SECTION 1 — WHO THEY ARE

• Name: Dana
• Age range: 25-34, 35-44
• Do they work? Yes
• Profession: Works full time in an office
• Do they have children at home? No

SECTION 2 — THEIR PROBLEM

• Main problem: My plants keep dying and I don’t know why — yellowing leaves, brown tips, wilting stems no matter what I do
• How does it make them feel? Like a failure. Embarrassed. Like everyone else has a green thumb and I’m the only one killing everything I touch
• What have they already tried? YouTube videos, Googling symptoms, asking friends, buying different soil, watering more then watering less
• Cost of doing nothing: Keep spending money on plants that die, give up on ever having a home that feels alive and green

SECTION 3 — WHAT THEY WANT

• What does success look like? Healthy thriving plants I’m actually proud of — a home that feels calm and alive and the confidence to know what each plant needs
• What would they Google? Why do my houseplants keep dying
• What’s stopping them? Feels too complicated, don’t know where to start, scared to waste more money

SECTION 4 — THEIR VOICE

• How do they describe their problem? “I kill everything.” “I just don’t have a green thumb.” “Why are the leaves turning yellow again?”
• What would they say if they finally succeeded? “I can’t believe how easy this actually was. My plants are finally thriving and I actually know what I’m doing.”