18A: Creating an Avatar

Assignment 18A: Creating a Customer Avatar

As my product is originally intended for grocery store businesses, I will be creating an avatar of a grocery store owner as he/she will be the one who decides to buy my product for their business. 

My customer avatar is a middle-aged man (about forty-five) who runs his own grocery store and is looking for a way to protect his business and its atmosphere.  He is a workaholic who very rarely gets a day off from work; but when he does, he spends it with his family as he has a wife and four children.  He reads the newspaper every night when he gets home from work to stay up-to-date with everything happening in society-especially economically so that he knows what to expect in terms of his business.  However, he always falls asleep reading the newspaper as he is exhausted from working a sixteen hour day everyday.  

He identifies as a conservative as many of his business ideals align with conservative ideals such as tax breaks which help him to use the money his business makes to better pay his employees and buy products that will enhance his business such as my product.  He also enjoys reading books about successful entrepreneurs in whatever free time he can find.  

Although he is a workaholic, he is still able to enjoy some of the benefits of all of his hard work.  For example, he tends to like cars that are on the higher quality end such as Cadillacs and BMWs and owns one of each.   Additionally, he enjoys going on tropical vacations where he can simply sit in a beach chair, read his newspapers, and smoke a cigar.  Behind all of the hard work and entrepreneurial ideals that he exemplifies on a daily basis, he is a very simple and down-to-earth man.

He is an extremely personable boss and genuinely cares for all of his employees and their personal lives.  However, with so much constantly going on in his life, he feels twice his age and that he is no longer able to handle his thriving business on his own.  He is in need of better managers who take more responsibility within his business.  He is in need of something that will allow him to take more time off from work and enjoy his life.  

Customer Avatar: 

Commonalities: As a college freshman who does not have much money of her own compared to the owner of a business, I do not share many commonalities with this customer avatar.  However, I do identify with the hardworking personality that does not allow anything else to happen until a task is completed the right way.  This avatar clearly works extremely hard to reap the benefits not only for himself, but for his family.  I definitely admire this quality in him as it is something I dream of achieving in the future.  

Coincidence: I do not think it is a coincidence that I share some of the characteristics of a business owner such as determination and perseverance because as the daughter of a grocery store owner and entrepreneur, I have always been taught to work extremely hard until I reached my desire goal.