The document outlines a digital lecture on persona development, focusing on the 3V methodology, which includes value customer, value proposition, and value network. It clarifies the distinction between market segmentation and strategic segmentation while debunking myths regarding persona development. The lesson emphasizes the significance of persona development in effective marketing segmentation and previews future lessons on practical applications.

1. Persona DevelopmentLesson 1: MethodologyDIGITAL LECTURE SERIES

2. Lesson Objective(s)Illustrate the 3V Methodology

3. Demonstrate the key differences between market segmentation and strategic segmentation

4. Debunk the myth of persona development and market segmentation

10. I’ll explain the 3V model in a few…

15. 3V

16. 3V

17. Value Customer3V

18. Value CustomerWho to serve?3V

19. Value Customer3VValue Proposition

20. Value CustomerWhat to offer?3VValue Proposition

21. Value Customer3VValue PropositionValue Network

22. Value CustomerHow to deliver?3VValue PropositionValue Network

23. Value Customer3VValue PropositionValue Network

24. MarketsWhich segments & geographies?Value CustomerIndustriesWhich product service categories?3VValue PropositionValue Network

25. Markets + Industries = Persona Development

26. Markets + Industries = Marketing Segmentation

27. Persona Development is a form of Marketing Segmentation…

28. Persona Development is a form of Marketing Segmentation……that sticks.

29. PersonaDevelopment

30. IdentifierVariablesPersonaDevelopmentResponseVariables

31. Consumer MarketIdentifierVariablesBusiness MarketPersonaDevelopmentResponseVariables

32. DemographicConsumer MarketPsychographicIdentifierVariablesGeographicBusiness MarketMarket SizePersonaDevelopmentResponseVariables

33. DemographicConsumer MarketPsychographicIdentifierVariablesGeographicBusiness MarketMarket SizePersonaDevelopmentResponseVariablesBehavioral

34. DemographicConsumer MarketPsychographicIdentifierVariablesGeographicBusiness MarketMarket SizePersonaDevelopmentBenefits DesiredApplication or Usage SituationResponseVariablesBehavioralSensitivity to Marketing MixPurchasing Behavior

35. DemographicThese are the four ways to SEGMENT a MARKETConsumer MarketPsychographicIdentifierVariablesGeographicBusiness MarketMarket SizePersonaDevelopmentBenefits DesiredApplication or Usage SituationResponseVariablesBehavioralSensitivity to Marketing MixPurchasing Behavior

36. DemographicIn the next lesson, we’ll teach you how to go from inputs to outputsConsumer MarketPsychographicIdentifierVariablesGeographicBusiness MarketMarket SizePersonaDevelopmentBenefits DesiredApplication or Usage SituationResponseVariablesBehavioralSensitivity to Marketing MixPurchasing Behavior

37. In the next lesson, we’ll teach you how to go from inputs to outputs

38. Lesson Recap The 3V Model is a form of strategic segmentation.