1. The Digital Professional
“
Peter (37)
Finally, we have the opportunity to show how
digitally creative Aarhus is - which it is!
The career oriented family man
Peter lives in a suburb to Aarhus with his wife, Helle,
and their two children, Mathias (5) and Miriam (2).
He has lived in Aarhus since he began studying and
could not imagine his family living anywhere else. At
the same time, he enjoys the suburbien lifestyle where he can both take the kids for a walk in the forest
and be in the centre of Aarhus within 15 minutes.
Peter works at a digital agency in Aarhus where he is
responsible for online marketing and digital strategies
for an array of clients. He enjoys his job and takes
pride in being on top of new technology and knowledge in his field.
This pride is founded in a deep interest in the internet
and social media. Peter knows about memes, uses
Twitter on a daily basis and cannot remember the last
time he opened a physical paper - all he needs is the
internet and then he is more than capable of finding
what he needs.
A celebration of Aarhus is in order
Peter feels that he is a central part of the digital
community in Aarhus, which he sees as thriving and
something to be proud of. Consequently, it excites
him that an initiative like Internet Week Denmark is
placed in Aarhus and he has been following the festival ever since he first heard of its existence.
It is 100% certain that Peter will attend the festival as long as there are events he finds interesting. He
may even contribute to the creation of events.
Events must be applicable to his life
With a job and a family, Peter will not be able to attend all events and thus he will prioritise events that
either relate to his business area or offer him the opportunity to network with likeminded. He prefers best
practice cases or high profile keynote speakers.
However, with his passion for the internet, Peter is
also easily persuaded into attending more humorous
events, such as an event focusing on his personal
hobby of internet memes. Spending a few hours with
other meme enthusiasts seems fantastic to him.
In addition to attending events, Peter is also interested in hosting one or more events during the festival.
Peter understands how the role as host will promote
his employer in a positive way and as an expert in
his field he will have no problems identifying potential
speakers or even speaking himself.
Most important take aways
1. Attend and create interesting events.
2. Broaden personal and professional network.
3. Enjoy the excitement and focus on the internet
community in Aarhus.

2. The Student
“
Sarah (25)
I would like to stay in Aarhus when I finish my
studies but I am unsure of my options here.
The curious and focused student
Events with well-known names
For the last year, Sarah has lived with her boyfriend,
Thomas, in a flat in the city centre. Thomas is currently writing his thesis in media studies and the two
of them have slowly begun planning what they will do
after they are done being students.
She will be particularly interested in events that can
help her grow her network - and she will definitely
attend events that are aimed directly at students.
She once attended a career fair in Aarhus where she
found the idea attractive but felt that there were not
enough companies interested in hiring it-professionals. With this experience in mind, Sarah will be very
careful to only attend events where she will not just
be one in a line of people trying to attract the attention
of potential future employers, who may not even be
interested in hiring her.
Sarah is on the first year of her masters degree in IT
at Aarhus University. She took her bachelors degree
in Aarhus as well and where some of her fellow
students chose to move to Copenhagen to take their
masters, Sarah wanted to stay in Aarhus where she
has most of her network.
Sarah works as a student assistant at the University
and feels she has quite a good network here. However, when it comes to the business community of
Aarhus, she mainly knows of the companies that have
attended events at the University.
Investigating options at the festival
When Sarah heard of Internet Week Denmark her first
thought was that it sounded very interesting, but she
was unsure whether there would be any events that
were relevant for her.
She knows that she only has 1-2 years left to build a
professional network that can help her get a job when
she finishes her studies - and her boyfriend has even
less. Both of them would love to find jobs within driving distance from Aarhus when they graduate - but
they are unsure of the best way to ensure that they
will not have to move further away.
Sarah will make sure to take a close look at the festival events to see if there is anything that can help her
in her future.
Besides being concerned of her own future, Sarah has a natural interest in the internet and digital
solutions. This means that she will also be likely to
participate in events with either well-known keynote
speakers or high profile companies. However, she
does live on a student budget and any events that are
too pricey she will not be able to purchase tickets to.
Most important take aways
1. Attend student oriented events
2. Broaden personal and professional network.
3. Investigate the possibilities of future employment in
driving distance from Aarhus.

