Buyer Persona for PrepNation

When launching a new product or service, knowing who you’re targeting is crucial. This is where a buyer persona comes in; a powerful tool that helps you understand your ideal customers on a deeper level.

Welcome to My Project on Buyer Personas

By the end of this project, you will see how I created an Avatar Map, which is a critical foundation for building an effective marketing strategy.

You will also see the Empathy Map as part of the process. The combination of the Avatar Map and Empathy Map helps us understand everything about our customers, including their needs, preferences, and motivations, allowing us to craft tailored strategies effectively.

Click the link here to view the Avatar Map.

The link will automatically open in a new tab. As you read through my project, you will see the Avatar Map come to life.

Note: The Avatar Map is supposed to be printed out and pasted on the wall in the office so that you and your team can review and update it as you learn more about the avatar.

Who is this project for?

1️⃣ Recruiters exploring my work.

2️⃣ Learners eager to understand buyer personas and implement them immediately.

3️⃣ Curious minds simply interested in knowing what buyer personas are all about.

What to Expect

This project provides a step-by-step guide to help you:

➡️ Get started with creating buyer personas.

➡️ Understand the key questions to ask.

➡️ Learn why these questions matter.

By the end, you’ll feel confident applying this knowledge to your next project.

Note: It’s a detailed read — about 16 minutes — and includes helpful visuals to make it engaging and easy to follow.

Good luck!

What Is a Buyer Persona?

A buyer persona is a detailed, semi-fictional character that represents your ideal customer. It’s created using:

➡️ Real data

➡️ Thorough research

➡️ Educated guesses about your target audience

Simply put, a buyer persona helps you answer these key questions:

➡️ Who are your customers?

➡️ What do they care about?

➡️ How do they make decisions?

This deep understanding allows you to craft focused and effective marketing strategies that truly resonate with your audience.

My Data-Driven Approach to a Buyer Persona

As a data-driven marketer, my go-to strategy for crafting a buyer persona starts with research. Here’s how I approach it:

Prepare a Questionnaire
I design a set of questions to gather insights about my audience.

Collect Data
I conduct surveys or interviews to get the information directly from potential customers.

Analyze Data
Using this data, I identify patterns and trends about my target audience.

Craft the Persona
Finally, I create a buyer persona or “avatar” that guides how I market the product and engage with customers.

However, since our product, PrepNation, is in its early stages, we’re still testing ideas. For this, I’ve started with a simpler version called a proto buyer persona.

What is a Proto Buyer Persona?

A proto buyer persona is an early, less-detailed version of a buyer persona. It’s created without full research and is based on assumptions, existing knowledge, or quick insights. This serves as a foundation to guide marketing and product development while you gather more data to refine it.

To create a proto buyer persona, you can:

➡️ Brainstorm with Your Team
Leverage what you already know.

➡️ Use Secondary Data
Research industry trends and insights.

➡️ Outline Basic Details

➡︎Demographics: Age, gender, location, income level

➡︎ Interests: What do they care about?

➡︎ Challenges: What problem does your product solve for them?

➡︎Goals: What are they trying to achieve?

➡️ Test Your Assumptions
Use feedback from early users or campaigns to see if your proto persona aligns with reality.

For this project, I walked through the process of creating a proto buyer persona for PrepNation, an educational platform. This persona represents our ideal customer and is guiding our marketing strategies and customer engagement efforts.

I know you’re just as excited about this journey as I am, so let’s dive into the details and move forward! 😊

What is PrepNation?

PrepNation (a fictional company I created) is an online education platform designed for students who want to excel in their West Africa Examinations Council (WAEC) exams and gain admission into universities in Nigeria through the Joint Admissions and Matriculation Board (JAMB).

We understand the challenges students face when preparing for these critical exams and offer a unique learning experience to make studying easier, more engaging, and highly rewarding.

What Makes PrepNation Special?

PrepNation stands out with features designed to help students succeed. Here’s what we offer:

Recorded and Written Lessons
Learn at your own pace with video and written materials that match the WAEC and JAMB syllabi.

