1.
Persona Salesperson
Name Liban
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Demographic Age: 42
Education: University (B.Economics), MBA
Location: Seattle, WA
Income: 80 000 - 150 000+ (commission-based)
Backstory Liban loves his mom’s hummus! And they want to share it with
all their late-night hustling techy friends in the area through
hummus delivery service (to go with the beer fridge, of course!)
He believes her tahini chickpea goodness could be the next
Starbucks.
During the day, Liban is a full-time business executive at a
large technology company. But by night, he is helping his mom
handle the selling (and eating) part of their hummus business.
Ideal User Experience The product sells itself. *heavens open and harps a-playing*
Simplify the heft to the sales and marketing of this burgeoning
side project, so he can do more eating of the hummus
instead. ;)
Goals 1. Portable way to see the simple sales numbers so he can
keep up with demand without affecting his day job.
2. Empower his mom to manage the business easily.
3. Identify and track leads so they can dominate the dip
delivery market in tech towns. (Have the ability to grow
from word-of-mouth when they want.)
Challenges 1. Very lean business: there is minimal resources for sales,
marketing and IT.
2. Track demand: Hard to identify and track relevant data
because the business is new and limited processes.
3. Business development: figuring out how and when to grow.

2.
Persona Buyer (Business Manager)
Name Allison
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Demographic Age: 52
Education: University (B.Commerce)
Location: Guelph, ON
Income: 75 000
Backstory Allison is a business manager for Bubbly Bees Co-operative, a
business comprised of rural soap artisans. She enjoys working
in rural farmer markets for the peaceful simple settings, and to
spend more time with her family.
Her husband is a small business owner, has a store selling
specialty farm equipment. She has two kids, 14 and 10 years of
age - so she is in the thick of it!
Ideal User Experience Her business methods and talents makes an impact on her
clients’ (the artisans) ability to capitalize on their talents.
Goals 1. Find ways (or tools) that simplifies business for her and
manages her artisans.
2. Empower her client artisans to help grow their business
(self-serve)
3. find out new tech/methods to grow their business outside
the ontario region
Challenges 1. Her artisans are very curious, creative and engaged, but
not necessarily tech-savvy. Any new tools introduced into
the business process needs to have an easy and flexible
learning curve.
2. Portability: business tools and methods needs to be able to
handle traveling and art studios in rural areas.
3. Bubbly Bees is lean on resources, especially IT support.

3.
Persona Marketer
Name Jesse
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Demographic Age: 28
Education: University (B.Arts)
Location: Brooklyn, NY
Income: 65 000
Backstory Jesse is part of a 3-person marketing department at
Babbagebits Inc., an online hobby hardware SMB that’s about
to turn profitable if they do well in the next couple of
campaigns.
He is really excited about this because it means good job
stability for him and his new family, he’s going to be a father for
the first time!
Ideal User Experience Have a crystal ball in my pocket. Knowing exactly how well my
campaigns are doing, and being able to anticipate how well it
finishes.
Goals 1. Agile campaigning: observe marketing campaigns statuses
on-demand, so the team can adjust and adapt changes
quickly.
2. Research and plan future actions based on past and
current data on sales, market share, etc.
3. Predict the future trends for the hobby hardware market
internationally.
Challenges 1. Team needs confidence and concrete evidence for future
trend predictions.
2. So much stuff! The system we use now just seems so
messy and hard to drill down. It supposed to be able to
make graphs but I rather get my DBA to pull data for me to
use on my spreadsheet software.
3. Sometimes I find it hard to present my findings so my team
can understand the trend I’m trying to show them.

4.
Persona IT Admin
Name Steve
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Demographic Age: 28
Education: College (Systems Admin, Cert.DBA)
Location: Mississauga, ON
Income: 85 000
Backstory Steve right now is a one-man Dev Ops army for Hermes
Systems, a soon-to-be enterprise messaging company. The
company has been really popular amongst its business
customers, so he needs to grow his IT team. Growing a team is
no easy task and he needs all the automation and help he can
get from all the current systems he supports.
Outside of work, he enjoys trampoline dodgeball and Playdium
night with his long-time friends from high school. His siblings
are starting to have children and he would like to spend more
time with this extended family.
Ideal User Experience Painless anticipated automated upgrades.
Goals 1. He only needs give support when a system truly needs
repairs or updates.
2. Ability to support his team and company properly.
3. Reduce risk and hassle for his team/company when they
decide to use technical services or tools.
4. All IT-supported systems should have a 99.95% uptime
Challenges 1. Meeting company’s business requirements with current
resources.
2. Legacy data and tools migration or integration.
3. Being able to communicate complex technical problems to
third-party support. (Something you don’t learn in school!)