Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • July 2017
  • Case
  • HBS Case Collection

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
  • Format:Print
  • | Language:English
  • | Pages:22
ShareBar

Abstract

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing buyer personas, the uses and limitations of these constructs in allocating resources in a venture, and the relevance of different marketing methods to different customer segments.

Keywords

Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

Citation

Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Case 818-013, July 2017.
  • Educators
  • Purchase

About The Author

Frank V. Cespedes

Entrepreneurial Management
→More Publications

Related Work

    • August 2018
    • Faculty Research

    Magpie: Developing and Using Buyer Personas

    By: Frank V. Cespedes
Related Work
  • Magpie: Developing and Using Buyer Personas By: Frank V. Cespedes
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College