Primary Audience:
- 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
- Spend
- Personality: Easy going and corky
- Lifestyle:
- 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
- Strength
Secondary Audience:
- 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
- Spend
- Personality: Responsible and detail-oriented
- Lifestyle:
- 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
- Strength
Tertiary Audience:
- 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
- Spend
- Personality: Easy going and a bit lazy
- Lifestyle:
- 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
- Strength
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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