startup 5

StarterStep5-CustomerPersonas.docx

Starter Step #5: Customer Personas

Instructions: Please develop a thorough description characterizing the type of person you believe suffers the MOST frustration when facing the problem you’d like to address. YOU ARE BETTER OFF FOCUSING ON A RELATIVELY NARROW AUDIENCE YOU CAN HELP A LOT RATHER THAN TRYING TO “BOIL THE OCEAN” BY HELPING EVERYONE. Imagine you could only help 100 people – who could you help THE MOST (I’ve found this to be a helpful thought experiment to discuss during coaching meetings).

Photo of Imaginary, Prototypical Customer

(Google image search)

· Name: [e.g., “Terry Traveler” or “Pat the Parent” [Avoid sexist language like “Soccer Mom”]

· Gender (pronouns):

· Age range:

· Job type/title:

· Income range:

· Location: (Where they live – type of or actual place)

Customer tagline: (a quote you imagine this person using to describe themselves)

Personal Characteristics: (at least three descriptors that narrow your focus such as “extrovert”, “intellectual”, “fashion-conscious”, “anxious”, etc.)

What are this person’s most important goals (jobs to be done) related to the problem you are addressing (list 3-5)?

What are this person’s biggest frustrations when experiencing the problem you are addressing (list 3-5)?

What habits does this person follow when experiencing the problem you are addressing (list 3-5)?

What/who are this person’s favorite brands or influencers (list 3-5)?

Briefly describe WHY you believe this is a good representation of your most frustrated potential customer. You may refer to personal experiences (describe them) or research evidence (describe it and provide a link). Guessing isn’t allowed – successful entrepreneurs don’t guess (approximately 100 words):