15.390x Who is your customer?

Review Notes

End User Profile

March May 2014

15.390X Who is your customer?

15.390X Who is your customer?

Build an End User Profile

The Big Picture:

The End User profile should guide you in the

right direction toward your ultimate goal of

understanding your Persona.

It makes your customer concrete and very real.

15.390X Who is your customer?

An End User profile

describes the end user in the market segment

you have chosen to focus on.

It is a general description but it is specific

enough so that it is meaningful.

15.390X Who is your customer?

Decision-Making Unit (DMU)

Each customer consists of an end user and a

decision-making unit (DMU). The end user is

likely an integral part of the decision-making

unit but may or may not be the most important

person within it.

15.390X Who is your customer?

Other potential members of the DMU

Champion: The person who wants the customer to purchase the product, often the end user

Primary Economic Buyer: The person with the authority to spend money to purchase the product. Sometime this is the end user

Influencers, Veto Power, Purchasing department, and so on: People who have sway or direct control over the decisions of the Primary Economic Buyer

15.390X Who is your customer?

Try to stay focused on a key group of relatively homogenous end users.

Look for a subset the same way you looked for a

beachhead market. Trying to sell a product to

a wide-variety of end users is as unfocused as

trying to sell to multiple markets.

End User Profile Example

Gender Female

Age 21-28

Region Boston (during ini6al growth stage)

Occupa1on Student, young professional

Social level High

Characteris1cs Has an iPhone

User category Early adopter, tech savvy

Other Ac6ve user of social networks, outgoing personality

Customer prole