Who is the Ideal Customer for Retractable Eno Straps?
I have done a lot of research regarding potential target markets for retractable Eno straps. If i were to create the absolute ideal customer for this product, here's what I envision:
This is Derek. He gets mistaken for a hipster (mostly because of his glasses and beard) but he definitely not.
Derek's Story
Derek grew up in the suburbs of Vermont and his favorite part of his childhood was going to the mountains and hiking with his family.
Derek attended school at Appalachian State University in Boone North Carolina and studied architecture. He spent his weekend finding new hiking trails with friends, kayaking, Enoing, ziplining- you name it. His job was at FootSloggers- a local outdoor outfitter. He is now 32 years old, works as a brew master at a craft brewery downtown Boone.
Some Fun Facts About Derek
- He also works as a local free-lance architect
- His income is $60,000 yearly
- He lives in a small, rented home at the foot of a mountain
- He has a long term girl friend, but is not married and has no kids.
- He has the engagement ring picked out
- They own a Golden Retriever named Pippin
- He drives a 2013 Silver Toyota Rav4
- He is politically independent because he cares more about people's values than party affiliation
- He is an expert at making homemade granola
- He has never paid a bill late
- He and his girlfriend have friends over every weekend for dinner, drinks and games
- Their house has a lovely patio with outdoor lights
- He has completed 3/4 of the Appalachian Trail
- He uses his gym membership 3 times a week
- His favorite book is Walden by Henry David Thoreau
- He wakes up at 7:30 every morning, drinks coffee on the patio, and makes breakfast for him and his girlfriend
- He hates running
- While he always seeks adventure, he also is a creature of habit so he usually hikes the same trails every weekend unless he is out of town
- Most of his clothes are a muted color
- He has a compost bin that he uses religiously
- He's a popular guy and most people don't dislike
- Nearly every piece of furniture in his house was thrifted, but you would never be able to tell
- He wears his Chacos religiously
- He does the majority of his shopping at Whole Foods and Kroger
- He grocery shops bi-weekly and plans out meals in advance
Reflection
I have a few things in common with my avatar. Definitely not my age or socioeconomic status. But I too enjoy a variety of outdoor activities and adventures. I try to be environmentally conscious and I am a creature of habit.
I definitely don't think any similarities are a coincidence. I was thinking about some of my own interests and habits when creating this avatar. I was also considering a lot of the traits I see in people of the outdoor community.
Hi Holly,
ReplyDeleteThis is an incredibly detailed account of your customer avatar. I also love the photos you chose. I am surprised that you said you did not have that much in common with your avatar, given the detail that you included about him. I am confident that you will be able to successfully reach your target market because you have a focused view on their behaviors, income, and other activities that they enjoy. Thanks for sharing!
Karla
Holly,
ReplyDeleteI love the detail you put into Derek. The descriptions of his hobbies and the stuff going on in his life make me able to envision this man and see how he's your ideal customer. I can tell you put a good amount of effort into some research to make the most accurate mental image of him possible. I liked the part about him attending App State and living in Boone, NC; I have family just outside of Boone so it was easy for me to imagine this situation.
Hey Holly,
ReplyDeleteI loved reading this Derek avatar and honestly I could see a few people I know that would seem to fit the descriptions of him. This persona definitely has the feel of someone that would buy an Eno and every detail just seemed more appropriate. I related quite a bit to Derek and this made me realize I might be someone who would be interested in your product too.
Hello Holly!
ReplyDeleteI think you did a great job going into detail about your audience. I felt like I could picture who would purchase your product by the end of reading the entire profile. I know a few people who use their enos everyday and a lot of these descriptions fit their profile very well. Great job!
Hi Holly,
ReplyDeleteWow you went into a lot of detail on Derek's life. I could definitely see Derek taking an interest in your product. Your customer avatar really paints of picture of who the typical product buyer would be and I think it gives you a realistic sense of who to cater your product too. Great job!