At the very beginning I thought that Squidility may be a tool for young entrepreneurs. A little bit later I changed my mind and realized that it’s more for content marketers. Now I know for sure – it was a mistake. Squidility is for Steve.
We did a few pivots at Squidility already. Smaller and bigger ones, all of them related to the product. We changed the idea behind the product several times, but we were always thinking about it as a product for young entrepreneurs, small businesses that want to grow their businesses by content marketing.
But we didn’t realize that was the mistake…
I never wanted Squidility to be a product which helps to grow businesses
I always wanted to help people create better content.
I always knew that, but I never said it out loud. I don’t know why. Maybe because I help other people build better businesses in so many other places (here, here, here etc). And I simply forgot that I could do something else. That I could build a product for someone else, whose focus would be on something else. It simply was how it was. Now it’s not. Now I’m “brave enough” to tell the truth. To say it out loud. To myself and also to you, my dear reader.
Squidility is a tool for content creators
And our buyer persona should also be a content creator. Not an entrepreneur, not a marketer, not a content marketer. A content creator.
That’s how Steve was born
When I realized that Squidility should be for content creators, I realized that lots of functionalities that I wanted to build here is not so important and the other ones are much more important than I ever thought.
And lots of marketing-related things I wanted to do here shouldn’t be done in the way I thought it should be done. The whole communication should be focused on the guy we want to reach.
And everything we do here at Squidility should be done for him. And not for anyone else.
This is when I realized that we need to rethink our persona (buyer persona, user persona, reader persona, whatever-else persona). And that I need to define this persona from the very beginning. And this is what I did.
Steve is a 30-year-old white man. He has a wife, Rachel, and a kid – daughter, named Aurora. His wife is in his age. His daughter is five.
They all live in Porto, Portugal. Portugal is not a big country. Porto is also not so big. Porto is not even the largest city in Portugal. It’s the second largest city in Portugal after Lisbon.
Steve loves sport, especially all kind of sports related to water. That could be surfing, windsurfing, kitesurfing, wakeboarding, diving. Also, he loves to travel and meet with his friends.
He has some IT background, he used to be a developer. Now he works as a product manager in a 10-person IT company. He’s fine. He earns good money. His job is fine. He’s satisfied. But also, he has a dream. To build his own business. Not to become a billionaire one day, but to have the freedom. Freedom that would allow him to work on something he truly loves and also to have some time to live a life, to travel, to play sports, to meet with his friends. He always dreamed about having the ability to work from any place in the world. It doesn’t mean that he will leave Porto on day 1 after leaving the company he works for. But he wants to have such an ability. He wants to have the feeling that he can, if he wants.
That’s why he built the online business after work. SaaS product, for people like him. Product for people that want to manage their time in a better way. So they could have a time for work and for their hobby too.
He also has another passion. He loves creating content. A few types of content. Text, video and audio. He has his own blog, YouTube channel and podcast. By these channels he wants to build an audience. He wants to build a fan base. He knows that because he lives in Porto, he has no chance to meet too many people which could help him build the online business. His networking possibilities are limited. Of course, he can move to Lisbon so he could have more options to meet other people which may help him build his business. But also, he doesn’t want to do it. He wants to build the business without the need of living in some big city. He wants to be independent, self-contained.
That’s why it’s so important for him to reach as many people as possible by his web channels (blog, YouTube, podcast). It’s important for him to build his own personal brand, because he truly believes that by having more people following him, it’s much easier to promote the business. If he would have thousands of followers, he could always send them some message and inform them about his new product. And some part of these followers would come and use his product, so he wouldn’t need to spend a lot of money on promotion. He’s really good at content creation, and so he believes that this strategy could work.
Money… so he doesn’t have too much money to spend on his business. He’s a father, he’s a husband. These are his priorities – also financial priorities. And he doesn’t have any investors to raise money from. And he doesn’t want to look for any. At least for now.
Now I feel good. I know who I want to target in my marketing campaigns. Now I know how and when to write. Now I know how. And I know for who I’m building the product. It’s simply clear now. Steve, you’re the guy we build Squidility for.