Copy - Copy - Class 5 - Concept Overview- V3

Understand Customer Persona & its Elements

Importance of Developing a Customer Persona

TEAM DELIVERABLE:Develop an Initial Customer Persona

Understand Jobs-To-Be-Done

Assess Jobs-to-be-Done for a Customer Segment

Objective: Learn why is it important to build a customer persona

CONCEPT PRIMER

Indifferent to the specific solution provided, emphasizing instead the core task or problem that needs to be addressed.

These reasons, or "jobs," are the needs they are trying to satisfy

Why customers buy or use a product or service

Jobs to be done (JTBD)

What are Jobs-To-Be-Done?

Gain recognition and respect from peers and the local community for running a thriving and popular restaurant

Feel successful in effectively managing and growing the business despite challenges

Increase the customer base and sales within the current restaurant space constraints.

Social Jobs

Emotional Jobs

Functional Jobs

Restaurateurs struggle to boost sales and customer base within current restaurant space

Problem Being Solved

Example of Jobs-To-Be-Done?

Why is it important to develop Customer Personas?

Personas enable a feedback loop, facilitating ongoing improvements and adaptations based on evolving customer needs and preferences, leading to sustained relevance and market fit.

iterative improvements

Through personas, businesses gain precise insights to craft solutions tailored to specific segments of the audience, enhancing the likelihood of acceptance and satisfaction..

tailored solution development

Personas aid in validating the business idea by aligning it directly with the identified needs and aspirations of the target audience, ensuring the concept resonates with real-world demands.

Insight Into Idea-fit

Building personas fosters a customer-centric mindset by understanding and addressing the specific needs and preferences of the audience

Customer Centric Approach

EXPECTATIONS

Customer Persona is a detailed semi-fictional representation ​ of an ideal customer segment​

Customer Persona

What are the key elements of customer persona and why are they needed?

URBANIZATION TRENDS

JOBS-TO-BE-DONE

PSYCHOGRAPHICS

DEMOGRAPHICS

Customer Persona and its elements

How to develop your initial Customer Persona: Just follow the step-by-step guide in the tool

• Follow the step-by-step instructions
• Contain the Problem statement, Chosen Segment and name
• Helps you delve deeper in customer personawith the right prompts

Using the tool:

Your Tool to explore:Customer & Market- Activity 2.3

Venture Activity 2.2: Develop an Initial Customer Persona

• Job-to-be-done (Functional/Emotional/Social)
• Demographics
• Organization details (in case of B2B segment)
• Lifestyle
• Needs and Options

Initial Persona

Create the customer Persona based on the above discussionUpload details on the Activities Tool

Team Discussion on Persona's Characteristics

• The problem statement
• Chosen Customer Segments

Review

Steps to Take

Your Deliverables- Initial Customer Persona

Your Deliverable – Initial Customer Persona

• Create the customer Persona based on the above discussion
• Upload details on the Activities Tool

Initial Persona

• Job-to-be-done (Functional/Emotional/Social)
• Demographics
• Organization details (in case of B2B segment)
• Lifestyle
• Needs and Options

Team Discussion on Persona's Characteristics

• The problem statement
• Chosen Customer Segments

REVIEW

Steps to Take

Venture Activity 2.2: Develop an Initial Customer Persona

A software development company creates personas representing different user groups for a new project management tool. They discover through personas that one segment prioritizes simplicity while another emphasizes advanced features. The company designs different interface options catering to each group's preferences, demonstrating a customer-centric approach.

Example

A mobile app company releases a navigation app after developing personas. Regular user feedback prompts iterative improvements. They incorporate features suggested by users through surveys and app usage data, gradually refining the app to better suit the needs outlined in the personas.

Example

Jobs-To-Be-Done

Focuses on understanding the fundamental reasons why customers "hire" products or services to accomplish specific jobs or tasks in their lives. It emphasizes that customers don't just buy products; rather, they 'hire' them to fulfill a particular job or solve a specific problem they encounter in their daily lives.

Expectations

Cover aspects like anticipated features, functionalities, user experience, support, quality, affordability of the solution

Demographics

Cover aspects like age, gender, income, education level, etc.Collecting and understanding these demographic details helps in creating more accurate and specific customer personas.

An entrepreneur plans to launch a health food delivery service. By developing customer personas and conducting interviews, they realize a high demand among working professionals for quick, nutritious meals. This insight confirms the idea-fit, aligning the service with actual customer needs and preferences.

Example

Psychographics

Refer to the psychological characteristics, behaviors, attitudes, interests, values, and lifestyle attributes that define and distinguish a particular segment of the target audience. It involves understanding the deeper motivations and beliefs that influence customers' decisions and preferences

A clothing brand designs personas and identifies a segment of eco-conscious consumers. Using this insight, they develop a sustainable clothing line made from recycled materials, directly addressing the eco-friendly preferences highlighted in the personas.

Example