materi ini menjelaskan bagaimana cara mengembangan customer persona dalam perencanaan bisnis digital

1. DEVELOP
ENTREPRENEURIAL
LEADERS.
WITH
IGNITEX.
Lesson 3: Develop Customer
Personas
Module 2: Customer
Identification

2. Q 1 - What does "Jobs-to-Be-Done (JTB)" focus on?
Recap Quiz
Analyzing
market
competition
Understanding
customer needs
by viewing
products as
solutions to
specific tasks
Developing new
marketing strategies
Identifying new
market
segments

3. Q 2 - Which term refers to the specific pain points or problems experienced by
customers?
Recap Quiz
Customer
Needs
Customer
Frustrations
Customer
Motivations
Customer
Expectations
For 2.3

4. Q 3 -What is a "Customer Persona"?
Recap Quiz
A detailed
description of a
real customer
A fictional profile
representing a
specific segment
of a business's
target audience
A statistical
analysis of market
trends
A generic
overview of a
customer base
For 2.3

5. JTBD
JTBD enables us to view benefits that customers expect instead
of getting lost in product features.
Customer
Persona
Personas make our approach more humane and customer-
centric.
Importance of Job
Domains
Remember to pay equal importance to functional and
emotional/social jobs.
Reflections

6. IGNITEX JOURNEY
Problem Identification
• Orientation
• Develop Macro
Industry-Problem view
• Assemble ‘Real World’
Problems
• Analyze Problems
Customer Identification
& Needs Validation
• Identify customer
segments
• Assess ‘Jobs-to-be-done’
• Develop Customer
Personas
• Understand Customer
Validation
• Validate Customer-
Problem fit
• Pivot / Refine Customer-
Problem Fit
Solution Idea
Generation
• Examine Ideation
Techniques
• Generate solution
ideas
• Map solution
Opportunity &
Competition
Mapping
• Identify Global
competitors
• Review Industry
Trends and Estimate
Market Size (TAM)
Prototype Devp. &
MVP
• Overview of
Prototypes & MVP
• Build a n initial
Prototype
Opportunity
Assessment
• Map your Relative
Position in the
Market
• Estimate
Opportunity Size
Business Modelling
• Examine
Revenue Model
• Revenue Models,
contd.
• Review & Organize
the Lean Canvas
• Build the LC for
your Startup
Marketing & Sales
Strategy
• Understand
Marketing & Sales
• Recommend a Go-
To-Market (GTM)
approach
• Map a Sales
Process
Financial Mgmt. for
Profitability
• Understand Startup
Costs
• Get Started with
Financial Planning
• Analyze the path to
Profitability
• Understand & Explore
Bootstrapping options
Team & Talent
Requirement
• Finding Team
Members &
Mentors
• Building an Initial
Team
Venture Idea and Pitch
Readiness
• Thinking Beyond the
Prototype - Scale
Opportunity & Aspiration
• Persuasive Story-telling
Idea Viability Pitch
• Submission and
Presentation Prep
• Venture Idea
Viability
Presentation
01 02 03 04 05 06 07 08 09 10 11 12
6
We are here

7. Learning Objectives
By the end of this lesson, you will:
Learn to build
personas for B2C, B2B
and B2G segments
01
02 03
Build and share your
target customer’s
persona
Understand the
Importance of Customer
Personas

8. CONCEPT RECAP
Customer Persona

9. Customer Personas are
detailed, semi-fictional
representations of your ideal
customers based on research and
data.
Persona (noun):
The aspect of someone's character, identity, or nature
that is presented to or perceived by others.

10. Personas make
customer segments
come alive.
They help businesses better
understand and connect
with their target audience,
guiding marketing, product
development, and customer
service strategies.