3. The Digital Entrepreneur
“
Henrik (33)
As a startup, I cannot get enough exposure of
my company and our products.
The innovative business man
Henrik lives and breathes for his business and his
career. Maybe that is why he is still living alone and
spends his time with his large personal network
instead of being a family man. However, he is very
close with his friends and if they were to describe him,
it would be as a talkative, humorous and inspirational
individual. He always sees the best in every situation
and is not afraid of stepping away from the paths well
traveled.
Henrik is an innovative spirit and is always looking for
new inspiration that he can apply to his own business.
He loves creative processes and has a personal drive
that he brings to every situation, he takes part in.
With his business partner, Carsten, Henrik founded a
software company two years ago. He knows Carsten
from when they were both students and it did not take
them long to decide that they should definitely go on
this entrepreneurial adventure together. So far their
company is doing really well but as all startups, they
grap every opportunity of spreading the word of their
brand.
Internet Week is another opportunity
There is no doubt in Henrik’s mind that he will attend
as much as he can in Internet Week Denmark. As
a new startup he, and his business partner, need
every opportunity to tell the surrounding world of their
company - and thereby hopefully create new business
in the near future.
At the same time, Henrik is always looking for new
inspiration that he can implement in his business.
A networking view of events
Attending events in Internet Week Denmark is something, Henrik will prioritise throughout the week.
Not having his own family allows him to be very flexible concerning his timetable and being an entrepreneur, he is also able to work at night if he wishes to
attend an event during the day.
When Henrik decides which events to attend, he will
firstly look at who else might choose to participate in
these events. If potential investors, customers or partners are there, Henrik will be there as well. For him,
the participants are just as important as the topic.
However, being an innovative soul, Henrik is also
always looking for ways to develop and expand his
own business and product portfolio. Consequently,
events that are directly related to his line of business
as a software company also have his interest. The
only thing he does not have the patience for is long,
theoretical talks that he cannot build on afterwards.
Most important take aways
1. Promote and brand his company.
2. Drive up new business and potential future customers.
3. Inspiration for future development of his own company.

4. The Investor
“
Jørgen (49)
I am not that experienced in this industry, but I
know about investments and creating business.
The business intelligent investor
and that there are a lot of innovative and creative
people within this line of business. It is not necessarily
a field he knows too much about personally, but as
a professional investor he knows this is where the
money is.
He lives in Copenhagen and most of the companies
he has previously backed also reside in the capital.
However, that does not mean Jørgen is not interested
in investments in the rest of Denmark. But he does
not have the same insights in the business environment in for instance Aarhus and as a consequence,
he often needs someone else to draw his attention to
particularly attractive startups.
A wish for exclusivity in events
Jørgen is one of Denmark’s successful investors. He
has been in the investment industry for more than 15
years and he has backed several succesful companies.
Jørgen understands that the internet economy is an
attractive one but he is not the most digital person
himself. He owns a smartphone but hardly has any
apps on it. And he still subscribes to two large, Danish
newspapers since this is his preferred channel to stay
updated on news.
Internet Week gathers opportunities
Jørgen finds Internet Week Denmark interesting
because the festival is suited to gather a long line of
potential investments for him. For that reason, he is
able to learn a lot about the business environment in
Eastern Jutland without any hazzle. All he has to do is
turn up and meet with potential investments.
At the same time, a festival that focuses on the internet seems particularly interesting to him. He knows
that the field holds a lot of potential in the near future
Jørgen is not at Internet Week Aarhus to attend
events with a focus on digital strategies or technology.
He is there to meet with startups and entrepreneurial
spirits. He is also not there to mingle with each and
every participant. Instead he wants exclusive events
that are directed to him and other potential investors.
This means that Jørgen will not be looking through
the event programme to find interesting events by
himself. He comes from the other end of the country
and he expects an invitation to specifically interesting
events - he knows that he is an attractive guest and
he is used to being treated as such.
Nevertheless, this does not mean that Jørgen would
never attend a keynote speaker or a trend seminar.
But he has to see the immediate gain for him and his
investment business - otherwish his time is spent better elsewhere.
Most important take aways
1. Identify and contact potential investments
2. Gain knowledge on the internet community and
economy in Denmark
3. Network with likeminded

