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Persona template for: The hard working small business owner

Save time and money by starting with this 'The hard working small business owner' persona example. Learn how to make your Government website easier to use for Jason. By putting the user first (in this case Jason), you will be creating an experience that meets Jason's expectations, supports their goals and remedies any pain points. This persona example could be used for the Government industry.

Meet 'The hard working small business owner', named Jason

"I'm doing it tough at the moment and I really want to do right by my family"

Jack runs his own small business but is doing it tough at the moment.

This persona is motivated by building his business and getting a more constant level of revenue. This persona is 30-33, lives in the suburbs and works in the suburbs. Jason is married, has 2 children and is often kept busy with balancing work and family life.

People like Jason are not comfortable with technology.

Jack likes to network when he has spare time but lately his kids have been keeping him busy.

How Government Department can help Jason

Jason has come to Government Department because Jason's goal is to buy better machinery. Government Department could help Jason with this goal by helping him network with other small business owners and matching him with an accountant that specialises in structuring small businesses, but one of the reasons why Jason has not yet engaged with Government Department is his lack of time and knowledge of what support is available to him.

Website visit goals for www.department.gov

Learn how to make your website easier to use for 'The hard working small business owner' persona.

'The hard working small business owner' has recently been visiting websites in the Government sector and has arrived at www.department.gov. Jason has found that most of the websites in the Government sector have similar messaging and wants to know the main points of difference of Government Department.

Important
Website goals Barriers How we can help
to see what initiatives are relevant to his situation a menu structure that's not logical making the menu structure more intuitive
To determine if he is eligible for any small business programs that are offered The terminology is confusing for him Update the terminology in response to results of a card sorting exercise
To find networking events near him There is no way to narrow events down by location A filtering feature that will make relevant events more prominent than irrelevant events

Technology

Comfort level with technology

Jason is not comfortable with technology.

Time

Spare time

On an average day, Jason has very little spare time.

Jargon

Jargon familiarity

Jason is not familiar with the industry specific terms that are used in the Government industry.

Social media usage for Jason

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: medium usage
Twitter: very low usage
LinkedIn: very low usage

Devices that Jason uses to access the Government Department website

Computer

Desktop / laptop

Jason uses a computer to access the Government Department website at home after his kids are put to bed.

Tablet

iPad

Jason uses a tablet to access the Government Department website while watching TV.

Mobile

Smart phone

Jason uses a mobile to access the Government Department website when on his lunch break.

The hard working small business owner
Stats for 'Jason' insert_chart
  • Life-stage: mid-way through their career
  • Age: 30-33 years
  • Annual income: $51,000 - $70,000
  • Industry: small business owner
  • Internet usage: a few times a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: a Certificate
  • Technical level: not comfortable
  • English level: native

Download this persona

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More persona templates for the Government industry

See persona examples and templates created using our persona generator tool.

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
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