# 03 · Your customers

> ~5 min. Nobody knows your customers better than you.

---

## Your ideal customer

**Describe your typical customer in 3-4 sentences** *(age, role, context, what they're looking for)*

> [ex: A thirty-something urban professional, drinks coffee every morning, wants to move beyond industrial coffee without trekking to a specialty boutique every week. Looking for quality, traceable, home-delivered, without having to become an expert.]

---

## Their 3 main objections to buying

*(what could prevent them from buying even if interested)*

1. [ex: "It's too expensive vs the supermarket"]
2. [ex: "If I don't like it, I'm stuck with a subscription"]
3. [ex: "What if it's just marketing 'organic' hype?"]

---

## Words they use

*(your customer's vocabulary — these words MUST appear on the site)*

> [ex: "freshly roasted", "single origin", "specialty"]

---

## Secondary persona *(optional)*

**Do you have a 2nd important customer type?** *(e.g. B2B vs B2C)*

- [ ] No, one type only
- [ ] Yes: describe in 1-2 sentences what changes

> [ex: Restaurateurs and hotels — buy in volume, focus on consistency rather than storytelling, price-per-kilo sensitive]

---

## Who you DON'T target

*(saves time not convincing the wrong people)*

> [ex: Industrial coffee buyers focused on low price. Hyper-technical pro barista competitors.]