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1. How to Develop the
Perfect Target
Customer Personas
Your Company Name
1

2. Table of
Contents
2
Step 1: Market & Customer Research
• Market Size Analysis
• Competitive Landscape
• Customer Segments & Their Behavior
• Customers Shopping Preferences – Sample Data
• Customers Shopping Habits– Sample Data
• Customers Shopping Behavior (Baby Boomers) –
Sample Data
• Customers Shopping Behavior (Millennials)– Sample Data
• Customers Communication Preferences – Sample Data
• Modern Customer Journey
• How Millennials Learn About the Product
• Brand Loyalty
4 Steps to Create a Powerful Customer Strategy
Step 2: Roll Out the Consumer Market Research Survey
• Consumer Market Research Survey
Identify Your Target Customer1
Channelize Customer Strategy2
Customer Strategy Options3
Understand Your Customers (B2C Market)4
Understand Your Customers (B2B Market)5
Targeting Options6
7
Step 3: Zero In On the Target Market
• Identifying Your Market - TAM, SAM & SOM
• Customers Segments – Matrix 1
• Customers Segments– Matrix 2
• Target Customer Description
• Target Customer Persona
Step 4: Execute Strategy & Measure Metrics
Customer Success Metrics that Matter
• Customer Success Benchmarks
• Churn
• Expansion
• Net Promoter Score
• Customer Health
8
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3. Customer
Comes First
3

4. “Get closer than ever to your
customers. So close that you
tell them what they need well
before they realize
it themselves.”
4
Steve Jobs

5. 5
“I need to go to a relaxing place with nice coffee, music and ambience
without it being too expensive”
• She is a morning person
• She starts off her day with gymming. She
goes to gym thrice a week.
• She works for an IT company
• She loves exploring new cafes in town
• She watches Netflix
• She is a neat freak and likes to keep her
things organized.
• She likes being punctual
A Day in her Life
• Very much active on social media
apps such as Instagram,
Facebook, Twitter, etc.
• She keeps on exploring new
apps for her use
• Tend to find good deals and
discounts on food and clothes
Online Behaviors
• Become a reputable fashion and
entertainment blogger
• Travel the work
• Adopt a dog
• Own a café
• To be able to learn a new language
• Not have to worry about finances
Hopes & Dreams
• 29 Years Old
• Engaged
• Lives in NJ, USA
• Full-time Employer in
an IT company
Background
• A place to detox herself after a hectic
working week
• Deals & Coupons
• Good food and a glass of wine
• Cozy seating space with nice music
What She's Looking For
• Not spending enough time with family
and friends
• Fear of closed spaces
• Text Here
• Text Here
• Text Here
• Text Here
Worries & Fears
• Income of $50,000
• She believes in investment
• She prefers using credit card/debit
card for shopping or otherwise
Finances
• Her mother
• New fashion trends, magazines,
blogs, etc.
What Influences Her
• Order online or through app
• Online payment through payment
apps like Google Pay
• Deals and incentives
• Space with plenty of charging stations
• Free Wi-Fi
Make Her Life Easier
HANNAH,
STUDENT
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6. Channelize Customer Strategy
6
Does it reflect in your business
mission and vision?
Does your value proposition target
the customer and his needs?
Distribution Strategy Geographic StrategyProduct Strategy Sales & Marketing Strategy
CUSTOMER
STRATEGY
Does It Drive
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7. Customer Strategy Options
7
Strengthen Your Existing
Customer Base
• Poor market share with existing
customer base
• Dropping Sales
• Weak value proposition
• Lack of resources to expand to
new geos
Increase Your
Customer Base
Customer
Strategy
• New target customers in new geos
• New product features for more
customer segments
• Market superiority with existing
customer base
• Sufficient resources to make
expansion work
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8. Understand Your Customers (B2C Market)
8
Demographic –
Population
Geographic –
Where People Live
Lifestyle –
People’s Attitudes & Values
Behavioural –
Loyalty to A Product
Value
• Age • Urban
• Consumer Opinions And
Interests
• Purchase Occasion • Spend
• Gender • Suburban • Socioeconomic Group • Benefits Sought • Share of market
• Education • Rural • Motives • Loyalty
• Family Size • Regional • Personality • Use Rate
• Family Life Cycle • City Size • Aspirations • Price Sensitivity
• Occupation • Climate
• Social Class • Landforms
• Religion
• Ethnicity
Target Customer Characteristics
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9. Understand Your Customers (B2B Market)
9
FIRMOGRAPHIC
BEHAVIORAL
GEOGRAPHIC
PSYCHOGRAPHIC
Country. Region,
Town, Postcode, Mile
Radius
Turnover, Size, Employees,
Business activity, industry
Usage rate, end product use, benefits
sought, purchase procedure, buying
status
Socially responsible,
entrepreneurial, employee focused,
financially prudent

