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