Copy - Copy - Class 5 - Concept Overview- V3

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

Understand Jobs-To-Be-Done

Importance of Developing a Customer Persona

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

Understand Customer Persona & its Elements

TEAM DELIVERABLE:Develop an Initial Customer Persona

CONCEPT PRIMER

What are Jobs-To-Be-Done?

Why customers buy or use a product or service

Jobs to be done (JTBD)

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

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

Example of Jobs-To-Be-Done?

Problem Being Solved

Functional Jobs

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

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

Emotional Jobs

Feel successful in effectively managing and growing the business despite challenges

Social Jobs

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

Why is it important to develop Customer Personas?

Insight Into Idea-fit

iterative improvements

Customer Centric Approach

tailored solution development

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

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

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.

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

Customer Persona and its elements

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

Customer Persona

PSYCHOGRAPHICS

DEMOGRAPHICS

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

URBANIZATION TRENDS

EXPECTATIONS

JOBS-TO-BE-DONE

Your Tool to explore:Customer & Market- Activity 2.3

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

Using 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

Your Deliverables- Initial Customer Persona

Venture Activity 2.2: Develop an Initial Customer Persona

Steps to Take

Review

• The problem statement
• Chosen Customer Segments

Team Discussion on Persona's Characteristics

• 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

Steps to Take

Your Deliverable – Initial Customer Persona

REVIEW

• The problem statement
• Chosen Customer Segments

Venture Activity 2.2: Develop an Initial Customer Persona

Team Discussion on Persona's Characteristics

• 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 discussion
• Upload details on the Activities Tool

Example

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.

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.

Example

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.

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

Example

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.