From c7f50b6b3540a00cb2774e6a2d727b363c7418cf Mon Sep 17 00:00:00 2001 From: khanhdinh Date: Wed, 15 Jul 2026 13:24:41 +0000 Subject: [PATCH] docs: add workshop personas --- docs/workshop/personas.md | 65 +++++++++++++++++++++++++++++++++++++++ 1 file changed, 65 insertions(+) create mode 100644 docs/workshop/personas.md diff --git a/docs/workshop/personas.md b/docs/workshop/personas.md new file mode 100644 index 0000000..0f77360 --- /dev/null +++ b/docs/workshop/personas.md @@ -0,0 +1,65 @@ +# Personas — travelledger + +> Divergent set from the workshop Marketing/Growth lead. Six personas, including +> two non-obvious ones (travel agent, expat). Feature priorities and price +> willingness are assumptions to validate with problem interviews. + +## 1. Backpacker Ben +- **Context:** 24, gap-year traveler, budget-conscious. +- **Travel:** 3–4 trips/yr, 2–6 weeks each; hostels, budget airlines, SEA/Europe. +- **Jobs-to-be-done:** track daily spend vs. budget, split costs with buddies, remember good hostels, prove spend to parents. +- **Pains:** loses receipts, forgets exchange rates, awkward money talks, can't see "how much left." +- **Gains:** feels in control, settles debts fast, builds a story for Instagram/blog. +- **Cares most about:** expenses (critical), AI blog summaries (high), QR (moderate). +- **Willingness to pay:** ~$3–5/mo *if* it prevents budget disasters. + +## 2. Corporate Carla +- **Context:** 38, management consultant, expense-report warrior. +- **Travel:** 2–3 trips/month, 2–4 days; hotels on company account, client dinners. +- **Jobs-to-be-done:** capture receipts instantly, categorize for reimbursement, track cancellation deadlines, separate personal vs. business. +- **Pains:** receipt photos degrade, Sunday-night reports take hours, misses reimbursement windows, mixes personal charges. +- **Gains:** faster reimbursement, audit trail, tax-deductible tracking. +- **Cares most about:** expenses w/ categories (critical), QR (boarding/hotel), AI report drafting (high). +- **Willingness to pay:** company may reimburse premium ($10–15/mo); sticky if workflow-integrated. + +## 3. Family Festival Fred +- **Context:** 45, dad of 3, annual big-trip organizer. +- **Travel:** 1–2 major trips/yr (Disney, Europe, cruise) + weekend getaways; books 6–12 mo ahead. +- **Jobs-to-be-done:** keep everyone on one itinerary, track who-paid-what, manage cancellation deadlines, store all confirmations. +- **Pains:** WhatsApp chaos, lost email confirmations, awkward family money talks, misses cancellation windows. +- **Gains:** looks like a hero, no drama, captures memories for kids. +- **Cares most about:** shared itinerary (critical), expense splitting (high), QR for whole family (high). +- **Willingness to pay:** ~$8–12/mo in 3-month bursts; **seasonal churn risk**. + +## 4. Digital Nomad Dana +- **Context:** 29, remote developer, location-independent. +- **Travel:** moves every 1–3 months, 8–10 countries/yr; workations. +- **Jobs-to-be-done:** track days-per-country (visa/tax), separate business vs. personal, multi-currency, build "life story." +- **Pains:** loses visa-day count, tax-time nightmare, subscriptions in 12 currencies, no coherent narrative. +- **Gains:** tax compliance, visa tracking, personal analytics ("4 months in Lisbon"). +- **Cares most about:** multi-currency expenses (critical), AI tax categorization (high), booking next location (moderate). +- **Willingness to pay:** ~$15–20/mo if it solves tax/visa pain; sticky as data accumulates. + +## 5. Travel Agent Tina (non-obvious) +- **Context:** 52, independent agent, manages 30–40 clients. +- **Travel:** doesn't travel much herself; manages client itineraries via GDS + email + WhatsApp. +- **Jobs-to-be-done:** keep client itineraries organized, monitor cancellation deadlines across suppliers, share updates. +- **Pains:** info scattered across email/WhatsApp/CRM, misses supplier deadline changes, clients lose confirmations. +- **Gains:** looks professional, fewer emergencies, can sell "trip management" as premium service. +- **Cares most about:** QR per client (critical), cancellation tracking (critical), shared itineraries (high). +- **Willingness to pay:** B2B $30–50/mo per agent; small market, high LTV + referrals. + +## 6. Expat Elena (non-obvious) +- **Context:** 34, relocated for partner's job, visits home 2–3x/yr. +- **Travel:** 4–6 trips/yr (home visits + regional); two households. +- **Jobs-to-be-done:** track trips home for tax residency, dual-household budgets, store family memories. +- **Pains:** loses count of home-country days (tax), family expects her to remember everything, receipts in 3 currencies. +- **Gains:** tax documentation, family harmony, archive of "life between two places." +- **Cares most about:** tax-category expenses (high), itinerary history (high), QR (moderate). +- **Willingness to pay:** ~$5–8/mo; discovered via expat communities. + +## Segment risks +- **Tina (agents):** small reachable market, but high LTV + referral engine → niche B2B wedge. +- **Fred (families):** high willingness only in bursts → seasonal churn; trip-pass pricing helps. +- **Elena (expat):** passionate but niche; growth depends on community reach. +- **Ben (backpackers):** price-sensitive, may resist paying for "a diary" → freemium + proven value first.