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Launch Clubs

Title

Week 7:

Customer Persona

Launch Clubs Title Week 7: Customer Persona
Agenda ✦ Share insights from market research ✦ Learn about customer segmentation and targeting ✦ Learn

Agenda

Agenda ✦ Share insights from market research ✦ Learn about customer segmentation and targeting ✦ Learn

Share insights from market research Learn about customer segmentation and targeting Learn the value of and how to develop a Customer Persona

Agenda ✦ Share insights from market research ✦ Learn about customer segmentation and targeting ✦ Learn
Sharing Insights from Interviews To be a successful entrepreneur, you must be able to communicate clearly

Sharing Insights from Interviews

To be a successful entrepreneur, you must be able to communicate clearly and efficiently.

Two methods that can help are synthesis and pyramidal thinking.

Sharing Insights from Interviews To be a successful entrepreneur, you must be able to communicate clearly
Summary ≠ Synthesis Summary Condensed restatement of facts Facts Raw, unordered information Push your thinking further
Summary ≠ Synthesis Summary Condensed restatement of facts Facts Raw, unordered information Push your thinking further
Summary ≠ Synthesis
Summary
Condensed
restatement
of facts
Facts
Raw,
unordered
information
Push your
thinking
further
Synthesis
What the facts and
findings imply (“so
what”)
Summary ≠ Synthesis Fact 1 Synthesis Fact 2 Fact 3 Observation 1 Observation 2 Observation 3
Summary ≠ Synthesis Fact 1 Synthesis Fact 2 Fact 3 Observation 1 Observation 2 Observation 3
Summary ≠ Synthesis
Fact 1
Synthesis
Fact 2
Fact 3
Observation 1
Observation 2
Observation 3
▪Concise (1 sentence)
▪Powerful
▪Comprehensive
▪Actionable
Synthesis helps us be ready for the “elevator test” • Think Question-Answer-Reasons • Q uestion you’re

Synthesis helps us be ready for the “elevator test”

Synthesis helps us be ready for the “elevator test” • Think Question-Answer-Reasons • Q uestion you’re

Think Question-Answer-Reasons Question you’re trying to answer Listen to what’s asked and avoid answering ancillary or alternate questions Answer, as you know it today – synthesized and succinct

Reasons or Reasoning as support – as allowable or needed

Synthesis helps us be ready for the “elevator test” • Think Question-Answer-Reasons • Q uestion you’re
Random information We’re going to show a list - remember as many items as you can

Random information

We’re going to show a list - remember as many items as you can

Random information We’re going to show a list - remember as many items as you can
Random information Grocery List • Grapes • Sauce • Milk • Yogurt • Noodles • Apples

Random information

Grocery List

Grapes

Sauce

Milk

Yogurt

Noodles

Apples

Oranges

Eggs

Butter

Random information Grocery List • Grapes • Sauce • Milk • Yogurt • Noodles • Apples
What do you Remember?

What do you Remember?

What do you Remember?
Grouped information Grocery List Fruits Pasta Dairy •Grapes •Sauce •Milk ✓Milk ✓Oranges ✓Noodles •Yogurt ✓Eggs ✓Apples
Grouped information Grocery List Fruits Pasta Dairy •Grapes •Sauce •Milk ✓Milk ✓Oranges ✓Noodles •Yogurt ✓Eggs ✓Apples
Grouped information
Grocery List
Fruits
Pasta
Dairy
•Grapes
•Sauce
•Milk
✓Milk
✓Oranges
✓Noodles
•Yogurt
✓Eggs
✓Apples
✓Sauce
•Noodles
✓Butter
1
0
✓Grapes
•Apples
✓Yogurt

Oranges

Eggs

Butter

Grouped information Grocery List Fruits Pasta Dairy •Grapes •Sauce •Milk ✓Milk ✓Oranges ✓Noodles •Yogurt ✓Eggs ✓Apples
Grouped information I need to stop at the store on my home Grocery List Fruits Pasta
Grouped information I need to stop at the store on my home Grocery List Fruits Pasta
Grouped information
I need to stop at the store
on my home
Grocery List
Fruits
Pasta
Dairy
•Grapes
•Sauce
•Milk
✓Milk
✓Oranges
✓Noodles
•Yogurt
✓Eggs
✓Apples
✓Sauce
•Noodles
✓Butter
1
1
✓Grapes
•Apples
✓Yogurt

Oranges

Eggs

Butter

Grouped information I need to stop at the store on my home Grocery List Fruits Pasta
Pyramid structure Governing thought Key line Support

Pyramid structure

Governing thought Key line Support
Governing
thought
Key line
Support
Pyramid structure Governing thought Key line Support
Question/answer dialogue Governing thought ? Key line ? ? ? Support ▪ Governing thought raises question

Question/answer dialogue

Governing thought ? Key line ? ? ? Support
Governing
thought
?
Key line
?
?
?
Support

Governing thought raises question in audience’s mind How? Why?

