M1-project - Create your ICP

Needs are discovered

Goals and objectives are identified

Persona description is generated

Launch Advertising Campaigns

Optimize Website Pages

Develop Content and Strategy

Generate and Score Leads

Streamline User Monetization

Trendsetter Tania

Gender
Female, but open to all gender expressions asSabrangee caters to a diverse audience
Age Group
Late teens to early 30s
Education Level
Likely holds an undergraduate degree or higher, which informs her consumer behavior with 9 preference for quality and brand reputation

What are their goals or objectives? (In order of priority)

● Personality: Adventurous, open to new experiences, and expressive● Values: Cultural heritage, individualism, and sustainability● Lifestyle: Urban, social, and connected, likely attends cultural events and values appearance● Interests: Fashion, social media trends, travel, and cultural events● Priorities: Staying fashion-forward, expressing cultural identity through attire, and convenience in shopping

Triggers: What specific situations prompt a buyer to seek a new solution?

● Difficulty Finding Culturally Relevant Fashion Abroad● Balancing Modern with Traditional Styles● Access to Exclusive Collections without Geographic Limitations
● Time Constraints and Need for Shopping Convenience
● Finding Reliable Online Stores with Quality Assurance● Access to Exclusive Collections without Geographic Limitations● Time Constraints and Need for Shopping Convenience● Finding Reliable Online Stores with Quality Assurance

Barriers: What stops your persona from changing the status quo (making a purchase)?

● To maintain a unique and eclectic wardrobe that resonates with her cultural roots● To be recognized as a trendsetter within her community● To have a hassle-free shopping experience that aligns with her busy lifestyle● To maintain a unique and eclectic wardrobe that resonates with her cultural roots
● To be recognized as a trendsetter within her community
● To have a hassle-free shopping experience that aligns with her busy lifestyle● To maintain a unique and eclectic wardrobe that resonates with her cultural roots
● To be recognized as a trendsetter within her community
● To have a hassle-free shopping experience that aligns with her busy lifestyle

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Demographic Information:

● Values: Authenticity, quality, and cultural connection Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service Values: Authenticity, quality, and cultural connection Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service Values: Authenticity, quality, and cultural connection
● Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service
● Values: Authenticity, quality, and cultural connection Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service Values: Authenticity, quality, and cultural connection
● Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service
● Values: Authenticity, quality, and cultural connection● Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service● Values: Authenticity, quality, and cultural connection Fears: Receiving inauthentic or low-quality products, and lack of reliable customer servic Values: Authenticity, quality, and cultural connection Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service Values: Authenticity, quality, and cultural connection● Fears: Receiving inauthentic or low-quality products, and lack of reliable customer service

Psychographic information:

● Buys based on trends and unique product offerings● Prefers online shopping with a user-friendly interfaced festivals Ready to buy for seasonal events and festivals
● Looks for brands with a strong ethical standpoint
● Ready to buy for seasonal events and festivals Responsive to social media marketing Responsive to sociald festivals Ready to buy for seasonal events and festivals Looks for brands with a strong ethical standpointd festivals Ready to buy for seasonal events and festivals
● Looks for brands with a strong ethical standpoint Ready to buy for seasonal events and festivals Ready to buy for seasonal events and festivals Resp media marketing Looks for brands with a strong ethical standpoint● Ready to buy for seasonal events and festivals Ready to buy for seasonal events and festivals Ready to buy for seasonal events and festivals Ready to buy for seasonal events and festivals● Looks for brands with a strong ethical standpoint● Ready to buy for seasonal events and festivals Responsive to social media marketing● Looks for brands with a strong ethical standpoint Ready to buy for seasonal events and festivals

Technographic Profile:

