When I was growing up, we used to cruise around
in our cars going from basketball game
to basketball game, listening to music on our eight track tape.
And one of the bands we used to listen was the Beach Boys.
And they had a song I'll never forget.
And the lyrics when something like this.
Don't be afraid to try the greatest sport around.
Everybody tries it once.
Catch a wave, and you'll be sitting on top of the world.
Well, for us, this sport is entrepreneurship.
And Raffa is trying to catch a wave
and get to the top of the world.
He's got a nice little surfboard, but will it work?
All entrepreneurs experience what
Raffa is going through right now.
This is the quintessential part of
the entrepreneurial experience.
Those of you with a marketing background
should be familiar with the concept of a persona.
But for others, your persona is an end user
who best exemplifies the end user profile.
Think of the persona as that one customer who, if you won,
you would get everybody else in the target customer profile.
That's your persona.
In this lesson today, based on Raffa's example,
you're going to learn a few things.
First of all, you're gonna learn the difference
between the persona and the end-user profile
and why you want both an end-user profile and a persona.
Secondly, the important role that your persona
plays in your company building process
will be made very clear.
And third, you will learn how to choose and build a persona.