| A | B | C | D | E | ||
|---|---|---|---|---|---|---|
1 |  | |||||
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3 | Data Point | Area | Where do you find this (if you don't know it)? | Persona A - Head Ecommerce International (Example) | Persona B - Head of Intellectual Property (Example) | |
4 | Name | About the persona | From Linkedin | Tobias Lütke | Jane Smith | |
5 | Age | About the persona | Guess :-) | 45 | 42 | |
6 | Title(s) | About the persona | From Linkedin | 1. Senior Vice President of Online Retail 2. Vice President of Digital Commerce 3. Executive Vice President of E-Commerce Operations 4. Chief E-Commerce Officer 5. Vice President of Online Sales and Marketing 6. Senior Director of E-Commerce Strategy 7. Vice President of Digital Retail 8. Head of E-Commerce Division 9. Senior Vice President of Online Business Development 10. Vice President of E-Commerce Solutions | 1. General Counsel 2. Head of Legal 3. Intellectual Property 4. Legal Counsel 5. Compliance Officer 6. Patent Attorney | |
7 | Function/Department | About the persona | From Linkedin | Business Development | Legal | |
8 | Seniority level | About the persona | From Linkedin | Director | Experienced Manager | |
9 | Years in current company | About the persona | From Linkedin | 6 to 10 years | 6 to 10 years | |
10 | Years in current position | About the persona | From Linkedin | 6 to 10 years | 1 to 2 years | |
11 | Geography - Country | About the persona | From Linkedin | Switzerland | Switzerland | |
12 | Geography - Regions | About the persona | From Linkedin | DACH | Europe | |
13 | Industry | About the persona | From Linkedin | Retail Luxury Goods and Jewelry | Automation Machinery Manufacturing | |
14 | Background | About the persona | From your experience, interviews, LinkedIn, ChatGTP or other sources | I am an experienced and entrepreneurial Business Unit and Business Development Manager with 15+ years of e-commerce expertise. I excel in product management, business strategies, and project management, with a strong technical background in internet technologies. As the Head of Ecommerce International for Europe's largest luxury retailer, I lead the digital transformation and establish an international ecommerce platform from scratch. Previously, as Managing Director of Switzerland's largest B2C marketplace, I developed a cross-border/logistics service, led global teams, and oversaw strategic operations. I also played a key role in developing an online payment system for Switzerland's largest e-commerce platform. Throughout my career, as a Founder/CEO and Business Unit Manager, I have consistently delivered successful results in developing and leading ecommerce companies. | With over 20 years of experience as an experienced Patent Lawyer, I am a senior leader in company intellectual property and legal affairs, renowned for my excellent track record in large and middle-sized companies. Graduated as a Physicist and holding a Master's degree in IP Law and Management, my mission revolves around managing relationships, ensuring freedom to operate, minimizing risks, and resolving conflicts. My expertise extends to achieving price premiums, expanding market volume, facilitating market entry, and effectively handling information. In the legal realm, I provide comprehensive advice, negotiate, execute, and manage contracts, excelling in framing various agreements adhering to US, Swiss, German, and EU laws. Specializing in litigation management, compliance, and intellectual property, I focus on increasing patent applications, improving granting rates and velocity, offering portfolio management, conducting risk assessments, budget management, law firm management, and drafting patent applications to protect clients' innovations. | |
15 | Goals and Objectives | About their role, goals, responsabilities | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | - Establishing an International Ecommerce Platform - Digital Transformation - Market Expansion - Performance and Revenue Growth - Team Leadership and Development - Cross-functional Collaboration | - Ensure the freedom to operate by identifying and managing potential legal and regulatory risks - Limit and mitigate conflicts through proactive prevention and efficient resolution strategies - Achieve a price premium by delivering high-quality services and value-added solutions - Handle information effectively to ensure confidentiality, accuracy, and accessibility - Provide expert legal advice and guidance on various legal matters - Ensure compliance with relevant laws, regulations, and industry standards - Manage litigation effectively, including coordination with legal teams and external counsel - Focus on increasing patent applications and improving the granting rate and velocity - Efficiently manage intellectual property portfolios to maximize their value - Conduct risk assessments to identify potential vulnerabilities and implement risk mitigation strategies - Effectively manage budgets related to intellectual property activities - Oversee the selection and management of law firms specializing in intellectual property | |
