The document provides three customer personas for a golf equipment brand. The first persona, Jeff Smith, is a 48-year-old businessman from Connecticut who plays golf occasionally to network and relax. The second, Kevin Brown, is a 35-year-old father and restaurant manager from Florida who enjoys sports but has limited free time. The third persona, Steven Jones, is a 24-year-old professional golfer from California seeking to become the world's top ranked player.

1. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Jeff Smith
I am a… (how does the customer self-define?)
I am a businessman who is focused on creating relationships with
future clients, but most importantly I am a father and a husband.
Roles:
Husband, father, and businessman
Goals:
1. To retire early to spend more time enjoying life.
2. To be as successful as possible in the business world
3. To become an entrepreneur
Challenges:
1. Too busy at work to spend time on the golf course
2. Weather does not cooperate year round
3. From years of playing sports he has a developed a bad knee
Demographics:
• Age: 48
• Income: $135,000/yr
• Education: MBA in Business and Accounting
• Usage Rates: 2 times a month
• Current Location: Connecticut
• Hometown: Cleveland, OH
Story:
Jeff is an accountant working in the hustle and bustle of NYC he lives with his wife, whom he
met in College, just outside of NYC in the suburbs in Connecticut. Jeff has 3 kids that are all in
college and out of the house. Jeff likes to occasionally escape the city and get on the golf
course with old college friends or work colleagues. Jeff also likes to take future clients onto
the golf course to create a better relationship. Jeff played High School sports and loves
competition when he started working in accounting, he knew golf was a great social sport, so
he took lessons and is now close to a scratch golfer. When Jeff retires, him and his wife
would like to move to Florida where he can golf year-round.

2. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Kevin Brown
I am a… (how does the customer self-define?)
Sports fan that loves to partake in athletic activities and social events
Roles:
Father and a Husband
Goals:
1. To become a scratch golfer
2. To put my children through college
3. To become debt free by 45
Challenges:
4. Not a ton of disposable income for himself
5. Still paying back student loans
6. Work requires 70hrs/week
Demographics:
• Age: 35
• Income: $84,000
• Education: Bachelor’s in business
• Usage Rates: 1 time per month
• Current Location: Oviedo, FL
• Hometown: Oviedo, FL
Story:
Kevin Brown is a district manager for a local food chain. Kevin graduated from UCF with a
bachelor’s in business management and has been managing a local food chain for 8 years.
Working in the food industry Kevin can see himself working over 70 hours a week. In his time
off of work he coaches his son’s baseball team and basketball team. Due to his many
commitments Kevin doesn’t have much free time, but when he does, he loves to go to
sporting events and to reconnect with old friends on the golf course.

3. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Steven Jones
I am a… (how does the customer self-define?)
Competitive Golfer looking to become the best in the world.
Roles:
Professional Golfer
Goals:
1. To make the PGA tour
2. To become no. 1 in the world rankings
3. To win a major
Challenges:
7. The tough competition on the PGA tour
8. The physical tool professional sports take on his body
9. Finding the best Golf equipment for him
Demographics:
• Age: 24
• Income: $160,000
• Education: Bachelor’s Degree
• Usage Rates: 6 days a week
• Current Location: Santa Barbara, California
• Hometown: Detroit, Michigan
Story:
Steven is a current professional golfer on the PGA tour. Steven has grown up playing the
sport he loves. After college Steven moved to California to focus on Golf year-round. Steven
has won numerous regional PGA titles, but has been unable to break through and win a major
title. Steven is looking for the right company to partner with to take his game to the next level.
Steven’s ultimate goal is to reach the number 1 spot in the golf world rankings and he plans
on doing so by committing himself to golf everyday of the week.

4. Brand Positioning Statement:
For those looking for golf gear to set you apart from the others on the course, Callaway
delivers premium high-performance golf equipment to give you that edge. Golfers who use
Callaway can look forward to high quality equipment that will help them become a better
golfer.