My avatar is based on the people I interviewed and the people we have worked with during our already existing education events.
Female
Average age 30-45
Stay at home mom
2 kids ( both are in a homeschool program)
Suburbs of Fort Lauderdale and Miami
SUV Middle class
Working spouse
Family in the area to help
Member of home school group or network
Based on experience, most of the homeschool parents we have worked with are female between the age of 30- 45. They have 2 kids and both are in homeschool program. These parents pulled their children from public school after they dissatisfied with the level of education or support. Often their children need a different learning approach because they were either struggling or bored with the public school program. In Florida, they were also not happy with the “teach for the test” curriculum and standardized testing.
They prefer educational activities and programing during the week because they kids play sports or are involved in clubs on the weekend. They visit a lot of museums, art galleries and education facilities. They are members of small and larger homeschool groups. Many of them meet with other homeschool parents on a weekly or monthly basis.
They travel with their kids. They see travel as an opportunity to expose their children to new cultures and new experiences. This can be family travel or travel specifically for education. They are especially willing to drive across the state of Florida to attend events or programs for their students.
They are not teachers, but instead use access to online materials to assist with educating their students. The networks they are connected with are vital for accessing information and opportunities, but also for learning how to be educators. They keep a regular scheduling for lessons and the “school day,” but are also flexible as to not miss exciting opportunities that pop up.
They are willing to spend money for their students to attend specialized learning opportunities. They see value in these programs. Their selection is based on interest from the student, learning potential and alignment with their educational goals.
They are dedicated to their children getting the best education possible. This shapes their life. They also want their kids to have normal social interactions and to not be isolated from their peers. They socialize with other homeschool parents and a majority of their friends, with kids, homeschool or are thinking of homeschooling.
I don’t actually have much in common with this segment other than my age and desire to educate kids. The shared trait of valuing education is why I believe they will come to the center and find value in our programs.
Hey Jillian,
ReplyDeleteI can tell from your detail in this exercise that you are very aware of who your ideal customers are. I am not very familiar with how homeschooling works or so I found it very interesting how parents educate their children in a home setting. Knowing your target customers well will assist in the success of your company and you seem to know yours more than most businesses.
I like how these avatars are designed after people you've had personal experiences with. You definitely know who your prototypical customers are, as well as these people's lifestyle and interests. Homeschoolers may have a difficult time learning about certain things, such as different cultures or the outside environment. I see how this program could easily appeal to stay at home moms who homeschool their children. Overall, these avatars are very detailed and spot on.
ReplyDelete