Post 13: Target Audience Alex

Is this as good as it gets? So, this is all life has to offer? Maybe you feel this way.? Alex feels this way. She’s trapped in her career. She has to get out before she goes crazy, but at 28 years old, with $35,000 in student loan debt and investing years at university, she fears starting all over again. Alex is our third user persona, which I want to share with you. Maybe you relate to Alex.

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In previous posts, I introduced Tez and Charlie, two other user personas for our market research. The third user persona is Alex.

Basically, Alex hates her job. But here’s the real kicker for Alex. She spent four years at a university and still has $35,000 in student debt. Then she had to go through years at the bottom of the food chain to work her way up. Now, she is earning more, but she hates the job. She is good at it, but she doesn’t want to be there. She feels trapped. She has already sunk so much time and money to get where she is. But Alex is desperate to do something with her work that is more fulfilling.

A few more details about Alex:

• She is desperate to change her career. She is unhappy, unfulfilled, and dreads going to work each day. But, fears starting all over again. The cost and time required feel too much.
• Aged between 29-59
• Generation: Millennials/Gen Y and Gen X
• She has been in a professional, white-collar career for about 5–10 years. In a steady relationship and has some financial responsibilities. Still paying off student debt.?
• Challenges/pain: not feeling satisfied with current career trajectory. She's afraid to make a leap into a different role/industry because her knowledge and skills are limited to her current career. She wants to change industries/role to break out of the current earnings ceiling and the daily grind she dislikes. She struggles to deal with the idea of wasting the sunk costs made to get where she is now.
• Goals: Improve earnings and seek more satisfaction at work.? She wants to feel more valuable and valued at work—to achieve a greater sense of fulfilment from her work.
• Fluent English communicator
• She needs skills, methods, and knowledge that can be used to help her cross industries/professions and be credible and successful.
• She may be on social media, but more as an observer. She would look for resources via online searches, association groups, and referrals.

If you can’t describe your audience and the problem you solve, then you don’t have any value to offer.

User personas are an essential resource to build and maintain for any product or service. They are a representation of what you know about your target audience and the challenges they face. They help you understand the target audience so that the value you offer and the way you communicate are more meaningful and relevant.

When you hear about Alex, do you relate?? If you connect with Alex, then comment on your feelings and experiences in your career.? Career crossroads? Do you feel trapped? Not sure what to do?

Better still, take steps to change. I need go getters to join my pioneer program to be the first to engage with my business and leadership course. Click this link to register your interest in being on the pioneer program. Launches in May.