Past Questions with Solved Answers
Boost your confidence by practicing with real past questions and step-by-step solutions.

Help When You’re Stuck: Get 24/7 instant help for tricky topics. One-on-One Teacher Support: Connect with expert tutors for personalized guidance.

Interactive Community Forum
Join a vibrant community of students to ask questions, share ideas, and solve problems together.

Leaderboard and Rewards
Stay motivated with monthly cash prizes of ₦10,000 for top-performing students.

Free Trial and Flexible Plans
Explore the platform risk-free and choose a subscription plan that fits your budget.

Mock Exams
Simulate real exam conditions to sharpen your knowledge and time management skills.

Performance Tracking
Receive detailed progress reports to identify areas where you can improve.

More Than Just Learning

At PrepNation, we’re not just about education; we’re about empowering students to achieve their dreams. We’ve designed our platform to make learning effective, fun, and rewarding.

Whether you’re preparing for WAEC, JAMB, or just need extra academic support, PrepNation is here to guide you every step of the way.

Buyer Persona Based on Existing Knowledge

For PrepNation, a buyer persona helps us understand the specific needs, challenges, and motivations of different types of users. It’s okay to have multiple buyer personas because each represents a unique audience segment that can benefit from the platform. Let me introduce you to some potential personas:

1. The Determined High School Student

• Why: These students are preparing for WAEC and JAMB with the goal of getting into a top university. They are highly motivated but often lack access to quality resources.
• Needs:
  
  • Comprehensive lessons
    
  • Practice questions
    
  • Progress tracking to monitor their improvement
    
• Challenges:
  
  • Balancing limited study time with school and other activities
    
  • Understanding difficult topics
    

2. The Resitting Student

• Why: These students didn’t pass WAEC or JAMB the first time and are determined to improve their scores.
• Needs:
  
  • Detailed explanations
    
  • Personal guidance
    
  • Confidence-building features like mock exams
    
• Challenges:
  • Overcoming discouragement
  • Staying disciplined with self-paced learning

3. The Busy Part-Time Learner

• Why: These students juggle responsibilities like work or family while preparing for WAEC or JAMB.
  
• Needs:
  • Flexible, on-demand content
    
  • Affordable subscription plans
    
• Challenges:
  
  • Finding time to study consistently
    

4. The Supportive Parent

• Why: Parents who are invested in their child’s success are willing to explore tools like PrepNation.
• Needs:
  
  • Features to monitor their child’s progress
    
  • Confidence that the platform is effective and reliable
    
• Challenges:
  
  • Finding trustworthy resources
    

5. The Competitive Achiever

• Why: High-performing students who want to stay ahead of their peers are drawn to competitive features like leaderboards and rewards.
• Needs:
  • Advanced practice materials
  • Opportunities to compete and earn rewards
• Challenges:
  • Maintaining top performance and motivation

6. The Curious Forum Seeker

• Why: These students enjoy learning collaboratively by discussing problems, sharing tips, and solving challenges with their peers.
• Needs:
  • An engaging community forum
  • Quick answers to their questions
• Challenges:
  • Staying focused on studying instead of just socializing

Focus for This Project

For this project, I’ll be creating a buyer persona for The Determined High School Student. This persona will help us understand the primary audience for PrepNation and design strategies that directly meet their needs.

The Resitting Student and Supportive Parent personas are equally valuable, and I’d love to explore them in future projects. If you’re interested in creating one of these personas or feel stuck at any point, send me an email—I’d be happy to brainstorm with you!

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Step 1: Demographics

Understanding your ideal customer starts with their demographics. Think about who they are in detail. If you’re doing this for your business, grab a piece of paper and start jotting down answers to questions like:

➡️ What’s their name?

➡️ How old are they?

➡️ Are they married?

➡️ Do they have children?

• If yes, how old are their children?
  
• What are the names of their children?
  

➡️ Where do they live?

➡️ What’s their job or occupation?

➡️ How much do they earn annually?

➡️ What’s their job title?

➡️ What’s their education level?

