This is a workbook designed to help companies and individuals generate more accurate user profiles, business objectives and the merging of both to create a stronger content strategy.

1. TM Simplify Digital.
The Goal Setting
Toolkit
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2. TM Simplify Digital.
Business Goals / Increase Donations
Ideas Desire Obtainablity Total
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3. TM Simplify Digital.
Business Goals / Increase Awareness
Ideas Desire Obtainablity Total
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4. TM Simplify Digital.
Notes
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5. TM Simplify Digital.
User Definition
Toolkit
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6. TM Simplify Digital.
Why do I need to do this?
You know that customers are the most important thing in your business and therefore
they are the most important driver of what you do online.
Creating a tangible picture of who your customer is requires you to “really see them” and
to understand their needs. The first step is creating a customer profile. Whether you have
done many of these or this is your first time our goal is to help you make these
customers real, both in their profile form here but also in sales.
How do I come up with my customers?
If you are an existing business, you know them because you deal with them all the time.
More importantly you likely have some data of who they are. If you are a new business
and have already defined them you have them written down somewhere or in your head.
If you are the founder of a start-up there is a high likelihood that you yourself are the
main customer profile or know someone close to you is.
Who are your customers?
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7. TM Simplify Digital.
What do I need to define about my customer?
To start a name, any name. One that reflects their background. Giving them a name
begins to make them real. You don’t have “customer 1” as a customer, you have Linda
Johnson as a customer. Second demographic information such as age, gender,
income & marital status. Third, their story. Describe the situation they are in that has
created potential interest in your product or service. 4th, what do they need from your
product or service? This can be a feature or it can be an attribute of how the feature
work such as “easy to use”.
Betty Peterson - “The “Accidental Entrepreneur”
Female, Brooklyn New York
Name Age: 32, Ex - Advertising Creative Director
In a relationship
Betty just got laid off from an Ad agency where she was a
creative director.
Story Betty loves all things “Home”. From hand knit pillows, to
cooking to decorating. She is already a big seller on Etsy.
Understands the internet, but not the first thing
about business. Wants info in “her language”.
Wants to start her own online store and brand.
Needs She needs to know about ecommerce. She also
needs to know the basics of how to start a
business. It needs to be super easy to user and
understand.
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8. TM Simplify Digital.
Example
DealPro
User
Profiles
Active User The Celebrity
Light User
“Abhay Modi” - “The Frugal Gadget Dude” “Anna Walker” - “The Celebrity DealPro”
“Betty Eno” - “The DIY-er - Future Martha Stewart” Female, Detroit Michigan
Female, Brooklyn New York Male, Austin, Texas
Age: 26 Age: 46
Age: 31 Former Auto worker
Engaged Software Engineer
Single Married, 3 kids
Ex - Advertising Creative Director
Abhay is an engineer at an Austin tech Anna worked in the Automotive industry for 20 years.
Betty just got laid off from an Ad agency where she was a Assembly line worker for 12 years, Administrative
Story company. He prides himself at having all the
creative director.
latest tech at the greatest prices. He wears Assistant to UAW Labor Relations Dir. for 8 years.
She is a “planner” and has sufficient savings until she She took voluntary retirement and used her buyout to
“savvy frugal” on his shoulder. He loves being
gets another job.
helpful and sharing. Makes him feel valuable start her own online business. She writes the blog
Betty loves all things “Home” and “Cooking”. Her blog DetroitDealMama.com. She will introduce her
http://epicureanquest.blogspot.com/ gets good traffic and and smart.
upcoming book “Deal with It Honey: Living Large at a
attention. Now that she has some time she is beginning
to plan a business around her blog. Small Price & Other Adventures in Stylish Frugality”
on Oprah.
‣People to like his deals ‣Easy to use site, she is busy
Needs ‣To have fun while finding deals ‣Easy to integrate features
‣Easy to use commenting tools ‣Affirmation from other users
‣The best deals ‣To know that Savings.com will increase her traffic
‣The best deals
‣Feedback ‣To know that Savings.com won’t damage her image
‣To know how Savings.com could fit her new venture ‣ Monetization possibilities
‣To make new online friends ‣To increase his following
‣To know how to better promote himself ‣Exposure
‣To get followers for her blog ‣Feedback & ideas from her fans
‣To discover that she could provide value to others
by ‣API for him to make his own Savings.com
sharing her awesomeness. apps
Get recognized while sharing your vast Savings.com is an awesome partner to help grow
Save money, interact and have fun, “you too can be a your brand and user base. They will help me make
Value
DealPro”. “It’s easy!” wisdom with the unwashed masses. You are a
Prop “Nerd” god. Chicks dig you. more money.
