Latin Educational Agency Customers
Target Customer Segments
Target Customer:
Persona
Maria González
Demographics
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Age
22
Gender
Female
Location
Bogotá, Colombia
Education Level
High School Graduate
Income Range
$5,000 - $10,000 annually
Family Status
Single, lives with parents
Professional / personal background
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Occupation & Industry
Freelance ESL (English as a Second Language) Tutor
Work Environment
Remote, online-based
Personal Background
Passionate about learning new cultures, dreams of studying abroad, and improving English proficiency.
Behavioural traits
Daily Routine
Wakes up early to take online tutoring sessions, spends afternoons preparing lessons or researching study-abroad opportunities, and dedicates evenings to studying English or planning her future.
Technology Usage
- Primarily uses her smartphone for communication and educational apps
- Engages with social media groups for study-abroad information
- Prefers YouTube for researching universities and guidance videos
Buying Behavior
Cost-conscious, looks for value and affordability but willing to invest in trusted and reliable services for her future.
Media Consumption
- Follows study-abroad influencers on Instagram and TikTok
- Watches YouTube channels specializing in international student experiences
- Reads educational blogs and forums like The Student Room or Reddit’s r/studyabroad
Goals & motivations
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Primary Goals
Wants to secure admission to a reputable international university and successfully navigate visa and credential requirements.
Personal & Professional Aspirations
Dreams of earning a degree in Marketing, gaining global exposure, and eventually returning to Colombia to start her own consultancy firm.
What Drives Them?
A desire for personal growth, a better quality of life, and the opportunity to make her family proud.
Challenges & pain points
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Problems They Face
- Difficulty understanding the immigration and visa requirements of different countries
- Overwhelmed by the academic credential evaluation process
- Limited access to personalized guidance, leading to confusion and delays
Barriers to Adoption
Concerns about the credibility and affordability of consultancy services.
Common Complaints
Lack of transparency in application processes and inadequate support from existing services.
Deceision making process
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How They Discover Products/Services
Searches online, follows recommendations from friends and teachers, and participates in webinars and university fairs.
Who Influences Them?
- Friends or alumni who have studied abroad
- Study-abroad consultants
- Social media influencers
Key Concerns Before Purchase
Worried about hidden costs, reliability, and the agency’s ability to provide personalized guidance.
Preferred Communication Channels
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Where They Engage Most
- YouTube
- Local education fairs and workshops
Preferred Brands & Influences
Looks up to organizations like IELTS, TOEFL, and popular international education platforms like ApplyBoard and IDP Education.
Tone & Style of Communication
Approachable, friendly, and highly informative, catering to non-native English speakers.
Empathy Map
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What They Think & Feel
What They Think & Feel
Maria's thoughts revolve around her aspirations, future plans, and challenges she faces when navigating her journey towards studying abroad.
- Worries about understanding visa and immigration requirements accurately.
- Feels anxious about not being able to secure affordable but reliable services for application assistance.
- Constantly dreams of experiencing global culture through education abroad.
- Aspired to make her family proud and enhance her career prospects back in Colombia.
- Feels overwhelmed by the lack of clear, step-by-step guidance on navigating study-abroad processes.
What They Say & Do
What They Say & Do
Maria's public-facing actions reflect her determination to prepare thoroughly and find trustworthy guidance for her study-abroad journey.
- Frequently posts or comments on social media groups asking for recommendations for universities and consultants.
- Attends webinars, education fairs, and workshops to gather more insights about studying abroad.
- Shares motivational posts and her aspirations on personal social media accounts.
- Researches universities, visa policies, and testimonials of study-abroad consultants on digital platforms like YouTube.
- Regularly signs up for newsletters or forums related to international education updates.
What They Hear
What They Hear
Maria is influenced by a mix of supportive messages, advice, and motivating stories from her community, peers, and social networks.
- Encouragement from friends and social media influencers sharing successful study-abroad stories.
- Advice from alumni and local mentors on what strategies worked for them during their study-abroad journey.
- Promotional pitches and webinars from education consultants about their services and success rates.
- Concerns from family members about the expenses and challenges of navigating life abroad.
- Buzz on social media regarding the competitive nature of scholarships and university admissions.
What They See
What They See
Maria's environment reflects the challenges and opportunities in accessing global education.
- Social media posts and success stories from students who have managed to study abroad.
- Digital ads for TOEFL, IELTS, and student visa services targeted towards international students.
- Educational platforms providing content on scholarships, visa processes, and university requirements.
- Constant updates from study-abroad forums, blogs, and forums like Reddit's r/studyabroad.
- Competitor agencies offering one-size-fits-all services, which lack the customization she desires.
Customer Pains
Pains
Maria faces significant challenges and frustrations in her pursuit of studying abroad.
- Struggles to understand complicated immigration and visa requirements.
- Feels disappointed by the lack of reliable, transparent consultancy services tailored to her needs.
- Overwhelmed by the extensive and often unclear process of credential evaluation and documentation.
- Concerns about hidden costs and scams, especially from less credible agencies.
- Lack of trust in self-serve, automated platforms that don't provide personalized attention.
Customer Gains
Gains
Maria seeks specific benefits and outcomes to fulfill her dreams of securing education abroad.
- Wants comprehensive, step-by-step guidance throughout the application, visa, and immigration processes.
- Dreams of successfully securing admission to a reputable international university at an affordable cost.
- Aims to improve her English proficiency and embrace global cultural immersion.
- Desires peace of mind and confidence by working with credible and trustworthy consultants.
- Long-term goal is to gain global exposure and return to Colombia to start a career in marketing consultancy, contributing to her community.
Customer Journey Map
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Target Customer 2:
Persona
Demographics
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Professional / personal background
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Behavioural traits
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Goals & motivations
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Challenges & pain points
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Deceision making process
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Preferred Communication Channels
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Empathy Map
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What They Think & Feel
What They Say & Do
What They Hear
What They See
Customer Pains
Customer Gains
Customer Journey Map
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Target Customer:
Persona
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Demographics
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Professional / personal background
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Behavioural traits
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Goals & motivations
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Challenges & pain points
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Deceision making process
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Preferred Communication Channels
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Empathy Map
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
What They Think & Feel
What They Say & Do
What They Hear
What They See
Customer Pains
Customer Gains
Customer Journey Map
Its time to talk to customer below is a basic outline so you can interview your competitors customers and ask them about your competitors pain and pleasure points.
Or Would you like to Create Persona 3?
Create Persona Number 3, then you can create the Empathy Map and Customer Journey Map
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