● Inefficient Customer Segmentation.● Over-reliance on Gut Feeling. Lack of Personalization in marketing campaigns.● Difficulty in Keeping Up with Market Changes.culty in Keeping Up with Market Changes. Lack of Personalization in marketing campaigns.culty in Keeping Up with Market Changes. Lack of Personalization in marketing campaigns.
● Difficulty in Keeping Up with Market Changes.
● Inconsistent Brand Messaging.
● Difficulty in Keeping Up with Market Changes.
● Inconsistent Brand Messaging.culty in Keeping Up with Market Changes. Lack of Personalization in marketing campaigns.
● Difficulty in Keeping Up with Market Changes.
● Inconsistent Brand Messaging Inconsistent Brand Messaging.● Lack of Personalization in marketing campaigns. Lack of Personalization in marketing campaigns. Difficulty in Keeping Up with Market Changes. Inconsistent Brand Messaging.● Difficulty in Keeping Up with Market Changes. Lack of Personalization in marketing campaigns.● Difficulty in Keeping Up with Market Changes.● Inconsistent Brand Messaging.

What are the jobs to be done for your buyer persona? (In order of priority)

● Influenced by online reviews and social proof Seeks peer approval or recommendations Considers the versatility and exclusivity of Considers the versatility and exclusivity of clothingiders the versatility and exclusivity of clothing● Seeks peer approval or recommendations Considers the versatility and exclusivity of clothing● Considers the versatility and exclusivity of clothing● Seeks peer approval or recommendations Considers the versatility and exclusivity of clothing● Considers the versatility and exclusivity of clothin Seeks peer approval or recommendations Considers the versatility and exclusivity of clothing Considers the versatility and exclusivity of clothingiders the versatility and exclusivity of clothing Seeks peer approval or recommendations Considers the versatility and exclusivity of clothing● Considers the versatility and exclusivity of clothing● Seeks peer approval or recommendations Considers the versatility and exclusivity of clothing● Considers the versatility and exclusivity of clothingSeeks peer approval or recommendations Considers the versatility and exclusivity of clothing Considers the versatility and exclusivity of clothing

What problems do they face when trying to achieve their goals? (In order of priority)

● Expects high quality, authenticity, and stylish presentation Perceives brands as aspirational and status-signifying● Values brand stories and cultural significance Expects high quality, authenticity, and stylish presentation● Perceives brands as aspirational and status-signifying● Values brand stories and cultural significance Expects high quality, authenticity, and stylish presentation● Perceives brands as aspirational and status-signifying● Values brand stories and cultural significance Expects high quality, authenticity, and stylish presentation● Perceives brands as aspirational and status-signifying● Values brand stories and cultural significance Expects high quality, authenticity, and stylish presentation
● Perceives brands as aspirational and status-signifying Values brand stories and cultural significance Expects high quality, authenticity, and stylish presentation Perceives brands as aspirational and status-signifying● Values brand stories and cultural significance

What are their pains and frustrations caused by these problems? (In order of priority)

● Prefers brands with ethical labor practices Prefers brands with ethical labor practices● Values brands that offer inclusive sizing and accessibility Prefers brands with ethical labor practices● Values brands that offer inclusive sizing and accessibility● Sensitive to cultural appropriation and expects cultural respect in branding Prefers brands with ethical labor practices● Values brands that offer inclusive sizing and accessibility● Sensitive to cultural appropriation and expects cultural respect in branding Sensitive to cultural appropriation and expects cultural respect in branding Values brands that offer inclusive sizing and accessibility● Sensitive to cultural appropriation and expects cultural respect in branding

What are the alternative ways to address the challenges that our solution tackles? (Indirect competitors)

● Device Preferences: Tania likely uses a smartphone with the latest features and a high-end laptop or tablet.● Social Media's Role: Integral to her lifestyle for inspiration, sharing, and interaction.● Technology Comfort Level: High; adopts new apps and platforms quickly. Social Media's Role: Integral to her lifestyle for inspiration, sharing, and interaction. Social Media's Role: Integral to her lifestyle for inspiration, sharing, and interaction.
● Technology Comfort Level: High; adopts new apps and platforms quickly.
● Digital Usage Patterns: Heavy user; actively shops online, follows fashion blogs, and is an avid user of social media platforms like Instagram, Pinterest, and TikTok. Technology Comfort Level: High; adopts new apps and platforms quickly.
● Digital Usage Patterns: Heavy user; actively shops online, follows fashion blogs, and is an avid user of social media platforms like Instagram, Pinterest, and TikTok.● Digital Usage Patterns: Heavy user; actively shops online, follows fashion blogs, and is an avid user of social media platforms like Instagram, Pinterest, and TikTok.

