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Learning about your customers

AUDIENCE IDENTIFIERS

AUDIENCE IDENTIFIERS

PERSONA SEGMENTS

Define your customer persona (what does his/her day look like)

willing to give a premium for their health

invested in their health

Would buy organic> non-organic regardless of expense

disposable income

well-travelled

chefs

food connoisseurs, gourmet-lovers, understand food palettes

Aware of world cuisine, asian cousin

high-paying job, established, well-educated

Love a work-life balance

Don’t want to take supplements, wanna manage health naturally, in-balance w their lifestyle

involved in fitness/sports

gastrointestinal patients, IBS, Diabetics- Kefir

Demographics

25- 50, both genders

Psychographics attributes & interests

Negative personas

Anyone very price-centric

Anyone whose decisions are made based on price- will not buy

someone who is on Zero-sugar diet

Keto people or no-carb diet

crazy about ayurveda- anti-fermented foods

Purchase Triggers/ Seasons/ Stages of Life

Summer, autumn, spring- best season for fermentation

winters- low point

Party- use Kombucha as a mixer

Trying to meet protein requirement

Looking for vegan protein options

Gut issues- big trigger inc. doctor recc.

High anti-biotic use → gut health issue → needing probiotics

Events/expos/trade shows/conferences that your target audience maybe interested in:

Vegan First - Online, farmer’s markets, organic markets, hospitality events- ex: IHM, Anna Poorna, Horeca- big audience

Online forums or Facebook groups where your target audience is active:

Fermentation groups on FB, Kombucha Brewing groups, gut health

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