➡️ What’s their favorite quote?

➡️ Do they have any unique traits?

➡️ What hobbies do they enjoy?

Take your time filling this out. It doesn’t need to be perfect; the goal is to paint a picture of your ideal customer.

Buyer Persona: The Determined High School Student

Here’s how I mapped out the demographics for my project:

➡️ Name: Amaka Okoro

➡️ Age: 16

➡️ Marital Status: Single

➡️ Do They Have Children?: No

➡️ How Old Are Their Children?: Not applicable

➡️ Name of Their Children: Not applicable

➡️ Where Do They Live?: Lagos, Nigeria (lives with her parents in a modest two-bedroom apartment in an urban neighborhood)

➡️ Occupation: Full-time high school student (SS3)

➡️ How Much Do They Earn a Year?: She doesn’t earn an income but depends on her parents, who collectively earn about ₦1,500,000 per year (₦125,000 per month).

➡️ Job Title: Not applicable

➡️ Level of Education: Senior Secondary School 3 (SS3)

Favourite Quote:
“Education is my ladder to greatness.”

Personality:

Amaka is driven, focused, and mature for her age. She takes her studies seriously and is actively preparing for her WAEC and JAMB exams. She’s optimistic and resilient, always looking for ways to improve herself despite challenges.

Hobbies:

➡︎ Hanging out with friends and talking about their future dreams.

➡︎ Listening to music to relax after a long study session.

➡︎ Watching movies and following inspiring social media influencers.

➡︎ Spending quality time with her family on weekends, playing games, or sharing meals.

Note: If you’re working on your buyer persona, remember that it’s okay to revise and refine as you learn more about your audience. Just take it one step at a time.

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Step 2: Amaka Okoro’s Values and Goals

Values

Independence:
While she depends on her parents now, Amaka aspires to become self-reliant in the future, pursuing a career that empowers her to support herself and her loved ones.

Education:
Amaka views education as the foundation of her future success. She believes it’s the key to achieving her dreams and improving her life.

Hard Work:
Amaka is committed to putting in the effort needed to excel. She sees hard work and discipline as essential traits for overcoming obstacles and reaching her ambitions.

Family:
Family motivates her deeply. Amaka values the sacrifices her parents make for her education and wants to repay their efforts by excelling in her academics.

Ambition:
Amaka is driven by a desire to be her best. She sets ambitious goals and strives to surpass expectations, especially in her academic pursuits.

Goals

Pass WAEC and JAMB with Flying Colors:
Amaka’s immediate goal is to achieve excellent grades in her WAEC and JAMB exams, ensuring admission to a top university.

Secure Admission to a Prestigious University:
She dreams of studying at a leading institution, such as the University of Lagos, to pursue her passion for law and gain a high-quality education.

Improve in Challenging Subjects:
Amaka aims to master difficult subjects, like math and science, to feel confident and prepared for exams.

Make Her Family Proud:
A major goal for Amaka is to reward her parents’ sacrifices by succeeding academically and paving the way for a brighter future for her family.

Establish a Fulfilling Career:
Her long-term ambition is to become a successful lawyer, building a career that allows her to support her family, achieve financial stability, and give back to society.

If you’re working on your customer persona, take time to consider what values drive your ideal customer and what goals they aspire to achieve. This will help you create products and services that align with their priorities and solve their challenges.

Step 3: Amaka Okoro’s Pain Points and Challenges

Pain Points

Difficulty Understanding Challenging Subjects
Amaka often struggles with subjects like math and chemistry. The lack of clear, personalized explanations leaves her feeling stuck and frustrated when studying.

Insufficient Quality Study Resources
She frequently encounters online resources that are either too advanced, incomplete, or not tailored to WAEC and JAMB. This makes her feel unprepared and overwhelmed.

Frequent Distractions at Home
Amaka’s home environment is noisy and busy. Younger siblings playing, chores, or family conversations often interrupt her study time, making it hard for her to concentrate.

Uncertainty About Success
Amaka worries about the highly competitive nature of university admissions. This fear of failure makes her doubt whether her hard work will be enough to secure her spot at a prestigious school.

