Case Study: NewCo Air using Personas to secure funding

Every business needs funding. We know that having a good understanding of our target is important. But would you be surprised to learn that having a good understanding of our target can help you secure funding? I helped a startup with their pitch by helping them define their target buyer …

Build your 1-page business plan [template]

You may have a great idea for a business.  But a great idea doesn’t automatically mean there is a great business.  Because for every great idea, there are many more seemingly great ideas that have flopped.  A great idea, even the one that has a market, may fail if it …

Understanding the consumer decision journey

Understanding path-to-purchase is vitally important to any product success. This gives you opportunities to better understand how to win consumers and also how you may lose them. While I don’t have any mind-reading techniques to share, there are ways to understand the inner thinking of a purchase decision. One way …

Building personas for B2C and B2B businesses alike [template]

Persona is an effective tool to align your entire organization on the target market.  This alignment can drive more targeted content creation among team members.  This alignment can ensure that products are developed with the buyer in mind.  Personas can be shared via presentations.  Personas can be printed and hung onto …

Step1: Define your target market to get started

Strong brands deliver value to the buyers.  However, in order to deliver value, you must first be relevant.  In order to create relevance, you must first make a connection.  In order to create a connection, you must first identify your target market.  Therefore, before you can begin to think about marketing or even before …