Episode 3: Your Customer Avatar

Welcome back to The Nights & Weekends Podcast with Craig Hewitt and Ken Wallace. This week we dive really, really deep into our businesses.

First, we parachute into Ken’s HIPAA guide business, and give some thought to every aspect, from the text on the book cover, to how to identify exactly who is the target customer (of the many possible) that Ken should focus on first. First is important here, because — Yes. — this product can have many different kinds of ideal customers, as a bootstrapper it’s important to decide which area to target first.

Next we dive deep into Craig’s done-for-you podcast production service, Podcastmotor.com, and try to decide how best to build authority for other value-add product offerings for this business. We compare and contrast his ideas with what we’re seeing in the market

WARNING: Long episode with a lot of things to ponder.


Topics and Resources Mentioned in This Episode


Goals for the end of February 2015

  • Craig: Paid Acquisition
  • Ken: Presell Book


Questions for Listeners

Do you develop an avatar to help you think about your target, ideal customer? If so, what are your methods for developing your customer avatars?

“It’s been 15 years since I started my company. I just don’t remember what it’s like anymore. […] I’m out of touch. If you want to know what it’s like to start a business, talk to someone who just successfully started one.” —Jason Fried, Basecamp, excerpted from Giving Less Advice


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