In class today, we will try to figure out the "customer archetype" for our social enterprise. Please work with your group to create a customer archetype(s).
Developing a Customer Segment "Point of View"
First, segment your customers into as many specific personas as possible. Include specific character traits, motivations, demographics, behaviors and most importantly, available budget to come with various customer segment personas.
Next, generate a set of assumptions about the "jobs" your customer segment personas are trying to get done. This can be the tasks they are trying to perform and complete, the problems they are trying to solve, and the needs they are trying to fill.
GAINS
Now, generate a set of assumptions about the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings
PAINS
Lastly, generate a set of assumptions about the negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting their job done.
In your group, put together a Customer Archetype (the people you will be interviewing) for the different customer segments you've identified for our social enterprise.
1. Who are they? (position/age/gender/role)
2. How do they buy? (discretionary budget, amount?)
3. What matters to them? (what motivates them?)
4. What influences them? (what do they read/who do they listen to?)
DRAW A DAY IN THE LIFE OF THESE CUSTOMER(S).......THESE ARE ALL GUESSES.
Additional Resources:
Article about reasons startups fail.
Google Entrepreneurs video about how to turn insight into a product. (51:25)
Google Entrepreneurs video about Branding
Slide Deck: Customer Segments