 Hello ASUS welcome back to module two lesson four point two today we're going to be talking about crafting your customer avatar the four steps on how do you create your customer avatar we're going to roll up our sleeves and start working so make sure you guys stay attention so in the beginning of our module we talked about the golden trifecta the golden trifecta once again if you're not aware are the three different components we're trying to find this overlapping spot right here that would ensure our restaurant to become profitable and today we're on the final stages in crafting our customer avatar super excited if you already haven't done so make sure you go back to the first lesson to check out what go the golden trifecta is it is something that will change the course of your restaurant so go back if you haven't already done so nonetheless here the four steps to create your master customer avatar in the link below download the worksheet and work with me all right let's get going master avatar find your dream dogs list out the three dream food and beverage brands that inspires you that are your direct competition and these are the people that we're going to dissect we're going to be able to model them and we're going to be able to learn from them once again download the worksheet in the link below second step is to dissect their online channels for each of these restaurant guys deconstruct their whole website social media channel and all the reviews what language do they use do they use really a health cautious language or are they really casual are they really fine dining and really proper what language do they use because whatever language they use is a direct in relation to the customer that they are serving talk to talk about themselves and their food to talk about their customers exactly how are they talking about themselves and their food exactly how are they talking to their customers what language is that they use what kind of the what is it that they're presenting to them and by the way I will provide an example very very shortly so make sure that so yeah don't worry about that what language do their customers use understand what language their customer use are they very sophisticated or are they very casual as well by us studying them we're going to be able to understand what is going on to talk about their experience of the brand to talk about what they're interested in and what they're not interested in these are all really great insights and how they can tie in together I'll explain further so don't worry third up is set up a tent now that we have dissected them we've done our online stalking our online research it is time to go to the location and set up a tent and actually take notes of their customers oh by the way when I say set up a tent I don't literally mean to set up a tent I just mean to actually go there and stalk them whether you be sitting in your car or you're just loadering around it doesn't really matter you just need to be there for an extended period of time to do your on-site primary research what types of people are coming in whether it's couples families solos or groups age ranges clothes brands they're wearing language that they speak what are they ordering how did they get there what are they doing while waiting their food and what kind of questions they have when ordering are people asking about hey you know what what kind of ingredients is this well when people ask hey what kind of ingredients is this or is this vegan or do you have vegan options these are all really great insights that you need to write down okay next up is to talk to them okay and after they purchase something or you see someone that's like oh you know what these guys seem like they just come out of the restaurant or whatever the case may be offer them a gift card maybe a $10 gift card for five minutes at a time I've tried this and it has worked wonders for me okay so a lot of people have found success in this you just need to be able to come out of your comfort zone to go out there and reach out that is something that I cannot help you with if you're not willing to do it I'm giving you the strategies to actually get the results okay and it works so definitely you have what it takes you just need to have the courage to go and ask okay this really be able to uncover who they are and their goals their demographic why are they there their day to day and where they hang out and their interests having this insight is super super valuable if not I would say it's one of the most it's the essential part to creating something that tailors your customer avatar okay super super important now let's dive into an example of the four steps to create in customer avatar based upon what I've taught you first step is to find your dream dogs let's say for example I want to create a bubble tea shop okay in Vancouver locally the three biggest bubble tea shops are cocoa cha time and the alley after I identified them I go on their online channels and for the sake of this example we're going to be diving into cha time cha time is one of the more popular Asian bubble tea chains out there what I've seen so far is that okay you know what they refer to themselves as a as a traditional Taiwanese bubble tea they also have summer collaboration with nostalgic beverage brands known to Asian millennials so vitasoy is a really big brand that is is known throughout the whole of Asia let's just put it that way uses a creative name and then lists out ingredients underneath so secret blossom what is secret blossom okay you know what it's a little bit mystique but then right after they tell you exactly what is it with the ingredients so it don't throw your customers off okay you know what I kind of have a feeling on who is it that they're serving just kind of but let's dive in a little bit deeper in the about us page you see that they use fresh and natural ingredients and it's highlighted okay you know what it tells me a little bit deeper into their customer avatar that they're more health cautious they're more going for the natural ingredients rather than powdered okay you know what I'm picking that up as I'm dissecting their online channel brewed fresh high quality natural flavors quick mention of health benefits and their teas okay you know what wow they're really highlighting this having this as a forefront of what they're doing skincare stress buster joints and bone health okay you know what it's really diving into the health aspect of drinking bubble teas and that's something that I now know that if I were to want to serve the same type of customer demographic I really need to pay attention to the health aspect of things even more we talk about the chocot chocot guide what is that it allows the people to customize their drinks to the likings okay this shows me that okay the fact that it's on their website shows me that the customers are wanting this because otherwise why would they have it on their site and that personalization is super important for the customer demographic so if I were to order offer something similar I need it to be customizable I can't just have a have an off the shelf item right I cannot do that because people are wanting to customize the sweetness level the ice level and that is a really big cultural thing that people are needing next up even deeper right as we're studying in that dissecting their channels we're diving deeper and deeper to understand the customer demographic so we're going like we're being like an investigator right now okay mention of new drinks to keep things fresh okay you know what that means