The white-board chicken-scratch pictured above is either notes from a group effort at defining our target users or secret plans for world domination. My money’s on the former since Nike and The North Face have already captured the world domination market. So who are we making stuff for, anyway. Here’s what we’re thinking. See if this sounds like you:
- 18–40 years old. Single or married. No kids or active with kids in tow.
- Willing to spend money on their passion.
- Passion for experiences, travel and active sports.
- Sense of fashion and independence.
- Travel off the beaten path, global reach.
- Combine leisure travel with sports activities.
- Value experience over goods but willing to spend on goods they perceive as the best.
- Value style but are not fashionistas. Invested in creating an individual style.
- Likely to sacrifice career for personal experience.
- Likely to travel more than once a year.
- At-destination sports include: climbing, hiking, surfing, kayaking, active social/educational activities, running, biking, snowsports.
- Aspire to an interesting and meaningful life
- Admire successful independent thinkers in many fields
There, we’ve gone and done it, created a consumer in our own image.
4 Comments
Mmmm…
I guess a couple of these are subjective, but I’d say I pretty much fit right into this persona…
I read the previous post (Nice to Meet You) and thought, wow, what a great concept… I have two gear vices, well at least two. One is shoes, the other is packs. I am continually trying to find that one pack that will do it all. Instead I’ve filled up my closet with many.
There’s that 80/20 rule that exist that almost works, but there are still times when that 20% is critical to a specific endeavor. There are those minor features that differentiate a good rock climbing pack from an ice climbing pack (ice axe holster/loops), or a ski mountaineering pack (ski slots). Is it possible to really design a single pack that can take me from my backyard, to the beach, to the crag, to the top of a mountain and then back down? One pack to do it all seems impossible, but I think with a few minor sacrifices, there just may be a chance solving my dilemma of which pack to grab out of the closet. I don’t want a bunch of frills, I want functionality, comfort, and style. In that order. I agree that simplicity is key and I already see some great ideas in your prototypes (such as hidden daisy chain).
I wish I did spend even more time outside, and companies like your inspire me. The reality is that most of my time is spent indoors working behind a desk. But, that’s also what gives me some of the financial freedom to get out and explore new wild places and do wild things. There is a difficult balance in what you are trying to do and I applaud you for your attempt. I will definitely follow along on your journey, and despite not really needing yet another pack, I already want one….. or maybe two one big and one small.
Hi Joel:
I think you’re right. “One pack to rule them all” is probably unrealistic. There’s a push-pull between some functionalities that can force you to dumb down performance in one area to add it in another.
That said, there are some overlaps. We’re working on some packs for next season that we think will do a good job as multi-use packs for the sorts of activities that lots of us with hybrid lives engage in: biking to work, rock gym on the way home, hike on the weekend, that sort of thing.
I’m with you though on the dangers of trying to bite off too much. I’d say the ice climbing/surfpack is not in the cards at the moment.
- Chris
Thank you very much intended for hence intriguing article. Great task!
Great stuff from youR boreasgear.com , man. Ive read your stuff before and youre just too awesome. I love what youve got here, love what youre saying and the way you say it. You make it entertaining and you still manage to keep it smart. I cant wait to read more from you. This is really a great blog.