Successwise Example: DISCOVER YOUR AVATAR WORKSHEET 1:1 Coaching avatar
Choose a picture of your avatar! (You’re going to need to keep this person in mind when you’re marketing to them in the future)
WHAT IS THEIR NAME? (PICK ANY NAME! WE WANT TO GET TO KNOW THEM!)
WHAT AGE ARE THEY? WHAT GENDER DO THEY IDENTIFY AS?
Late 30’s (39) and identify as male.
WHERE DO THEY LIVE? BE SPECIFIC.
New York City. They are drawn to an urban metropolis that is full of life and fast-paced. They are in the social circle of other entrepreneurs and successful business owners. They often meet up for drinks and usually end up chatting business, because it’s always on their mind and the topic that excites them most. They love the fast-paced, hustle hard, get shit done ways, and strive for making their own company high-growth.
WHAT IS THEIR LIFE CIRCUMSTANCE? (EX. MARRIED, SINGLE, BUYING THEIR FIRST HOME, IN COLLEGE, EMPTY NESTERS?)
In a long-term committed relationship. Their long-term partner, Britt, is also very involved in their business day-to-day and wears many hats.
WHAT IS THEIR EDUCATION LEVEL?
WHAT KIND OF PHONE DO THEY HAVE? WHAT GENERATION?
iPhone. Not the newest model but only a generation or two behind the newest. It still works well and serves all the purposes they need it to. They will upgrade once their phone dies or they get a free upgrade with a new package.
WHEN AND WHERE DO THEY USE THEIR PHONE THE MOST?
Their Phone is used in transit, at home, at restaurants, at social occasions, etc. Basically outside of the office. For work related things, they prefer DMing or voice notes over email. Big fans of whatsapp, iMessage and Slack. They have the read notifications off but tend to be fast to respond to friends and family. Notifications are turned on so they are fast to jump on and reply… no matter the hour. They use Slack on their phone after hours. They also are big fans of audible books and podcasts. They listen to these on the go and while working out.
WHAT KIND OF HOUSE OR CAR DO THEY HAVE?
They live in the heart of the city in a 2 bedroom apartment with little square footage. They love the charm of their neighborhood and can’t imagine living elsewhere at this point. They’ve lived there forever and are grandfathered into their rent rates so they won’t likely leave. It’s gentrified and trendy now. They get around using public transportation, the subway, or via Uber. That is one of the perks of living in a big city. If needed, they rent a car for weekend trips outside of the city or fly to their destination.
DO THEY HAVE KIDS? PETS?
Yes. Four kids.
WHAT TYPES OF PRODUCTS AND BRANDS DO THEY USUALLY BUY?
Prefer to shop mom-and-pop neighborhood bodegas that carry local brands instead of large chain grocery stores. They are frugal on personal spending with clothes and food day to day but willing to splurge on personal development and tech devices for their day-to-day business use. They have a uniform consisting of JCrew tees (which they have in every color) and jeans and On Running sneakers. Casual and will throw on a zip-up hoodie on a cooler day.
WHAT DO THEY DO TO RELAX AND IN THEIR FREE TIME?
Watch movies with family and read business books. Play with their kids and put them to bed each night. Visit museums and art galleries and check out new exhibits that are in town.
WHAT KEEPS THEM AWAKE AT NIGHT, INDIGESTION BOILING UP IN THEIR ESOPHAGUS, EYES OPEN STARING AT THE CEILING?
Is my business going to be here in 1 year? How am I going to pay for the life I want to live? When can I start paying myself? Do I outsource or do it myself? How long do they have the 24/7 grind before things pay off and fall into place? Their business. Week over week revenue. Balancing sales with the lead flow. Day-to-day admin. Not enough hours or days in the week. Juggling everything by themselves. They are so swamped and in the weeds day to day they find it is challenging to prioritize and focus on growing the business… which is what they know they need to spend their time on. Everchanging logistical issues. Changing trade tariffs, supply, and demand, warehousing, 3PL fulfillment. Inventory logistics and increased shipping prices due to COVID slowdowns while sales are increasing.
WHAT ARE THEY AFRAID OF?
Failure. Failing at business, feeling like a personal failure incapable of business, and failing their family. How long do they have the 24/7 grind before things pay off and fall into place?
