How to create a customer profile

[Joywtome231]

Samokat used the audience's need for the fastest possible delivery of products - this niche was free
Jobs to be done method
Jobs to be done translates as "work that needs to be done." List all the tasks that your product solves and think about what categories of customers they are relevant for.

For example, coffee in takeaway cups can perform the following beneficial action:

give pleasure from the taste of the drink;
make a person cheerful and energetic;
quench your thirst or replace a small snack;
give confidence - you will be able to feel like a modern resident of a metropolis.
Based on this list, it is already possible to determine the segments of the target audience: a boost of energy is relevant for managers in offices in the morning, students are the ones who "snack" with coffee. And a mother who went for a walk with her child can enjoy the taste, for example.

After selecting the segments, it is necessary to evaluate their capacity. Calculate:

how many people are in each group;
what proportion of them are ready to use your product;
how much are they willing to pay for it.
It is best to calculate the Lifetime value (LTV) indicator — how much money each buyer from a certain segment will bring over the entire period of cooperation with the company. And also to estimate the ROI — the level of return on investment. If LTV is greater than ROI, then you can safely start working with this audience.

Let's say you've analyzed your target audience and selected the most promising vietnam phone number list groups of buyers to work with first. Now you can develop products for each segment and tailor your advertising to them. To make it easier for the marketing department to do this, they use a so-called customer portrait.

A customer profile is a detailed description of one bright representative of your audience segment. They indicate their name, age, place of residence, income and expense items, interests, preferences and other parameters. For example, for an organic food store, the customer profile looks like this:


Thanks to the portrait, the marketer will know how to talk to the client correctly, what kind of advertising to develop
A customer portrait is made for each segment of the target audience. That is, if you decide to focus on three segments, then there will also be three portraits.

The portrait can be supplemented with the so-called empathy map. It allows you to dive even deeper into the client's world and understand what the person thinks and feels, what he or she does.