1. Goals & Values
1.1. Needs
1.1.1. Reassurance that she's got the ability
1.2. Values
1.2.1. Consistency and good design
1.2.2. Attention to details
1.3. Wants
1.3.1. To grow her business but feels stuck
1.3.2. Accountability & nurturing support
1.4. Fears
1.4.1. Not keeping up with social media
1.4.2. Being left behind by younger competitors
1.4.3. Being made to look stupid
2. Challenges & Pain Points
2.1. Chellenges
2.1.1. Not a digital native
2.1.2. Doesn't have tons of time
2.1.3. Can't afford to hire an agency
2.2. Pain Points
2.2.1. Fear of losing out
2.2.2. Confused by the choices available to market her business
2.2.3. Burned in the past
3. Objections & Roles
3.1. Objections
3.1.1. Worries she might not be able to keep up
3.2. Roles
3.2.1. Makes her own decisions
4. Criteria For Success
4.1. She can start to take confident action
4.2. Comments and compliments from peers
4.3. Some new opportunity
5. Details
5.1. Age:
5.1.1. 41
5.2. Marital :
5.2.1. Married
5.2.2. 2 Kids - Age 7 - 21
5.3. Occupation :
5.3.1. Self employed interior designer
5.4. Location :
5.4.1. English speaking world
5.5. Education :
5.5.1. University - but not using her degree
5.6. Income :
5.6.1. £55K as a second family income
5.6.2. Mostly disposable
6. Sources of Information
6.1. Books
6.1.1. Mainly fiction
6.1.2. Occasional business book but no orientation
6.2. Magazines
6.2.1. Some interior design magazines
6.3. Blogs / websites
6.3.1. Follows some lifestyle blogs which inspire her.
6.4. Social Media
6.4.1. Mainly Facebook and some Instagram. Both of these mainly as a consumer.
6.4.2. Looks up how to's on Youtube
6.5. Video / TV
6.5.1. Crime dramas, Netflix mostly these days.
6.6. Conferences
6.6.1. Has gone to a couple of local business conferences but found them dull
6.7. Guru's / Influencers
6.7.1. Do some work here
6.7.1.1. Important for ad targeting