11. Individual Activity
Match the Customer Persona
Click on the play button to view/play the activity
Students Scan to Play
Play with solid fill

12. Individual Activity
Customer Persona Elements
Click on the play button to view/play the activity
Students Scan to Play
Play with solid fill

13. Personas Include:
Age
Location
Occupation
Interests
Tech-savviness
Organizational role
Lifestyle
Jobs to be done
Frustrations / Problems
And more…
Vital for
mapping B2B
customers /
influencers

14. B2C Persona Example
01
Struggles to find sneakers that meet his fashion and comfort needs within his
budget. Current option: Spending time researching and trying out various brands,
often ending up with unsatisfactory purchases.
PROBLEM
Age: 25 years
Location: Pune
Occupation: Social Media
Manager at a mid-sized tech
company
Marital Status: Single
Children: None
Education: Bachelor's degree in
Engg.
02
03
• Active presence on Instagram and fashion forums.
• Tech-savvy individual
• Values convenience and efficiency.
• Enjoys exploring new trends and styles in fashion.
• Has a very active social life, spends most evenings and weekends with friends
in the city hot-spots
• Aspires to build a stylish and versatile wardrobe to elevate his overall look and
confidence.
LIFESTYLE / ASPIRATIONS
Needs stylish and comfortable sneakers that complement his fashion sense and
lifestyle.
Wants to feel confident and fashionable in his footwear choices.
Seeks validation and admiration from peers for his trendy fashion choices.
JOBS-TO-BE-DONE
A target persona
for a startup that
makes stylish
shoes from
recycled materials.
Rahul Pie

15. B2C Persona Example
01
How to acquire customers and scale the company (4X revenues in 12 months) while
building the brand as the leader in India with a low marketing budget? Current
option: Outsourced performance and social media marketing.
PROBLEM
Age: 35 years
Location: Gurugram
Occupation: Marketing Manager at
‘Shoes ‘R Us’
Responsibilities: Brand promotion,
generate leads, and lead a team
Marital Status: Married
Children: None
Education: MBA
02
03
• Active presence on Linkedin
• Values: Creativity, innovation, sustainability in fashion, and social status.
• Interests: High fashion, urban culture, contemporary art, and technology.
• Personality Traits: Ambitious, trend-sensitive, analytical, and social.
• Aspires to be a CEO in the next 5 years
LIFESTYLE / ASPIRATIONS
Create marketing campaigns that resonate with individuals who see their footwear
as a reflection of their style and status.
Enhance brand loyalty
Reduce daily stress of managing team and generating leads
Gain the respect of the CEO/Board members
JOBS-TO-BE-DONE
A target persona
for a startup that
has an AI-based
marketing tool for
companies.
Vandana Singh

16. TEAM ACTIVITY

17. Create a customer persona for
your primary customer segment.
• Use Chart Paper
• Must include:
1. A drawing of the persona (NOT a digital
image!)
2. Some demographics, e.g., age, location
3. Some lifestyle information, e.g., social
media usage, hobbies
4. For B-B/B-G only: some organizational
information, e.g., type of company, role
in the company
5. Jobs to be done
6. How are they solving the problem today?

18. Activity 2.2
Within the primary
segment, build a persona
of a typical customer/user
On a Chart Paper
Present your Persona (on chart
paper) to the class.
Share
Revise the Persona
based on peer feedback,
and upload all details in
the Venture Activity
Revise and upload
1
2
3
10 minutes

19. Q & A
If you have questions, ASK
World
World

20. Customer Persona Learned the various elements of building a Customer Persona
Persona for B2B
Learned that the persona for B2B segments includes
Organizational role and JTBD are from organisation’s
perspective.
Different Personas Understand that different personas need to be developed for
different segments
Reflections
Create Customer
Persona
Learned to develop a customer persona for the chosen
segment as per the problem the team has chosen to solve

21. ! MANDATORY COURSEWORK PREP for NEXT SESSION
POST SESSION
Go through the Introduction of
the next session “Understand
Customer Validation”
1. Venture journey activity 2.1
TEAM - Revise your Customer Persona
based on feedback received and complete
the Venture Activity 2.2

22. THANK YOU
If you have questions, ASK
World
World
22