Blog 7: SWOT Analysis and Lean Canvas

Primary Audience:

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  • Name: Emily Greens
  • Geographic
    • Vancouver, BC, Canada
  • Demographic
    • Age: 30 years old
    • Gender: Female
    • Family size: Not married but has a boyfriend (does not live together)
    • Income: $42000 annually from Magazine Editor job and $2000 annually from freelance work
    • Occupation: Working as a Magazine Editor but also doing some freelance work
    • Education: Graduated from Art Institute of Vancouver
    • Religion: Christian
    • Race: Caucasian
    • Nationality: Canadian
  • Psychographic
    • Lifestyle:
      • Spend
        • $1200 for rent & electricity
        • $800 for grocery and restaurants
        • $400 for shopping
        • $200 for movies, concerts…etc
      • Enjoy reading/watching movie/listening to music
        • Favourite song: Bad Day
        • Favourite movie: One Day & Silver Linings Playbook
      • Do a lot of trips
      • Enjoy going to cute restaurants, coffee shops, and stores (Gastown, Yale Town…etc)
      • Cloth style
        • Top Shop
        • Aritzia
        • Urban Outfitter
      • Love to do yoga
      • Have a female cat named puffball
    • Personality: Easy going and corky
  • Benefits
    • Emily enjoys images about food or cat
  • Cultural
    • Grown up from Vancouver Emily is very used to the multi-cultural cuisines and designs because Vancouver is a mixture of all kinds of races of people
  • Social Media
    • Use Facebook for sharing links and songs she like; and posts some pictures about her personal life or projects she done
    • Use Instagram to posts pictures about her life, the places she went, and the projects she done
      • Love to share pictures about cooking, her cat, and her food
    • Use Pinterest to pin the photos she like
      • Food-related
      • Art-related
      • Cat-related
    • LinkedIn is to display her professionalism
    • We met from Instagram
  • SWOT Analysis (Instagram)
    • Strength
      • Emily has similar interests with me so she would enjoy my posts (e.g. food, my portfolio)
    • Weakness
      • Sometimes my descriptions for the posts are in Mandarin so Emily will not understand it
    • Opportunity
      • People other than my target audiences can also have access to my Instagram
    • Threat
      •  There are other bloggers that have similar posts to me might take my target audiences away

Secondary Audience:  

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  • Name: Laura Wilson
  • Geographic
    • Vancouver, BC, Canada
  • Demographic
    • Age: 45 years old
    • Gender: Female
    • Family size: Married and have two kids (both boys age 12 and 10)
    • Income: $52000
    • Occupation: Working as a Magazine Head
    • Education: Graduated from Simon Fraser University’s Communications program
    • Religion: Christian
    • Race: Caucasian
    • Nationality: Canadian
  • Psychographic
    • Lifestyle:
      • Spend
        • $250 for electricity & internet
        • $1500 for grocery and restaurants
        • $400 for shopping
        • $400 for gas
        • $1000 for children
      • Enjoy reading
        • Favourite books: magazines
      • Enjoy spending time with family and kids
        • Do a lot of picnics and cycling
      • Cloth style
        • Club Monaco
        • Guess
    • Personality: Responsible and detail-oriented
  • Benefits
    • Laura is seeking people with talent in hand done drawing to be featured in the magazine
  • Cultural
    • Laura is also grown up from Vancouver
  • Social Media
    • Use Facebook for sharing photos of kids and some magazine works
    • LinkedIn is to display her professionalism
    • We met from LinkedIn (through Emily)
  • SWOT Analysis (LinkedIn)
    • Strength
      • LinkedIn can show my professional side (where I worked before and my education…etc)
    • Weakness
      • It does not show pictures of my work so not eye catching
    • Opportunity
      • People that are similar to Laura can find me on LinkedIn
    • Threat
      • People that browse through my LinkedIn might not notice me because my greatest strength of illustrations cannot be shown here

Tertiary Audience:

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  • Name: Braden Butler
  • Geographic
    • Currently living in Burnaby, BC, Canada
  • Demographic
    • Age: 35 years old
    • Gender: Male
    • Family size: Not married
    • Income: $40000 from freelance
    • Occupation: Working as a freelancer
    • Education: Graduated from Emily Carr
    • Religion: Christian
    • Race: European
    • Nationality: Ireland
  • Psychographic
    • Lifestyle:
      • Spend
        • $800 for rent & electricity
        • $800 for grocery
        • $200 for art shows…etc
        • $800 for new design wares
        • $200 for toys
      • Enjoy listening to music
        • Music type: rock
      • Enjoy collecting toys
      • Cloth style
        • Urban Outfitter
      • Have a dog named Rocker
    • Personality: Easy going and a bit lazy
  • Benefits
    • Braden enjoys looking at other people’s freelance work on Pinterest
  • Cultural
    • Grown up from Ireland and moved to Burnaby, Canada since university life
  • Social Media
    • Use Facebook for sharing his toys and work
    • Use Instagram to posts pictures about his toys and work
    • Use Pinterest to pin the photos he like
      • Toy-related
      • Art-related
    • We met from Pinterest
  • SWOT Analysis (Pinterest)
    • Strength
      • Braden can pin my photos on his Pinterest
    • Weakness
      • People without Pinterest account cannot use Pinterest
    • Opportunity
      • People that follow Braden might also follow me
    • Threat
      •  Pinterest is not that popular in my home country Taiwan so it might not lure that many audiences like Braden there