"Trendsetter Tania" encapsulates the ideal Sabrangee customer, who is fashion-forward, culturally rooted, and looks for a seamless blend of convenience and
quality in her shopping experience.

What does your persona already know about the problem and other solutions?

● Social Media Platforms (Instagram, Pinterest, TikTok): For fashion trends, peer reviews, and brand interaction.● Fashion Blogs and Websites: Stays updated with the latest collections and designer stories.● Email Newsletters: From favorite brands and fashion influencers Blogs and Websites: Stays updated with the latest collections and designer stories. Email Newsletters: From favorite brands and fashion influencers.
● Fashion Magazines (digital versions): For in-depth trend analysis and celebrity fashion.
● YouTube: Follows influencers for fashion hauls, reviews, and styling tips.● Fashion Magazines (digital versions): For in-depth trend analysis and celebrity fashion.● YouTube: Follows influencers for fashion hauls, reviews, and styling tips.

What criteria does the Buyer Persona consider when choosing the solution? (In order of priority)

● Influencer Endorsements: Trusts fashion influencers who showcase authentic reviews and styling tips.● Peer Recommendations: Relies on suggestions from friends who share a similar fashion sense.● Brand Social Media Pages: For the latest product releases and customer testimonials. Brand Social Media Pages: For the latest product releases and customer testimonials.
● Online Fashion Forums: For discussions on brand reputations and quality assessments.
● Fashion Articles and Blogs: Keeps informed on the cultural impact of fashion and brand narratives.● Online Fashion Forums: For discussions on brand reputations and quality assessments. Brand Social Media Pages: For the latest product releases and customer testimonials.
● Online Fashion Forums: For discussions on brand reputations and quality assessments.
● Keeps informed on the cultural impact of fashion and brand narratives.● Fashion Articles and Blogs:** Keeps informed on the cultural impact of fashion and brand narratives.

Shopping and Buying Preferences:

● Quality Over Price: Willing to pay more for exclusive and high-quality pieces.● Customer Reviews and Ratings: Heavily influenced by the experiences of other buyers.● Eco-Friendly Options: Prefers brands with sustainable practices. Quality Over Price: Willing to pay more for exclusive and high-quality pieces.
● Customer Reviews and Ratings: Heavily influenced by the experiences of other buyers. Eco-Friendly Options: Prefers brands with sustainable practices.
● Efficient Customer Service: Expects prompt and helpful support.● Efficient Customer Service: Expects prompt and helpful support. Quality Over Price: Willing to pay more for exclusive and high-quality pieces.
● Customer Reviews and Ratings: Heavily influenced by the experiences of other buyers.
● Eco-Friendly Options: Prefers brands with sustainable practices.
● Efficient Customer Service: Expects prompt and helpful support.

Places (websites, forums, events) where you can find your audience:

● Social Media Engagement: Enjoys interactive posts, stories, and direct messaging for quick inquiries.● Email Communication: Prefers well-crafted, personalized emails with offers and new arrivals.● Instant Messaging and Chatbots: For immediate assistance during online shopping. Email Communication: Prefers well-crafted, personalized emails with offers and new arrivals.
● Instant Messaging and Chatbots: For immediate assistance during online shopping.
● Customer Support Calls: When needing in-depth assistance or to resolve issues.
● Update Frequency: Likes weekly updates; anything more is considered spammy. Email Communication: Prefers well-crafted, personalized emails with offers and new arrivals.
● Instant Messaging and Chatbots: For immediate assistance during online shopping.
● Customer Support Calls: When needing in-depth assistance or to resolve issues.
● Update Frequency: Likes weekly updates; anything more is considered spammy.● Customer Support Calls: When needing in-depth assistance or to resolve issues.● Update Frequency: Likes weekly updates; anything more is considered spammy.

