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Ldb neetneedeu panetta 03

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Ldb neetneedeu panetta 03

  1. 1. 27 gennaio 2015 COSIMO PANETTA  cosimo@thedoers.co  IL CLIENTE IDEALE - PERSONA
  2. 2. CICLO DI VITA CLIENTE INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS 2,5% 13,5% 34% 34% 16% EFFICACIA EFFICIENZA
  3. 3. EARLY ADOPTER INNOVATORS EARLY ADOPTERS LATE MAJORITY LAGGARDS 2,5% 13,5% 34% 34% 16% EFFICACIA EFFICIENZA EARLY EVANGELIST
  4. 4. EARLY ADOPTER INNOVATORS EARLY ADOPTERS LATE MAJORITY LAGGARDS 2,5% 13,5% 34% 34% 16% EFFICACIA EFFICIENZA EARLY EVANGELIST _ha un problema _è consapevole del problema _sta cercando attivamente una soluzione _ha trovato una soluzione temporanea _ha il budget sufficiente
  5. 5. ARCHETIPO  PERSONA NOME  MOTTO...  IL SUO CONTESTO - LA SUA GIORNATA TIPO DEMOGRAFICA LUOGHI OBIETTIVI MOTIVAZIONI ASPIRAZIONI FRUSTRAZIONI Il tuo cliente ideale!
  6. 6. OBIETTIVI  PERSONA FUNZIONALI SOCIALI EMOTIVI risolvere un problema, eseguire un compito, raggiungere un risultato comprare casa, mangiare sano, aumentare il profitto dei clienti, risparmiare, etc IMPORTANTE INSIGNIFICANTE riferiti all’apparire, al confronto con gli altri, alla percezione sociale essere alla moda, essere considerato competente, o autorevole riferiti alla ricerca di uno stato emotivo sentirsi al sicuro in un investimento, o nella propria casa, sentirsi libero, etc.
  7. 7. FRUSTRAZIONI - “PAINS” PERSONA PROBLEMI OSTACOLI RISCHI di natura funzionale, emotiva, estetica... una cosa che non funziona, uno stato emotivo indesiderato ESTREMO MODERATO scarsità di risorse per conseguire un risultato non avere tempo, mancanza di conoscenza, mancanza di libertà paure, percezione della possibilità di un esito indesiderato potrei perdere credibilità, potrei distrarmi, potrei finire i soldi, etc.
  8. 8. ASPIRAZIONI - “GAINS” PERSONA RICHIESTE ATTESE DESIDERI aspettative di base, rispetto alle quali non è disposto a transigere che un cibo sia fresco, che uno smartphone telefoni, che un albergo sia pulito etc ESSENZIALE NICE TO HAVE aspettative aggiuntive, anche se non essenziali un pane croccante, un albergo ben arredato, un telefono con un bel design aspirazioni eccezionali, anche influenzabili, che migliorano l’ esperienza per esempio l’avere dei device che si integrano tra di loro
  9. 9. LUOGHI - HABITAT PERSONA
  10. 10. IL “DAY IN THE LIFE”DEL TUO CLIENTE 8.20 at office desk 7.45-8.10 traffic jam 12.30 hotdog with colleagues 17.45 1h of gym drinks coffee while driving 6.15 alarm on his iphone 21.30 movie on laptop 14.30 daily team meeting 11.30 coffee & sigarette break Spotify or audiobook before bed ☾ 24.00 goes to sleep
  11. 11. 6 PASSI SELEZIONA IL SEGMENTO DI MERCATO 1 IDENTIFICA GLI OBIETTIVI e posizionali nella scala di priorità 2 IDENTIFICA I “PAINS” e posizionali nella scala di gravità 3 IDENTIFICA I “GAINS” e posizionali nella scala di priorità 4 DESCRIVI IL “DAY IN A LIFE” 5 DESCRIVI I LUOGHI 6
  12. 12. PERSONAS
  13. 13. PERSONAS
  14. 14. PROSPECT OVERALL MARKET  TARGET PERSONA INTERVISTATIDOVE LI TROVI
  15. 15. MAPPA DEGLI STAKEHOLDERS FINANZIATORI PARTNERS FORNITORI COLLABORATORI INFLUENCERS ISTITUZIONI ……………….. CHI CONTRIBUISCE ALLA REALIZZAZIONE DELLA MIA IDEA? IN CHE MODO LI POSSO COINVOLGERE?

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