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Step 5 Profile Persona for beachhead (Making it (Involve core members -…
Step 5
Profile Persona for beachhead
Ensures everyone unambiguously focused on single market
Persona - Person who best represents primary customer for beach head market
Gives tangible answers for the "might wants"
Details
No one person wil rep 100% of market
But some
real person
will be pretty good
Making it
Involve core members - even if can't contribute much - they will atleast come out with a more nuanced understanding
If have sales - look at most successful customers to date
If no sales - check for customer who showed most interest during primary market research
Make sure would actually pay for it
Persona should conform very well with the end user profile
Consider pros and cons with team - then make best guess - might change l8er
Be very specific and factual (ie. Preferably sse real name)
Persona's purchasing criteria in order
Don't necessarily believe everything the end user says - maybe reality is a bit unnoticed (check actions)
Have an open ended convo with persona, notice details (Even those not pronounced)
Keep persona in public post for team
Persona sample - Appendix 1, Table 4
It focuses team's direction - if later find out, doesn't match EUP - can change - don't sweat it
2 personas for 2 sided markets
Might have to make personas of those note going to serve (to focus) and even think of how to re-direct them
Can add persona wen have the resources
Good relationship with persona also important
table 6 App 1 has another sample persona