Key line answers question How? Actions Why? Reasons Answer raises new question

Dialogue continues until governing thought is clear and convincing

Question/answer dialogue Governing thought ? Key line ? ? ? Support ▪ Governing thought raises question
Applying to Your Interviews • Governing Thought: high level learnings • Key line: outline a few

Applying to Your Interviews

Governing Thought: high level learnings Key line: outline a few highlights that make you believe the “learning” Support: back it up – number of people you talked to and how you structured your interviews to feel the insights are valid

Applying to Your Interviews • Governing Thought: high level learnings • Key line: outline a few
PMR Recap Continue the learning process What did you learn? What surprised you? What did you

PMR Recap

Continue the learning process What did you learn? What surprised you? What did you seem to
Continue the learning process
What did you learn?
What surprised you?
What did you seem
to confirm?
How and why?
What questions
were raised in this
engagement?
What gaps in
knowledge persist?
How and why?
What did you seem
to invalidate?
How and why?
PMR Recap Continue the learning process What did you learn? What surprised you? What did you
PMR Recap Continue the learning process What did you learn? What surprised you? What did you
The Market is large and your company is small (for now!) It is not feasible to
The Market is large and your company is small (for now!) It is not feasible to
The Market is large and your company is small (for now!)
It is not feasible to go after the entire universe of customers.
Ways of categorizing customers ✦ Demographic ✦ Geographic ✦ Psychographic ✦ Behavioral Which is easiest? Which
Ways of categorizing customers ✦ Demographic ✦ Geographic ✦ Psychographic ✦ Behavioral Which is easiest? Which

Ways of categorizing customers

Ways of categorizing customers ✦ Demographic ✦ Geographic ✦ Psychographic ✦ Behavioral Which is easiest? Which

Demographic Geographic Psychographic Behavioral

Which is easiest? Which is most important?

Ways of categorizing customers ✦ Demographic ✦ Geographic ✦ Psychographic ✦ Behavioral Which is easiest? Which
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples

Customer Persona - Examples

Customer Persona - Examples
Customer Persona - Examples
Customer Persona - Examples
Why is this helpful?
Why is this helpful?

Why is this helpful?

Why is this helpful?
Your goal in creating a customer persona Identify a group of people who are very similar,

Your goal in creating a customer persona

Your goal in creating a customer persona Identify a group of people who are very similar,
Your goal in creating a customer persona Identify a group of people who are very similar,
Your goal in creating a customer persona Identify a group of people who are very similar,

Identify a group of people who are very similar, particularly in the ways that matter to your company

Your goal in creating a customer persona Identify a group of people who are very similar,
Characteristics of your Customer Persona ✦ What is their gender? ✦ What is their age range?

Characteristics of your Customer Persona

Characteristics of your Customer Persona ✦ What is their gender? ✦ What is their age range?
Characteristics of your Customer Persona ✦ What is their gender? ✦ What is their age range?

What is their gender? What is their age range? What is their income range? What is their geographic location? What motivates them? What do they fear most? Who is their hero?

Characteristics of your Customer Persona ✦ What is their gender? ✦ What is their age range?

Where do they go for vacation? Where do they hang out? What newspapers or websites do they read? Why are they buying this product? What makes them special and

identifiable? What is their story?

Characteristics of your Customer Persona ✦ What is their gender? ✦ What is their age range?
Consider the following questions: 1. 2. 3. Is the target customer well-funded? Is your target customer

Consider the following questions:

1.

 

2.

 

3.

 

Is the target customer well-funded?

Is your target customer readily accessible?

 

Does your customer have a compelling reason to buy?

 
 

4.

 

5.

 

How entrenched is the competition?

Is the market consistent with the values, passions and goals of the founding team?

 
How entrenched is the competition? Is the market consistent with the values, passions and goals of
 
What should we know about our customer? As a team, come up with an extensive list
What should we know about our customer? As a team, come up with an extensive list
What should we know about our customer?
As a team, come up with an extensive list of (20-25) demographic, geographic,
psychographic and behavioral items that you should know about your customer.
These should all be items that you will consider for your team venture. Stretch your
thinking and be creative!
Homework: Prepare your customer profile for your next meeting. It should be as specific as possible.

Homework:

Prepare your customer profile for your next meeting. It should be as specific as possible. Putting
Prepare your customer profile for your next meeting. It should be as
specific as possible. Putting a lot of work into this through interviews and
careful analysis is the best foundation you can provide for your business!
Homework: Prepare your customer profile for your next meeting. It should be as specific as possible.
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