Existing Local Businesses
For those who care about quality and fair-trade food
Our PSS focuses on two target groups. On the one hand we target people who are middle aged to old, middle class and who have an interest in fair, local and fresh food. These people want to know where their products come from and want to support their community over large scale companies. On the other hand we target local food stores and farmers who have an interest in reaching a broader audience and selling products on the side.
Persona
Customers
To give a clear example of who these customers and local shop owners or farmers are, we made two personas.
Name
Age
Sex
Income
Hometown
Skill and knowldge
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Experiences
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Family and contacts
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Likes
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Dislikes
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Habits/behaviour
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Backround
Adriaan de Jong
31
Male
With his partner: €6000 a month
Enschede
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Part-time worker for a tech company. The rest is spent on caring for the kids and working in the community.
Has done an engineering study in Enschede, after which he started working full time at a tech company. Here he met his partner Annemarie and started his family. He lives in a quiet neighbourhood in Enschede, which is safe for the kids and close to a school. Out of the two of them, he is the most involved with the community, as he brings the kids to school and does the shopping.
His partner Annemarie and his two children, Annie and Jorn, who are 6 and 8 years old. He lives pretty close to his own family, as his parents live a block away, but he is less involved with Annemarie's family. He knows a lot of the teachers, other parents and kids of his neighbourhood and has a good relationship with his neighbours.
To spend time with his family and friends from work. He enjoys cooking healthy and fresh meals.
He dislikes going to the supermarket too often, working late hours and deadlines.
He is talking with some other parents while waiting to pick up his kids, when he hears one of the parents mention the new food truck, which stops in his neighborhood and has a lot of local products.
He is a friendly and very outgoing person. He likes to get to know the people in his neighbourhood. He can often be seen walking around, helping people out and doing things around the house.
Local shop owners and farmers
Name
Age
Sex
Income
Hometown
Skill and knowldge
Experiences
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Family and contacts
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Likes
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Dislikes
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Habits/behaviour
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Backround
Albertien Visser
35
Female
About 40.000 a year
Enschede
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Full time local shop owner.
Albertien was born and raised in Enschede. She studied retail at the ROC and started her own business at 23. Albertien sells mostly local and some self made products at her shop.
Albertien lives on her own, but has never left her hometown Enschede. Her parents live a couple of blocks away and sometimes help her with organising the shop. Her brother moved to another city, but she still sees him and his kids on holidays. Albertien knows a lot of people in the city and has some very loyal customers. She has two employees, Gees and Maaie.
To keep in touch with her old friends and to let people experience the amazing products from her hometown.
Bigger, more corporate, businesses. She prefers to keep things small and personal.
Since the recent outbreak, Albertien doesn’t see as many customers as before. Most of her customers are the ones that have already been there, or those who happen to come by and notice the shop. Then she hears from one of her friends, who lives on a farm, that there is a new thing called The Local Food Van, which would sell her products for her and bring more attention to her shop. She had to check it out.
She is very friendly and talkative. If anyone can explain to you something about local jams and cookies, it is her. She is very good at leading other people, but doesn’t like to be stressed to do something.
