Mine Energy Transition - Buyer Persona

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Mine Energy Transition - Buyer Persona by Mind Map: Mine Energy Transition - Buyer Persona

1. Goals

1.1. Business Goals

1.1.1. Employee Development

1.1.2. Regulatory Compliance

1.1.3. Operational Efficiency

1.1.4. P&L Management

1.2. Personal Goals

1.2.1. Retirement

1.2.2. Be a good leader

1.2.3. Lead by Example

1.2.4. Continuous Improvement

1.3. Organizational Goals

1.3.1. ESG Compliance

1.3.2. Year over year growth

1.3.3. Grow market share

1.3.4. Increase shareholder value

2. Buyer Thinking

2.1. Perceptions

2.2. Beliefs

2.3. Buyer Thought Process

3. Why Buy

3.1. How Do they make choices

3.1.1. GM establishes plant level goals based on the input from C suite on overall organizational goals

3.1.2. By committee

3.2. What Risks affect buying choices

3.2.1. Safety

3.2.2. Compliance

3.2.3. Warranty infractions

3.2.4. reduced efficiency

3.3. How do our buyers balance consequences and payoffs?

3.3.1. Short or Long term initiative

3.3.2. Opportunity cost evaluation

3.3.3. If it fails are they worse off then before

3.4. How does our buyer thinking affect "Why" choices

3.4.1. Not an emotional purchase

3.4.2. Practical and driven by the bottom line

3.5. What are the drivers for decisions

3.5.1. Ease of implementation

3.5.2. Low impact to current operations

3.5.3. large post implementation benefits

3.5.4. Sustainable/Scalable for long term

3.6. What are the unspoken "Why" Reasons

3.6.1. Need to "feel good" about how we do business

3.6.2. Concern for the future of our children

3.6.3. Create a positive public image

4. Initiatives

4.1. What initiatives are important to our buyer

4.2. What strategies are used by our buyers industry

4.3. Which programs & Projects are important

5. Timing

5.1. Seasonal Patterns for our buyers

5.1.1. Most projects will be started in the spring

5.2. How does budget planning affect timing

5.2.1. Depending on budget cycle the timing will be move in or out based on capital requirements

5.2.2. High CapEX will affect time but O&M can be worked into current budgets

5.3. What is normal end to end buying cycle

5.3.1. 6 months to 1 year for contract signing

6. Channels

6.1. Where do our buyers get information

6.2. Where do our buyers hang out online

6.3. Where do our buyers hang out socially

6.4. What external sources do they visit frequesntly

7. Influencers, Stakeholders, Buying Team

7.1. Who are the key stakeholders?

7.2. Who are the internal influencers

7.3. Who are the external influencers

7.4. Who participates on the buying team

7.5. What role does our buyer play on the buying team

7.6. Who participates in the approval process

8. Content & Information

8.1. What information and data references do buyers rely on

8.2. How do buyers utilize and share content

8.3. What types of content affect purchase decision

8.4. What content do the buyers seek and when

8.5. How do the buyers obtain and receieve information

9. Who & What

9.1. Demographics

9.1.1. Predominantly Male

9.1.2. 35-55 Yrs Old

9.1.3. Married W/ Children

9.1.4. Strong Family Values

9.2. Education

9.2.1. BA - Business Development or Engineering background

9.2.2. 5-10 years coming up the ranks of mining organizations

9.2.3. Most likely has been with the same company for over 10 years

9.2.4. School of hard knocks - Most likely has extensive real world examples of operations to draw on to make decisions