Structured approach to building personas
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persona is an archetype of various stakeholders involved in business like audience, prospect, deciders, influencers, product, customers and users.A persona has several components like day in life, outlook, objectives, motivations, obstacles, lookouts, engagements, economic perspectives.
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Structured approach to building personas
- 2. Building Structured Personas Mohammed – CMO, mcoach.in
- 3. One Size doesn’t Fit All Stepping out of Product Mindset Freedom from Solution First
- 4. Persona is a tool to understand audience.
- 5. Persona is an archetype of our audience to Ingrain empathy
- 7. Components of Persona Profile & Day in Life Outlook & Objective Problems & Obstacles Expectations & Lookouts Hangouts & Engagements Marketing Economics
- 12. Goals Vision Purpose • Cost reduction • Profit improvement • Xxxxxxxxxxx • Xxxxxxxxxxxxx • xxxxxxxxxxxxxxxxx • Accountability • Seamless • Xxxxxxxxxx • Xxxxxxxxxxxxxx • xxxxxxxxxxxxxxxx • Excel • Unique • Xxxxxxx • xxxxxxxxxx Objectives
- 15. • Credibility • Xxxxxxxxxx • xxxxxxxxxx Criteria • Keywords • Concepts • Xxxxxxxxx • Xxxxxxxxxx • xxxxxxxxxx Pursuits • Beliefs • Experience • Xxxxxxxxx • Xxxxxxxxxxx • xxxxxxxxxxxx Notions Lookouts
- 16. • Quick-fix • Process changes • Tools Alternatives • Winning- themes • Quick-wins • Testimonials • Case study Adoption • Benefits • Verbal • Visual • Quick • Self-paced Essentials Expectations
- 18. • Webinars • Professional gatherings • Industry events • Corporate gifts • Adwords • Sponsorship • Trainings Entice • Offline • Phone call • Whatsapp • Social network • Interest network • Interaction networks • Cold email • Referral email • Professional network • Follow • Contribute • Newspaper • Magazine Approach Engagements
- 21. Persona – Accomplished Professional • I work for an established organization in retail/manufacturing with a revenue > $1.5 mn • I am a multi functional leader potentially in pursuit for the next level within a few years • I am an accomplished professional with extensive Field Management (10+ to 15 Years) experience and well versed in Professional Business Management. • I am seasoned task executor subordinated to COO/President/ Operations Instigating Operational Heads/Directors towards excellence. My achievement certificates in my past roles stand testimony to my work ethic, passion and performance. • Very adept at getting work done and providing thought leadership. I Collaborate with Finance/Projects heads for cross functional work completion and initiatives.
- 22. Persona – Accomplished Professional • I am a highly competitive individual motivated by profit and prestige. This has worked for me. I like to get work done. Only command and control works in my industry. I values integrity and consistency as two facets of my work ethic. • My core purpose is to improve everything and I wish my team to be accountable and optimized to meet changing environment. Everyday I am answerable for profit. I am sure that process improvement is way to go. I am very Busy hence encourage usage of standard technology applications to complete work faster. • I face a lot of restrictions by regulations and organizational approval mechanisms. I have the authority to approve only small budgets. • Every year I have been achieving targets. This year my functional targets is to reduce 2% of IT infrastructure spending. Focuses on time, quality and cost to achieve those targets. There are a few vendors who support me, they are like family. I hope to make use of their friendly terms to get through my goals
- 23. Persona – Accomplished Professional • I am Puzzled by Variation in spending across similar facilities, deterioration in Production volume throughput, in effective Process Adherence, in effective Execution and unnecessary Operational(energy) Penalties. • Frequently, I face a lot of mishaps due to process non Compliance problems. This is exasperated by unavailability of critical information and proper escalation mechanism leading to extensive downtime and productivity loss. Frequent boardroom discussion of this topic makes me look bad. • To circumvent the problem, I am forced to spend on multiple sources of energy, supervising Irresponsible manpower and oversee abuse of facilities. • I think I need a cost effective and reliable solution to alleviate scarcity of Instant Information, scarcity of Verifiable long term information and inadequacy of effective tools to achieve the desired outcomes.
- 24. Persona – Accomplished Professional • I am actively seeking information to reduce human dependency, human errors and unreliable data. I have discussed with few vendors to no avail • I realize need for expert advice, best practices, quality compliance mechanisms to control my operation and production cost. • My priority spending needs restrict my ability to invest in progressive solutions. I need support information to convince my senior management to approve long term solutions. • In the absence of such complimentary help all that I can do is using manual ledgers and logs. I informed my internal team to find some jugaad solutions. • Any thing new needs to be referred for I trust my Industry Peers, I need to see a Case- Studies of product used in similar situation. If any one in Industrial Body recognizes a solution, it gives me a lot of assurance.