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| Figure 1. Buyer Persona Rachel Jones - Awareness Stage |
Rachel Jones - Awareness Stage
Meet Rachel - a 42 year old, senior public servant from Wellington. Rachel has a bachelor's degree and earns around $100,000 p/annum. Rachel is married with two children and enjoys the outdoors, healthy living, travel, is keen to support a good cause, and do right by the environment.
But Rachel is busy. She has realised that life is getting away on her, she's busy with work and feels the pressure to cook healthy, nutritious food for her family but sometimes doesn't have the time or energy, let alone have time to think about a meal plan or get to the supermarket to buy everything she needs.
Her kids are also getting older now and she needs some new meal ideas as everyone is getting bored with the same old same old. She would love something that's easy to prepare that she doesn't have to put much planning into. The fact that the bulk of the ingredients would be on hand would save shopping time, and delivery to her door would be so helpful.
She's online in the evenings usually while she's finishing off some work or planning for the next day but really only has time for Facebook. She'll read the news online which is earlier in the day but needs to prioritise that time for work.
Rachel is in the Awareness Stage of the buyer journey. She has recognised she has a pain point and is going to do something about it.
At this stage of the buyer journey, the company will want to be exposing Rachel to information about My Food Bag and My Choice but at a high level. Information that will build the story of who the company is, what they stand for, how they can help solve Rachel's problems, and then present that information to her in a way that is engaging and on a platform that she is currently interacting with.
Persona Development: How we arrived at Rachel
Two currently active My Food Bag customers and one customer each from HelloFresh and Woop were analysed to arrive at the persona presented above (Figure 1). The information found in their social media profiles, information from Facebook Insights, and then making some assumptions, is the basis behind the Buyer Persona that is Rachel Jones.
The first analysis below is for the My Food Bag customers (Figures 2-8). Figures 9 to 14 are for the HelloFresh and Woop customers.
Profile Summaries: My Food Bag
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| Figure 7 |
Facebook Audience Insights: (Figure 7) Filtered on date, New Zealand and My Food Bag. The results returned suggest the following potential audience based on others on Facebook who match these filters:
Women, aged 35-44, who follow Air New Zealand (travel) / Chelsea Winter (healthy food) / Jacinda Ardern (public service), like the All Blacks, and shop at Countdown and New World. The assumptions with the latter - the are possibly already having food delivered by these companies.
They also read their news online via Stuff and NZ Herald.
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| Figure 8 |
Profile Summaries: Competitors - HelloFresh and Woop
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Facebook Audience Insights: Filtered on date, New Zealand and HelloFresh only as Woop did not appear as a valid filter option (Figure 13). The results differ slightly for HelloFresh in that their largest demographic is females 25-34 and McDonalds appears as a brand followed. The assumption made here is that they are looking for convenience and perhaps struggling with finding time or inspiration for cooking home meals.
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| Figure 14 |
Suitability of the Persona, Rachel Jones, to My Choice
This persona suits the My Choice meal bag very well as it is solving her pain points. With any My Food Bag meal bag Rachel can ...
- Save time on meal planning as it is all done by the My Food Bag team
- Save time on grocery shopping as that is mostly taken care of too
- Have the convenience of everything being delivered to her door once a week
- Regain some sanity by letting someone else come up with new meal ideas for the family to try
- Be confident that her family is eating healthy, nourishing food
In addition, the My Choice meal bag also offers flexibility. Rachel can pick and choose the meals depending on what her family likes to eat.
The Persona doesn't quite fit the largest demographic (aged 25-34) on these Facebook Audience results, but does match up to them being working mothers who are time poor and interested in providing healthy meal options for their family.
Finally, priced at $202.99 per bag, it is a price Rachel is probably prepared to pay for the convenience and time savings and her income would certainly allow that to happen.
References
Dorn, N. (n.d.). Effective Buyer Persona Template. https://filestage.io/blog/effective-buyer-persona-template-free-download/
Image List
Figure 1. Buyer Persona Rachel Jones - Awareness Stage. [Screenshot from PowerPoint by J Clark]
Figure 2. Created by Author
Figure 3. Created by Author
Figure 4. Created by Author
Figure 5. Created by Author
Figure 6. Created by Author
Figure 6. Created by Author
Figure 8. Facebook Audience Insights. [From the Author's business Facebook account filtered on date, New Zealand and My Food Bag]. https://www.facebook.com/business/insights/tools/audience-insights
Figure 9. Created by Author
Figure 10. Created by Author
Figure 11. Created by Author
Figure 12. Created by Author
Figure 13. Created by Author
Figure 14. Facebook Audience Insights. [From the Author's business Facebook account filtered on date, New Zealand and HelloFresh]. https://www.facebook.com/business/insights/tools/audience-insights
Persona Photo Credit / LinkedIn Sales Solutions on Unsplash
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