Digital ADD Workbook

© Groop Skool 2010-2011

TM Simplify Digital.

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The Goal Setting Toolkit

© Groop Skool 2010 - 2011


Business Goals / Increase Donations

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Ideas Desire Obtainablity Total



Business Goals / Increase Awareness

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Ideas Desire Obtainablity Total



Notes

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5

User Definition Toolkit



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Why do I need to do this?

You know that customers are the most important thing in your business and therefore they are the most important driver of what you do online.

Creating a tangible picture of who your customer is requires you to “really see them” and to understand their needs. The first step is creating a customer profile. Whether you have done many of these or this is your first time our goal is to help you make these customers real, both in their profile form here but also in sales.

How do I come up with my customers?

If you are an existing business, you know them because you deal with them all the time. More importantly you likely have some data of who they are. If you are a new business and have already defined them you have them written down somewhere or in your head. If you are the founder of a start-up there is a high likelihood that you yourself are the main customer profile or know someone close to you is.

Who are your customers?



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What do I need to define about my customer?

To start a name, any name. One that reflects their background. Giving them a name begins to make them real. You don’t have “customer 1” as a customer, you have Linda Johnson as a customer. Second demographic information such as age, gender, income & marital status. Third, their story. Describe the situation they are in that has created potential interest in your product or service. 4th, what do they need from your product or service? This can be a feature or it can be an attribute of how the feature work such as “easy to use”.

Betty Peterson - “The “Accidental Entrepreneur”

Female, Brooklyn New YorkAge: 32, Ex - Advertising Creative DirectorIn a relationship

Betty just got laid off from an Ad agency where she was a creative director. Betty loves all things “Home”. From hand knit pillows, to cooking to decorating. She is already a big seller on Etsy.

Understands the internet, but not the first thing about business. Wants info in “her language”.Wants to start her own online store and brand.She needs to know about ecommerce. She also needs to know the basics of how to start a business. It needs to be super easy to user and understand.

Name

Story

Needs



Example

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Light User Active User The Celebrity

“Betty Eno” - “The DIY-er - Future Martha Stewart”Female, Brooklyn New YorkAge: 31EngagedEx - Advertising Creative Director

“Abhay Modi” - “The Frugal Gadget Dude” Male, Austin, TexasAge: 26Software Engineer Single

“Anna Walker” - “The Celebrity DealPro” Female, Detroit Michigan Age: 46 Former Auto workerMarried, 3 kids

Story Betty just got laid off from an Ad agency where she was a

creative director. She is a “planner” and has sufficient savings until she

gets another job. Betty loves all things “Home” and “Cooking”. Her blog

http://epicureanquest.blogspot.com/ gets good traffic and

attention. Now that she has some time she is beginning

to plan a business around her blog.

Abhay is an engineer at an Austin tech company. He prides himself at having all the latest tech at the greatest prices. He wears “savvy frugal” on his shoulder. He loves being helpful and sharing. Makes him feel valuable and smart.

Anna worked in the Automotive industry for 20 years.

Assembly line worker for 12 years, Administrative Assistant to UAW Labor Relations Dir. for 8 years. She took voluntary retirement and used her buyout to

start her own online business. She writes the blog DetroitDealMama.com. She will introduce her

upcoming book “Deal with It Honey: Living Large at a

Small Price & Other Adventures in Stylish Frugality” on Oprah.

Needs ‣To have fun while finding deals

‣Easy to use commenting tools‣The best deals‣To know how Savings.com could fit her new venture

‣To make new online friends‣To get followers for her blog‣To discover that she could provide value to others by

sharing her awesomeness.

‣People to like his deals‣Affirmation from other users‣The best deals‣Feedback ‣To increase his following‣To know how to better promote himself

‣API for him to make his own Savings.com apps

‣Easy to use site, she is busy‣Easy to integrate features‣To know that Savings.com will increase her traffic

‣To know that Savings.com won’t damage her image

‣ Monetization possibilities ‣Exposure‣Feedback & ideas from her fans

Value Prop

Save money, interact and have fun, “you too can be a

DealPro”. “It’s easy!”Get recognized while sharing your vast wisdom with the unwashed masses. You are a “Nerd” god. Chicks dig you.

