Create a

Customer Persona
and Journey
Worksheets
Target Audience
Craft a target audience for your selected business

Target Audience Name: Purrfect Pals

Needs
• Social interaction and relaxation: Craves companionship and de-stressing moments in a comfortable
environment.
• Animal connection: Longs for interaction with cats but may not be able to own one due to living situation or
other constraints.
• Support for a cause: Passionate about animal welfare and interested in supporting cat adoption efforts.
• Unique experience: Seeks out interesting and enjoyable activities that combine different interests.

Demographics

Age: 20-45 years old

Gender: Primarily female, but open to all genders

Household Income: Moderate to high disposable income

Education/Occupation: College-educated, diverse range of

professions
Place image here
Location: Ho Chi Minh city

Interest Behaviors

• Animal welfare and rescue efforts
• Cats (different breeds, personalities,
etc.)
• Coffee and pastries
• Sustainable and ethical businesses
• Social media and online communities
• Relaxing activities like reading, yoga, or
• Regularly visits cafes and coffee shops
• Active on social media, especially platforms like
Instagram and Facebook
• Attends events related to animal welfare and cat
adoption
• Follows and engages with cat-related content online
• Reads online reviews and recommendations before
visiting new places
• Willing to support businesses with a social mission

meditation

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Map Your Customer’s Journey
Answer the questions below for each phase of the customer journey using the target audience
you developed for your selected business

Phase
Awareness When is my target most receptive?
Scrolling social media (especially cat-related content), reading local listings, searching for cafes near
them, researching cat adoption.

Touchpoints: Targeted social media ads featuring adoptable cats, online listings with appealing
descriptions and photos, articles about unique cafes, influencer partnerships.

Interest How can I relate my product to my target’s needs?

Highlight the relaxing atmosphere, delicious food/drinks, opportunity to interact with adoptable
cats, and support for a cause they care about.

Touchpoints: Engaging social media posts showcasing the café environment, cat stories, customer
testimonials, partnerships with local shelters, information about adoption process.

Desire How can I show my target my product really fits in their life?
Share customer photos/videos enjoying the café with cats, emphasize the feel-good experience of supporting
adoption, promote limited-time events or specials, showcase adoptable cats with compelling personalities.

Touchpoints: User-generated content campaigns, virtual tours of the café, live streams with adoptable
cats, personalized recommendations based on online behavior, email newsletters with exclusive offers.

Conversion How can I get my target to take action?

Offer clear incentives like discounts for first-time visitors, special adoption events with waived fees, online
booking system for reservations, easy access to adoption information.

Touchpoints: Strong call to action on marketing materials, user-friendly website with booking options, readily
available staff to answer questions, transparent adoption process.

Advocacy How can I make my target into an advocate?

Encourage sharing experiences on social media, offer referral programs for successful adoptions, host
contests/events with user-generated content, provide opportunities to volunteer at the cafe or partner shelters.

Touchpoints: Loyalty programs, exclusive content for returning customers, recognition on social media for
advocates, opportunities to directly impact cat lives through volunteering.

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