2. Corporate Cathy
BACKGROUND:
• Full-time employment as Head of IT in
corporate world.
• Educated to degree level.
• Has 2 children (10 and 7)
• Married
DEMOGRAPHICS:
• Skews Female
• 40+
• HH £100K+ Income
• Suburban
• Owns a tablet and a smart phone
• Home-owner
IDENTIFIERS:
• Well organised and good communicator
• Revels in retail therapy / pampering
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on
tablet and mobile.
3. Corporate Cathy
GOALS:
• Make a name for herself within her
industry and to have more flexibility
to afford her a work-life balance.
• Work-life balance. Would like to give
back to her community (mentoring or
monetary)
CHALLENGES:
• Balancing working in an environment
of tight deadlines with family life.
• Keeping connected with news and
information about her community
HOW WE HELP:
• Providing her with online information
on Africa.
• Host events for business executives to
inspire / mentor the Diaspora youth.
4. Corporate Cathy
REAL QUOTES:
• I am an avid reader of
magazines and supplements,
but have a short attention span.
• Not interested in waffle, ranting
or politics – you’ll have to edit
all the contributions.
COMMON OBJECTIONS:
• I have a short attention span
and don’t have time to keep
abreast with information on
Africa.”
• The magazine articles are not
ordered so I can’t tell what is
coming next.
5. Corporate
Cathy
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
6. Corporate
Dennis
BACKGROUND:
• SVP for CMEA
• Worked in same company for 10 years;
worked his way up from Analyst
• Married with 2 children (10 and 8)
DEMOGRAPHICS:
• Skews / bias male
• Age 35+
• Dual HH Income: £120,000
• Suburban
IDENTIFIERS:
• Competitive demeanor
• Probably has an assistant screening calls
• Prefers to have electronic documents on
tablet and mobile.
7. Corporate
Dennis
GOALS:
• Would like to be a Executive VP
in the bank.
• Would like to give back to his
community (mentoring or
monetary)
CHALLENGES:
• Work-life balance
• Keeping update with information
and knowledge about his region
CMEA
HOW WE HELP:
• Providing him with online
information on Africa.
• Host events for business
executives on Africa.
8. Corporate
Dennis
REAL QUOTES:
• Love the idea of a summary of the
week’s news and events.
• Will you have a blog LinkedIn or
Twitter account. I’m on LinkedIn &
Twitter.
COMMON OBJECTIONS:
• I don’t have time to keep abreast with
information on Africa.”
• The magazine articles are not ordered
so I can’t tell what is coming next.
• I am not looking for current affairs, I
would like articles on insights.
• I do not want repetition of the same
topic from different sources.
• “Work is so busy at the moment I
don’t have the time to do any
networking.”
9. Corporate
Dennis
MARKETING MESSAGING:
• Africa News magazine – Africa’s
Next Wave.
• Business Networking – African
connections
ELEVATOR PITCH:
• We give you an intuitive database
that integrates with your existing
software and platforms, and lifetime
training to help new employees get
up to speed quickly.
10. Professional Paula
BACKGROUND:
• Full-time employment IT in corporate world.
• Educated to degree level.
• No children
• Single
DEMOGRAPHICS:
• Skews Female
• 22+
• HH £40K+ Income
• Urban
• Owns a tablet and a smart phone
• Living in rented accommodation
IDENTIFIERS:
• Sociable & outgoing
• Disposal income & loves shopping / cinema &
theatre trips
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on
tablet and mobile.
• Holiday with the girls and family
11. Professional Paula
GOALS:
• Aspires to be a home owner.
• Work-life balance. Would like to
spend more time with friends & family
CHALLENGES:
• Balancing working in an environment
of tight deadlines with family life.
• Keeping connected with news and
information about her community
HOW WE HELP:
• Providing her with online information
on Africa.
• Host events for business executives to
inspire / mentor the Diaspora youth.
12. Professional Paula
REAL QUOTES:
• I am an avid reader of
magazines and supplements,
but have a short attention span.
• Not interested in waffle, ranting
or politics – you’ll have to edit
all the contributions.