Savings.com is an awesome partner to help grow your brand and user base. They will help me make more money.

Core Message

Save money, have fun & discover that you could be a

DealPro. It’s super easy.Others will know you are a god on Savings.com and chicks will dig you.

We are an awesome partner to help you grow your brand and users which will help you make more money.

DealProUser Profiles

Please Note: These profiles are done with DealPro recruitment in mind. They are figurative and should only be used as a guide.



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Picture Picture Picture

Name

Story

Needs

Create 3 users profiles for your online advocacy site. Start with the name, then the story then their needs. Finish by finding a picture in a magazine or online that you feel best represents what the user looks like.

Users Needs: Understand your users and deliver what they want

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Target User / Target Customer

The Evolving Artist The Exploratory Collector

Their Story Natalia is a mixed media and canvas painter with a vibrant and growing following of urban hipsters in their 20s & 30s. She exhibits in solo and group shows and is looking to have her work reach the tipping point of acclaim. She is highly active online with a robust Facebook and Twitter following.

Jason started building his collection several years ago after becoming interested in the political works of Shepard Fairey. He is interested in the social impact and message regarding the pieces he collects and wants to share and discuss his opinions and influences with his friends and art scene.

Their Needs - Display their work in a flattering, true to experience fashion.

- Connect with curators, reviewers and other industry influencers

- Be able to sell their work in various forms

- Interact with other people with similar interests, tastes and influences

- Discover new artists and scenes

- Contribute his opinion and gain recognition in his art circle

Value Proposition Help me exhibit, grow my following and make money in a way that is cool, legitimate and sustainable.

Connect me with art that is relevant to my interests and inspiring to my social circle. Help me share my tastes and experiences quickly and with people that I know.

Messaging * Show, Share, Sell - Saatchi Online is the environment for true to life artistic representation and opportunity.

* Discover & Inspire - Saatchi Online is where you come to find art relevant to your lifestyle and to contribute to the art scenes that you participate in.



Notes

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12

Prioritization Toolkit



Prioritized Needs

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Type

Name

Top 3 Needs

Features for Need #1

Functionality for Need #1








Prioritized Needs Example

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Type High End Residential Entrepreneurial Commercial Institutional

Name Jorge Coen, DirectorJulie & Linda Lu, Fashion

Designers

Janine Smith, Exec. Dir. of School of Science &

Technology

Top 3 Needsaudio/visual

can’t be intimidatedcredentials

media validationstory clarity

all must be beautiful

assurancelegacy

professionalism


Video Media Examples, Inspiring Photos/Motion,

Narrative story, Graphically Rich

History of PTA, Consistency, Articulation, Motives, Drivers

Evidence, peerage (approval from those

around), Awards


View on mobile, experimental narrative,

cinematic imagery

Video, Press kits, releases, one sheets, editorials, louder

messaging

List of accomplishments, transference of past

projects, Print pages/pdf’s, work samples


No jargon, Confidence in approach, Simplicity,

Stories and Cases

Multiple locations of press, popular culture, non-

architecture press, Part of social

Visualization, values and needs, projection of institution’s future


Vernacular language/simple, speak from wisdom, not

knowledge

Functions/Events, Social media, video, blogs,

partnerships

Presentation style & deck structure, interview/pitch

approach, beautiful renderings


Voice & writing, credentials, appearances, authenticity

See the work, live in the work, experience the work

Documentation, process, speaking, team, leadership

& facilitation, network


Blog, testimonials, walkthough a project from a

personal perspective, Interviews

Big images, well-cropped, “architecture images”

transitions,

Biographies, history, meeting systems,

objectives, structure of process




Notes

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Digital ADD Workbook

Business

new business

online business

business goals

notes groop skool

thingabout business

existing business

tm simplifydigital

main customer prole