Herdr Marketing Personas

I have been honing-in on Herdr’s product differentiation and marketing strategy as I finish up my MBA and prepare for putting a lot of product development into Herdr. Here is what I’m starting with. If you fit one of these personas, I think herdr.io will be a great resource for you, once fully developed.

1. Emily, the Strategic Project Manager

• Role: Project Manager
• Age: 32
• Company Size: Mid-sized company, 150–500 employees
• Experience: 8 years in project management
• Primary Goals: Streamline project planning, monitor progress, manage deadlines across multiple teams, and report on project statuses to stakeholders.
• Challenges:
  • Difficulty consolidating project progress across tools used by different departments.
  • Time-consuming manual data entry to generate reports for weekly updates.
  • Needs consistent and real-time insights into resource allocation and risks.
• Herdr Benefits:
  • Centralized reporting to quickly visualize project statuses.
  • Real-time resource management insights for more agile decisions.
  • Intuitive dashboards that reduce the need for manual reporting.
• Messaging: “Stay on top of every detail without the manual effort. Herdr’s real-time insights mean fewer surprises and faster adjustments.”

2. Michael, the Product Owner with High Workload

• Role: Product Owner
• Age: 28
• Company Size: Tech startup, 50–100 employees
• Experience: 5 years in product management
• Primary Goals: Keep the backlog refined, ensure team alignment with the product roadmap, and easily communicate project progress to stakeholders.
• Challenges:
  • Balancing between the strategic roadmap and day-to-day task management.
  • Lacks clear, high-level reporting to present to C-suite executives.
  • Needs better tracking of multiple team outputs and the cumulative impact on product delivery.
• Herdr Benefits:
  • High-level reporting tailored for C-suite understanding, with data that can be drilled down into specifics.
  • Alignment between strategic product goals and team-level execution.
  • Ability to track feature progress across multiple teams in one view.
• Messaging: “Maintain focus on your roadmap while tracking all the details. Herdr makes it easy to showcase product progress and keep everyone aligned.”

3. Sarah, the Executive Overseeing Multiple Departments

• Role: Director of Operations
• Age: 45
• Company Size: Enterprise, 1,000+ employees
• Experience: 15 years in operations and management
• Primary Goals: Oversee all department projects, ensure efficient resource allocation, and maintain clear, top-level insights on KPIs and project risks.
• Challenges:
  • Overwhelmed by numerous reports from different departments, lacking a unified view.
  • Needs a solution for tracking project timelines and budget across teams.
  • Struggles to predict resourcing needs and to quickly respond to project delays.
• Herdr Benefits:
  • Unified dashboards for cross-departmental visibility.
  • Predictive analytics and alerts to better manage resource allocations and budget risks.
  • KPIs presented in customizable reports tailored for executive insights.
• Messaging: “Herdr lets you see the bigger picture while monitoring every moving part. Gain control over complex projects with powerful, executive-ready insights.”

4. Luis, the Resource Manager

• Role: Resource Manager
• Age: 38
• Company Size: Large agency, 500+ employees
• Experience: 10 years in resource and project management
• Primary Goals: Track employee availability, plan for future project demands, and ensure optimized resource allocation across projects.
• Challenges:
  • Limited insight into team availability and future capacity.
  • No central system for coordinating across teams with high overlap.
  • Needs to forecast resource allocation and identify over or under-utilization early.
• Herdr Benefits:
  • Resource forecasting tools that highlight future availability and potential over-allocations.
  • Centralized scheduling to coordinate resources across departments.
  • Visualizations that make it easy to see allocation trends and adjust accordingly.
• Messaging: “Optimize your team’s time with Herdr’s clear, centralized resource tracking. Plan ahead confidently with Herdr’s intelligent forecasting.”

5. Alex, the Agile Transformation Leader

• Role: Agile Coach
• Age: 40
• Company Size: Fortune 500 company
• Experience: 12 years in Agile methodologies and coaching
• Primary Goals: Help teams implement Agile best practices, monitor team progress, and ensure alignment with overall company objectives.
• Challenges:
  • Difficulty comparing Agile metrics across multiple teams and identifying bottlenecks.
  • Needs real-time reporting to coach teams effectively and measure improvements.
  • Lacks a platform that integrates Agile workflows with executive reporting tools.
• Herdr Benefits:
  • Agile metrics reporting, from velocity charts to cumulative flow diagrams.
  • Cross-team comparison tools to evaluate performance and identify areas for coaching.
  • Integration of Agile workflows with executive-level reporting for clear communication.
• Messaging: “Empower your teams with actionable insights from Herdr. Seamlessly track Agile metrics across teams and showcase progress to executives with clarity.”

These personas will help in creating targeted content, user flows, and sales messaging that appeal to each type of Herdr user, supporting both practical and strategic needs across project management roles.