The document discusses interviews conducted with potential customers - Ray Sharma who owns a wine business, Kavita Jain who owns an online jewelry store, and Gagan Singh who works in real estate. The interviews explored how their businesses currently use digital marketing, positioning of products/services, pricing, customer feedback collection, partnerships, and metrics for measuring performance. An empathy map was then created synthesizing customers' points of view - their needs, goals, concerns around budget and indecision around digital marketing. The target personas were identified as small business owners seeking increased awareness, revenue and leads through addressing barriers like budget and long term planning.

1. DMND Program, Enterprise,
or Your Own Company
● Which option did you choose?
Option 3- Marketing Challenge- Your Company
● If your own company, tell us about your
product/service
Socially Swag is a Digital Marketing company. We help companies
establish a Digital presence & generate revenue.
www.sociallyswag.com

2. Marketing Objective:
DMND, Enterprise, or Your
Company
Provide the marketing objective for the product you
chose?
The marketing objective is to get a revenue of $100,000
in 2020.

3. KPI: DMND, Enterprise, or
Your Company
What is your primary KPI to measure marketing success?
The primary KPI to measure success is to generate 10
leads per month & a conversion 20% to sales.

4. Step 2:
Value Proposition

5. Value Proposition
Write a value proposition using Geoffrey Moore’s
template for the product you chose:
For any company that wants a digital presence
who needs to sell products or services or increase
revenue or branding
Our research, Social media marketing & designing
services
is offering end to end services from positioning, website
designing, SEO to Social Media marketing, branding &
sales
that are revenue driven, Unlike The agency- Lemonade,
our offer comes with 10 years of experience working with
Engineering & Retail companies, providing IT services,
which has helped us understand the customers & the
market better.

6. Step 3:
Customer Persona

7. Interview
What questions did you ask your interviewees?
First Interviewee- Ray Sharma- Shanti Wines
1. Describe your organization in as few words as possible.
We produce wines of the highest quality & are the only one’s who target the Indian taste
buds.
2. Is the social media output currently being released on-the-fly or in a scheduled
manner?
On the fly, whenever I am at airports, travelling
3. How does the organization position its products and services in the customers mind?
Facebook Ads, Event advertising, posting in FB groups, Nextdoor, Yelp.
4. Can the organization have differential pricing for different audiences?
No
5. Where do the customers speak about the organization and/or its products and
services?
On FB page
6. How does the organization prove its credibility?
Yelp reviews
7. Has the organization entered into strategic partnerships or marketing marriages and
alliances?
Yes. Tied up with event organizers, Resturants, Bars
8. Is the organization currently using any monitoring platforms?
No. Not aware
9. On what parameters would the performance of the Digital Marketing Strategy be
measured?
Sales
10. Does the company have referral schemes, customer testimonials display, showcase
specials?
I never thought about it. It’s a great idea. I can do it.

8. Second Interviewee
Kavita Jain
1. Describe your organization in as few words as possible.
An online jewellery store with eclusively picked, ethnic jewellery, having unique designs
& latest fashion.
2. Is the social media output currently being released on-the-fly or in a scheduled
manner?
It is scheduled weekly, where new stock is displayed
3. How does the organization position its products and services in the customers mind?
Videos, fliers, brochures posted regularly & boosted on the FB Page of the store.
4. Can the organization have differential pricing for different audiences?
No, however there is a wide range with different pricing to choose from.
5. Where do the customers speak about the organization and/or its products and
services?
On FB page
6. How does the organization prove its credibility?
Customer videos & testimonies posted on FB page, website.
7. Has the organization entered into strategic partnerships or marketing marriages and
alliances?
Yes. Tied up with Indian stores, Clothing stores, Wedding planners.
8. Is the organization currently using any monitoring platforms?
No. Not aware
9. On what parameters would the performance of the Digital Marketing Strategy be
measured?
Sales
10. Does the company have referral schemes, customer testimonials display, showcase
specials?
Yes. Discounts & gift cards are given for referrals.

9. Third Interviewee
Gagan Singh- Real Estate Agent
1. Describe your organization in as few words as possible.
Real Estate
2. Is the social media output currently being released on-the-fly or in a scheduled manner?
It is currently handled by a marketing company
3. How does the organization position its products and services in the customers mind?
On Zillow
4. Can the organization have differential pricing for different audiences?
Yes
5. Where do the customers speak about the organization and/or its products and services?
On Zillow
6. How does the organization prove its credibility?
Zillow
7. Has the organization entered into strategic partnerships or marketing marriages and alliances?
Yes with Staging consultants, loan officers etc.
8. Is the organization currently using any monitoring platforms?
Yes. Marketing cost per lead.
9. On what parameters would the performance of the Digital Marketing Strategy be measured?
Number of enquires on each home
10. Does the company have referral schemes, customer testimonials display, showcase specials?
Yes. Cash prizes, bonuses, a percentage of the revenue.

10. Empathy Map
Insert a picture or design the slide to show your empathy
map. Keep in mind to provide your interviewees’ answers
as much as possible, listed with the actual words and
phrases your customers say, the applications they use,
and the websites they visit.
Saying Thinking
Doing Feeling
This is awesome
I need digital presence
I know it will help my business grow
Everybody needs a digital footprint
I need to hire a professional company
to do it.
I am not sure if I should invest in this
I don’t know if it will generate revenue
Digital marketing is for big companies only.
I don’t have the budget for it right now
Its just an additional expense
I can do this inhouse
It only helps in publicity but does not generate reve
Maybe at a later point
Compare pricing in the market
Asks others
Trying to do it on their own
Decides to spend a little to test results
Postpones the big decesion
Checks website & the different services
Does research
Doubtful
Overwhlemd
Confused
Curious to try it out
Is aware of the benefits
Feeling the need for it

11. Target Persona
Background and
Demographics
Target Persona
Name
Needs
Hobbies Goals Barriers
1. Owns a wineyard &
has his own wine brand
2. Has an online
Jewellery Store
3. Real Estate Business
1. Ray Sharma
2. Kavita Jain
3. Gagan Singh
1. Social Media
presense & SEO
2. Target marketing
3. Branding
1. Clubbing, Going to Bars,
Wineries
2. Female who like going
out to events
3. Everyone who wants to
buy a home, sell a home
or wants to invest.
1. Increase awareness
2. Generate revenue
3. Lead gen
1. Budget contratints
2. Indecisive
3. Lack of long term vision