Segmentation and Personas

On this page you can see our market segmentation and our personas, for B2B and B2C

B2C Segmentation

Age: 20 - 40 years (Ideal age, but not restricted)

Education: Elementary school and above

Family type: couples, families or individuals

Occupation: Employed

Location: Metropoles and countryside

Favorite brands: Patagonia, Celerio, and in general eco-friendly consumer goods

Social relationship:

Strong social relationship, both online and offline

Lifestyle:
Living a healthy life with environmental awareness
Well structured routine, and keen to implement technology in the daily life. Trying to be a conscious consumer, concerned about functionality over design.

Hobbies:

Gardening

Interested in food and cooking

Doing physical activities connected to nature
Sustainability and technology

Information channel:

Social media, WWW, trend magazines, Apps, Gardening fairs

B2B Segmentation

Age:

SME's established businesses

Industry:

Agricultural Equipment

Served markets:

Selling direct to consumers

Products/ Services:

Design and/or retail equipment used in the throughout gardening cycles

Experience Level:

Medium to high (In order to secure quality products)

Openness:

High

Innovative:

Trend oriented, state-of-art technology, and innovative solutions

Personas

B2C Persona

« Simon is in a happy relationship with his pregnant girlfriend Elisa for 8 years and together they are living in a small apartment close to the city center. Within his job as an passionate app developer, he is spending a lot of time working digitally, and is known as a very structured and diligent person. When Simon is coming home from his day working, he likes to cook something tasty or join Elisa’s yoga session. Moreover, he really likes spending time on growing plants and sharing his knowledge, since it is an activity calming him down.

They also share the desire of growing vegetables and being more sustainable. Regularly he is doing grocery shopping at the nearby supermarket, where he purchases vegetables for his daily meals, although he feels the quality and transparency is sometimes lacking.

Both of them have a steady and good income and they are planning to move into a new, bigger apartment. They are not really sure where to go, since they would like to stay in the center, but access more outdoor space to start some gardening activities. »

Story

Goals

Needs

Wants

Fears

•Efficiency in his profession

•Healthy and sustainable lifestyle

•Include more gardening activities in his daily life

•Maintaining a healthy work-life balance

•Missing opportunities of existing resources

•Being inefficient in what he is doing

•Missing time, space and knowledge to garden more

•Being a bad idol for his children

•Absurd costs of access to private green spaces in big citites

•Participate in an environmentally friendly way of living

•Spend time with his family and friends

•Provide healthy and good food for his girlfriend/ friends

•Get a better overview about foods supply chain

•Make the best use of his leisure time

•Increase his gardening activities/ time

•More variety on his job

•Closer connection to nature and organic food

•Efficient way to combine urban living with private gardening space

•Ideas of where he could incorporate gardening and starting guidance

•Increase sustainability and living standard

•Connect Tech with gardening to be efficient and save time

Position : App developer

Industry : Renewable energy

Education : TU Berlin

Location : Berlin, DE

Age : 34

Tools

Satisfied

Frustrated

Daily

Often

Seldom

Mobile apps
Internet
Facebook
G-suites

Internet platforms to exchange knowledge
Blogs for inspiration
Lifestyle magazines

Agriculture fairs
Workshops on gardening activities

B2B Persona

Aria is a business developer, from one of the established manufactures of agricultural equipment. She is a young professional and is looking for ways to work very efficiently but creatively at the same time. One focus of Aria's position is to create new sales channels. In this search, Aria is working on creating long-lasting partnerships with possible retailers. Aria's vision is a future where everybody can cultivate their food, regardless of if you are living in an apartment or a house. This ideology is widely shared at the company she works for and is seen in their innovative products that can fit every need in the market.

Story

Goals

Needs

Wants

Fears

•To inspire for a more sustainable future through agriculture

•Ensuring high level of client satisfaction

•Expanding the company

•Work on a highly efficient level

•Increase the revenue

•Making costly and crucial mistakes

•Loosing partnerships

•Not meeting her goals

•Loosing control of processes

•Innovation and creativity

•Flexibility in her job

•Authority to make decisions

•Acknowledgement from top management

•Support from the company

•Support green and sustainable movements

•Loyal partnerships

•Simplify customers daily life and create something people enjoy

Position: Business development

Industry: Agricultural equipment

Education: MIT (Massachusetts)
Location: Lisbon, PT

Age: 32