Lesson Task – Customer Profile

This week first lesson task was to create two consumer profiles for a fictional client, we were free to choose the client and the product. I should also list the things I think are important to include in a consumer profile and show my research.

The first thing I did was to think of a fictional client and the product/products.

I thought of my mom, she has an autoimmun disease and her journey the past years has included researching how food and ingredients in food has a big impact on the life quality. She is a really good cook/baker and her dream has always been to open a cafe/bakery with organic products, local food and sugar/lactose/gluten free food.

So, I chose that my client is a baker/cook that is going to open a café called «LocaLove», the products in the café will be breakfast and lunches with food/drinks that are meant to heal your body and with products that help to give you energy and are good for the body.

The images are from Pinterest and I added a Logo to one of the images just for fun and to show an example of how it could have looked like.

Then I went on to research the Brand positioning and target customers for the client.

The brand customers are people who are interested in natural and organic food.
The brand customers want to improve their health and have a better quality of life through the food they eat.
The company’s capabilities is that they are focused on where the food comes from – not cheap solutions to get a hold of fresh produce and they have creative solutions for cooking good food.
Competitors position their brands by sharing the products amongst each other, they have a good contact with local farmers and they investigate the suppliers who supply fresh produce to know that it comes from good conditions.

Based on this information the client’s Brand positioning will be that they will serve food that are healing and directly from the farmer.

I will summarize their brand positioning by these three words:

Anti-inflammatory.
Innovative
Eco-friendly.

The clients ideal customers are people that are innovative and enlightened about organic food, but also people who are on the look for new ways to heal their body through a natural way. This is people who are in the age group 18-70 years. It can be both genders, but particularly interested in healthy food.

When I was done with the Brand positioning and customers target, it was time to make two Customer Profile’s for my client.

Customer Profile

In a general customer profile I think it is important to show the identity to a person/persons that will consume the product/products to the companies. It is a way for the company to really get to know their consumers and show the company how important it is to adapt to the customers needs, not just the companies needs. After the company have a brand positioning and a customer target, the customer profile should show them who the consumers to that specific customer target are. A customer profile should also include a picture/avatar that show the appearance to the consumer, so that the company gets a visual of the consumer.

I thought of what I want to know about a person when I first meet them. One of the first thing that are usually important to get to know a person is their name, then their age, what they do for a living, their hobbies/interest and where they live. I think these are some key factors to include in a customer profile.

But to make it a Customer Profile to a specific client, you will have to include some more information and that information should be relevant to that client and their products.

This is the information I think is important to include in the customer profiles to the client who are opening the café «LocaLove»: