My decision-making process for the persona (Mr. Mega)
My decision-making was based on the customer salary or income sources and their need for a lawnmower to regularly trim their backyard space. Was there a need for the machine? Yes. Can they afford it? Yes. Anyone who does not have backyard spacing does not need this machine. Anyone who cannot afford it is to my client.
Why Mega Persona is the right target audience for the Husqvarna
My product is Husqvarna Robotic Lawnmower. I think my persona Mega Maurice is the perfect target audience for my product for a number of reasons. First, both Mr. and Mrs. Mega are employed and have sources of income. My first priority is to identify a potential client capable of making a lawnmower purchase because it is not in the reach for everybody. Since their income is in the range of C75,000 and C$30,000 for the man and the woman, they can easily afford this machine.
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Secondly, i need a clientele that truly needs our services. A client who can afford my product is busy at work and needs peace of mind by using my product to solve their problem. Their main problem is that they do not have much time to do the lawn mowing. They also do not have a compound manager to take care of the grass regularly. They may also find regular maintenance expensive by hiring someone to do it regularly. My machine will give them peace of mind. It does the job faster, easily, and conveniently, automatically.
How has focusing on persona helped in better understand how to target the offering
This persona has given me a bigger picture of the type of customer I need to target in the market. There are so many lawmaking machines in the market. Every client has his or her taste and preferences. Not every client will find out machine suitable for their needs. For example, I have earnt that our machines can only serve the land of a specific size. To do a bigger land, we need a bigger machine. As such, I have learned that I must have Husqvarna of different capacities to satisfy various customers' needs. For customers like Mega, they need a smaller capacity machine, and bigger spaces need bigger machines with bigger capacity.
I have also learned to understand that I cannot deliver for every client. Specifically, I am not able to provide for the commercial use class. Commercial customers require unique and specific needs for their lawn mowing. They need a bigger and better packaging that offers more than automatic lawn mowing, including maintenance and repair, having to train a lawn mowing expert to provide the services regularly and many more special demands.
Some of the pitfalls when using personas and how can you avoid them
While personas could help determine the clientele for a product, it is just a prototype. An organization may find it tricky, relying on prototypes. Since the data may not be reliable, it is unwise to spend lots of resources and time in creating personas. I realized that creating personas relies on whether the customer needs the product. Still, it is not easy to determine whether the customer can purchase because financial information is private and not easy to determine. The most ideal for solving these pitfalls is to invest in collecting correct data from the consumers. Suppose the researcher can obtain reliable data about the consumer. In that case, it stops being a prototype and now becomes legitimate data that an organization can rely on to make better decisions about consumers.
References
An, J., Kwak, H., Jung, S. G., Salminen, J., & Jansen, B. J. (2018). Customer segmentation
using online platforms: isolating behavioral and demographic segments for persona c reation via aggregated user data. Social Network Analysis and Mining , 8 (1), 54.
