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3 Steps to Identify Your Own Ideal Customer

Written by Jensen Lo

· Case Study

Going into selling our product without knowing who is our ideal customer is similar to going on a blind date. Ideally, we would like to at least know who we are meeting before going for dinner. And, worst of all, asking someone whom we do not have an emotional connection with to buy our products is similar to proposing to our date on the first night out.


Before a marriage proposal, most of us would like to build a connection with our other halves and get to know her as a person. Getting to know what’s his or her life goals and values, what’s her passion and interest and such. The good news is we could apply this analogy in identifying our ideal customer.

Step 1: Building a Customer Avatar

  • To understand the emotional connection we would like to build with the people we’re trying to attract, we first need to identify our ideal customer

  • We can do that by building our customer avatar

  • Let’s identify some important points about our customer avatar

    1. Goals and Values

    2. Challenges and Pain Points

    3. Sources of Inspiration and Information

We've identified ours and she's Niney.

Step 2: Understanding the Customer Avatar’s Before and After State


After building a relationship with your other halves, you might want to find out how happy your partner is since you guys have been together. Again, we could apply this analogy to identifying the state of our customer avatar before using our products and after using our products.

In your Before and After Grid, you could find out:

  • What does your Customer Avatar have now and what will he or she have?
  • How does your Customer Avatar feel now and how will he or she feel?
  • How does your his/her average day look like now and how different will it be? 
  • What’s his/her status now and what will the status be?

Step 3: Customer Value Journey Mapping

When you’re in a relationship, you are on a journey to whichever relationship goals you and your partner have. To achieve the goals, we would have to plan out each step of the journey before reaching them. And, each step would need to provide value to your partner, whether it is treating them to dinner in a Michelin star restaurant or just spending quality time with them at home.

In understanding how we will achieve our goals together with our customers, we would map out the steps our customers will go through in their journey and the value they will receive at each step.

The 8 steps we have identified to provide values to our customers are: 

  1. Aware
  2. Engage 
  3. Subscribe 
  4. Convert 
  5. Excite
  6. Enrol
  7. Advocate 
  8. Promote

Pro Tip:

We understand many of us have a remote team or we have to work remotely amid the self isolation period.

If you would like to have a brainstorming session with a remote team to identify your ideal customer and go through these three steps, we recommend using a Miro virtual board. It allows us to attach this template on the virtual board and stick as many virtual sticky notes on top of the templates. You could also integrate Miro to communication apps such as Slack and Zoom to ensure effective communication between your teammates.

Here’s a screenshot of the virtual brainstorming board in our session last week.

Interested to know more about how you could run remote meetings and workshops in Miro? Find about their products here.

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