1. Frustrations/Limitations
2. Dreams & Goals
2.1. Desires to have it all together / or at least to appear to have it all together
2.1.1. Wants to make everyone around her feel seen, heard and special
2.1.2. Wants to be organized, clean home, minimalized, with things put away (but that never happens)
2.1.3. Wants to travel with her kids
2.1.4. Wants to create fun family traditions
2.1.5. Wants to create genuine memories for her kids and family to remember a life time, even after the kids moved out or after she passed away.
3. Shopping
4. Shows, Podcasts, Entertainment
5. Clothing/Beauty
6. Work/Career
6.1. Bachelors Degree
6.2. Works part time
6.3. At some point she decided to work part time, because she prefers to enjoy more time with her kids.
6.4. She likes the challenges at work and to connect with her co-workers.
6.4.1. It's giving her an additional feeling to be needed in a "grown up" / serious business environment.
6.5. The days are demanding. Sometimes it's a big challenge to manage her job, her kids, her husband and the dog at the same time. But she wants to tick off all the boxes on the to-do lists. And enjoyse the feeling when everything or most of it is achieved.
6.6. Struggles to move further up the corporate ladder due to being limited by the part time job. Constantly questions this decision, but all the challenges quickly distract her from this internal discussion.
7. Friends & Connections
7.1. Social Media / Online Escape
7.2. In-Person Friendships
7.3. Interests / Authors / Influencers
8. Demographics 📋
8.1. Age: 34 years old
8.2. Female
8.3. Lives in mid sized town in rural area / rural suburb of bigger city (20-30 mins away from the city)
8.4. Dual income 120.000€/year
8.5. 2 kids
8.6. at least 1 dog, if not 2 or a cat next to the dog.
9. Family Life 🤰
9.1. 2 children, aged 3 and 1
9.1.1. fun and active kids, high energy and lots of fun
9.1.2. her parents are helping with the kids at least once per week
9.2. Emotional labor
9.2.1. Owns it all - responsible for: -All things home -All holiday planning, -gifts, -family and friend connections -neighbours, -extended family relationships
9.3. 1 dog, age 1-2 years
9.3.1. dog is a full scale family member
9.3.2. she grew up with a dog and it was always her dream to have a family with a cat and a dog
9.3.3. she chose the dog breed and named it
9.3.4. she's walking the dog most of the time together with the kids
9.3.5. the dog was adopted during covid as a puppy, when her husband was working from home mostly and could help taking care of some chores so she could raise the puppy
9.3.5.1. recently the dog as diagnosed with elbow dysplasia, she's at the beginning of the journey to find out about the disease and how to move on from the diagnosis (surgery, healing, maintenance)
9.3.5.2. she's taking the lead in taking care of the new challenge that the diagnosis brings into her family's life
9.4. 1 cat, age 5 years
9.5. Husband, 38 years old
9.5.1. busy in his full time job
9.5.2. responsible father
9.5.3. travels a lot, but values all the hard work that his wife is doing for the family
9.6. Married ~5 years, in total 8 years in relationship
9.6.1. Marriage is stale, more of co-existing at this point
9.6.2. Communication is good, not great