Social Audience Personas
Sept 2022
Brand
Guava is the premiere banking and networking platform for Black creators, entrepreneurs, and small business owners.
Its goals are to be the banking hub for Black business owners while providing equitable financial products and a digital network for Black business owners, where they can form real connections within a community of others who want to grow their business.
Guava supports and celebrates Black businesses. Its built for the community.
Guava supports community, wherein Black business members can connect, learn, and partner together.
Guava supports Black-owned small businesses by helping them create wealth for our communities. The backbone of the economy.
Bio
User Mindset
“I love my family and I want to leave my kids with generational wealth.”
Age: 33
Work: FT with biz, fmr HR admin
Income: $125,000 / year
Family: Married, 2 kids
Location: LA
Archetype: B2C Product Biz Owner
Bold
Unapologetic
Personality
Social Media
Informed Could care less
Community Driven Solely about their 💰
Social Savvy Slow to adopt
Frequency of Use (low to high)
Brands Engaged w/ on Social
Ashley started her ecommerce clothing brand in college as a hobby. Once she saw how profitable it could be, she focused learning a much as she could on scaling and having a strong brand. Now she is making $5k+ a month in net revenue, but isn’t happy banking with organizations that don’t support Black people or help her network with other Black bosses like herself.
Ashley relies on social media to be entertained, market her business, and share her lifestyle and successes. She is on her mobile constantly during the day, but has started to carve out DND times to be more present with her 2 kids and with her husband. While Ashley does have a degree, she equally loves the messiness of brands like TheShadeRoom and the chic-ness of brands like Hanifa.
Bio
User Mindset
“I’m putting less pressure on myself to be ‘excellence.’ Every day I grow.”
Age: 29
Work: PT Barista & Etsy designer
Income: <$45,000 / year
Family: Partner, no kids
Location: NYC
Archetype: New Business Owner
Unique
Artsy
Personality
Social Media
Informed Could care less
Community Driven Solo about their 💰
Social Savvy Slow to adopt
Frequency of Use (low to high)
Brands Engaged w/ on Social
Abeni recently started their Etsy business, after surviving grad school during the pandemic. They took a chance since they weren’t finding FT work. Everything Abeni has applied with their business they learned from influencers and content creators on social. They earn $3k/month from Etsy and have a PT job too. Abeni isn’t paying taxes on their biz income, and has no clue about business finances — everything is in their personal checking.
Abeni relies on social media to feel connected to their peers, promote their Etsy, and escape from harsh realities. They use social religiously — it’s a hard habit to shift. While Abeni does have two degrees, they resonate more with self-aware folx on social like Alex Elle and wellness brands like WeTheUrban.
Bio
User Mindset
“I may get mine out the mud, but my son won’t have to.”
Age: 25
Work: Barber & Podcaster
Income: $90,000 / year
Family: Single, 1 kid
Location: Philly
Archetype: First Time Solopreneur
Ambitious
Talented
Personality
Social Media
Informed Could care less
Community Driven Solo about their 💰
Social Savvy Slow to adopt
Frequency of Use (low to high)
Brands Engaged w/ on Social
Jamal started his podcast a year before the pandemic, but he’s been cutting hair since he was in high school. Once he saw how popular podcasts were becoming, he invested in quality equipment so he could deliver the same quality he does with a fresh cut to his clients. Now Jamal is making +/-$4k a month, but has no idea how to monetize his podcast and grow his listeners beyond his homies, clients, and part of his city. Bank account? Jamal bleeds Ca$h App.
Jamal relies on social media to be entertained, showcase his barber skills, and learn from other podcasters. He is on his mobile 24/7 because of his primary business, but tries to be present for his son on the weekends. While Jamal doesn’t have a degree, he devours content from brands like Song Exploder, Ear Hustle, and Stuff You Should Know — as well as anything Philly sports and Meek Mill.
Bio
User Mindset
“Racks getting bigger. Cash getting larger.”
Age: 36
Work: Photographer
Income: $100,000 / year
Family: Single, no kids
Location: ATL
Archetype: Service Biz Owner
Driven
Self-Reliant
Personality
Social Media
Informed Could care less
Community Driven Solo about their 💰
Social Savvy Slow to adopt
Frequency of Use (low to high)
Brands Engaged w/ on Social
Blake has been a photographer for over a decade. She is self-taught and picks up a class here and there. Because she started at the pique of social, Blake has a very loyal audience on social and consistent client bookings. Blake earn $10k+ / month from a mix of corporate, sports, music and other clients. She took a budget and tax class a few years ago after she formed her LLC, so nowadays she’s looking to try a new banking solution for her biz.
Blake relies on social media to showcase her photography, network with creatives and connections in the industry. She rarely puts down her phone when not shooting. Blake doesn’t have a degree and leans more into video content on social from brands like Savage Fenty, Beyonce, and Jackie Aina.
Bio
User Mindset
“I don’t want to work when I’m 30…and probably won’t have to now.”
Age: 22
Work: In college, interning with FAANG, & popular TikToker
Income: $175,000 / year
Family: Single, no kids
Location: DC/DMV
Archetype: Soon-to-be Business Owner
Tech Savvy
Trendsetter
Personality
Social Media
Informed Could care less
Community Driven Solo about their 💰
Social Savvy Slow to adopt
Frequency of Use (low to high)
Brands Engaged w/ on Social
Cole attends Morehouse, but is from DC. He picked a prestigious HBCU because he wanted to work in tech. However, Cole became very popular on TikTok during the pandemic with all his trendy dances and funny content. Now he is considering graduating, but not working FT for someone’s org. Cole earns >$15k/month from ad revenue on social and brand influencer deals. He already has a crypto account, financial planner, and stock investments.
Cole relies on social media for literally everything. His identity and life is pretty consumed by it. Cole has multiple devices to keep him current on social. While finishing his degree, Cole loves a ton of brands but spends his person social time with big name brands like Nike, Drink Champs, highsnobiety, Spotify, and Google.