Step 5 & 6Persona & Full

Lifecycle Use Case

MIT Global Startup LabsPeru 2018

What have we learned so far?

Paying customer

One target customer market to start with

Seeing the world

through the customer’s

eyes

Target Customer = Same prod + Same sales +

WOM

Target Customer = End User + Economic

Buyer

PMR = Direct

interaction with

customers

PMR = Not asking to

design + Not selling + Confirm

assumptions

Watering holes

BiasesConfirmation & Selection &

Social Acceptability)

Secondary Research &

Ethnographic Research & Qualitative

Open Ended Q’s

TAM(Bottom Up &

Top Down)

Today

Why now?

Stage 1Brainstorm potential user markets

Stage 2Narrow down the list to 2-4 markets

Stage 3Primary Market Research (PMR)

Patterns & Hypothesis & Assumptions

Beachhead Market (BHM) & Total Addressable Market Size (TAM)

End User Profile & Persona

Full Life Cycle Use Case

Step 1 Market

Segmentation

Step 2 & 4BHM & TAM

Step 3 & 5 End User Profile & Persona

Step 3 & 5 End User Profile & Persona

How are we doing with PMR?

Team Presentation Guideline - Next Tuesday● Slide 1 - Team Name, Logo (if any), Pictures, Tagline● Slides for Steps 1-6

○ Step 1 - Market Segmentation - 2-4 markets you looked at

○ Step 2 - BHM - Why?

○ Step 2 - PMR - Key Assumptions Tested, Activities taken so far, Results, Plan

○ Step 3 - End User Profile

○ Step 4 - TAM

○ Step 5 - Persona

○ Step 6 - Full Life Cycle Use Case

● Present on next Tuesday Morning! Every Team Prepares Slides!

What is the single MOST IMPORTANT condition to have a

company?

What is the single MOST IMPORTANT condition to have a

company?

A PAYING CUSTOMER!!!

Step 5: Persona

Guidelines to Persona● It must be a real person

○ Specific person that represents 80% of the End User Profile● Be VISUAL● Multi-dimensional: Rational, Emotional, and Social● Be as detailed as possible & then take away● Priorities & Watering Holes

○ What do they fear most in the world?○ What motivates them more than anything else?

● Do this as a team○ Help unify your team ○ Get everyone on the same (and proper) wavelength

● Multi-sided markets - persona for each type of user

Persona Example

Exercise #1Ad #1: Data-driven

○ 795 million ppl w/o enough food○ Developing countries: 12.9%○ 3.1 million deaths for kids under 5○ 66 million primary school students go hungry○ $3.2 billion is needed○ Won’t you give to this cause?

Exercise #1Ad #2: Story-driven

○ Raj Shah – 12 years old, love in New Delhi, works mornings & evenings to support mother, Anjali, who is sick with diabetes & still has to take care of her parents with limited mobility

○ His younger sister, Tanya, is 7○ Going to school but is lethargic & has hard time focusing in school○ Raj has barely eaten for 3 weeks & it is to the point that if he does

not get a good meal in the next 2 weeks lots of very specific bad will happen

○ There are 66 million people like Raj○ Won’t you give $50 to help him help himself and his family?

Exercise #2In a startup, which is a bigger problem?

● Having enough time to research and figure out the best strategy

OR

● Motivating people to keep making progress so you can generate

momentum and convince others to join?

Exercise #3Are they personas for their products?

Exercise #3Are they personas for their products?

No …. But they are ASPIRATIONS! They are who your persona WANTS to be!

End User Profile vs. PersonaEnd User Profile

● Profile of your target market group● Used in understanding the size of the market

Persona

● 1 real person in your End User Market● Used as a Final Arbiter for functionalities & product decisions● Used in pitch story● What would [persona name] do in solving this problem?

Example: Flocktracker End User ProfileDemographics Level of education: College degree

Age: 25 - 35Geography: Lives in metropolitan areaJob title: Transportation planner, City planner, Urban EnvironmentalistPolitical affiliations: Liberal

Psychographics Aspirations: Seeks a more equitable urban experience; Fears: job security, global sustainability Motivators: Improved quality of urban life; Values: Believes in public investment in social goodPersonality traits: Caring, extrovert, communicative, curious; Habits: Uses public transit & bicycles

Proxy Products Mapbox, Carto, Trello, Survey Monkey, R, ArcGIS, QGIS

Watering Holes Transportation agencies and conferences, Transportation forums online, City Council Meetings

Day in the Life She goes to the City Hall and is interested into gaining insights on the transportation system of her city. She sits down with some government officials and researchers and decides for a method. Later, she goes out with some students, payed surveyors and volunteers to collect this information that she will later analyze..

Priorities 1. Current political climate Weighting: 304. Dependency on & Interaction with Private Sector Weighting: 252. Sustainable mobility Weighting: 203. New automotive technology (self driving and electric cars) Weighting: 155. Equitable access to jobs and amenities Weighting: 10

Meet José Manuel Landin

Title: Transportation and Mobility planner at Laboratorio para la CIudad (Innovation department of Mexico City)Gender: MaleAge: 28Yearly income: $15,300 in Mexico or $48,000 per year adjusted for cost of livingEducation level: Master’sMarital Status: DatingEthnicity: MexicanPolitical Affiliations: Liberal

PsychographicsWhy do they do this job or live the life they do: He has interest in allowing everyone to have a better life through urban space and transportation research, design and improvements.Hobbies: Cycling, volunteering, traveling, blogging, exploring cities, bar hoppingHeroes: Jane Jacobs, Aspirations in life: To become a thought leader in the urban insights space and disseminate his findings to as a many people as possible.Fears in life: Capitalism takeover, environmentally unfriendly urban practicesPersonality Traits: Easy going, open minded, ambivertMusic and art: He likes alternative music, independent movies and artistsInteresting habits: Fixie Bicycles, Thrift stores

Who is José?Proxy Products: José needs tools like ArcGIS or Carto to be able to analyze and map the data collected with Flocktracker. His public Carto account shows that he is already proficient with these tools. Outside of work, he is a biker, so he uses products like Strava, fitbit to track & monitor his movement. Wonders why there are no apps that do the same for his work.

