Age: 42

Gender: Female

Occupation: Owner, Boutique Store (Apparel and Accessories for Women aged 25-55 ) in a affluent suburb in chicago, USA and has been running for 5 years. Has 4 staff under payroll and is looking to expand into a second location soon. She personally curates all apparel and accessories herself, ensuring the highest quality and latest designs are available to her customers. She is on the pulse on latest fashion trends and ensures her merchandise remains competitive and relevant in the ever-changing retail landscape. She is looking for marketing and advertising avenues to increase store sales to fund her expansion plans and is willing to explore all viable avenues but she needs a sure thing and guaranteed visibility so she can track her marketing spend effectively and minimise marketing risk. Her current monthly revenue is around $25,000-30,000 per month. She currently advertises by word of mouth and relies mostly on repeat customers and has an instagram account that posts daily updates but doesn't translate to store sales. She is married with 2 young children aged 4 and 6. She is the primary caregiver and has a nanny who cares for the children whilst she works from 10am-4pm daily, so her availability to physically engage in promotional activities is limited. Her focus is to increase the visibility of her store and to drive traffic to the stores. She wants to increase her stores foot traffic by a minimum of 30% and to boost revenue by 50% to fund her expansion plan. She is looking for a holistic solution that solves both problems while minimising time and maximises returns on her investment. Her store's reputation is very important to her and prides herself in providing the best customer service and curating the best apparel that is available to the market and stands behind the quality of her offerings and has a generous return policy so customer satisfaction is key to her and therefore this has given her a good reputation in her local community. She is looking for a advertising solution that is befitting of her brand's image and reputation and wants to be a key and integral part of the fabric of her community and increase her brand equity among her target customer persona of women aged 25-55 in her neighbourhood. she is very discerning of the advertising solutions that she is willing to consider and any missteps could potentially damage her reputation so she has to choose wisely. She is willing to explore options such as print magazines, digital advertising, community sponsorship. She needs a solution that also maximises her staff's resources as her staff also helps with marketing responsibilities as well.

Education: Associate Degree

Age: 48

Gender: Male

Occupation: Owner, Plumbing Company (Provides plumbing service in and around Toronto, Canada and has been running for 10 years)

Education: High School

Age: 39

Gender: Male

Occupation: Restaurant Owner, Small Restaurant (Provides local dine in service to the local suburb in Austin Texas for 3 years)

Education: Associate Degree