This document summarizes lessons learned from a lean entrepreneurship project focused on client segments. It includes an empathy map to understand key stakeholders, descriptions of two client personas ("Amy Pierce" and "George Novák"), and notes from interviews about sock purchasing habits. The interviews revealed that losing socks is a problem, mothers are the main purchasers of socks, and business people may value added features like socks that stay together.

1. Lessons Learned #5
6th October 2014
Group #4
Lean Entrepreneurship
Project S4
Diana Moreira
Jan Otta
Hugo Stevens
Judit Kalmár

2. Client Segments
Empathy Map
Persona

3. Client Segments
3
Empathy Map
• Provides insight into key
stakeholders or clients who are
necessary for your company’s
success.
See, Hear, Think & Feel,
Say & Do, Pain, Gain
A day in the life
Provides a better
user understanding
by learning our
clients dayly basis.

4. Client Segments
4
Persona
“Personas are fictional characters
created to represent the different
user types within a targeted
demographic, attitude and/or
behavior set that might use a site,
brand or product in a similar
way."
• As many as our customers
segments.
Interviews
• Provides insight about specific
topics regarding our customer
segments.
• Hypothesis Validation
Other Options:
• Focus Group
• Surveys

5. Amy Pierce
Personal objectives
Excel as a Mother, Worker, Wife and
Friend.
Professional objectives:
Keep up with the good performance
as a Brand Management Director.
Profile
Amy is a 36 year old mom devoted to her carrer and family.
For her its very important to maintain a clean and organised
Home, while providing the best family environment as possible.
Work is crucial to maintain their current social and income
status.
She has a very close group of friends, who also have Kids that
very often come to her place to play together with her children,
while the parents have their own time to talk about the latest
news, work and Hobbies.
Mother

6. Amy Pierce
6

7. George Novák
Profile:
George Novák is 30 years old men livnig in Prague, Czech republic. He is a
sucesfull businessmen owninig growing company. His main focus is consulting
specialized for European funding programs.
He is very active person, who wakes up early and does not like his time to be
wasted. He goes to gym regularly and also plays tenis. He is very interested in cars,
watches and fotbal.
He is popular among his business partners and has lot of friends. At the moment he
does not have a girlfriend becasue he is very busy with his work.
Day-in-the-Life:
6.30AM wakes up, showers and has quick breakfast
7.15AMArrives to work, check email, reads business news
9.00AMMeetings start
11.30AM Lunch
12.00AM More meetings
4.00PM GYM
6.00PM More meetings
7.30PM Dinner
10.00PM Gets home
12.00PM Goes to sleep
Business world
Personal objectives:
Goerge want to have
rapidly growing career
and manage his business
in a way that some of his
reponsibility would be
carried by his employees,
so he has more time.
Professional objectives:
Earn Cash!

8. George Novák
8

9. Sarah Miller
Profile:
Sarah Miller is a 21-year-old student, she is studying Business Administration more
precisely Strategy at a university in Los Angeles. She is in her last semester, before
graduation.
She is interested in fashion, she reads style magazines and she is aware of the
latest trends, hottest news. She also has a sensibility towards innovations and new
technologies. She always searches for new ways, new methods, which make her
life easier.
She has a large group of friends, and they discuss everything.
She needs to strengthen her organizational skills and harmonize her studies, family
life and social life. Beside two younger brothers she has to help her mother with
the housework.
Day-in-the-Life:
Sarah wakes up at 7:00 am, she gets ready to go the school, and has breakfast with
her family. She leaves at 8:15 am, because her first class starts at 9:00 am.
Everyday she has school untill 14:00 pm, but in the daytime she has lunch with her
friends together. In the afternoon either she goes to the gym or meets with her
boyfriend/friends (to go to cinema/a café/ shopping). She gets home between 17:00
and 18:00 pm so that she can spend time with her family, and do some housework.
Around 20:00 pm she has a dinner with her family and then goes to bed at 23:30
after stuying for the next day.
Young people
Personal objectives:
Harmonize her studies,
family life and social life
so that she can have time
to all the important things
she likes and cares.
Professional objectives:
Achieve good results at
university, which requires
enough time to study.

10. Sarah Miller
10

11. Interviews
1- Introduction
2- Customer Segmentation Questions (M/F; Age; What do you do?)
3- Problem Questions:
Do you wear socks?
Do you wear quality socks?
Do you deal with the laundry (washing, drying, stocking)? Problems?
Problems during stocking?
Is this an important problem for you? And in the future?
11
4- Hypothesis Questions:
Are you willing to buy socks that attach together instead of regular socks?
Do you perceive socks with features with more added value? How much?
Do you perceive socks with quality with more added value? How much?
Would you be willing to buy socks online?
How many socks brands do you know? Which ones?
Do you know any store specialized in socks? Which one?
How often do you buy socks?
5- Conclusion (Suggestions)

12. Feedback
12
1- Missing Questions
Would you buy “Sock It” instead of regular socks?
Who buys your socks?
2- Get to know Persona’s routines better
3- Explain both Problems better
Main problem is not losing socks, but stocking them.
4- Mothers are clearly our main target (relevant need and influencer)
Second, Business People!
Last, Young People…
5- Focus: Mothers (Need); Business People (Innovation)
6- Good Structure