WHAT ARE THEY ANGRY ABOUT? WHO ARE THEY ANGRY AT?
They are angry with 3rd party services and agencies. They have wasted a lot of money in search of an outsourced silver bullet to run their various projects and have received crappy results. Time and time again. Frustrated they have to do it themselves to make it work…makes it hard to trust others can do the job.
WHAT ARE THEIR TOP DAILY FRUSTRATIONS?
Tired. Burnout. Not enough time to devote to friends and family Can’t turn off business in the brain. Always on the mind. Too involved in the day to day admin Increasing global logistics rates and speeds due to COVID-19.
WHAT TRENDS ARE OCCURRING AND WILL OCCUR IN THEIR BUSINESS OR LIVES?
COVID has greatly impacted the way they do business, for the good or bad. Their target market is still spending money and spending more time on computer shopping. People are spending more on home, self-improvement, and personal satisfaction. Now more than ever they know they need to focus on marketing and have the business come out of COVID stronger. Starting to feel comfortable with outsourcing and delegating. They personally are spending even more time on their computer too and on the business since everything is in lockdown.
WHAT DO THEY SECRETLY, ARDENTLY DESIRE MOST?
To not be involved in the day-to-day and the business runs itself. They are printing money and can exit and never need to work again.
IS THERE A BUILT-IN BIAS IN THE WAY THEY MAKE DECISIONS? (FOR EXAMPLE ENGINEER’S ARE EXCEPTIONALLY ANALYTICAL)
Yes. Think and move with their gut. Quick starter/visionaries.
IF THEY ARE MAKING A DECISION, WHO DO THEY CONSULT?
Their significant other and their mentor. The significant other helps wear many hats in the business and is the person they trust most in the world and who knows them best. They also frequently engage with their mentor, a previous boss who has built a successful business in the same industry. This is a super valuable relationship and friendship. Their mentor will always pick up the phone to help discuss big decisions and provide sound advice.
DO THEY HAVE THEIR OWN LANGUAGE OR JARGON THEY USE?
They generally keep it simple and are not business arrogant throwing around jargon. They really value their community of customers and often refer to them as “heroes”.
WHAT APPS DO THEY USE MOST OFTEN?
Email – they subscribe to various business and marketing email lists.
WHAT WEBSITES DO THEY VISIT?
They want to cut through the noise and go directly to learn from known business thought leaders.
WHAT DO THEY GOOGLE? (WRITE A LOT)
Business questions Financial questions
Trends in business
Trends in marketing
Comparisons of tools (this vs. that)
WHAT’S THIS PERSON’S DAY LIKE?
Wake up late and head to the workspace. They take the mornings slow because they are night owls. Usually, they work until dinner then spend a few hours with the kids and put them to bed before hopping back on the answer emails and get in a few more hours of work.
They struggle to disconnect.
WHAT’S THE MAIN DOMINANT EMOTION THIS PERSON FEELS?
Drive. Fear. Success. Major mood swings depending on the ebbs and flows of the business.
WHAT GOALS DO THEY HAVE? WHERE ARE THEY NOW AND WHERE DO THEY HOPE TO BE IN FIVE YEARS?
They currently have a fast-growing community and a single category product line. Goals:
- International expansion
- Product line expansion
- Stop working so much in the day-to-day of the business and start focusing more on growth strategy and projects that will lead directly to increased revenue.
- Keep the foot on the gas for month over month and year over year revenue growth.
- Consistent marketing and more leads
In five years, they want to have successfully expanded internationally, have multiple categories of products, and spin-off services.
WHAT ARE THE THINGS IN LIFE THAT ARE MOST IMPORTANT TO THEM?
- Quality time with family
- Personal success (validate themself)
- Freedom of geographic location, finances, time
WHAT DO THEY WANT OTHERS TO THINK OF THEM?
- They have it all.
- They are a success story.
- They are smart.
- They are an inspiration.
IF THEY HAD A STICKER ON THEIR CAR/COMPUTER/WATER BOTTLE, WHAT WOULD IT SAY?
“Hustle til the haters ask if you’re hiring”
WHAT IS THE ONE THING THEY CRAVE ABOVE ALL ELSE?