Target Market 

• Age 45- 55

• Male

Personality traits

• Often well liked by team (feel more like a mate than a boss)

• Vulnerable/ Open

• Great conversationists

Day to Day

• • Fly regularly -> Both domestic & international (both work and pleasure)

  • Typically not very internet/ tech savvy

Passions: 

• Early life (when at uni)-> adventurous… life has got in the way and this has fallen by wayside.

• Good wine & food

• travelled extensively (with family)

• Cycling/ endurance sports

• Going out for dinner

• Family

• Unique Experiences

• How to get teams working better together

Hobbys

• Cycling/ endurance sports

Aspirations

• Leave a legacy

• Be liked

• Grow Business

• Do something BIG (ie Everest Base Camp, Kilimanjaro, Ironman etc)

Life journey

• Often private school education

• Studied at uni- business 

• MBA & continually studying

• Married a professional

Family

• Distant from wife & kids because always so busy

• 2-3 kids

Fears

• Business not going well, job security, not being liked why team

• Being lonely- people around him don't really understand/ don't get his drive.

Frustrations: 

• Commitment from team 

• Not having enough time/ lack of balance

• Feeling of being spread thin

Fitness

• 4-7/10 -> dont have time to train properly

Where Lives

• Affluent suburbs in Sydney/ Melbourne

Income

• $300k-> $1m+

What media do they consume?

• Very good summary here: https://www.forbes.com/sites/tjmccue/2015/05/28/linkedin-is-top-social-network-for-ceos/#57b855eb3720

• well read on books

• Too busy/ not accessible for:

  • Social: instagram/ Facebook

  • x news.com.au

  • Not sure about: LINKEDIN???????

  • More likely using Twitter (if using social)

• Magazines/ newspapers

  • Industry publications

  • CEO Magazine

  • AFR***

  • The Economist

  • Aeroplane Magazines (Qantas, Virgin)

  • HBR

  • Wall Street Journal

Clubs/ memberships:

• • • CEO Institute

    • YPO***

    • Leadership of Industry Bodies

    • Chairmans Lounge (Qantas)

    • Entrepreneurs' Organization (EO)

    • The CEO Circle

• Age 30- 50

• Female

Personality traits

• Extroverted

• Driven

• "Peoples people"

• Organised

Day to Day

• Spend s fair chunk of time managing conferences (often away from home)

• Those with families often juggle 4-5 days/ week work with family

Passions: 

• Wine & good food (and good venues)

• Hanging out with friends/ colleagues

• Gym/ F45 / yoga/ etc

Hobbys

• Wine!

• Catching up with friends

Aspirations

• Driven to do well in career (in events)

• Earn decent $

Life journey

• School/ University-> into corporate world

• Worked/ partied hard in 20's

Family

• Often have kids a bit later (over 35yrs)

• >35yrs: Average 2 kids

• Husband typically has corporate job

Fears/ Frustrations:

• Not being able to do everything

• Being embarrassed (ie not delivering) in front of their client/ boss

Fitness

• Mixed bag

Where Lives

• Pre-children -> within 10km of CBD

• After kids-> within 10km of CBD / outer suburbs

Income

• $50-120k

What media do they consume?

• • Facebook

  • Instagram

  • Linkedin

Clubs/ memberships:

• Events Associations: MEA, AIME, Business Events etc