Challenges

Managing High Expectations
Amaka feels immense pressure to meet her parents’ expectations and secure excellent results. This pressure sometimes causes stress and anxiety, affecting her ability to focus on her studies.

Time Constraints
Balancing her school workload, exam preparation, and household responsibilities leaves her with limited time for in-depth study sessions. This time crunch makes her preparation feel rushed.

Lack of a Strong Study Network
Amaka doesn’t have access to a dedicated study group or peers who can support her academic growth outside of school. This isolation leaves her feeling unsupported in tackling challenging topics.

Identify specific obstacles your customers face. These insights can help you design solutions that resonate with their struggles and provide real value.

Step 4: Opportunity Statement for Amaka Okoro

Amaka, we see you. Preparing for WAEC and JAMB is no easy task, especially with the pressure to succeed, the struggle to find the right resources, and the distractions that make it hard to focus. You’ve set your sights high, and your dedication is inspiring, but we know that challenges like balancing your time, tackling tough subjects, and worrying about university admission can feel overwhelming.

That’s why PrepNation was made for students like you.

With PrepNation, you get personalized learning tools tailored to your needs. Struggling with math or chemistry? Our AI-powered tutors and live teacher sessions give you step-by-step explanations and the support you need, anytime. Whether it’s WAEC, JAMB, or both, our library of recorded lessons, past questions, and solved answers ensures you’re always prepared.

No time to waste? PrepNation’s flexible learning plans fit into your busy schedule, helping you stay on track without feeling rushed. We know studying at home can be distracting, so our platform helps you create a focused environment with tools that keep your learning organized.

Need motivation? Join our student community forum to share ideas, ask questions, and connect with others who understand your journey. And if competition drives you, our leaderboards and rewards program celebrate your achievements, boosting your confidence every step of the way.

At PrepNation, we’re more than a study platform—we’re your biggest supporter in making your dreams come true. Together, we’ll turn those challenges into stepping stones and get you one step closer to your future.

This opportunity statement showcases how PrepNation can directly address Amaka’s challenges, while aligning with her values and goals. It positions the platform as a solution that not only fits her academic needs but also motivates and supports her throughout her journey.

Step 5: Objections

1️⃣ What if I don’t understand the AI or the platform?

2️⃣ Is PrepNation really worth the investment?

3️⃣ I’m not sure if online learning is as effective as in-person tutoring.

4️⃣ Will I be able to balance my time between studying and other responsibilities?

Objections Addressed by PrepNation

What if the lessons aren’t tailored to my specific needs?
PrepNation’s AI tutor is powered by advanced algorithms that identify Amaka’s strengths and weaknesses. It generates personalized recommendations and targets her problem areas, like math and chemistry, with tailored lessons and practice questions. This ensures that every study session is effective and relevant to her needs.

Is PrepNation really worth the investment?
PrepNation offers affordable subscription plans designed for students with limited budgets. Additionally, the platform provides a free trial period, so Amaka can explore its features and see the value it adds before committing. With access to a vast library of resources, live tutoring, and personalized support, PrepNation delivers more value than traditional in-person tutoring at a fraction of the cost.

I’m not sure if online learning is as effective as in-person tutoring.
PrepNation bridges the gap between online and in-person tutoring with interactive, real-time features like live teacher sessions and a responsive AI tutor. The platform adapts to Amaka’s pace and learning style, ensuring she gets the personal attention she needs, just like she would in a physical classroom—but with the added flexibility of studying anytime, anywhere.

Will I be able to balance my time between studying and other responsibilities?
PrepNation’s customized study plans help Amaka organize her time efficiently. The platform breaks down her learning into manageable sessions, ensuring she can balance studying with her other responsibilities without feeling overwhelmed. Notifications and progress tracking help her stay on top of her goals.

“What if I don’t understand the AI or the platform?”
PrepNation is designed to be user-friendly, even for first-time users. Step-by-step onboarding tutorials guide Amaka through the platform, and a 24/7 customer support team is available to assist with any questions. She can also rely on the PrepNation student community for peer advice and tips.

