6. Hyungsoo Kim. Eone Timepieces
Difficult time knowing time of day.
Current solutions not satisfactory.
Googling and talking with people.
2 options available (2013):
7. Put yourself in Hyungsoo's shoes
If you wanted to create a watch for the visually
impaired,
Where would you start?
What kinds of visually impaired people would be
more likely to benefit from the watch the most?
What are their unique needs?
What do you need to know about them to create a
great watch?
8. End user profile
Description of a narrowly defined subset of end-users
with similar characteristics, similar needs, and word-of-
mouth.
9. In Hyungsoo's case
The end-user profile would be a description of a group
of visually impaired individuals who share important
common characteristics that make them the right
initial end-users for the timepiece.
10. In Hyungsoo's case
2 types of people:
People who are born blind.
People who become blind (30-40%).
A relatively younger generation.
And who care about fashion and style.
They went with male to start with.
11. End-user
Someone who became visually impaired over the
course of their life, someone who's young and cares
about fashion.
12. Where are they?
Mostly they live in a city.
Most of them are pretty active.
Many of them are full-time students, and they work
full-time.
They first targeted those who are very active - socially
or professionally.
13. Assumption
Their assumption was they have more interaction with
people who are sighted, so they have a better sense of
what the fashion trends are, and they care more about
their looks.
14. Segment Further
You will find that there is still a lot of variety amongst
the target end-users.
15. End user profile example
Gender Male
Age 20-35
Region East coast- Cities
Occupation Student, Young professional
Social level High
Charasteristics Visual impaired.
Became blind.
Other Very active.
Care about fashion
16. There's no business that can happen out of there (very
tiny).
But, after really finding out what they really want, you
could expand your type of customers.
18. TAM
Amount of annual revenue expressed in euros per year.
Euros per year your business would earn if you
achieved 100% market share in your chosen market.
24. What is a Persona?
A Persona is a person who best represents your primary
end user / customer
25. How to start? Pick your most typical end user:
Why is he/she typical?
What are their motivations?
How old?
What are their priorities?
What do they do in their work? Leisure time?
Income?
Background?
26. Silviu
Slide removed due to copyright restrictions. Aulet, Bill
(2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 73
27. It must be a real person.
Understand all dimensions: Rational, emotional and
social.
Priorities: Motivations and fears.
Their “watering holes”.
31. The search for the Holy Gray of Specificity
Slide removed due to copyright restrictions. Aulet, Bill
(2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 21