Others will know you are a god on We are an awesome partner to help you grow your
Core Save money, have fun & discover that you could be a brand and users which will help you make more
DealPro. It’s super easy. Savings.com and chicks will dig you.
Message money.
in mind. They are figurative and should only be used as a guide.
Please Note: These profiles are done with DealPro recruitment
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9. TM Simplify Digital.
Create 3 users profiles for your online advocacy site. Start with the
name, then the story then their needs. Finish by finding a picture in a
magazine or online that you feel best represents what the user looks
like.
Picture Picture Picture
Name
Story
Needs
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10. Users Needs:
Understand your users and deliver what they want
Target User / Target The Evolving Artist The Exploratory
Customer Collector
Their Story Natalia is a mixed media and Jason started building his
canvas painter with a vibrant collection several years ago
and growing following of urban after becoming interested in
hipsters in their 20s & 30s. the political works of Shepard
She exhibits in solo and group Fairey. He is interested in the
shows and is looking to have social impact and message
her work reach the tipping regarding the pieces he
point of acclaim. She is highly collects and wants to share
active online with a robust and discuss his opinions and
Facebook and Twitter influences with his friends and
following. art scene.
Their Needs - Display their work in a - Interact with other people
flattering, true to experience with similar interests, tastes
fashion. and influences
- Connect with curators, - Discover new artists and
reviewers and other industry scenes
influencers - Contribute his opinion and
- Be able to sell their work in gain recognition in his art
various forms circle
Value Proposition Help me exhibit, grow my Connect me with art that is
following and make money in a relevant to my interests and
way that is cool, legitimate and inspiring to my social circle.
sustainable. Help me share my tastes and
experiences quickly and with
people that I know.
Messaging * Show, Share, Sell - Saatchi * Discover & Inspire - Saatchi
Online is the environment for Online is where you come to
true to life artistic find art relevant to your lifestyle
representation and opportunity. and to contribute to the art
scenes that you participate in.
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11. TM Simplify Digital.
Notes
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12. TM Simplify Digital.
Prioritization Toolkit
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13. TM Simplify Digital.
Prioritized Needs
Picture Picture Picture
Type
Name
Top 3 Needs
Features for
Need #1
Functionality for
Need #1
Features for
Need #2
Functionality for
Need #2
Features for
Need #3
Functionality for
Need #3
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14. TM Simplify Digital.
Prioritized Needs Example
Picture Picture Picture
Type High End Residential Entrepreneurial Commercial Institutional
Julie & Linda Lu, Fashion Janine Smith, Exec. Dir. of
Name Jorge Coen, Director School of Science &
Designers
Technology
audio/visual media validation assurance
Top 3 Needs can’t be intimidated story clarity legacy
credentials all must be beautiful professionalism
Video Media Examples, Evidence, peerage
Features for Inspiring Photos/Motion, History of PTA, Consistency,
(approval from those
Need #1 Narrative story, Graphically Articulation, Motives, Drivers
around), Awards
Rich
List of accomplishments,
View on mobile, Video, Press kits, releases,
Functionality for transference of past
experimental narrative, one sheets, editorials, louder
Need #1 projects, Print pages/pdf’s,
cinematic imagery messaging
work samples
Multiple locations of press,
No jargon, Confidence in Visualization, values and
Features for popular culture, non-
approach, Simplicity, needs, projection of
Need #2 architecture press, Part of
Stories and Cases institution’s future
social
Presentation style & deck
Vernacular language/simple, Functions/Events, Social
Functionality for structure, interview/pitch
speak from wisdom, not media, video, blogs,
Need #2 approach, beautiful
knowledge partnerships
renderings
Documentation, process,
Features for Voice & writing, credentials, See the work, live in the work,
speaking, team, leadership
Need #3 appearances, authenticity experience the work
& facilitation, network
Blog, testimonials, Biographies, history,
Big images, well-cropped,
Functionality for walkthough a project from a meeting systems,
“architecture images”
Need #3 personal perspective, objectives, structure of
transitions,
Interviews process
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15. TM Simplify Digital.
Notes
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