that this demographic are always wanting something new okay great connecting people's desire to special and unique and how child time has something for them reiterating their ability to customize drink once again this allows me to understand that customization is really key to this demographic next up is studying their social media introduction and their new reusable cups and discounts for using them once again we can see that there's a common theme about this type of customer demographic they're much more um cautious to the environment to the purpose and their health and this is really what the millennials are going for um right now and that's the reason why they're doing it and typically speaking bubble tea places are a lot less um health cautious they're a lot less purpose driven and chat and does an amazing job by really focusing on what the new millennial and their demographic is really looking for extremely high engagement compared to the usual posts so that means i know people are receiving well with this initiative now i dive into their comments okay we're looking at okay what what how are people taking it do they do they like it do they not like it are they receiving to this or do they think it's just a gimmick well you know what as we're diving deeper we see that um let's see here digging deeper you'll see that discount is only available for chat time cups which is less than what people are hoping for which means that discount to be applicable to all reusable cups okay even a 25 cents off appears that target market is price cautious it means that people are digging it people are liking it but then there are some kind of like back and forth in terms of managing people's expectation so we know that for a fact moving forward if we were to create something similar our messaging needs to be really on point but that means that this customer demographic they're very price cautious even 25 cents would make a difference whereas if you go to a fine dining experience what is 25 cents people don't care right what is 50 cents people don't care a difference between four dollar coke and a 450 coke doesn't make that much of a difference that's the difference that we're talking about depending on who we are serving and that's why we need to dissect our competitors in order to see what we offer our customer as we continue to dissect our online channels we see the negative stars we see why what is the biggest frustration with this company from these review sites so oftentimes review sites are like yelp google and these are great sites we inspect the four and five stars and also the one and two stars because we want to be able to see why are people loving them and why are people hating them so then that way we can do more of why people love them and do less of why people hate them miscommunication of promotions and that the drinks came out wrong so we need to have make sure that we have proper protocols to ensure all the orders are correct repeat the orders back to the customer so then that way the customers know so these are all the insights that we're able to gather just by studying the online channels of our competitors super super insightful stuff I hope you can follow this and actually implement and execute on this because this is crucial to your restaurant's success next up number three is to set up a tent let's assume we sat around downtown robson char time for five hours and we found this and this is exactly what I did when I first opened up my restaurant imagine if I'm going to dedicate hundreds and thousands of dollars into my restaurants and years into it what is a day setting up and just stalking our competitors worth it's pretty much nothing right so take the effort to actually go and do this guys go out there set up a tent not literally but go out there and stalk your competitors so that way you guys can get insight so for me I was able to get to understand what types of people are coming in 30 37 couples five families 56 solos 15 groups age range what are the clothes and brands that they wear casual wear trendy what kind of language do they usually speak by understanding the language not just the language they use but also the lingo that they use are they using specific lingos within their industry or are they just really regular people right so these are all insights what exactly are they ordering so by seeing what they're ordering we can actually keep a tally of the most popular items and thus we can offer it on our own menu if we were wanting to compete with them and what is also trendy brown sugar pearls is really trendy right now and how do people get there is it walking is it by transit is it by driving what are they doing while they're waiting for the food obviously their people are on their phones they're standing on the side watching waiting and talking to families what questions do they have when they're ordering what's your monthly special what does that mean when people ask that it means they always come back on the monthly special a monthly occasion to try out new items so that means that if a lot of people are asking that question it is a really good initiative that perhaps you can use and borrow at the same time do they either drink in or out 80 percent order and leave perfect these are all great insights just by you sitting there just by you observing just by you putting in extra effort and i can guarantee you more than 80 percent of the people that open up a restaurant would never ever conduct a research as thorough as what i'm presenting to you right now mix up is talk to them let's say we assume we give out five ten dollar starbucks gift cards that's a pretty handsome amount for five to ten minutes people will gobble it up no problem whatsoever okay these are the items that we are able to find out a little bit more insight 21 year old came solo study at ubc business zero income 23 year old came with girlfriend and count in 40 000 salary by us really asking these things we are now able to draw a pattern and that's exactly what we're trying to do and this really gets us closer to our ideal customer avatar by us doing this you can actually truly be able to create something that is tailored to your customer avatar and that is really really valuable insight okay why are they there for bubble tea fix only goes to cha time after lunch dessert okay cool that is another insight after lunch dessert this is like a hint hint kind of thing snack after korean barbecue once again dessert that's real people are going there for that is amazing so these are all really great insights i really hope you can actually follow this and do this to the tea by uncovering the interests and desires of your target customers to create your master avatar this is super super important number one find your dream dogs second dissect their online channel third set up a tent and lastly talk to them these are the steps in order for you to find out your customer avatar in the link below download that worksheet and fill it up as you go on okay it is your turn to go out there and find and create your customer avatar next up we're going to be talking about now that you've figured out your customer avatar okay we're going to figure out the customers inner psychology after we collected all the different data it is crucial for us to understand even one step further into what really prop pushes them to buy from you and this is the stuff that's going to help you create a loyal customer fan base this is stuff that was push all your competitors out of their way so make sure you guys show up for the next lesson i'll see you guys there