1. Industry? Size? Employee? Revenue?
EXECUTIVE PERSONA
Mike Burrows
SECTION 1: WHO?
Top US retailer
Hypermarket/Supermarket/Superstore
Revenue$31,000Million -$480,000 Million
COMPANY BACKGROUND
Industry? Size? Employee? Revenue?
Chief Information Officer (CIO)
B.S. in Engineering
Decision maker
Strategic direction and management of the technology and operations
Utilizes external IT agency to consult for product/technology
PERSONAL BACKGROUND
Job title
Education
Job roles: manager/entry/decision maker
Who else was involved in the decision making
Job functions
DEMONGRAPHIC
Marriage status
Family: kids/no kids
Hobbies:
Skills/Knowledge
Married with teenagers
Loves the outdoors, wine, team sport (football)
Decisive
Leadership style is to listen and delegate.

2. Segment Target Retailer by SIC
TECHNICIAN PERSONA
EXECUTIVE PERSONA
Segment Target Retailer by SIC
Supermarket greater than 100,000 square feet
# of US Business in : 19
Hypermarket
SIC
Supermarket
SIC
Supermarket between 55,000 to 65,000 square feet
# of US Business: 26
Superstore between 55,000 to 65,000 square feet
# of US Business: 10
Superstore
SCI

3. REAL QUOTES COMMON OBJECTIONS
EXECUTIVE PERSONA
Mike Burrows
SECTION 3: WHY?
REAL QUOTES
What are their concerns/issues?
What do they complain about?
What made them unhappy, dissatisfied?
“I have two ears and one mouth, and I plan to use them proportionally.”
“Our objective is to provide a compelling guest experience. POS is merely a placeholder name for a guest experience project. When you hear POS, you think of the box itself — rather than what connects our guests to our associates in the most effective way.” (Member of the NRF CIO Council)
Reduce outsourcing to third party.
Strategic use of technology to make the supply chain more efficient and cut the lead time against other retailers.
COMMON OBJECTIONS
Why wouldn’t they buy your product?
What do they comment about the vendor they did not use/choose?
What do they say good about us/reason to choose us?
Tight budget
There are not enough number of companies using SMARTtill.
Price
Risky
Have other priorities

4. Primary challenge? Secondary challenge?
EXECUTIVE PERSONA
Mike Burrows
SECTION 2: WHAT?
Play a leadership role to support but not direct, to provide resources, to remove the roadblocks, and to give his staff the freedom to operate within a framework.
Provide excellent service to guests, create new ways to enhance the shopping experience, and help things run smoothly behind the scenes.
GOALS
What’s he/she responsible for?
Primary goal at work?
Personal goals?
Tight budget and resource that they have to use existing investment for innovation.
Data Security and Technology Governance.
Being a pioneer in technology is risky.
Serve up new ways to wow guests with exciting innovations in their stores and online.
CHALLENGES
Primary challenge? Secondary challenge?
Offer deferred payment structure to reduce their tight budget constraint, for example: pay half at installation, 25% at the 12 month mark, and the rest at the 18th month mark.
Create a semi-customized SMARTtill integration plan includes standard requirements for 3 major types of software in retail industry. Make it easy for customer to integrate.
Be resourceful: having both internal and external tools/suppliers/software/consultants ready and refer them to prospected company when an obstacle/roadblock presents during and after the purchasing cycle.
Provide customer success case stories to reduce their concerns of risk and early adapter fever. Let them know that we will use our experience of working with other SMARTtill customer to make their integration quicker, easier and more cost-effective.
WHAT CAN WE DO
To help our persona to achieve their goals? To help him overcome their challenges?
How do they interact with vendors? How much time spend w/sales? In-person meeting? Phone? ?

5. MARKETING MESSAGING ELEVATOR PITCH
EXECUTIVE PERSONA
Mike Burrows
SECTION 4: HOW?
MARKETING MESSAGING
How should you describe your solution to your persona?
ELEVATOR PITCH
Sell your persona on your solution