5. The Executive
“
Susan (41)
I need to always stay updated on trends and
business strategies that we can implement.
The digitally interested executive
Susan is exactly where she wants to be in life. She
lives in a house in Ry with her husband, Thor, and her
daughter Emma (15). She has a dream position as
Marketing Executive in a large company in Aarhus.
And this spring she finally accomplished her lifelong
dream of running a marathon.
Emma is at the age where she does not need her
mother’s attention and company every waking hour of
the day and this has cleared some times in Susan’s
schedule to focus on her own personal interests. This
newfound time, Susan spends on exercising and attending various cultural events with her husband.
With a managerial position within marketing, Susan
works at least 50 hours a week which means she
does not have much time to stay updated on trends
and developments in her field - however, she knows
that this is an important part of her job and for this
reason, she makes sure to attend conferences and
meetings whenever they can bring her the much
needed updates.
An excuse to clear the schedule
As soon as Susan heard of Internet Week Aarhus,
she promised herself that she would try to set aside
some time to attend a few events. However, with
her busy schedule, Susan also knows that she must
either plot in specific events months in advance or be
prepared to give a miss on some things during the
week due to scheduling conflicts.
Nevertheless, for Susan a festival in Aarhus is the
best way for her to stay informed within digital marketing and she would also enjoy meeting fellow executives during the week.
Events must paint the bigger picture
If Susan is to attend one or more events, it is important that the event takes a look at trends, technologies and best practice cases from a more strategic
viewpoint. Susan is not the person that creates the
specific content for social media or search optimises
website content and for her such practical content is
simply too irrelevant.
Susan will not be able to attend that many events during the festival. Due to this, she will instead prioritise
the 1-3 events that seems most relevant to her. Relevant events means events that give her inspiration to
her own work or events where she can network and
share experiences with other executives.
However, if she stumbles upon events that may be
more suited for her employees than herself, she is not
afraid to encourage them to participate in the festival
as well.
Most important take aways
1. Stay updated on trends, strategies and best practice cases.
2. Meet and share experiences with other executives.
3. Inspiration for new iniativies in her own division.

6. The Citizen
“
The Andersen Family
Not many subjects interest everyone in our
family - but the internet affects all generations.
A close-knit family
The Andersen family lives in Skanderborg where the
parents, Tom and Helle, also work. Tom is a teacher
and Helle an accountant. Together they have two
children, Mathias (12) and Sofie (7), both attend the
local public school.
The family lives a busy life with jobs, school and
pasttime activities. But during the weekends, they
enjoy spending time together and often take daytrips
in Jutland. These trips are where they build the close
relationship that they have always had as a family.
Sometimes they even bring Tom’s mother, the children’s grandmother.
It is often difficult for the family to find activities that
suit all members of the family - especially with both a
boy and a girl, it is often a fight between fairytales and
cars. Following this, the family appreciates it even
more when they do actually find events or activities
that they can all do toghether.
A lively area is always attractive
Everyone in the Andersen family notice and enjoy
when something special is happening in their hometown - or even the surrounding area. An internet festival is one of those things that interests all generations
and consequently, they will make sure to take a closer
look at which events, the festival offers.
All family members often visit both the centre of Skanderborg and the centre of Aarhus, and they cannot
help but notice street events, posters and banners.
And a mention of Skanderborg in newspapers always
attracts the parents’ attention as well. They are proud
of being from Eastern Jutland and it is always nice to
have this pride confirmed.
Events for all family members
When choosing events, the family will look into
both events that everyone would like to attend and
potentially events that only one or few members find
interesting.
Mathias takes a natural interest in digital technologies
and events where he can learn computer programming will catch his eye immediately. However, Sofie
is more of a curious end-user and so her and her mother are more likely to attend a play or a storytelling
event instead. Tom is also aware of how his mother
needs to learn how to use the internet to get by - and
consequently, he will keep an open eye for events
that may trigger her interest in the subject.
However, with a busy schedule it is not every weekend they have the opportunity of setting several
hours aside for an event. Hence, the family may also
choose to simply take a walk through the city centre
of Aarhus - simply to see if anything is happening in
the open space of the city.
Most important take aways
1. Family bonding through events.
2. Pride of living in an attractive area.
3. Building skills through the children’s natural curiosity.