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My Customer Avatar is named Brittany. She lives on the 9th floor of the Standard Apartment Complex, she lives with her 3 best friends in a 4 bedroom, 4 bathroom apartment. Her room is decorated in light blues and light pinks, she has a stack of books on her nightstand that she never intends on reading. Her walls are adorned with tapestries of places like Paris and Tokyo (places she’s never been before) and from her ceiling hangs twinkling lights. In her closet hangs her favorite clothes from Forever 21, Urban Outfitters, and Pacsun. Her one true love is her miniature labradoodle Coco, named after Coco Chanel of course. She’s a Junior at UF, and although living in Gainesville Florida, isn’t all that luxurious she’s found her place here. Brittany is a Public Relations Major within the Journalism school, works at the agency and loves her sorority. Aside from classes and sorority involvement she participates in Dance Marathon at UF, and is a Merchandise Captain. This position entails a number of meetings throughout the semester, at least once or twice a week. But how does she get to her PR classes, sorority events and DM meetings you ask??? No she doesn’t have an all black 2017 Jeep Wrangler…. But a scooter from New Scooters for less. More specifically, it is a baby blue moped that is parked on the 9th floor of the Standard Parking Garage. And yes you guessed correctly, even though the parking garage is narrow and there are frequently accidents, she doesn’t wear a helmet as she zips down 9 whole floors. She turns right on to university road, taking a phone call laughing at her boyfriend Josh’s mediocre joke. She still has no helmet on. After they hang up, and while still riding her scooter she decides she should make a quick trip to whole foods to grab lunch. Even though Archer road, is a 4 lane road with constant heavy traffic, and cars outnumbering scooters tenfold, she still has no helmet on.  

Although it may seem like I am making fun of my customer avatar Brittany, I only feel so comfortable doing so because my friends and I share many similarities with her.  I live at the Standard with my sorority friends, and were involved in DM and take our scooters to class. I am as close to a PR major as it gets, as a Marketing major. It was so easy thinking of my stereotypical customer target because I am practically it right now. That is why I know how badly that this customer base needs a solution to their problem. It truly is so dangerous ridging moped on major roads like University and Archer. Without anything to protect our heads, we constantly put ourselves in grave danger. And we do so essentially because we don’t want to look bad. During my interviews a lot of my friends explained that a helmet is simply inconvenient, and that is why they choose to not carry one around. I believe my product could be the solution that they and a number of other people direly need. 

* This image was pulled from the internet and is not an actual student at UF or anyone that I know personally. *

Source: https://www.theodysseyonline.com/true-life-drive-moped