From what sources do they prefer to consume information?

● Visual Content: High-resolution images, fashion lookbooks, and styling videos.● Interactive Content: Polls, quizzes, and contests related to fashion on social media.User-Generated Content: Encourages content that features real customers wearing the brand.
● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values. User-Generated Content: Encourages content that features real customers wearing the brand.
● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values. User-Generated Content: Encourages content that features real customers wearing the brand.
● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values.● User-Generated Content: Encourages content that features real customers wearing the brand.● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values.

"Trendsetter Tania" is the epitome of Sabrangee's target audience — a young, style-conscious individual who values cultural heritage, convenience, and quality in
her fashion choices. By keeping the communication relevant and engaging, and offering an eclectic mix of clothing, Sabrangee can successfully cater to Tania's
needs and preferences.

1
Instagram

You can use combinations of these names as keywords to find suitable
communities.
Hashtags: Search for and follow posts using hashtags like:

● #DesiFashion● #FusionWear● #SustainableEthnicWear● #TrendyDesi● #SouthAsianStyle, etc.● #DesiFashionBlogger● #SustainableFashion
Influencers: Look for influencers who align with your brand values andengage with their content or propose collaborations. Examples include:
● @aashnahegde● @diipakhosla● @kompalmattakalova

2
Facebook

Use the following hashtags as keywords to find the most relevant communities.Groups: Join and participate in groups such as:

● Desi Fashion Group
● Expats from South Asia in Australia
● South Asian Fashion Exchange
● Desis Abroad
● South Asians in Australia

Pages: Follow pages for community discussions and trends.

● Desi in Diaspora
● The Big Fat Indian Wedding
● etc.

3
Twitter

Use the following hashtags as keywords to find the most relevant communities.● Profiles: Find fashion commentators, brands, and influencers who tweet about South Asian fashion trends. Look for Twitter Chats related to fashion and culture.Hashtags: Monitor hashtags and join the conversations.● #DesiFashion● #BridalWear● #SouthAsianWeddings

4
TikTok

Use the following names as keywords and hashtags to find the most relevant communities.Hashtags: Use TikTok’s discovery feature to find popular content and creators in your niche, like● #DesiOutfit● #EthnicWear

5
Pinterest

● Boards: Follow boards related to South Asian fashion,wedding attire, and cultural events.● Pinners: Look for pinners who have a high engagement rate Pinners: Look for pinners who have a high engagement rate with conte Pinners: Look for pinners who have a high engagement ratent related to your business.

6
Linkedin

● Groups: Search for professional groups like FashionDesigners of South Asia or Asian Fashion IndustryProfessionals .● Groups: Search for professional groups like FashionDesigners of South Asia or Asian Fashion Industry● Professionals . Groups: Search for professional groups like Fashion● Designers of South Asia or Asian Fashion IndustryProfessionals .

7
SnapChat

● Discover: Look at the Discover section for fashion-relatedcontent and influencers who might cater to your●demographic. Discover: Look at the Discover section for fashion-related●content and influencers who might cater to yourdemographic. Discover: Look at the Discover section for ● fashion-relatedcontent and influencers who might cater to yourdemographic.

8
YouTube

● Channels: Subscribe to channels dedicated to South Asian fashion and culture, such as “Sejal Kumar”, “MostlySane”,which cater to a young, fashion-forward audience.● Community Posts: Engage with community posts from these channels to understand audience preferences.

9
Blogs and Websites

● Look for bloggers who specialize in South Asian fashion and who have a following that matches your buyer persona, like “The Desi Wonder Woman” or “MissMalini”.● Websites like “Brown Girl Magazine” and “The Desi Collective” often feature content that aligns with the interests of your target market.● Look for bloggers who specialize in South Asian fashion and who have a following that matches your buyer persona, like “The Desi Wonder Woman” or “MissMalini”.
● Websites like “Brown Girl Magazine” and “The Desi Collective” often feature content that aligns with the interests of your target market.● Look for bloggers who specialize in South Asian fashion and who have a following that matches your buyer persona, like “The Desi Wonder Woman” or “MissMalini”.
● Websites like “Brown Girl Magazine” and “The Desi Collective” often feature content that aligns with the interests of your target market.

