Buyer Persona 1

John Roberts

Personal Information

Name: John Roberts

Age: 33

Occupation: Team Lead - Investment Analyst

Location: London, UK

Marital status: Married, 1 child

Salary: $170K

Biography: John moved to London to start university at the London School of Economics. Since graduating, John’s worked at investment firms for some of Londons private equity firms. John met his wife at a previous workplace and married at 30 years of age. They’ve been living together since 28 and now have a baby girl. John first tasted nice wine at 27 years old when celebrating the end of financial year, since then, he’s been hooked.

John purchases 3 cases of Bordeaux en-primeur each year and often loses track of where he buys it from and when he can redeem it.

Personal Interests

• Triathlon

• Travelling

• Gym

• Cooking

• Wine

Behavioural traits

• Strong Vivino presence

• Frequent online shopping

• Receives email marketing for wine shops and distributors

• Interacts on Reddit

Goals

• 2000 bottle wine cellar

• Become a partner at a VC fund

• Spend time with friends and family

• Eat at fine dining once a week

• Complete first half ironman

Challenges

• Working hard and long hours

• No time to organise current wine cellar

• Struggles with balancing responsibilities as a parent, husband, and team leader at work

Objections

• Not having enough time with family

• Not having time to create an inventory of wine, no time to add it to a cellar tracker

• Being put on a strict budget for the finer things in life

• Not being able to exercise

Buyer Persona 2

Jenny’s Fine Wines

Personal Information

Name: Jenny Murphy

Age: 54

Occupation: Founder, Jenny’s Fine Wines

Location: New York

Marital status: Married, 3 grown children

Company Revenue: $25M, mostly online

Biography: Jenny founded Jenny’s Fine WInes 20 years ago and since had loyal clientelle and expanded throughout New York City. Jenny’s is famous for Bordeaux En-Primeur wines, selling over 10,000 bottles every year to various clients.

Jenny has a family, Husband, 3 children aged 18, 21, 26 and 2 dogs she walks every morning before work. Jenny hasn’t spent long behind a computer as her executive assistant runs most of her day to day life and her brother runs the accounting services.

Jenny wonders how she can keep growing the business and increase efficiencies to put the business in-good steed for the next generation as she plans to retire in 10 years.

Personal Interests

• Spending time with family

• Travelling

• Pilates

• Cooking

• Wine

Behavioural traits

• No

• Mainly works with an Executive Assistant

• Isn’t very technologically literate

Goals

• Retire in 10 years

• Continue to successfully run Jenny’s fine wine

• Spend time with friends and family

• Enjoy fine food and fine wine

Challenges

• Keep clientele returning

• Capture new clientele

• Grow Jenny’s Fine WInes to $30M revenue

• Make Jenny’s Fine Wines more efficient

Objections

• Overworking

• Being involved in day to day operations

• Creating additional work for employees