Example 1 - Consumer Persona

CONSUMER PERSONA
Introduction about the service

Nepal is one of the least developed countries in the world. The majorities of livestock farmers are
poor. The livestock are assets, used as emergency capital and live cash, provide nutrition (milk, meat
and eggs), soil nutrients (manure, urine and decaying carcass), energy (draught power, transportation
and fuel), animal fiber (wool and hair), carcass by-products (bone, hide and skin); and associated with
religious sentiments.
As the larger proportion of the livestock by-

products are consumed in urban centers, and
by the well-off non-farming families; the
livestock sector is a major source to drain cash
in rural areas and to the poorer households.
“Chautari Insurance” is specifically live

stocks insurance company which serves as a
means of indemnity against a future
occurrence of an uncertain event. The name “Chautari” is kept keeping in mind that it would easily
connect with the livestock farmers. For them, the only source of income is from livestock so they have
different sentiments for their live stocks. Every year many livestock’s farmers have to face uncertain risk
of live stocks due to disease or natural calamity. So, this insurance will help them to minimize the risk
by paying a minimal amount as a premium.
Background of Consumer’s Persona:

Hari is a livestock farmer in a rural area. His father and forefather had been able to survive themselves
and their family by farming few live stocks and
earning few by selling them.
Sometimes, it is difficult for Hari to fulfill

basic needs of his family due to uncertain death
of his live stocks. Mostly the death of his
livestock is from unknown disease. And Hari
feels like ending his world in a single day. But
again, he work hard with spirit and try to
sustain life of his family.
Other Characteristics:
 About 70% of his income is spent on fulfilling his family needs and he tries to save the rest.
 He has 2 daughters of age 10 and 7 and 1 son of age 4.
 He usually purchases his kitchen stuffs from the local shops in the village.
 He utilizes his small land to cultivate seasonal vegetables and he does not need to purchase
the vegetable.
 In lunch and dinner he usually takes bhat, daal, tarkari and achar. Sometimes, they used to eat
meat once or twice a week.
 Hari has his own house and wooden cottage for live stocks which was built by his father and
forefather.
 They usually buy new clothes in national festival like Dashain.
 Hari is conscious about his spending.
Background
 JOB: livestock farmer
 Career Path: kind of family business, father’s major source of income was from livestock’s so
he is also involved in this business since childhood.
 Family: Married with 3 children

 Background: Originally from the same village
Demographics
 Gender: Male
 Age: 35
 Income: 15,000 to 25,000
 Location: rural area
 Education: SLC pass
Goals
 Primary goal: To fulfill the basic need (food, shelter) of his family
 Secondary Goal: To make few savings for his daughter’s marriage
To buy few more livestock’s and expand his business
Challenges
 Primary Challenge: death of his livestock’s due to uncertain disease
 Secondary challenge: missing of his live stocks due to theft , wild animals attack and others
What can we do/How we can help:

 By insuring live stocks to Chautari insurance company, Hari can be free from the stress of uncertain
death of his live stocks. Now, he can think beyond that.
 If anything wrong happens due to uncertainty, he would be paid by insurance company and for that he
has to pay minimal amount to the insurance company.
 He can expand his business as he does not have to bear lump sum losses.
Real Quotes (From the perspective of primary persona):

 “ I cannot fight with nature ”
 “I cannot challenge my destiny”
 “ Can I ever release my liability”
Common Objections (why wouldn’t they buy your product/service)

 Will I get the money?
 Hari might be skeptical about if insurance company does not pay him after uncertainties
showing various reasons
 What if the procedure to claim the refund of insurance might be too long
 Even if they agree to pay, how long will it take to refund the claim
Marketing messaging:
Campaign: It is important to make the rural people aware of the service provided by Chautari
insurance. One of the most effective way to influence them is by illustrating
them all the consequences, benefits of the insurance company like:-
 How the insurance company can minimize the risk of uncertainty?
 How we can be out of stress if anything goes wrong?
 How it is helpful for all of those who are involve in live stock farming?
 How we can increase the number of live stocks by saving few?
 How we can make our dream come true?
FM (Jingle): The most available media in Bottom of Pyramid is radio. Most of them listen to
radio while working or at free time. So, by targeting the live stock farmers
we can make them realize what if they insurance their livestock and what if they
don’t.
For eg:
लौ बा ! मेरो भेडा बाख्रालाई के भयो??? मेरो त सबै नास भयो....
के तपाँई पनि यसरी नै सपनामा तर्सिनुहुन्छ???
हो भने.....अब ढुक्कहुनुहोस् .......
किनकी हामी छौं तपाँईको साथमा....
”चौतारी पशुपंक्षी इन्सोरेन्स:- तँपाईको सुखः दुःखमा”
Quotes:
“नेपालमा अब, हामी नेपाली कै लागी चौतारी पशुपंक्षी ईन्सोरेन्स....तँपाईको सुःख दुःखमा अब ढुक्क
हुनुहोस।”
Elevator’s Pitch:
We cannot prevent our live stocks from uncertainties but we can minimize the risk by just
penny amount.

Example 1 - Consumer Persona

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Example 1 - Consumer Persona

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CONSUMER PERSONA

Introduction about the service

As the larger proportion of the livestock by-

“Chautari Insurance” is specifically live

Background of Consumer’s Persona:

Sometimes, it is difficult for Hari to fulfill

 Family: Married with 3 children

What can we do/How we can help:

Real Quotes (From the perspective of primary persona):

Common Objections (why wouldn’t they buy your product/service)

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