Step 6: Amaka’s Role in the Purchase Process

Primary Decision-Maker (Researcher & Evaluator)
Amaka is actively searching for the best tools to help her excel in WAEC and JAMB. She evaluates various platforms based on their features, affordability, and how well they address her academic needs. She’s looking for something that fits her learning style and supports her preparation.

Influencer
Even though Amaka may not directly handle the finances, her preferences strongly guide the decision. She will communicate her interest in PrepNation to her parents or guardians, explaining why its features, such as live teacher support and on-demand lessons, are essential for her success.

User
Ultimately, Amaka will be the one using the platform, so her experience is key. She will explore PrepNation’s resources, test its usability, and rely on its features to help her prepare for exams.

Step 6: Addressing Amaka’s Role

Hey Amaka, we know how determined you are to succeed in WAEC and JAMB, and we’ve created PrepNation to make your journey easier and more effective.

Why PrepNation is Perfect for You

Personalized and Flexible Learning
Struggling with math or chemistry? PrepNation’s AI-powered tutor breaks down complex topics in simple steps, and live teacher support is just a click away. Study anytime, anywhere, with recorded lessons tailored to your needs.

Stay on Track & Stay Motivated
Track your progress on our leaderboard, compete with other students, and earn monthly rewards. PrepNation keeps you focused and motivated, making learning fun.

Affordable and Risk-Free
We know every penny counts. That’s why PrepNation provides premium-quality resources at a budget-friendly price, backed by a 30-day money-back guarantee.

Expert Help When You Need It
Confused about a tricky question or topic? Our live teachers and step-by-step solutions are there to guide you through.

What Makes PrepNation Special

Tailored for Your Success
Everything on PrepNation is designed to help you ace WAEC and JAMB with confidence.

Learn Anywhere, Anytime
PrepNation fits your schedule, so you can balance your studies with other responsibilities effortlessly.

Interactive and Engaging
From leaderboards to rewards, PrepNation keeps studying exciting and competitive.

Ready to take charge of your studies?
Join PrepNation today and let’s help you achieve your dreams

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Note:

Have you noticed that by doing this exercise, we’ve gained valuable insights into our target audience? We’ve essentially been building a buyer persona for Amaka—our primary target. However, we’ve also realized that while Amaka is the one who will use PrepNation, it’s her parents who will likely handle the payment. This means we need to create a secondary

persona for Amaka’s parents to address their concerns and motivations as decision-makers.

Additionally, through this process, we’ve also outlined some ad copy that will be effective when addressing the objectives PrepNation solves and how we address Amaka’s role in the decision-making process.

Great job so far—let’s keep going!

Step 7: How Amaka Consumes Information:

Books:
While Amaka is likely to have textbooks for her studies, she may not be heavily engaged with books outside of her schoolwork. Exam prep books for WAEC/JAMB would be more relevant, but it’s less likely to be her primary source of information.

Social Media:
Amaka is probably very active on platforms like Instagram, TikTok, Twitter, and Facebook. These platforms allow her to stay connected with friends, follow educational influencers, and engage with content related to her interests, including study tips and exam preparation.

Apps:
Amaka likely uses a variety of apps on her phone or tablet. Popular apps for education, messaging, and entertainment (like YouTube, Google Classroom, etc.) are especially favored by students.

Websites and Blogs:
While not as likely as social media, Amaka may still visit study-related websites, exam preparation sites, and blogs that focus on educational advice and success stories.

YouTube and Podcasts:
Amaka might consume YouTube content that relates to WAEC/JAMB preparation or even motivational content from popular YouTubers in the educational space. Podcasts may be less common, but some students may listen to educational podcasts or those that discuss student life and tips for exams.

Gurus and Influencers:
Amaka may follow popular education influencers, motivational speakers, or study gurus on social media who share tips on preparing for exams.

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Key Marketing Channels for Amaka:

Study-related Blogs:
Consider partnering with educational blogs and websites like Just School News , Studentship Blog, MySchool.ng.