10. Targeting Options
10
• Small business users
• Target customers at a
personal level
• Smaller firms with less
resources
• Target specific segment of
customers e.g. toothpaste
for sensitive teeth
• Aka Concentrated
marketing
• Medium to big firms
• Multiple products for
different segments
• Each product customized
for each segment
• Higher production cost
• Specialization & strong
hold in market
• Large firms
• One product or product
line for all customers
• E.g. Toothpaste, Personal
Computers, Cold Drinks
Micro
Market
0
Undifferentiated/
Mass Market
Differentiated
Market
Niche
Market
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11. Step 2
Roll Out the Consumer
Market Research Survey
Step 1
Market &
Customer Research
Step 3
Zero In On the
Target Market
Step 4
Execute
Strategy & Measure Metrics
4 Steps to Create a Powerful Customer Strategy
11

12. Step - 01
Market & Customer
Research
12

13. Market Size Analysis
13
USD Million
549
2017 2018 2019 2020 2021 2022 2023
Market Size (GPU Database Market) Y-o-Y
20%
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

14. Competitive Landscape
14
Logo
Logo
Logo
Your
Company
Logo
80%
Logo Logo
Logo
Logo
Logo
Average
Market Growth
MarketGrowth%
Market Share %
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15. Customer
Segment
Market
Size
Purchasing Power
Recurring
Purchases
% Online
Buyer
Conversion
Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies
Customer Segments & Their Behavior
15
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16. Customers Shopping
Preferences – Sample Data
16
Where do customers
prefer buying?
25%
Online
38%
Online
37%
Don’t Care
*Of the 40% of shoppers who prefer in-store
65%
19%
8%
9%
Why do customers prefer buying in-store?
To see & touch the Product I buy it
To get the Product quickly
I like the Personal experience of having a store
Assistant help me
To take advantage of in- store promotions & ales
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

17. Customers Shopping Habits– Sample Data
17
52%
Own Tablet
75%
Own Laptop
Spend more than 2 hours per day
94%
Took Pictures Looked for Direction Obtained News Searched for coupon
Email Calendar Researched Product Tracked Calories
94% 70%
92% 64%
22%58%
50%Daily Usage of
Smartphone
Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
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18. Customers Shopping Behavior (Baby Boomers)– Sample Data
18
70%
Buy consumer
goods at retail chain
Buy
Online
15%
94%
Make
Grocery List
Ask others before
Purchasing
82%
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
Made a purchase after reading an online review in the last 12 months
69%
TOP 5 INFLUENCES
Read
Reviews
Recommended by
friend
Saw the
product online
Saw a printed
advertisement
Saw the products in a brick -
& - mortar store
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19. Customers Shopping Behavior (Millennials)– Sample Data
19
Prefer Showrooming (browsing in-
store & buying online)
30%
Want a Shopping Experience
Seamless & integrated on all channels
69%
Use Ratings & Reviews
As the #1 reason to purchase
from a retailer’s website
51%
Research Options
Before shopping at stores
70%
Prefer Webrooming (browsing
online & buying in-store)
45%
Make Purchases
On their smartphones
72%
Key Takeaway : Millennials are the most tech savvy generation of all & a whopping 69% of them research about products before shopping
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20. Customers Communication Preferences – Sample Data
20
25%
30%
32%
34%
37%
39%
36%
33%
19%
21%
17%
11%
25%
30%
42%
35%
30%
40%
14%
7%
7%
10%
16%
10%
0% 20% 40% 60% 80% 100%
Offer to help (via chat or phone) before you've asked for it yourself
Ask whether you want to have alerts or information sent to your phone
Send you news or information they think you will find useful
Tailor their mailings or emails to you based on what they know about your past
purchases
Adjust offers to you based on where you live
Keep you up to date on their new products
Like it Dislike it It depends on the
company
Don't know
“From each statement below, please indicate whether you like or
dislike it when companies you have bought something from…”
Consumer Preferences Regarding Brand Communications
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21. Modern Customer Journey
21
Interest & Awareness
o Social / Search Advertising Email/
Text Marketing Loyalty Programs
YouTube/ Video Ads
• Television
• Billboard
• Online display advertising
• Newspaper/ magazine
• Radio
• Word of mouth
Research
• Blogs & Articles Review
Social Media
• Word of mouth
Purchase
• Website Online Booking
Purchase Via App
• In-store Purchase
• Salesperson Marketing
Materials
• Remarketing
• Multi-Channel Selling
Experience
• Post-purchase expectations
vs. reality
• Social post
• Write a review
• Blog
• Word of mouth
• Loyalty Program
• Re-engage email
Reach Attract Convert Retain
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22. How millennials learn about the product?
22
Key Takeaway : Amazon is the most preferred e-commerce platform for millennials. More than 3/4th of them check for online reviews
before making a purchase
How
Where
25% Amazon
15% Search Engines
10% Websites
12% In Store
10% Friends & Family
Do They Find Products?
80% Online Reviews
55% Retailer Reviews
53% Brand Website
50% In Store
52% Word of mouth
Do They Research Products?
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23. Brand Loyalty
23
Easy-to-use website &
mobile site
25%
Online customer reviews
15%
Brand Affinity
30%
Reliable Delivery
26%
Reasons For Millennial Loyalty
Key Takeaway : To achieve Millennials brand loyalty, low price plays a pivotal role
Good Prices
55%
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24. Step - 02
Roll Out the Consumer
Market Research Survey
24

