Find the beachhead market and a Profile the Persona for the Beachhead Market.
By now you’ve developed the market segmentation for your idea. You’ve also selected your beachhead market, developed the End User Profile, and estimated the TAM. You’re in a good place and are one step away from tackling your next adventure, which is understanding what you can do for your customer.
Your task now is to develop your Persona. The persona is the person who represents your end user profile the best. It’s usually the person that comes to mind when you ask yourself the question, “If I could have one person and one person only to represent my target end user/customer, who would it be?” You’re welcome to choose an alias for the Persona, but the Persona should be a real person.
The Persona makes your target customer very specific and unambiguous.
Describe the demographic, behavioral, and motivational attributes of the Persona.
At the very least, by looking at the profile of your Persona you should have clear answers to such important questions as (a) What problems/needs does this person experience in relation my idea? (b) Why does this person experience such problems/needs? (c) What kind of solution would be relevant for this person? (d) At what cost? (e) What are some of the “watering holes”, that is, places where such people congregate – websites that such people visit, TV shows that they watch, events that they go to – and where you could market your solution to them effectively.
Build the Persona Profile based on your prior interview(s) of that person and the End User Profile you already have. Identify what’s missing and interview the Persona again to fill in the gaps.
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