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