1. Persona Development Report // Garrett Finnegan

2. Table of Contents Executive Summary…………………………………... 3
Target Audiences……………………………………... 6
Potential Customer Venn Diagram…………
Personas………………………………………………... 8
Sources………………………………………………

3. Executive Summary
Bio. The Krusty Krab is the most popular restaurant in Bikini Bottom. It is owned and operated by none other than Mr. Krabs himself. Mr. Krabs loves money, so with all of the money he makes from the restaurant, he likes to keep it nice and safe under his mattress. There are two other full time employees that work here, including SpongeBob SqaurePants and Squidward Tentacles. They both make minimum wage even though they have been working here for over 15 years.
Products. The signature dish at the Krusty Krab is the Krabby Patty. This has been made with love and their secret ingredients since the restaurant opened. They also serve Salty Sea Dogs, a Saloons Surprise as well as Coral Bits and Kelp Rings for sides. For a desert option they do offer a Kelp Shake. Most of the meals are customizable and vary between $1.00 to $4.00.

4. “Come spend your money here!”
Marketing. Over the years the Krusty Krab has attempted a few marketing and advertising tactics. They once created a commercial that starred Mr. Krabs’ daughter, Pearl, and Squidward. They received a very good deal for a 90 second spot which aired at 3:38AM. They have also tried to attract more children to the restaurant by opening up Krabby Land Park which featured games, carnival rides and a state of the art slide, which later broke down.
The Krusty Krab has also hosted a variety of events including, “The Squidward Tentacles Talent Show” and “The Komedy Krab”. These events have brought in numerous amounts of customers which have greatly increased sales.
“Come spend your money here!”
– Mr. Krabs

5. Social Media. As of now, the Krusty Krab is only on Facebook
Social Media. As of now, the Krusty Krab is only on Facebook. They have not posted in over a year, which is a major issue because customers can not stay up to date with the latest news and offerings. With the amount of followers they have on this platform, they should begin to create a strategy to draw more people in for Krabby Patties. They have a lot of potential here that should really be utilized in order to grow their business. Another aspect they should consider is creating an account on other platforms including Twitter and Instagram. This would give the restaurant more exposure to potential customers rather than only using Facebook.
Facebook: 3.5 million likes

6. Primary Target Audience Secondary Target Audience
Age 18 – 45
Males and Females
Little to no High School Education
HHI of $20,000
Not looking to spend a lot on food
On-the-go mindset
Spontaneous
Age 35 – 64
Males and Females
High School Education
HHI: $40,000
Looking for a place to take their family
Money conscious
Busy lifestyle

7. Potential Krusty Krab Customers Secondary TA: Determined Teacher
People with the money to afford the Krusty Krab
People with the needs that the Krusty Krab can satisfy
People interested in learning more about the Krusty Krab
Primary TA:
Unemployed Adventurer
Primary TA:
Hardworking Rival
Secondary TA:
Loyal Traveller
Secondary TA:
Mellow Minnow

8. The Unemployed Adventurer
Primary Target Audience
The Unemployed Adventurer
Name:
Patrick Star
Type:
Spectator
Role:
Unemployed
Favorite Menu Item:
Kelp Rings
“I love to do things on a whim. I spend most of my day relaxing and digging the sand from underneath my rock. When I get hungry I love going to the Krusty Krab to visit with friends and grab a quick bite to eat before I go practice with Squidward for the Bubble Bowl.”

9. Motivations: Goals: Pain Points: Behaviors:
Isn't afraid to speak his mind
Tries his best at everything he does
Looking for a new job
Goals:
To be the best best friend anyone could have
To never wear a shirt
To make enough money to pay off his rock
Pain Points:
Doesn't’t do anything during the day
Would rather have fun than work
Doesn't’t have enough money to spend on luxuries
Behaviors:
Goes to the Krusty Krab a lot to visit his friends
Likes to sleep when he is not busy

10. The Hardworking Rival Name: Sheldon James Plankton Type: Creator Role:
Primary Target Audience
The Hardworking Rival
Name:
Sheldon James Plankton
Type:
Creator
Role:
Restaurant Owner
Favorite Menu Item:
Krabby Patty
“In my spare time, when I’m not tending to my computer wife, Karen, I enjoy sneaking into the Krusty Krab to find the secret Krabby Patty Formula. I will find it one day, even if it involves me taking over Bikini Bottom.”

11. Motivations: Goals: Pain Points: Behaviors:
Tries to steal away the Krusty Krab’s customers
Spends extra money he does have on fixing up the Chum Bucket
Wants to be better than the Krusty Krab
Wants to grow a few inches
To be a better person to his enemies
Pain Points:
Behaviors:
Always developing evil plans
Only goes to the Krusty Krab to find the secret formula
Doesn't’t make a lot of money from his restaurant
Is always irritated with his computer wife, Karen
Hates that his first name is Sheldon

12. Secondary Target Audience
The Mellow Minnow
Name:
Fred “My Leg” Williams
Type:
Socializer
Role:
Accountant
Favorite Menu Item:
Salty Sea Dog
“I have been prone to injury almost my whole life. I try to grab food from the Krusty Krab while on my way to my hospital visits. It’s easy to get to and I never have to spend more than five dollars, unlike my medical bills for my leg.”

13. Motivations: Goals: Pain Points: Behaviors: My Leg!!
Likes to enjoy life even though he fears of getting hurt
Likes where he lives and loves to spend time with his kids
Goals:
Only wants to be in the hospital twice this year
Wants to spend more time with his family
To impress his friends that he can still go jellyfish hunting
Pain Points:
Hates being known as the “my leg” guy
People think he isn't actually hurt when he really is
Behaviors:
Is always all over town being very social
Eats at the Krusty Krab at least twice a week
Pretends to enjoy SpongeBob’s company
My Leg!!

14. The Determined Teacher
Secondary Target Audience
The Determined Teacher
Name:
Mrs. Puff
Type:
Spectator
Role:
Teacher
Favorite Menu Item:
Diet Dr. Kelp
“I have been coming to the Krusty Krab for years now. The atmosphere is great and I kind of have a thing for Mr. Krabs. Sometimes he gives me free Coral Bits.”

15. Motivations: Goals: Pain Points: Behaviors:
Enjoys buying luxurious items
Enjoys trying new things
Loves being a role model to her students
Wants to be the best driving instructor in town
Wants to find love and start a family ASAP
To live life to the fullest
Pain Points:
Behaviors:
Loves and hates her job
Doesn’t understand millennials
Spends money on things she doesn’t need
Doesn’t keep up with the latest trends
Goes to the Krusty Krab on SpongeBob’s day off
Loves to order in advance

16. Secondary Target Audience
The Loyal Traveller
Name:
Sandy Cheeks
Type:
Creator
Role:
Engineer
Favorite Menu Item:
Saloons Surprise
“The Krusty Krab is one of my favorite places because it reminds me of home back in Texas. The Krabby Patties are delicious and there is plenty of room inside for me to practice my Karate.”

17. Motivations: Goals: Pain Points: Behaviors:
Always wants to stay fit and in shape
Likes to build things to help her survive under water
All extra money goes to new inventions
To be a Karate master
Wants to be known as a singer
To have a more land creatures living underwater
Pain Points:
Behaviors:
Always wants to be right
Doesn't’t like when people make fun of Texas
Can’t live without her waterproof suit
Travels frequently for work and family
Usually health conscious but likes to pig out at the Krusty Krab

18. Sources http://spongebob.wikia.com/wiki/Krusty_Krab
I am sorry for the limited amount of sources, this was difficult to find for a fictional restaurant