Launch Clubs

Title
Week 7:
Customer Persona
 Agenda
Share insights from market research
Learn about customer segmentation and targeting
Learn the value of and how to develop a Customer Persona
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.
Summary Synthesis Summary

Condensed
restatement
of facts
Facts

Raw, Push your

unordered thinking
further Synthesis
information

What the facts and

findings imply (so
what)
Summary Synthesis

Fact 1

Synthesis
Fact 2

Fact 3 Concise (1 sentence)

Powerful
Observation 1
Comprehensive
Actionable
Observation 2

Observation 3
Synthesis helps us be ready for the elevator test

Think Question-Answer-Reasons
Question youre trying to answer
Listen to whats 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
Random information
Were going to show a list - remember as many items as you can
Random information

Grocery List
Grapes
Sauce
Milk
Yogurt
Noodles
Apples
Oranges
Eggs
Butter
What do you
Remember?
Grouped information

Grocery List Fruits Pasta Dairy

Grapes
Sauce
Milk Milk
Yogurt Oranges Noodles Eggs
Apples Sauce
Noodles Butter
1

Grapes
0

Apples Yogurt
Oranges
Eggs
Butter
Grouped information I need to stop at the store
on my home

Grocery List Fruits Pasta Dairy

Grapes
Sauce
Milk Milk
Yogurt Oranges Noodles Eggs
Apples Sauce
Noodles Butter
1

Grapes
1

Apples Yogurt
Oranges
Eggs
Butter
Pyramid structure

Governing
thought

Key line

Support
Question/answer dialogue

Governing thought raises question in

audiences mind
How?
Governing
Why?
thought
? Key line answers question
How? Actions
Key line
Why? Reasons
? ? ?
Answer raises new question
Support
Dialogue continues until governing
thought is clear and convincing
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
PMR Recap
Continue the learning process

What did you seem

What did you learn? What surprised you? to confirm?
How and why?

What questions What gaps in What did you seem

were raised in this knowledge persist? to invalidate?
engagement? How and why? How and why?
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 is most important?
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?
 Your goal in creating a customer
persona

Identify a group of
people who are very
similar, particularly in
the ways that matter
to your company
Characteristics of your Customer
Persona
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?
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?
Consider the following questions:

1. 2. 3.
Is the target customer Is your target Does your customer
well-funded? customer readily have a compelling
accessible? reason to buy?

4. 5.
How entrenched is Is the market consistent with the values,
the competition? passions and goals of the founding team?
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. Putting a lot of work into this through interviews and
careful analysis is the best foundation you can provide for your business!
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