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Persona template for: The new business owner

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

Meet 'The new business owner ', named Angus

"I took the leap and opened up my own busines. There is alot more involved than I first thought"

Angus's business is starting to pick up and he is hiring more employees. He wants to be sure he has all the books straight and the right accounts set up for them from the beginning.

This persona is motivated by growing his business. This persona is 46, lives close to the city and works close to the city. Angus is married, has no children and is often kept busy with working and researching how to run a business successfully.

People like Angus are very comfortable with technology.

He hopes that one day he will have grown his business to be self-sustaining so he can spend all his time traveling with his family.

How Acme Financial Pty Ltd can help Angus

Angus has come to Acme Financial Pty Ltd because Angus's problem is not knowing if his employee super fund is adequate. Acme Financial Pty Ltd could help Angus with this problem by completing an audit on his current business, but one of the reasons why Angus has not yet engaged with Acme Financial Pty Ltd is he is quite bootstrapped with finances and wants to be sure he really needs the help before paying for it.

Website visit goals for www.acme-fin.com.au

Learn how to make your website easier to use for 'The new business owner ' persona.

'The new business owner ' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Angus has found that most of the websites in the financial services sector have similar messaging and wants to know the main points of difference of Acme Financial Pty Ltd.

Important
Website goals Barriers How we can help
Quickly seeing the types of advise the company offers for business’s employees Unable to easily go back and forth through the sub-categories Having an easier to navigate IA that utilises cross-linking and doesn’t revert back to the home page everytime
Seeing if the company can help him format a succession plan so he can feel comfortable that his retirement is taken care of The ‘How we can help’ section is very generic and lacks evidence Laying out how the company goes about creating an effective succession plan, whether in an educational guide or directly on the page
To see if the company has helped consolidate other business’s financial accounts similar to his situation Lists some types of accounting the company can help with but no examples Showing testimonials of past clients who are grateful for the help they received from the company

Technology

Comfort level with technology

Angus is very comfortable with technology.

Jargon

Jargon familiarity

Angus is very familiar with the industry specific terms that are used in the financial services industry.

Social media usage for Angus

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

Facebook: low usage
Twitter: low usage
LinkedIn: high usage

Devices that Angus uses to access the Acme Financial Pty Ltd website

Computer

Desktop / laptop

Angus uses a computer to access the Acme Financial Pty Ltd website at work.

Tablet

iPad

Angus uses a tablet to access the Acme Financial Pty Ltd website sometimes while watching tv with his wife at night.

Mobile

Smart phone

Angus uses a mobile to access the Acme Financial Pty Ltd website while he is commuting to work.

The new business owner
Stats for 'Angus' insert_chart
  • Life-stage: mid-way through their career
  • Age: 46 years
  • Annual income: $200,000 - $500,000
  • Industry: small business owner
  • Internet usage: a few times a day
  • Social media usage: active
Relationships group
  • Marital status: married
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: very comfortable
  • English level: fluent

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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
that are specific to your marketing strategy, then we have a number of articles for you below.

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