SWOT Analysis (Instagram)

Strength

  • Emily has similar interests with me so she would enjoy my posts (e.g. food, my portfolio)

Weakness

  • Sometimes my descriptions for the posts are in Mandarin so Emily will not understand it

Opportunity

  • People other than my target audiences can also have access to my Instagram

Threat

  • There are other bloggers that have similar posts to me my take my target audiences away

Lean Canvas

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Blog 6: Star, Mountains & Motivator

Star: to let everyone know about me and my drawings

Motivator: spreading

Mountains:

  • Short-term: become a freelancer for hand done illustrations and have at least one case a month
  • Mid-term: to work in Google as a Doodler with salary of $37000 annually
  • Long-term: to work in Google as a Department head with salary of $50000 annually

Blog 5: Brand Persona & Target Market

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  • Emily Greens
  • 30 years old
  • Female
  • Not married but has a boyfriend
    • Does not live together
  • Working as a Magazine Editor but also doing some freelance work
  • Easy going and corky
  • Have a female cat named puffball
  • Activities
    • Spend
      • $1200 for rent & electricity
      • $800 for grocery and restaurants
      • $400 for shopping
      • $200 for movies, concerts…etc
    • Enjoy reading/watching movie/listening to music
      • Favourite song: Bad Day
      • Favourite movie: One Day & Silver Linings Playbook
    • Do a lot of trips
    • Enjoy going to cute restaurants, coffee shops, and stores (Gastown, Yale Town…etc)
    • Cloth style
      • Top Shop
      • Aritzia
      • Urban Outfitter
    • Love to do yoga
  • Using Facebook, Instagram, Pinterest, LinkedIn
    • Use Facebook for sharing links and songs she like; and posts some pictures about her personal life or projects she done
    • Use Instagram to posts pictures about her life, the places she went, and the projects she done
      • Love to share pictures about cooking, her cat, and her food
    • Use Pinterest to pin the photos she like
      • Food-related
      • Art-related
      • Cat-related
    • LinkedIn is to display her professionalism

Story

One day Emily found my Instagram because of the similar photos she liked. I like to post picture about food and my portfolio as well. She really like the style of my illustrations and enjoyed the food places I posted. Therefore, one day she leaves a comment for me about how my posts enlighten her life. She has a client that wants her to design the packaging for children’s milk boxes, and she wants me to collaborate with her by doing the illustrations.
The five points to measure is:
  • How many people follow my Instagram
  • How many people like each of the post I posted
  • How many people give comments
  • How many unknown people follow my Instagram because of Emily
  • How many unknown people like my Instagram because of Emily

Blog 4: Mission & Cross Network Images

Statement: An illustrator with corky style.

My target audiences would be mainly children and females. However, considering people using social network, my target audiences would be females aged from 18 to 35 who enjoys corky illustrations.

The network I wished to display on is Facebook and Instagram.

Avatar

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Banner

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Blog 2: Online Identity Remix

The networks I use most often is Facebook and Instagram. Other options include Pinterest, Google Plus, Twitter, LinkedIn, and some other Asian sites. I am passionate about Pinterest because it focused on images posts. I would like to present myself as a passionate girl that enjoys life a lot. I could play and I could work hard.

icecream

Bee Hive Ice-cream get! #softpeaks #beehiveicecream #gastown

Summary: I visited a new ice-cream place in gastown on Saturday and it is their famous bee hive ice-cream. The primary social network I intended is Facebook, and the audiences that will be interested in it would be my Vancouver friends that also enjoy eating.

Ideas for remixes: Instagram, Twitter, Weibo

Blog 1: Social Equity Score

My social equity score is 1046.
How I reach the number is from social media sites. Mostly from Facebook and Instagram, some from Twitter and LinkedIn. Facebook consists of 708 people and Instagram of 260 people. I think Facebook should worth more than Instagram because I can post more things on Facebook than Instagram. Instagram only allows for photos and videos posts. I can measure the value of my network connections offline by testing who will pick up my call as soon as possible when I call them. I can increase the number by adding more posts (with hashtags) and tag more friends.