Step 12:
Determining the Customer's Decision-Making Unit (DMU)
Worksheet
End User Persona (Step 5)
Economic Buyer Persona
Name
Chris Jackson
Anessa Lopez
Title
Stylist
Client
Demographic
Summary
A Male 24 years old
36,000 a year
Freshman year dropout
cosmetology degree
Art major at Texas State
Mom, sister, and nephew, no kids,
African American
Female
28
2 Kids with curly hair and she cant seem to
figure out how to style
Executive of a popular fashion brand
Resides in Georgetown Tx
Psychographic
Summary
determined, Bold lifestyle, Leadership
qualities, CEO traits, creative, hard-working,
free-spirited, colorful, innovative, adaptable,
extrovert
stressed about her hair, but passionate about
finding a new stylist she can trust and rely on,
very busy being a single mother of 2
Proxy Products
Instagram, Tik Tok, Pinterest, Vision boards,
magazines
Instagram, Pinterest, TikTok
Watering Holes
Clubs, social media, hair groups
Family, meetings, social media
Priorities (Top
4 in order)
1.owning hair shop
2. Gaining more client
3. Financial independence
4. Brand promotion
1.
Taking care of children
2.
Continuing to be successful with her brand
3.
Making sure her hair is healthy and taken care of
4.
Key Selling
Points to this
Person
1.
Marketing features
2.
Big platform for stylists to gain clients
3.
Low subscription price
1.only platform (social media) strictly for hair
2.many different stylists to choose from
3.reliable and trustworthy app
Primary
Influencers
Secondary
Influencers
Champion
/
advocate
Veto
Power
Primary
Influencers
Secondary
Influencers
Champion
/
advocate
Veto
Power
People
Other
hairstylist
Family
Other
stylists
Her friends,
other moms
models
Her mom
Organizations
Austin hair
groups
Hair salons
bank
Business
gatherings
Info Sources
Group
meetings,
social
media
Other hair
shops
Reddit,
yelp
Social
media
magazines
Others
His
inspiration
Lack of
trust and
fearI
