feel like rebounds even when I do not want them to be."
Service mix
Photo + coaching, optional styling. Sequenced as a breakup-recovery ritual. Move slowly. Therapy-adjacent, not competing.
Sample app or photo problem

Tried Tinder for 2 months post-split. Felt awful. Stopped. 9 months later, ready to try again. Phone is full of couple photos. Needs the first photo of himself as a single person.

Persona 6. Positioning landmine. Authenticity check required before targeting.
Liam. The late-coming-out gay man dating-app novice
"I came out at 42 and Grindr is overwhelming"
Age 30-50 0-3 years out High WTP, low competition DO NOT publish without niche consult
Pain points
  1. "I have spent 20 years pretending. I do not have a gay-coded photo collection."
  2. "Grindr is overwhelming and Hinge is empty. Which app is for me?"
  3. "I want a relationship, not the hookup loop."
Service mix
Conditional. Coaching-led with optional photo reset. Requires authentic positioning. Ollie's current site does not signal gay-aware. Paid 1hr audit from niche specialist before publishing.
Risk

If Ollie cannot serve this market authentically, do NOT publish. The page will read as opportunistic and damage broader brand. Excluded from Harvinder's referral pipeline until authenticity gate clears.

Wei. The expat in London needing cultural translation
"my photos look like a tourist photoshoot"
Age 28-42 2-8 years in London Strong career Sub-niche
Pain points
  1. "My photos look like a tourist photoshoot. They do not say I live in London."
  2. "I do not understand the British humour and banter rules in messages."
  3. "I do not know which apps British women actually use seriously."
Service mix
Full bundle, cultural-translation framing. Photo recalibration to London-coded, wardrobe to UK context, banter cheat-sheet, app strategy.
Sample app or photo problem

5 years in London. Career great, dating nothing. British women on Hinge do not respond. Could be Chinese, Indian, Russian, Brazilian, Saudi. Wants someone who understands both cultures.