This document profiles 3 potential customers for a software company: 1) Kelly Lawson, a 28-year-old marketing manager who likes being busy and dislikes pushy salespeople. 2) John Snow, a 56-year-old CFO who makes analytical decisions based on ROI and prefers financial business cases. 3) Paul Goldstein, a 36-year-old IT director who is tech-savvy but not a strong communicator and researches online.

1. Demographics (who they are)
Age 28
Income $45,000/year
Customer Profile #1 - End User
Work Experience 5 years in Marketing
Psychographics (how they think)
Prototype - Kelly Lawson, Marketing Manager, Acme Software
Education University or College Degree in Business
Decision Making Make decisions quickly because they are so busy with day-to-day operations
Likes & Dislikes Like being active and busy, dislike pushy salespeople and complex software
Behavioral (what they do)
Media Consumption Read online daily, have far too many email newsletter subscriptions
Habits & Skills Excellent project managers and skilled at working with outside agencies
Research Methods Typically get information from reading reviews onilne or talking to peers
Environment (where they operate)
Technology Landscape Uses Microsoft Office but I/T manager makes it difficult to buy new software
Buying Power Has sign-off authority for purchases under $1,000
Purchasing Process Reviews products, discusses with team and makes purchase with credit card

2. Demographics (who they are)
Age 56
Income $125,000 per year
Customer Profile #2 - Economic Buyer
Work Experience 20 years in Finance, 5 years in Management
Psychographics (how they think)
Prototype - John Snow, CFO, Acme Software
Education MBA in Finance, Chartered Accountant (CA)
Decision Making Methodical, analytical and always based on a solid ROI analysis
Likes & Dislikes Likes when managers present a professional business case in financial terms
Behavioral (what they do)
Media Consumption Reads Wall Street Journal daily, has subscription to The Economist
Habits & Skills Excellent management accounting skills for making good business decisions
Research Methods Talks to other CFOs about vendors and best practices, reads Analyst reports
Environment (where they operate)
Technology Landscape Very proficient in Excel but spends most time in Financial Reporting system
Buying Power Can authorize purchases up to $20,000 before requiring approval from CEO
Purchasing Process Business case submitted, ROI analysis, negotiation with vendors, PO, Invoice

3. Demographics (who they are)
Age 36
Income $75,000 per year
Customer Profile #3 - Technical Buyer
Work Experience 10 years in Information Technology
Psychographics (how they think)
Prototype - Paul Goldstein, I/T Director, Acme Software
Education University Degree in Computer Science
Decision Making Doesn't like to make decisions quickly
Likes & Dislikes Dislikes end users who violate security policies
Behavioral (what they do)
Media Consumption Online forums with techies, virtual conferences, technology analyst reports
Habits & Skills Very organized and tech savvy, not the best communicator
Research Methods Posts questions on forums, reads whitepapers, contacts reference clients
Environment (where they operate)
Technology Landscape Runs the datacenter and network for the business
Buying Power Can authorize purchases up to $5,000 before requiring approval from CFO
Identifies trends, researches solutions, requirements, vendors demos,
Purchasing Process
contracts

4. Customer Profile Template
Demographic (who they are) Psychographic (how they think) Behavioural (what they do) Environment (where they are)
B2B B2C B2B B2C B2B B2C B2B B2C
Annual Revenue Age Resistance to Change Brand Preferences Website Visits Purchase History Technology Country of Residence
# Employees Income Market Focused Price Sensitivity Response to Marketing Where they shop Purchasing Power Political Climate
Industry Marital Status Open-Minded/Rigid Conservative/Liberal Purchasing Methods Store preferences Management Style Currency
# Locations Education Decision Process Enviro-Friendly Memberships Memberships Purchasing Process Payment Methods
Years in Business Family Size Early Adopter Hobbies Internet Usage Internet Usage Purchasing Power Shipping & Receiving
Markets Served Gender Growth vs. Static Lifestyle Collateral Consumed Impulsiveness Business Culture Languages Spoken
Products/Service Geographic Location Tech Sophistication Information Sources Media Consumption
Job Title Social Circles Professionalism Service Preference Habits & Skills
Level of Experience Occupation Require Referrals Buy based on trends Research Methods
Awareness of options Spontaneous
Risk Aversion Influenced by peers
Loyalty Relationships
Likes & Dislikes