16 | Current Activities | About their role, goals, responsabilities | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | - Leading digital transformation of international ecommerce operations. - Evaluating and expanding into new international markets. - Developing and establishing international ecommerce platform. - Providing leadership and guidance to high-performing team. - Seeking partnerships and collaborations for business growth. - Monitoring performance metrics and conducting data analysis. - Collaborating with cross-functional teams for streamlined operations. | - Establish and maintain strong relationships with clients, stakeholders, and partners - Achieve a price premium by delivering high-quality services and value-added solutions - Increase market volume by expanding the client base and penetrating new markets - Facilitate market entry by providing comprehensive support and guidance - Handle information effectively to ensure confidentiality, accuracy, and accessibility - Provide expert legal advice and guidance on various legal matters - Negotiate, execute, and manage contracts to protect the interests of the organization - Frame sales agreements, development agreements, IP agreements, HR agreements, NDAs, and other legal documents - Develop model contracts to streamline the contracting process - Ensure compliance with relevant laws, regulations, and industry standards - Manage litigation effectively, including coordination with legal teams and external counsel - Focus on increasing patent applications and improving the granting rate and velocity - Conduct risk assessments to identify potential vulnerabilities and implement risk mitigation strategies | |
17 | Social media | Influences and external information | Assume LinkedIn | |||
18 | Newsletters | Influences and external information | Give examples based on your own research | The Business of Luxury in China, https://jingdaily.com/ or https://www.businessoffashion.com/topics/luxury/ | WIPO Newsletters, https://www3.wipo.int/newsletters/en/ or https://press.aboutamazon.com/2023/4/amazon-announces-its-latest-advances-in-counterfeit-prevention-for-customers-brands-and-selling-partners | |
19 | Personality | About the persona | From your experience or interviews. Alternatively, consider personally profiles like Regie.ai or Humantic.ai | High Calculativeness, Very Balanced, Open, Extroverted | High Calculativeness, Very Balanced, Introverted | |
20 | Values and Motivations | Challenges/Pain/Problem | From your experience or interviews. Alternatively, consider personally profiles like Regie.ai or Humantic.ai | Innovation, Excellence, Entrepreneurial Spirit, Customer-centricity, Collaboration, Continous Learning, Impact and Growth | Integrity, Professionalism, Ethics, Respect, Trustworthiness, Accountability, Fairness, Compliance, Protection, Innovation, Creativity, Justice, Impact and Intellectual Challenge | |
21 | Main Challenges | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | - Increasing competition demands differentiation and innovative marketing strategies (think D2C) - Evolving consumer expectations require personalised experiences and data-driven insights - Data privacy and security challenges require robust measures and transparency - Technology integration and scalability demand strategic alignment and leveraging emerging trends - Talent acquisition and retention require attractive strategies and fostering a positive work culture | - Evolving technology and its impact on intellectual property law - Globalization and navigating international intellectual property regulations - Digital piracy and counterfeiting in the online landscape - Data protection and privacy in relation to intellectual property rights - Patent eligibility criteria and evolving standards - Trade secret protection in the digital and remote work era - Intellectual property enforcement challenges in emerging markets - Copyright complexities in the digital age - Patent litigation complexities and rising disputes - Balancing innovation incentives and access to knowledge | |
22 | What stage of awareness are they in? | Challenges/Pain/Problem | Either you know or you'll have to guess but explain | Level 2 - Problem aware. Has not looked into solutions yet. | Level 3 - Solution aware. Know the results they want, but don't know your product provides it. | |
