Personas, Markets, SWOT and Lean Canvas

PRIMARY AUDIENCE: Sarah

Geographic:
Country: Canada
City: Toronto
Neighbourhood: Lower-Middle Class

Demographic:
Age: 20-25
Gender: Female
Occupation: Social Media Expert, Blogger
Education: Fine Arts Degree

Psychographic:
Lifestyle: Somewhat of a frugal individual, Sarah’s hobbies include brewing beer at home, and walking her bulldog. She drinks with friends on the weekends, but spends her weeks bringing work home. Doesn’t own a car, rents an apartment.

Benefits:
Although only providing little work herself, she introduces to bigger players in the design world. Friends of a friends are all the better for networking, as well as potential clients.

Cultural:
Comes from a middle-class mixed-heritage home. Both parents are first or second generation immigrants, blue collar workers, Sarah was raised and educated in Canada.

Social Network Meeting:
Instagram

SWOT Test:
Strengths:
-Does well to promote what she likes.
-Has a good social media rating and can reach a broad audience.

Weaknesses:
-Only one person’s voice
-Isn’t a professional in the field, can’t be taken too seriously.

Opportunities:
-Can put me in touch with other friends who are just as enthusiastic
-Has a decent amount of contacts, all requiring design work.

Threats:
-She is often just as enthused about other designers’ work too.
-Could grow tired of what she liked about my work.

SECONDARY AUDIENCE: Mark

Geographic:
Country: The United States
City: San Francisco
Neighbourhood: Upperclass, expensive.

Demographic:
Age: 30-45
Gender: Male
Occupation: Owner/Creative Director at own firm.
Education: Bachelor’s Degree

Psychographic:
Lifestyle: Enjoyers finer things in life, purchases expensive property and vehicles. Very luxurious.

Benefits:
Job Opportunities, Furthers careers, pushes boundaries, assembles new clients.

Cultural:
Caucasian male, european heritage. Family has lived in the United States since the industrial revolution.

Social Network Meeting:
Behance

SWOT Test:
Strengths:
-Has a huge influence over the design community.
-His recommendations hold meaning and people respect his opinions.

Weaknesses:
-Wants you all to himself.
-Runs a firm, and doesn’t have time for you if things don’t go his way.

Opportunities:
-Can expand your portfolio enormously, with strong pieces and famous clients.
-Grows your repertoire of known partners in the industry.

Threats:
-If things don’t go his way, his interest could shift to another protege.
-Has been known to sell his businesses once they reach a certain level of success.

TERTIARY AUDIENCE: Bill
Geographic:
Country: Germany
City: Berlin
Neighbourhood: Upper-Middle Class neighbourhood.

Demographic:
Age: 25-35
Gender: Male
Occupation: Large Business Owner
Education: Bachelor’s Degree

Psychographic:
Lifestyle: Focuses most of his financials into his business, seeking a professional designer to brand and reinvent his business. Somewhat of a frugal business owner, but isn’t afraid to spend on his company.

Benefits:
Introduces a client-base in a new country, passes contact information onto other potential clients, breaking into a new country.

Cultural:
German heritage, comes from a lower-middle class family.

Social Network Meeting:
LinkedIn

SWOT Test:
Strengths:
-Knows what he likes, likes what he knows.
-A client who is willing to try new things to stay on the cutting edge.

Weaknesses:
-Doesn’t like what he doesn’t know,
-Sometimes needs persuading to include certain designs.

Opportunities:
-Able to introduce you to other businesses owners in similar positions.
-Holds the keys to expanding into a new country.

Threats:
-Distance could break the business relationship, many designers are closer.
-A language barrier could pose issues with the projects we work on.

https://canvanizer.com/canvas/2rVsAChZB6s

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