Instagram/TikTok/Facebook Ads:
Short-form, engaging video ads and posts targeting students preparing for WAEC/JAMB with tips, testimonials, and success stories.

YouTube Ads and Influencers:
Collaborating with popular educational influencer like Jemima Nnamdi-Iweha – (A teacher coach and advocate for quality education, especially in low-income communities) to showcase how PrepNation helps students excel in exams.

Study Apps & Platforms:
In-app ads and partnerships with educational apps and websites where students like Amaka typically visit for help.

Step 8: A Day in the Life of Amaka Okoro

6:00 AM – Wake Up and Start the Day

Amaka’s Routine: The alarm rings, and Amaka starts her day by checking her phone for messages, news, and social media updates.

PrepNation Marketing Opportunity: Utilize PrepNation ads on Instagram, TikTok, or WhatsApp with motivational posts or study tips that catch Amaka’s attention.

6:30 AM – Morning Routine

Amaka’s Routine: She gets ready for school, listens to music or a podcast, and prepares for a productive day.

PrepNation Marketing Opportunity: Partner with educational podcasts or influencers who mention PrepNation in their daily motivational talks or study tips.

7:00 AM – School Begins

Amaka’s Routine: On her way to school, Amaka scrolls through social media platforms like Instagram, TikTok, and Twitter.

PrepNation Marketing Opportunity: Place PrepNation ads on TikTok or Instagram to capture her attention with engaging content related to study strategies.

8:00 AM – Classes Start

Amaka’s Routine: In class, Amaka focuses on subjects for her WAEC exams but sometimes checks her phone for updates.

PrepNation Marketing Opportunity: Amaka might browse educational websites or apps during breaks; PrepNation ads can appear as she looks for study materials.

12:30 PM – Lunch Break

Amaka’s Routine: At lunch, Amaka chats with friends about schoolwork, often sharing memes or study tips.

PrepNation Marketing Opportunity: Post interactive content on social media (like polls or study tips) that sparks discussions about exam preparation among her peers.

1:30 PM – More Classes and Study Time

Amaka’s Routine: In the afternoon, Amaka attends more classes and studies at home, using educational apps and YouTube to find tutorials.

PrepNation Marketing Opportunity: PrepNation ads can appear on YouTube, offering exam tips, past questions, and helpful tutorials.

4:00 PM – Afternoon Break

Amaka’s Routine: Amaka checks social media and unwinds by scrolling through TikTok and Instagram.

PrepNation Marketing Opportunity: Post engaging content like motivational quotes or study hacks to inspire her to stay focused.

5:00 PM – Study Session

Amaka’s Routine: She spends time focusing on subjects like mathematics, English, and physics, using study materials to understand difficult topics.

PrepNation Marketing Opportunity: Promote PrepNation’s AI features or live teacher support to help her with specific subjects during her study session.

8:00 PM – Family Time and Relaxation

Amaka’s Routine: She relaxes with family, sharing her day and discussing school challenges.

PrepNation Marketing Opportunity: During relaxation, Amaka may check social media for PrepNation testimonials, showcasing how others are succeeding with the platform.

9:00 PM – Final Study Session or Review

Amaka’s Routine: Before bed, Amaka reviews what she learned during the day and practices past questions.

PrepNation Marketing Opportunity: Send her notifications about PrepNation features, such as reviewing study materials or leaderboard updates to keep her engaged.

10:00 PM – Bedtime

PrepNation Marketing Opportunity: Send reminders or updates through Instagram story ads or push notifications about new features or special offers.

Amaka’s Routine: As she prepares for bed, Amaka checks social media one last time.

Summary

Amaka’s day revolves around school, study time, and staying connected with friends. She consumes content via social media (Instagram, TikTok, WhatsApp), YouTube, and educational apps. To effectively market PrepNation, reach Amaka with ads on these platforms, offering educational tips, motivational content, and solutions to help her prepare for exams more efficiently.

To see the Empathy Map and the process used to create it, click here.