Creating a Buyer Persona
Here comes the fun part, the part in which you get to choose who your ideal customers are. You do have a lot of wiggle room, choosing who your customers will be. Still even thorough research is not a replacement for an open mind and an inquisitive approach. Once you've opened your business, you will be surprised by the folks who come across and the adjustment that will still be required after this disclaimer. We can figure out what our ideal buyer looks like by creating a bio persona. The bio persona is a detailed description of a potential buyer who represents your target audience. It contains the combination of traits, characteristics, preferences and behaviors you're likely to see in your potential customers. The demographics, your communication will vary depending on who you're communicating with. So first, you must determine a few high level details. Age, how old are they? What is the job title? Seniority experience level location? Where are they based and their character? Whateve...
r they like, analytical, sales driven, mission oriented, et cetera. Taking it a step further, let's determine their cycle, graphics. What are their goals at work? What are they hoping to achieve for your services? What are the frustrations with the current situation? And lastly some broader context. Where are they likely to look for you? What type of validation do they need to receive? How familiar are they with the services you offer? The amount of details you can consider is vast. Still you shouldn't get lost in this. The work itself will teach you a lot, You need to be comfortable enough with your assumptions to demonstrate your professionalism and maximize your chances of success by tailoring your proposition to the bio personas needs? Let's use the above traits to personify one example, let's say you're in the business of crm software implementation. You help small and medium sized businesses to implement a client relationship management software. This software allows them to keep track of their clients and optimize their service based on their data. You chose to focus on hospitality. You identify that market as an opportunity and now you need to create your bio persona, Their age, mid 30s. The job title is restaurant managers usually with some hospitality experience, but they've never gone through a similar implementation process. The allocation is scattered all over a new commercial zone just outside the city. And as for the character, they are people's people, they care about their guests, but they have no technological orientation. What are their goals at work? They mostly care about giving their guests a memorable experience so that they come back. What are they hoping to achieve for your services to create intimacy with their clientele and force the important dates in their lives so that they can participate. As for the frustration with the current situation. Well, unless the guest mentions it to them, they won't know when their birthday is or even if they had a negative experience in the past visit. So what are the alternatives? They can either hire a hospitality service provider On retainer or outsourcing to a 3rd party? What challenges do those alternative present the costs associated with the full services? Hospitality consultancy are high? It might feel like an overkill for their needs. In contrast, outsourcing feels distant and not personalized despite the favorable costs they want someone they can call to whenever they need rather than submit a support ticket to some unknown system. Where are they likely to look for? You? Probably ask their peers, perhaps google it. How familiar are they with the services you offer? It's entirely new to them. They've seen a Syrian being used before, but they've never implemented it or trained a team to use it. Now, with this level of detail, we can now pull into our proposition everything we know, and start using our research to create a competitive advantage.