Desired Feature-Benefit-Value Map

Target Audience Description

The ideal target customer is a small restaurant owner in the Detroit area. We’ll call her Amy. Amy is in her late 40′s and was born and raised in Detroit. She left Michigan for college and then came right back to her hometown. She worked in corporate finance for a number of years before taking a risk to start her own restaurant – a lifelong dream. In 2008, she opened up her own restaurant downtown and has been pleased with the following she’s had. Although, it was hard at first, being a small business in a tough town isn’t easy. She sees so much potential in the city and wants to do her part to help rebuild the community. Now that her restaurant has been opened a couple of years, Amy has a little bit more time to think about the bigger picture and is interested in finding ways to get involved in the community. She’s been researching volunteer opportunities or ways to give back that makes sense for her business. So far, she hasn’t found anything and she feels a little overwhelmed by all the directions she could go. She would like to do something more than just write a check, but she needs to be realistic with her time commitments. She doesn’t have a lot of it! She’s fallen into the trap of committing to something she couldn’t follow through on before… But, she is passionate about rebuilding Detroit and is looking for ways to become a bigger contributor to the community.

5-Box Positioning Statement

The goal is to get Amy and people like her to go through this transformation: