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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