25. Consumer Market Research Survey
25
Who is the primary grocery shopper in your household?
(Please check one box)
• A Yourself
• B Spouse/Significant Other
• C Parent
• D Other (please specify)
How many times did you go grocery shopping within the last two
weeks? (Please check one box)
• 0
• 1
• 2 - 3
• 4 – 5
• More than 5
At what type of store do you usually do your grocery shopping?
(Please check one)
• Natural/Organic food store (can be local/independently-owned or chain stores such
as Whole Foods)
• Chain supermarket (Kroger, Albertson's, etc
• Mass merchandiser (Super Wal-Mart, Super Target, etc.)
• Local/independently-owned grocer (not a natural/organic food store
• Other (please specify)
03
02
01
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26. Consumer Market Research Survey - Contd.
26
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As a grocery shopper, please rate how important the following issues are on
a scale of 1 to 7. If you do not know or have no opinion, please select "No
opinion".
• Very Unimportant
• Neutral
• Very Important
• Don't Know/No Opinion
1
2
3
4
Price
Product Availability
Package Size
Environmental Friendliness of
Product/Company
5
6
7
8
Brand
Social Responsibility of
Manufacturer
Where the Product is Made
Quality of Product
Besides yourself, which of the following groups of people influence your
purchasing decisions? (Check all that apply)
• Spouse or significant other
• Children
• Other family members
• Friends
• Colleagues
• None
• Other (please specify)
04
05

27. Consumer Market Research Survey - Contd.
27
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How many people currently reside in your household?
(Select one)
• A 1
• B 2
• C 3
• D 4
• E 5
• F 6
• G More than 6
What is your annual household income before taxes?
(Select one)
• A Less than $10,000A
• B $10,001 - 20,00
• C $20,001 - 30,000
• D $30,001 - 50,000
• E $50,001 - 70,000
• F $70,001 - 90,000
• G $90,001 - 120,000
• H $120,001 - $180,000
• I Above $180,000
Please indicate your marital status.
(Select one)
• A Single
• B Married
• C Divorce
• D Widowed
• E Other (please specify)
• F Prefer Not to SayF
Please indicate your highest level of education:
(check highest level completed)
• A Some high school
• B Completed high school
• C Some college
• D Completed college
• E Some graduate school
• F Completed graduate school
• G Other: Please specify
06
07
08
09

28. Consumer Market Research Survey - Contd.
28
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What is your zip code?
(Add here)
(Optional) Please enter your email address. This information will
only be used to enter you into a drawing for a free gift certificate
and to contact you if you are selected the winner.
Please indicate your political affiliation.
(Select one)
• A Democrat
• B Republican
• C Independent
• D Other: (Please specify)
10
11
12

