This document discusses defining the end user profile for a new product. It provides an example of creating an end user profile for a smartwatch designed for visually impaired individuals. The profile defines the target users as males aged 20-35 who are or became visually impaired, live in cities on the east coast, are students or young professionals, and care about fashion. The document emphasizes narrowing in on a specific user profile and obtaining an in-depth understanding of users' characteristics, motivations, and needs in order to design an effective product.

1. Step 3
Define the End User profile

2. You've conducted market
segmentation...
You've selected a
beachhead market...
Congratulations!

3. So are you ready to build
the product now?
Nope, we still have to
refine our target end user
even more.

4. Brad Snyder
By Official U.S. Navy Page (CC BY 2.0)

5. The Bradley
By Ian Burt via flickr (CC BY 2.0)

6. Hyungsoo Kim. Eone Timepieces
Difficult time knowing time of day.
Current solutions not satisfactory.
Googling and talking with people.
2 options available (2013):

7. Put yourself in Hyungsoo's shoes
If you wanted to create a watch for the visually
impaired,
Where would you start?
What kinds of visually impaired people would be
more likely to benefit from the watch the most?
What are their unique needs?
What do you need to know about them to create a
great watch?

8. End user profile
Description of a narrowly defined subset of end-users
with similar characteristics, similar needs, and word-of-
mouth.

9. In Hyungsoo's case
The end-user profile would be a description of a group
of visually impaired individuals who share important
common characteristics that make them the right
initial end-users for the timepiece.

10. In Hyungsoo's case
2 types of people:
People who are born blind.
People who become blind (30-40%).
A relatively younger generation.
And who care about fashion and style.
They went with male to start with.

11. End-user
Someone who became visually impaired over the
course of their life, someone who's young and cares
about fashion.

12. Where are they?
Mostly they live in a city.
Most of them are pretty active.
Many of them are full-time students, and they work
full-time.
They first targeted those who are very active - socially
or professionally.

13. Assumption
Their assumption was they have more interaction with
people who are sighted, so they have a better sense of
what the fashion trends are, and they care more about
their looks.

14. Segment Further
You will find that there is still a lot of variety amongst
the target end-users.

15. End user profile example
Gender Male
Age 20-35
Region East coast- Cities
Occupation Student, Young professional
Social level High
Charasteristics Visual impaired.
Became blind.
Other Very active.
Care about fashion

16. There's no business that can happen out of there (very
tiny).
But, after really finding out what they really want, you
could expand your type of customers.

17. Step 4: Calculate the TAM

18. TAM
Amount of annual revenue expressed in euros per year.
Euros per year your business would earn if you
achieved 100% market share in your chosen market.

19. TAM
Determine quantitatively how large is your target
market

20. Bottom up analysis
Counting noses

21. Top down analysis
Complementary

22. Warning
Do not spend many time calculating TAM.
You will revisit the TAM

23. Step 5: Persona

24. What is a Persona?
A Persona is a person who best represents your primary
end user / customer

25. How to start? Pick your most typical end user:
Why is he/she typical?
What are their motivations?
How old?
What are their priorities?
What do they do in their work? Leisure time?
Income?
Background?

26. Silviu
Slide removed due to copyright restrictions. Aulet, Bill
(2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 73

27. It must be a real person.
Understand all dimensions: Rational, emotional and
social.
Priorities: Motivations and fears.
Their “watering holes”.

28. Carolina
Slide removed due to copyright restrictions

29. Key Lessons
The persona is your north star.
Your search for the persona is an iterative process.
The persona brings your team together.

30. Other tools
Empathy map
Customer journey

31. The search for the Holy Gray of Specificity
Slide removed due to copyright restrictions. Aulet, Bill
(2013) Disciplined Entrepreneurship: 24 Steps to a
Successful Startup. Ed Wiley. Page 21