1. Alex Ayvazov
Julia Irion
Aaron Moretti
Dessi Nikolova

2. Market Segmentation
Consumer Business
• Demographics: • Characteristics:
– Ages: 25-55 – Long Commutes
– Ethnicity: All – Travel during peak traffic
– Gender: Both Male & Female • Fleet Vehicles:
– Marital Status: Single or Married – Technology Repair
– Children: 2 Children or less (0 or 1 – Delivery Service
preferable) – Private Consultation
– Income Level: $25,000-$60,000/year • Economic Decision Maker & Feature
• Geography: and Function Evaluator:
– Predominantly City Dwellers – Owner/CEO/Manager of Company
• Behavior: (depending on size and structure)
– Careful Spender • Users:
– Conscious about the environment – Employees
– Loyal to Honda brand – Managers
– Frequent Traveler – Anyone who’s position requires them
– Speed/power/performance not a to drive frequently
priority

3. Delivery Service
Operator
Description:
Harry is a born and raised Seattle local. For the past ten years he has
owned a grocery delivery service that operates in the capitol hill
area of urban Seattle. His business has grown to be quite successful
and Harry prides himself on doing what is best for his community
and customers. He is constantly searching for new ways to make
Harry money along with ensuring his loyal customers continue to have
reasons to remain loyal to his company.
Basic Demographic:
Age:43 Goals and Attributes:
User Scenario: *Improve Social Impact
Occupation: Owner of Successful Harry bought his first fuel *Save Money
Grocery Delivery Service efficient vehicle a year *Ensure loyalty
Hometown: Seattle, Wa. ago, and has been very
happy with the car ever
since. He saves money on
Marital Status: Married
gas, enjoys the drive, and
Sources:
feels good about leaving
*Personal Communication
less of a carbon footprint.
Attributes *Google News
He is realizing the huge
*LinkedIn (Reports on fuel
*Hard Worker lowering of costs for his
savings)
company in switching their
*Proud of his companies social impact
fleet of delivery vehicles to
*Forward Thinker fuel efficient cars.

4. Environmental
Engineer
Description:
Miranda was born in Los Angeles but moved to Portland during high
school. Her time in Portland taught her the impact human beings
have on earth. During college she started a green movement club to
educate fellow students on how to be “green”. Has been labeled a
hippie. For three years has been volunteering at a company doing
Miranda research. Takes the bus to work which takes two hours. Applying to
non-profit companies that promote being “green.” TerraCycle is her
Basic Demographic: company of choice.
Age: 28 User Scenario: Goals and Attributes:
Miranda has never owned *Reduce harmful impact on
Occupation: Environmental a car. To get around she has environment
Engineer Researcher
rode her bicycle or taken *Save Money
Hometown: Los Angeles, CA. the bus. Making enough to *Promote Green Pride
get by reduces money to
Marital Status: Single be used on gas. Owning a
pure gas vehicle is harmful Sources:
to the environment. She *Co-Workers
Attributes has been doing research on *Google
hybrid cars and finding *Hybridcars.com
*Proud pursuer of the green movement how efficient on fuel they
*College degree are.
*Takes the initiative

5. Research Manager
Description:
Jack graduated from UW in 2011. He was born in
Portland, Oregon, but moved to Seattle to go to school. He received
his Management degree and began working for Boeing, where he is
in charge of managing a research team. He really enjoys his job and
plans to stay there for the next few years. He is a very active
Jack person, loves the outdoors and loves to travel.
Basic Demographic:
Age: 22 User Scenario: Goals and Aspirations:
Jack lives in Bellevue, but • Save money
Occupation: Boeing Research works in Everett, making • Be environmentally friendly
Manager
him very dependent on the • Be successful
Hometown: Portland, OR constantly changing gas
prices. All of his family
Marital Status: Single lives in Oregon, which
means he has to travel to Sources:
Oregon at least once a • Newspapers
Attributes month. He is also trying to • Google
save money to buy a condo • Yahoo
*Innovative or house. His ideal car • Social Media websites
*Ambitious would be fuel efficient and
also reliable.
*Hard Worker