2. Personas

Who would drink your kool-aid, and why?

You should be very selective in who you try to acquire and when/how, but at least enumerate all the various types of people / teams / products who might use your product and why (informed by their bad alternatives) before narrowing down.

Who: Types of customers who'd buy what you're selling

Who: Types of customers who'd buy what you're selling

Name

Description

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Get specific!

How exactly would you acquire each of these people, and even beyond that... how would you onboard them?

How do you maximize their value and minimize the time-to-first-wow with exceptional onboarding?

Which growth loops could you use on them to grow your company or reinforce the value you’re providing?

The examples below are basic, but the more specific you can get the faster you’ll be at acquiring new users. Treat these as A/B tests and iterate quickly, going from one growth loop to the next to see which ones work and which don’t! Even the most successful startups had numerous false starts.

Personas: Who they are & how you acquire them

Personas: Who they are & how you acquire them

Persona

Bad alternative(s)

Pain

Pain / Intent Description

Where to find them

Product

Onboarding Journey

Growth loops

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