Ellen is a marketing executive who needs to increase her company's application conversion rates by 5% or she will miss her bonus goals. She has over 10 years of marketing experience but is new to managing an online team. She needs help from an experienced firm to make her look good in front of peers and is willing to pay for quality. John owns a small grocery store business that his father previously ran. He wants to launch an e-commerce site to allow online ordering and delivery to differentiate his business. As a small business owner with a limited budget, he needs an affordable solution and is willing to learn.

1. Ellen the Marketing Executive “I need to increase our application
conversion rates by 5% this year or we’re
About Ellen not going to meet our goals. My bonus, and
Ellen is a traditional marketer who has been in the services industry for my ass, is on the line.”
over 10 years. She knows financial services in and out. She’s recently
accepted a position to oversee the online marketing group at the bank.
She’s been doing online marketing for years, but is new to managing a
Web team. She’s never heard of terms such as “user-centered design,”
“information architecture” or “usability,” but is willing to learn.
Ellen’s Needs
Ellen’s Profile
• Someone she can trust - Consumer Marketing Director
• A firm with experience - 38 years old
• A firm that will make her look good in front of peers - Bachelors degree
• Willing to pay for quality and experience - Making $80K/year
- A team of direct reports
Our Goals for Ellen - 15 years of marketing experience
• Great visual site - Married, two children
- Type A personality; driven; works 50 hrs/week
- Some to moderate travel

2. John the Small Business Owner “I need to
increase our
About John application
John grew-up watching his dad run his company's small grocery store conversion rates
business that he has now inherited. Sam’s running the show now, and by 5% this year
wants to break out from his dad’s traditional techniques. He thinks or we’re not
there’s a real opportunity to differentiate the business by having an e- going to meet our
commerce site where you can order your products online and one of his goals. My bonus,
guys can deliver the groceries right to the customer’s home. He feels
and my ass, is on
that now’s the time to move, but he’s not quite sure how to get started
and how to guarantee success since this realm is so new to him and it’s
the line.”
a big risk with his limited budget.
John’s Needs
John’s Profile
• Willing to learn about web Owner
• Has done some research already 48 years old
• Will be tight with budget and get two other quotes Business class – never finished degree
• Knows enough to be dangerous Small business under $350K/yr in sales
• Wants a CMS, so he can manage it himself 25 employees
• Will have plenty ideas to bring to the table 25 years industry experience
Married, three children
Works night and day
Frequent travel to vendors and trade seminars
(as time allows)