Customer or Consumer?
This person pays for a product or service.
What is a customer?
This actor is the person who actually uses, touches, operates, or experiences the product.
Who is the end user?
Age, income, education, location, and family status belong to this customer-persona category.
What are demographics?
The first stage occurs when the customer becomes aware of a need.
What is discovery?
These customers represent the first 2.5% of the adoption cycle and are enthusiastic about trying something new.
Who are innovators?
This acronym represents the total demand available for a product or service.
What is TAM?
This person actually uses or consumes the product or service.
What is a consumer?
This actor may shape a purchase because of credibility, popularity, or social influence.
Who is an influencer?
Attitudes, values, beliefs, aspirations, and fears belong to this category.
What are psychographics?
During this stage, customers compare brands, prices, reviews, and alternatives.
What is research?
This group represents the next 13.5% and often adopts new products before the mass market does.
Who are early adopters?
This acronym describes the portion of the total market your particular offering intends to target.
What is SAM?
This is a place or group in which sellers offer goods or services to people who want to buy them.
What is a market?
A blogger or expert who evaluates a product and tells others whether it is worth buying plays this role.
Who is a recommender?
The other products a potential customer already buys can provide clues about preferences and are called these.
What are proxy products?
This stage occurs when the customer makes the buying decision and completes the transaction.
What is purchase?
This 34% group is practical, risk-averse, and usually wants evidence that an innovation works before buying it.
Who are the early majority?
This acronym describes the portion of the serviceable market your company could realistically reach.
What is SOM?
This refers to the sellers competing for customers within a market.
What is supply?
A corporate purchasing manager who has authority to approve a large purchase plays this role.
Who is the economic buyer?
This persona technique tells the story of what a typical customer experiences from morning through evening.
What is a day in the life?
Order confirmation, shipping, pickup, or receiving the service belongs to this stage.
What is delivery?
This difficult transition separates early adopters from the early majority.
What is the chasm?
This market-sizing method starts with a large overall market and estimates the portion your company might capture.
What is top-down analysis?
This describes customers’ desire for the goods and services available in a market.
What is demand?
This actor can veto, delay, or intentionally interfere with a purchase decision.
Who is a saboteur?
These identify the problems, frustrations, or difficulties the customer hopes a solution will address.
What are challenges and pain points?
Follow-up emails, support, loyalty offers, and encouraging repeat business happen during this stage.
What is after sale?
This focused first customer group gives a startup a realistic place to establish demand before expanding.
What is a launch market?
This market-sizing method builds an estimate from realistic potential sales, customers, locations, capacity, or transactions.
What is bottom-up analysis?