STEP 5Profile the Persona for the Beachhead Market

A diagrammatic representation of the chart represents four, five, and six. Five number is highlighted.

In This Step, You Will:

  • Choose one actual real end user to be your Persona.
  • Build a detailed description of that real person.
  • Make the Persona visible to all in the new venture so that it gets referenced on an ongoing basis.
A diagrammatic representation of a several people mentioning product, legal, technical, sales, R&D, and finance. Their thoughts are mentioned as Philippe 42, a male Frenchman who lives in bordeaux as a winemaker.

The Persona is a real person, so this allows you to get very specific in your description and also has the benefit of ensuring that everyone is unambiguously focused on the same target.

Why This Step, and Why Now?

The Persona creates a single real‐world case that allows you to gain extreme clarity in all dimensions. This makes the job of creating a first draft of a Full Life Cycle Use Case (Step 6), a High‐Level Product Specification (Step 7), and a Quantified Value Proposition (Step 8) much easier. The Persona will provide a very efficient and effective touchstone (i.e., “North Star”) to you and your organization for all decisions going forward. Simply put, it accelerates a process that could otherwise be caught up in debating based on general target profiles.

Let's Get Started

This is one of the most fun and unifying steps of the 24 Steps. You will identify one real end user in your Beachhead Market who best represents your End User Profile and do a detailed profile on that specific individual. ...

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