29. Step - 03
Zero In On the Target Market
29

30. Identifying Your Market – TAM, SAM & SOM
30
Markets, Defined The SAM & SOM are portion of the TAM
TAM
SAM
SOM
Total Addressable Market
The TAM is the value of the entire market or the total
possible demand for your product or service.
Share of Market
Also called the Serviceable obtainable Market, the SOM is the
portion of the SAM that you will acquire with your product or
service. This is your short-term target.
Serviceable Addressable Market
The SAM is the portion of the TAM that you can
actually reach with your product or service. Typically
limited by geography & demographics.
Defining your TAM, SAM & SOM
There is already competition in the luxury tea segment. The
market share you reasonably expect to acquire is your
SOM.
Your share of those high-end tea drinkers : SOM
Say you’re introducing a new type of luxury tea brand. Your TAM is
everyone who drinks tea everywhere in the world. In other words,
the total tea market.
Total tea Market : TAM
You’re planning to distribute in a limited region, say the U.S., &
selling to people who like higher-end tea brands & are willing to pay
a little more. That’s your SAM.
High-end tea drinkers located in the U.S. : SAM
Here’s an example
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31. Customers Segments – Matrix 1
31
Put here the customer segments that represent
a small share of a saturated market
Forget about them!
They take a lot of energy from you at a
loss. Unless you derive other non –
financial benefits from them : CSR
(Corporate Social Responsibility), fun?
Put here the customer segments that are
real “golden egg chicken” : a large market
share that has reached maturity
.
Continue to benefit from it without
investing more
They don’t cost much & are very profitable
Put here the customer segments that have a
high growth potential but a small market share
(niche segments).
With some investment & good arguments, it is
possible to make them “stars”.
Would you like to start investing?
Put here the customer segments that have a
high growth potential & a high market share
Having them growing will cost you some
energy (time/ money), but it is hoped that
these “desired children” will one day become
“cash cows”
Keep Investing!
Stars
Cash Cows
Question Marks
Dogs
Market Shares
MarketGrowth
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32. Customers Segments – Matrix 2
32
VIPs
High-value individuals. Build
& maintain a strong
relationships with this group
Non-core Customers
Do not spend too much resources
unless this is a pilot group for a new
product that has growth potential
Potential Customers
Customers in this group can potentially
spend more. Implement strategies to
enhance CLV for this group
Core Customers
Major contributors to your
business. Keep them satisfied
& find more of them
No. of Customers In Segment
CustomerLifetimeValue
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33. Target Customer Description
33
Target Description
Target Description • Urban and suburban women 18- 34 (70%) and 35-55 (30%) who wish to look beautiful and take care of their skin to look young and fresh
Their needs • Healthy young skin, to look beautiful, mask skin flaws
Their enemy • Pollution, oily skin, acne, and skin fatigue
Insights that tell their story
• “I have tried many skin products but nothing seemed to work and give the radiant look I wanted. The long working hours and increasing
pollution levels are taking a toll on my skin.”
• “I have a very sensitive skin. Exposure to sun’s harmful ultra-violet radiation has worsened my skin. I wish there was a product that worked
perfectly for sensitive skins and also make my skin look fresh.”
What do they think now?
• I saw the advertisement for brand XYZ skin care. I hope it achieves the results it promises. I am thinking of trying it after reading
• some reviews.
How are they buying?
• They are reading reviews online and on all shopping websites that deliver the product. They also rely on their friends to give feedback of the
product. Instagram influencers also have a big role in influencing their decision to buy.
We want them to think/feel/do
• See : The product on shelf across major retail stores and all shopping websites.
• Think : A chemical-free, packed with natural ingredients and makes the skin glow
• Do : Try the product and see the difference to their skin
• Feel : Confident about their skin
• Whisper : Share their stories on social media and tell friends the benefits of the product
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34. Target Customer Segmentation
34
• People with Internet access
• Age group of 25 to 50 years,“ as 45% of online buyers
belong to the 35-49 age group
• Focusing on a younger audien
• Convenience as a major reason for online purchases
• Interest in new categories
• New lucrative deals every day, every hour
• Low pricing as a major factor for purchasing online
• Customers segmented by loyalty
• Customers who like innovations and changes to the website
• Those who value customer care first
• People who click on recommended and suggested products the most
• International appeal
• Digital sales over 'real-world’ sales
• Focuses on developed areas
• For rural areas - smartphone use crucial
DEMOGRAPHIC SEGMENTATION
SITUATIONAL SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
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35. Target Customer Persona
35
QUOTE
“We need a consultancy agency to help us give an unbiased
assessment of our weaknesses, use heat maps to see the
most engaging website pages and reinvent the website for
more conversions.”
Customize this editable target customer persona template which has sections such as demographics, psychographics, goals, and marketing messaging
The Marketing Executive
Become marketing
head in the next
2 years
Wants to create
innovative marketing
campaigns
Wants to capture
more leads using
multiple channels
Goals
Demographic information
• Chicago, US
• 32 years old
• Marketing executive at a design agency
• MBA in Marketing
Psychographic information
• Running
• Volunteering for social causes
• Read fiction novels
• Play games on iPad
• Likes to purchase latest technology
Marketing Messaging
• Keywords- increase conversion,
marketing agency US
• CTA- Heat maps, increase
conversion, UI/UX enhancement
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36. Step - 04
Execute Strategy &
Measure Metrics
36

