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Disciplined Entrepreneurship Workbook by Bill Aulet

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STEP 5Profile the Persona for the Beachhead Market

WHAT IS STEP 5, PROFILE THE PERSONA FOR THE BEACHHEAD MARKET?

Identify one actual real end user in your Beachhead Market who best represents your End User Profile and do a detailed profile on that specific individual.

WHY DO WE DO THIS STEP, AND WHY DO WE DO IT NOW?

The Persona creates great focus in your organization and serves as a touchstone for all decisions going forward.

Diagram shows six different people from financial, legal, R & D, design, sales, and technical teams thinking about Chuck 42 y. old winemaker likes Lady Gaga indicating person as final arbiter.

The Persona clarifies to everyone who is the final arbiter on key decisions on the product.

PROCESS GUIDE

The Persona is very similar to the End User Profile in Step 3, except that it is for one specific individual person and is much more in depth, resulting in an even clearer picture of your target end user.

As a startup, your challenge is to motivate a brand-new team to focus on solving a customer problem/opportunity in a completely new way, and you don’t have the resources to let the team spend valuable time squabbling about which direction to go. Logical arguments based on numbers and concepts have their place, but what really pulls the team together and drives them forward is telling a story. Behavioral economists have known ...

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