A clear description of your customers makes it possible to refine your product or service so customers find it appealing and distinct from the competition. Knowing your different customers enables you to identify and focus on the people who are most likely to need and buy your product.

Who is most likely to buy? How can you recognize them? What are their typical behaviors, attitudes, age groups, and other characteristics? Focusing on the right customer allows for a more focused and efficient use of resources.

To know your customer, you must think like your customer. Only then will you figure out why they would buy your product. Some people value convenience, such as home delivery, because of their busy schedules, or they want and can afford quality because they have a good income.

Let's say your business offers dairy products sourced from local farmers. What can we learn about you?

• Why is understanding your customer important?
• Helps refine your product/service
• Makes marketing and resource allocation more efficient

  Amani Mohamed is a 35-year-old entrepreneur, married with two children. She’s not only well-educated, having completed basic education and business training, but she’s also bilingual, speaking both English and Arabic. Amani is deeply passionate about her dairy business, which she runs alongside her sister. Her dedication to her products and her commitment to her suppliers—local farmers—set her apart. She works closely with them, purchasing raw materials and even providing training to help them produce high-quality milk.

Amani’s work ethic shines through in her daily routine. She drives 30 minutes to an hour from town to her manufacturing site to ensure everything is running smoothly. Her attention to detail is unmatched. In addition to overseeing the production process, she enjoys connecting with the farmers’ wives, sharing her experiences, and educating them on better practices. Amani also manages a small shop where she sells her products, including cheese, yogurt, and other local favorites, which have earned her a loyal customer base.

Her vision extends beyond just selling quality dairy products. Amani dreams of expanding Sudan's agricultural sector, and she and her sister are in the process of securing a loan from Faisal Islamic Bank. They are also exploring machinery deals with other banks to help grow their business. However, as her business grows, so do the expectations of her customers. They have started asking for better facilities when visiting her shop, which Amani knows she could provide if only she had more resources.

Recently, Amani attended a business training program where she gained valuable knowledge in bookkeeping, accounting, and ways to further improve her operations. She’s often in town on market days, where she continues to build relationships with customers and farmers alike. Amani’s ambition, hard work, and passion for her community make her an ideal partner for future opportunities—especially if given the support to upgrade her facilities and take her business to new heights.

• Name: Amani Mohamed
• Female, 35 years old
• Married with 2 children
• Entrepreneur running a dairy business
• Fluent in English and Arabic

• Entrepreneur with a focus on dairy products
• Education: Completed basic education and business training
• Values: Works closely with local farmers, practicing Muslim

• Passionate about quality and community impact
• Strong connection with farmers, supports them by purchasing raw materials and offering training
• Driven by personal values and commitment to her work

• Travels daily to oversee operations, ensuring high-quality products
• Runs a small retail shop alongside her manufacturing site
• Actively engages with farmers and their families, mentoring and sharing knowledge

• Provide the best quality dairy products to her customers
• Expand her business and the agricultural sector in Sudan
• Seeking a loan and exploring deals for machinery to enhance production

• Customers have requested better facilities in her shop
• Limited access to resources is slowing her business growth

• Offers a variety of high-quality dairy products: cheese, yogurt, and other local favorites
• Recently attended business training, improving her skills in bookkeeping, accounting, and business operations

This profile of Amani Mohamed provides insights into her motivations, challenges, and opportunities. Understanding her needs allows us to tailor solutions for her business, like improving shop facilities or offering financial services.

Watch What are Customer Personas?