37. Customer Success Metrics that Matter
37
Margin % * Average MRR
Monthly Churn %
CLV =
Revenue Lost
Total Revenue
Churn =
Calculation dependent upon levels of all activities
Calculation dependent upon many different signals
# Promoters - # DetractorsNPS =
# Total Respondents
Sales & Marketing ExpensesCAC =
# New Customers
Customer Lifetime
Value (CLV)
Guide on how much you can profitably
spend on customer acquisition
Customer Churn
Retention of customers is key to
Customer Success
Product
Activity Score
A focused, easily understandable,
predictive result
Customer
Health Score
Best predictor of churn risk, up-sell and
conversion potential
Net Promoter
Score (NPS)
Monitor the NPS trend to see if you are
"moving the needle"
Customer Acquisition
Cost (CAC)
Maintain Customer acquisition at a
sustainable cost
05
01
02
03
04
05
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38. Customer Success Benchmarks
38
What you should be aiming for
Customer Churn <4%
MRR Churn <2%
Net MRR Churn Negative (-)
Expansion MRR Enough to make the above metric negative
NPS 50 is good (but Apple’s is nearly 90)
CSAT 80% is a common goal

39. Churn
39
0
10
20
30
40
50
60
Item 1 Item 2 Item 3 Item 4 Room 5
Churned MRR% = Revenue lost from customer that
were lost & down selling/ revenue at the end of the
previous month
0
10
20
30
40
50
60
Item 1 Item 2 Room 3 Item 4 Item 5
Net MRR Churn%= Revenue lost from customer that
were lost & down selling – expansion revenue in a given
month/ revenue at the end of the previous month
Customer Churn% = Number of customers lost during the month/ the
number of customers at the end of the previous month
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40. Expansion MRR% = New Revenue from
cross sells & upsells during the month/
revenue at the end of the previous month
Net Negative Churn% = Lost Revenue% -
Expansion Revenue%
Example : Lost Revenue of 1% - Expansion
Revenue of 3% = Net Negative Churn of 2%
Expansion
40
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41. Net Promotor Score
41
Net Promotor Score = % of Promotors - % of
Detractors

42. Weigh each input by
measure of importance
Categorize the inputs for your score
Create a Risk Rating & Score Card
42
Customer Health
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43. How to Develop the Perfect Target Customer Personas Icons Slide
43

44. Additional
Slides
44

45. 01:00pm-02:00pm
Agenda05
9:00am-10:00am
Agenda01
10:00am-11:00am
Agenda02
11:00am-12:00pm
Agenda03
12:00pm-01:00pm
Agenda04
45
Agenda

46. 46
Company
Introduction
Text Here
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47. Vision
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Mission
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Values
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Our Mission Vision
ValuesOur Mission Vision Values
47

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Goal 1
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Goal 2
48
Our Goals

49. Organization Chart
49
Name Here
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Name Here
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50. Bar Chart Template
This graph/chart is linked to excel, and
changes automatically based on data. Just
left click on it and select “Edit Data”.
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changes automatically based on data. Just
left click on it and select “Edit Data”.
Product 01
Product 02
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2018 2019 2020
SalesInMillion
Years
50

51. Pie Chart Template
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Product 01
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Product 02
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Product 03
51

52. Marketing Dashboard Template
52
0
100
50
Low
Medium
High
0
100
50
Low
Medium
High
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
Low
30%
Medium
50%
High
90%
0
100
50
Low
Medium
High

53. Linear Diagram
53
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Text Here
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
Text Here

54. Circular Diagram
54
Your Text
Here
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.
This slide is 100% editable. Adapt it to
your needs and capture your
audience's attention.

55. Comparison
vs60%
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
Male
This slide is 100% editable. Adapt it
to your needs and capture your
audience's attention.
40%
Female
55

56. Marketing
Roadmap Template
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
Text Here
This slide is 100% editable. Adapt it to your needs
and capture your audience's attention.
Text Here
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
Text Here
This slide is 100% editable. Adapt it to your
needs and capture your audience's attention.
Text Here
56

57. Timeline
2017
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2018
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2019
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
2020
This slide is 100%
editable. Adapt it to your
needs and capture your
audience's attention.
57

58. Address
# street number, city, state
Email Address
emailaddress123@gmail.com
Contact Number
012345678
58
Thank
You