1.)Based on the three customer personas, which customer segment should Onetela target?
Steve – Young Professionals
2.)Create a positioning statement
To young professionals, PicDeck is the photo transferring service that simply works for you because it sends your pictures to the places you want.
3.)What are the risks of using qualitative personas to select target customer segments?
We do not have a complete picture due to the limited sample size.
1.)I must admit I think this is a difficult question as I think “it depends” on additional information. Being that this is a qualitative persona, the test group was small so I think it would be best to get additional information to support our decision.
While I am comfortable choosing the young professional, I also consider the parent a viable segment. The young professional will definitely utilize the service in their business and will see the value to carry over use for personal photos thus increases their usage and dependency of the service (or vice versa). I think given the age group of this persona they will be quick to adapt to the new technology once they commit to using it. Once they commit to using it I believe it will be something that will be difficult for them to give up so they will be a regular customer.
However, I am concerned about the number of potential customer in this persona. I wonder how many 27 year olds are like Steve when he mentions he was “the last of his friends to get up on the latest technology”. While I believe this persona will utilize the features, I also consider the parent persona to be worthy of more consideration.
There will always be parents who photograph their children and want to share them but my concern and why I didn’t choose this option is I don’t know how frequently parents will put it to use especially those that are comfortable with technology. While, I believe they will use it I think it may be infrequent so it may be...