10
Forums

● Reddit: Subreddits like r/ABCDesis, r/TwoXIndia, r/Fashion, and regional threads can be insightful.● Quora: Spaces that discuss South Asian culture or fashion could have active members you can target.● Reddit: Subreddits like r/ABCDesis, r/TwoXIndia, r/Fashion, and regional threads can be insightful.
● Quora: Spaces that discuss South Asian culture or fashion could have active members you can target.● Reddit: Subreddits like r/ABCDesis, r/TwoXIndia, r/Fashion, and regional threads can be insightful.
● Quora: Spaces that discuss South Asian culture or fashion could have active members you can target.● Reddit: Subreddits like r/ABCDesis, r/TwoXIndia, r/Fashion, and regional threads can be insightful.
● Quora: Spaces that discuss South Asian culture or fashion could have active members you can target.

11
Event Pages and Cultural Organizations

● **Eventbrite** and **Meetup**: Look for fashion events or cultural meetups that are likely to attract your target audience.● Cultural organizations within universities, like South Asian Student Associations, often have events and members active in fashion. **Eventbrite** and **Meetup**: Look for fashion events or cultural meetups that are likely to attract your target audience.
● Cultural organizations within universities, like South Asian Student Associations, often have events and members active in fashion.

12
Community Groups

● Websites like **Etsy** which may have stores dedicated to South Asian fashion.● **eBay**: Look at buyers and sellers in the South Asian clothing categories. Websites like **Etsy** which may have stores dedicated to South Asian fashion. Websites like **Etsy** which may have stores dedicated to South Asian fashion.
● **eBay**: Look at buyers and sellers in the South Asian clothing categories.
● **eBay**: Look at buyers and sellers in the South Asian clothing categories.

13
Influencer Collaborations

● Identify influencers within the South Asian community who have the reach and audience base similar to your buyer persona, like **Diipa Büller-Khosla**.● dentify influencers within the South Asian community who have the reach and audience base similar to your buyer persona, like **Diipa Büller-Khosla**. Identify influencers within the South Asian community who have the reach and audience base similar to your buyer persona, like **Diipa Büller-Khosla**.● Identify influencers within the South Asian community who have the reach and audience base similar to your buyer persona, like **Diipa Büller-Khosla**.

When engaging with these communities and platforms, remember to contribute meaningfully to the conversations, offer value, and understand the nuances of
each group. Building a presence and gaining trust is key to successfully connecting with your target audience. Always ensure your interactions abide by the
terms of service and community guidelines of each platform.

Through which channels can you effectively reach this audience? (Channels)

● Visual Content: High-resolution images, fashion lookbooks, and styling videos.● Interactive Content: Polls, quizzes, and contests related to fashion on social media.● User-Generated Content: Encourages content that features real customers wearing the brand. Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values.● Visual Content: High-resolution images, fashion lookbooks, and styling videos.I nteractive Content: Polls, quizzes, and contests related to fashion on social media.
● User-Generated Content: Encourages content that features real customers wearing the brand.
● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values.

What channels do they prefer to communicate through?

● Visual Content: High-resolution images, fashion lookbooks, and styling videos.● Interactive Content: Polls, quizzes, and contests related to fashion on social media.gh-resolution images, fashion lookbooks, and styling videos.● Interactive Content: Polls, quizzes, and contests related to fashion on social media.gh-resolution images, fashion lookbooks, and styling videos. Interactive Content: Polls, quizzes, and contests related to fashion on social media.● User-Generated Content: Encourages content that features real customers wearing the brand.● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values. User-Generated Content: Encourages content that features real customers wearing the brand.● Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her valuesUser-Generated Content: Encourages content that features real customers wearing the brand. Email Campaigns: Exclusive offers, pre-launch access, and brand storytelling that align with her values.

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