23 | How do they describe their problem? (bonus points if you can quote their own words directly) | Challenges/Pain/Problem | Ideally find customer interviews, podcasts or press articles | "Ecommerce in 2023 is a nightmare. On one side we are competing with our own stores, on the other side there is a significant shift in consumer behaviour that makes it difficult for us to play catchup every single day. Additionally, changes in the technological environment (e.g. cookiepocalypse) make it hard for me and my team, since we constantly have to adapt our processes in order to keep up with increasing customer expectations." | Legal regulations based on the country vary vastly which makes it very difficult to fight international infringments and brand abuse | |
24 | How do they measure their problem? | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | Key KPIs include but are not limited to: - Conversion Rates - Average Order Value (AOV) - Customer Lifetime Value (CLTV) - Net Profit - Customer Acquistion Cost (CAC) - Cost per Acquisition (CPA) - Return on Ad Spend (ROAS) Additionally, there are other metrics depending on the channel, e.g. Open Rate (OR) for Email Marketing | Key KPIs include but are not limited to: - Number of successful intellectual property registrations and filings. - Number of intellectual property infringements resolved or prevented. - Percentage increase in the brand's intellectual property portfolio value. - Number of intellectual property licenses or agreements negotiated. - Time taken to resolve intellectual property disputes or litigations. - Percentage of intellectual property compliance achieved. - Client satisfaction ratings and feedback. - Number of intellectual property training sessions conducted for employees. - Cost savings achieved through effective intellectual property management. - Number of intellectual property audits conducted and recommendations implemented. | |
25 | What’s the consequence, in their words, if they don’t solve it? | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | "We will be eaten by Direct to Consumer (D2C) brands and marketplaces." | "Our brand will lose its status based on missueuse of our product" | |
26 | What have they done in the past, in their words, to try to solve the problem, but it failed? | Challenges/Pain/Problem | From your experience, interviews, ChatGTP or other sources | "We launched multiple marketing campaigns to attract customers and drive sales. While we saw some short-term spikes in traffic, the increasing competition and rapidly changing consumer behaviour made it challenging to sustain consistent growth through marketing efforts alone." | "We explored implementing advanced technological solutions, such as digital watermarking and tracking systems, to safeguard intellectual property rights. However, these measures faced limitations due to the rapid advancement of technologies used by infringers, leading to a constant cat-and-mouse game." | |
27 | What are they currently doing, in their words, to try to solve it? | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | "We have successfully onboarded our whole company on the Salesforce suite of solutions, including Salesforce Commerce Cloud and Salesforce Marketing Cloud. The challenge we now have is that we have to make sure that every person within the business is actually using these tools properly." | "We fight against any infringements that put our company in a bad light." | |
28 | How much pressure do they feel that they’re under to solve it? | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | They do feel pressure, but there is not one specific trigger event that would raise the pressure. | They don´t really feel pressure since they are winning most cases. | |
29 | Problem-focused Quote | Challenges/Pain/Problem | From your experience, interviews, LinkedIn, Job Ads, ChatGTP or other sources | "Taking a bird's eye view enables us to effectively shape the digital future, reduce costs and systematically address the turnover of our digital markets." | "Counterfeit products are the biggest disease of our whole industry." | |
30 | Podcasts | Special | Give examples based on your own research. https://podcasts.google.com/ or just use google normally (also consider apple or spotify search) | Online Marketing Rockstars Podcast, see https://omr.com/de/podcast/ | WIPODs – WIPO Podcasts on Intellectual Property | |
31 | Other | Other | What are other, buyer persona specific characteristics/data points, that could be used to target prospects that either have a known or unknown need for a solution such as yours? Who do they follow? What events do they participate in? Etc. | What are other, buyer persona specific characteristics/data points, that could be used to target prospects that either have a known or unknown need for a solution such as yours? | ||