Priorities:

Watering Holes:Favorite sources for news: The Atlantic Cities, Arch Daily, NPR, Guardian Cities, CityLabPlaces where they congregate with other similar people: City Council meeting, National and International transportation, smart city and mobility conferences. (Smart City World Expo, TRB)Associations they belong to and the importance of each: Open Street MapsWhere does the Persona go for expert advice and/or to get questions answered? Wikipedia

Day in the Life: Jose’s department does a lot of innovative work, using technology to connect citizens and change cities. Typical tasks include planning citizen engagement events like hackathons, open lectures, as well as collecting citizen’s complaints through the online platform the lab has set up. He works with coders and planners. Jose enjoys working with citizens, he hates it when inefficiency gets in his way. His work of a civic tech project being featured in Atlantic Cities made his day.

Participatory processes

Emerging tech: EVs & self-driving cars

Ability to implement ideas given politics

Private Sector influence in urban life

Urban sustainability initiatives

Guidelines to Persona● It must be a real person

○ Specific person that represents 80% of the End User Profile● Be VISUAL● Multi-dimensional: Rational, Emotional, and Social● Be as detailed as possible & then take away● Priorities & Watering Holes

○ What do they fear most in the world?○ What motivates them more than anything else?

● Do this as a team○ Help unify your team ○ Get everyone on the same (and proper) wavelength

● Multi-sided markets - persona for each type of user○ Example: eBay and Google

Break?

Step 6: Full Life Cycle Use Case

Full Life Cycle Steps

Determine Need &

Catalyst to Action

Find Out About

Options

Analyze Options

Acquire Your

ProductInstall

Use & Get Value

Determine Value

Pay Buy More Tell Others

Steps for Full Life-cycle Use Case● How does a customer know they have a problem?

● Do they acknowledge they have a problem?

● Looking for a solution?

Steps for Full Life-cycle Use Case● How does a customer know they have a problem?

● Do they acknowledge they have a problem?

● Looking for a solution?

● The best product doesn’t always win ..it is the product the customer is aware of….

Answer to All Questions1. How end users will determine they have a need and/or

opportunity to do something different

2. How they will find out about your product

3. How they will analyze your product

4. How they will acquire your product

5. How they will install your product

Answer to All Questions6. How they will use your product

7. How they will determine the value gained from your product

8. How they will pay for your product

9. How they will receive support for your product

10. How they will buy more product and/or spread awareness

Key Points

● Iterate with your persona and be open to feedback. It will get better over time

● Need to get the attention of the end user because often the do nothing option is a default.

● Need to get paid and paid in a way that keeps your company going.

● Run “through the tape”…how are they going to buy more (they are your best option is for them to buy more) and tell others

Example: TeleVito - Not a Use Case

o Age 54o Grandfather of 6

grandchildreno Suffered a heart

attack in 2008

TELEVITOGot your rhythm, always.

o Has acute heart conditiono Visits hospital EVERY

WEEK o Routine EKG monitoring

for cardiac pattern recognition

o Needs reliable data o Needs a simple to use deviceo No cost for the device and tests

Example: TeleVito - Not a Use Case

o Age 54o Grandfather of 6

grandchildreno Suffered a heart

attack in 2008

TELEVITOGot your rhythm, always.

o Has acute heart conditiono Visits hospital EVERY

WEEK o Routine EKG monitoring

for cardiac pattern recognition

o Needs reliable data o Needs a simple to use deviceo No cost for the device and tests

Summary: This describes the situation well but is NOT a use

case as it is too narrow

Example : Satisfier

Example: Satisfier

This describes only “use case”, but is NOT cover “FULL” life-cycle use case.

Example: FillBee - Good Use Case

Example: FillBee - Good Use Case

Example – W8X9. Re-subscribe & Tell FriendsRenewal

- Strength Coaches renew W8X equipment (after 3 years)- Athlete management is solely through W8X platform

Advocacy

- Athletes perform at their best- Increased motivation- Data insights are invaluable- Coaches recommend W8X

Loyalty

- Fast response time- Continuous software updates- Suggestions are implemented

Purchase- High Value proposition- On site visit and set up- access to video material

Identification

-Top Strength Coaches constantly educate themselves-Use Inbound marketing and video content to attract their attention

Consideration

- Attends CsCCA conference- Compares alternatives (reviews, cost)- Is fascinated by W8X equipment

Engagement

- Attends CsCCA conference- In-field marketing if necessary

1Life Cycle

Use Case 2

34

5

6

7

Example: Good Use Case9. Re-subscribe & Tell Friends

8. Pay GearUp

7. Evaluate Gains

6. Use & Explore

2. Hear About Us1. Determine Need

Difficulty lugging gear on trips / prevents from getting

outdoors

Word of mouth, social media, event sponsorship

3. Evaluate

Cheaper? Cooler? Easier? Promotion?

4. Subscribe to Us

Book onlinew/subscription model; discount if

subscribe quickly

5. First Time Setup

One time setup & fitting for new users

Delivered, range of new products & styles,

easy return

Easier, cheaper & better quality and

selection

All online, subscribe on annual basis but pay

monthly

Network effects, word of mouth, subscriber benefits, Ambassador

Program referrals