COMMON OBJECTIONS:
• I have a short attention span
and don’t have time to keep
abreast with information on
Africa.”
• The magazine articles are not
ordered so I can’t tell what is
coming next.
13. Professional Paula
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
14. Young Mum Yvonne
BACKGROUND:
• Self-employed, Food Industry.
• Educated to A-level.
• 1 child
• Married
DEMOGRAPHICS:
• Skews Female
• 25-35 years
• HH £35K+ Income
• Lives: Outer / greater London – South West London,
Croydon
• Owns a smart phone
• Living in rented accommodation
IDENTIFIERS:
• Calm, bubbly, friendly
• Disposal income & loves shopping / cinema & theatre
trips
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on tablet and
mobile.
• Holiday with the girls and family
15. Young Mum Yvonne
BACKGROUND:
• Self-employed, Food Industry.
• Educated to A-level.
• 1 child
• Married
DEMOGRAPHICS:
• Skews Female
• 25-35 years
• HH £35K+ Income
• Lives: Outer / greater London – South West London,
Croydon
• Owns a smart phone
• Living in rented accommodation
IDENTIFIERS:
• Calm, bubbly, friendly
• Disposal income & loves shopping / cinema & theatre
trips
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on tablet and
mobile.
• Holiday with the girls and family
16. Young Mum Yvonne
BACKGROUND:
• Self-employed, Food Industry.
• Educated to A-level.
• 1 child
• Married
DEMOGRAPHICS:
• Skews Female
• 25-35 years
• HH £35K+ Income
• Lives: Outer / greater London – South West London,
Croydon
• Owns a smart phone
• Living in rented accommodation
IDENTIFIERS:
• Calm, bubbly, friendly
• Disposal income & loves shopping / cinema & theatre
trips
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on tablet and
mobile.
• Holiday with the girls and family
17. Young Mum Yvonne
BACKGROUND:
• Self-employed, Food Industry.
• Educated to A-level.
• 1 child
• Married
DEMOGRAPHICS:
• Skews Female
• 25-35 years
• HH £35K+ Income
• Lives: Outer / greater London – South West London,
Croydon
• Owns a smart phone
• Living in rented accommodation
IDENTIFIERS:
• Calm, bubbly, friendly
• Disposal income & loves shopping / cinema & theatre
trips
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on tablet and
mobile.
• Holiday with the girls and family
18. Undergrad Student Sam
BACKGROUND:
• Undergraduate student.
• Recently completed A-levels.
• Internet is part of life
• Has a connection with Africa
DEMOGRAPHICS:
• Skews Male
• 17-23 years
• Lives: Outer / greater London – South West London,
Croydon
• Owns a smart phone and a laptop
• Living in rented accommodation
IDENTIFIERS:
• Opinionated, serious about career but fun about life
• Going to classes mostly face to face and a few online
• Socialising both in person and online
• Member of a fitness / sports / gym club
• Prefers to have electronic documents on tablet and
mobile.
• Works during the summer holidays
19. Undergrad Student Sam
GOALS:
• Get a great job after graduation
• Study effectively using technology
CHALLENGES:
• Deciding which companies to
approach to secure a job after
graduation.
• Having the confidence, life skills self-belief
to promote himself.
HOW WE HELP:
• Providing him with online information
on Africa.
• Host seminars / workshops for the
Diaspora youth to provide role models
and self-development /
leadership.inspire / mentor the.
20. Undergrad Student Sam
REAL QUOTES:
• I am an avid reader of
magazines and supplements,
but have a short attention span.
• Not interested in waffle, ranting
or politics – you’ll have to edit
all the contributions.
COMMON OBJECTIONS:
• I have a short attention span
and don’t have time to keep
abreast with information on
Africa.”
• The magazine articles are not
ordered so I can’t tell what is
coming next.
21. Undergrad Student Sam
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
Editor's Notes
Solution to quotes: write a blog about my summary of the week’s events and use twitter and FB to post relevant news info.
Solution to objections: Separate current affairs from insights and fewer articles on the same topic (i.e. a couple will do)
