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Step 3Define the End User profile
You've conducted market segmentation...
You've selected a beachhead market...
Congratulations!
So are you ready to build the product now?
Nope, we still have to refine our target end user
even more.
Brad Snyder
By Official U.S. Navy Page (CC BY 2.0)
The Bradley
By Ian Burt via flickr (CC BY 2.0)
Hyungsoo Kim. Eone Timepieces
Difficult time knowing time of day.
Current solutions not satisfactory.
Googling and talking with people.
2 options available (2013):
Put yourself in Hyungsoo's shoes
If you wanted to create a watch for the visually impaired,
Where would you start?
What kinds of visually impaired people would be more likely to benefit from the watch the most?
What are their unique needs?
What do you need to know about them to create a great watch?
End user profile
Description of a narrowly defined subset of end-users with similar characteristics, similar needs, and word-of-mouth.
In Hyungsoo's case
The end-user profile would be a description of a group of visually impaired individuals who share important common characteristics that make them the right initial end-users for the timepiece.
In Hyungsoo's case
2 types of people:
People who are born blind.
People who become blind (30-40%).
A relatively younger generation.
And who care about fashion and style.
They went with male to start with.
End-user
Someone who became visually impaired over the course of their life, someone who's young and cares about fashion.
Where are they?
Mostly they live in a city.
Most of them are pretty active.
Many of them are full-time students, and they work full-time.
They first targeted those who are very active - socially or professionally.
Assumption
Their assumption was they have more interaction with people who are sighted, so they have a better sense of what the fashion trends are, and they care more about their looks.
Segment Further
You will find that there is still a lot of variety amongst the target end-users.
End user profile example
Gender Male
Age 20-35
Region East coast- Cities
Occupation Student, Young professional
Social level High
Charasteristics Visual impaired.
Became blind.
Other Very active.
Care about fashion
There's no business that can happen out of there (very tiny).
But, after really finding out what they really want, you could expand your type of customers.
Step 4: Calculate the TAM
TAM
Amount of annual revenue expressed in euros per year.
Euros per year your business would earn if you achieved 100% market share in your chosen market.
TAM
Determine quantitatively how large is your target market
Bottom up analysis
Counting noses
Top down analysis
Complementary
Warning
Do not spend many time calculating TAM.
You will revisit the TAM
Step 5: Persona
What is a Persona?
A Persona is a person who best represents your primaryend user / customer
How to start? Pick your most typical end user:
Why is he/she typical?
What are their motivations?
How old?
What are their priorities?
What do they do in their work? Leisure time?
Income?
Background?
Silviu
Slide removed due to copyright restrictions. Aulet, Bill (2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 73
It must be a real person.
Understand all dimensions: Rational, emotional and social.
Priorities: Motivations and fears.
Their “watering holes”.
Carolina
Slide removed due to copyright restrictions
Key Lessons
The persona is your north star.
Your search for the persona is an iterative process.
The persona brings your team together.
Other tools
Empathy map
Customer journey
The search for the Holy Gray of Specificity
Slide removed due to copyright restrictions. Aulet, Bill (2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 21
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