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C u s t o m e r P e r s o n a T e m p l a t e By Doug Ladd: “Customer Segmentation” on Lynda.com

C u s t o m e r P e r s o n a f o r t h e H a r r y P o t t e r s e r i e s b y A r t h u r A . L e v i n e b o o k s Name: Ashley Walters I am a… 16-year-old high school sophomore who has dyslexia.

Role: Student with three siblings who are all older. Lives with both parents. Goals: Wants to overcome dyslexia. Wants to be in the honor roll. Wants to go to Harvard and get a degree in Literature. Challenges: Is Dyslexic. Wants to be treated like a grown up but she is the baby in the family and also has had more trouble in school than her siblings. Was frustrated with her situation. Demographics: Age: 16 years old Income: None (Parents’ income $85,000) Education: Current 10th Grader Usage Rates: 7x a week Location (hometown): Westport, Connecticut Story: Despite Ashley’s good family life, she suffers from dyslexia, a common learning disorder that impairs her ability to distinguish different letters and words. Ashley wants to overcome her dyslexia because she wants to be on the honor roll and study at an Ivy League school. She wants to obtain a B.A. in Literature. One of Ashley’s teachers recommended that she start reading the Harry Potter book series as a way to both entertain herself and to overcome dyslexia. At first reading Harry Potter was a challenge to Ashley. However, the more she got into the story, the more she started to challenge herself to read more to know what happens next. The Harry Potter book series has taught Ashley that in order to overcome something she has to work hard, both in how Harry Potter overcame his challenges and how she overcame her dyslexia reading Harry Potter. Ashley is now earning A’s in almost all of her classes and is volunteering to help others struggling with dyslexia.

C u s t o m e r P e r s o n a T e m p l a t e By Doug Ladd: “Customer Segmentation” on Lynda.com

C u s t o m e r P e r s o n a f o r G o o g l e ’ s Y o u T u b e R e d Name: Justin Price I am a… 17 year old, single young adult who is a full time high school junior in Utah.

Role: One of three kids to a middle-class parent. Older brother. Student. Goals: To go to college to become a filmmaker

To overcome some of his shyness To connect with other kids his age

Challenges: Lack of engagement when studying for classes in school. Finding an easy way to connect with others on social media. Fighting back social anxiety around large crowds. Demographics: Age: 17 years old Income: No income (middle class family) Education: High School Student (Graduating in 2017) Usage Rates: Twice a day on YouTube Location (hometown): Salt Lake City, Utah Story: As someone who suffers from social anxiety in crowded places such as high school hallways, he goes through times where he wants to have a connection with kids his age but stumbles every time when trying to speak. He loves the Internet because it is an easier way to connect with people without physically having the discussion. He is very creative and loves films. Since he is starting college soon, he frets that the filmmaking career he so desperately wants to pursue will be disadvantaged with his social anxiety. YouTube RED is an easy way to understand YouTubers who talk about their issues everyday. Justin can connect with them even more through the original content they’ve posted on their own YouTube channels.

C u s t o m e r P e r s o n a T e m p l a t e By Doug Ladd: “Customer Segmentation” on Lynda.com

C u s t o m e r P e r s o n a f o r C h r i s B r o w n o f R C A R e c o r d s Name: Patrice Jackson I am a… 25-year-old woman and owner of West Orange Hair Salon

Role: Married With 2 children Goals: To open up second shop in a different city

To continue to take care of family and have the children on honor roll To take care of her sick mother

Challenges:

Trying to balance the salon and her home Trying to take care of all bills necessary while also trying to save up for a vacation Trying to find balance with her husband because he works full time, too Making sure that her mother is getting the proper heath care Keeping the children on track with everything

Demographics: Age: 25 Income: $30,000 take-home pay Education: State Licensed Cosmetology program Usage Rates: 5x week Location (hometown) Albany, NY Story: Patrice Jackson is a young and successful business owner. She has a lot of positive things going for her. While trying to open up a second shop and take care of her children and Mom, she also is trying to find balance in her marriage. Patrice is enjoying life even though she has a lot going on. She’s always listening to music, whether she’s on the go or while she’s in the hair salon. She says it energizes her, puts her in a good mood and helps her make plans and dream about the future. Her clients and her family know that she is a Chris Brown fan because he’s always her go-to top choice in her playlist.

C u s t o m e r P e r s o n a T e m p l a t e By Doug Ladd: “Customer Segmentation” on Lynda.com

C u s t o m e r P e r s o n a f o r : B u l g a r i H o t e l s a n d R e s o r t s Customer Name: Elizabeth Baldwin I am a… successful fashion blogger Roles: Single woman who constantly travels in the search for the most exclusive locations where she can develop her fashion style as well as be able to post new, relevant, and desirable content to her readers/followers. Goals:

1. Finding a hotel exclusive enough for her readers to be interested in reading about. 2. Finding a hotel that can aid her in her very hectic lifestyle.

Challenges:

1. Finding a hotel in an exclusive destination that would interest her followers. It needs to have picture perfect amenities. The service staff must aid her in her shopping activities and be able to help to plan adventurous and exclusive experiences to blog about.

2. Maintaining the most relevant and exciting relationships in the fashion world. 3. Staying healthy and rested whether at home or on the road.

Demographics:

• Age: 32 • Income: $550,000 • Education: Graduated from NYU fashion management program • Usage Rates: 2 to 4 times a year • Location (hometown): New York City, New York

Story: Elizabeth grew up in an upper middle class family. After attending NYU and working for different upscale brands, she decided to make her pastime blog her full time job. After several years of hard work, she has become quite a recognizable fashion blogger and is now on the radar of high fashion designers. Her lifestyle is drastically different than it was growing up. Although her family never struggled, she didn’t spend most of her time with a famous and moneyed crowd. Adventure and exclusivity is her life now, and she needs to continue to position herself in this environment to maintain and perfect her image and her blog.

C u s t o m e r P e r s o n a T e m p l a t e By Doug Ladd: “Customer Segmentation” on Lynda.com

C u s t o m e r P e r s o n a f o r F a c e b o o k ’ s I n s t a g r a m Name: Harold Chen I am a… 48-year-old male. I’m an independent engineer that works specifically with solar panels and other renewable energy processors

Role: Father and Husband Goals: My goals are to continue making the world a cleaner more environmental friendly place. Every project that I do is helping the world just a tiny bit at a time. I’d like to pass my business down to my daughter once I can no longer work. Challenges: What I find challenging is trying to convince people to switch to renewable energy. It is expensive to switch over from common ways of gaining electric to a more eco friendly way. However, they only see in short sight and not in long sight that it doesn’t only help the world they live in, but it does save them money in the long run. Also running my own business has its ups and downs. Demographics: Age: 48 Income: $129,000 Education: Masters in Engineering and Renewable Energy Usage Rates: two hours per week Location (hometown): San Francisco, CA Story: I use Instagram to promote my business and to show updates on my projects. I also like to post statistics about renewable energy to try and sway people to switch over. My daughter is the one who thought it would be a good idea to have an Instagram page for my business. Since then I have received quite a few inquires, and questions about my business and renewable energy as a whole.