Post #2
Demographics:
Primarily in their 30s to 60s and includes multiple generations of farmers and those in the agriculture industry. Located predominantly in rural areas in the Midwest and West parts of the United States. Many of the customers have some college education, some from technical schools, but a majority may only have their high school diploma. Their interests include farming practices, livestock, the development of rural communities, and sustainability.
Psychographics:
The customers of CHS Inc. are hard workers, valuing reliability and dependability of those that they give their hard earned money to. CHS supplies them with many things such as fuel, ag services, feed for their livestock, and other ag services. They all face similar concerns such as increasing yields and managing costs of their small business operations.
Customer Persona
Name: Leroy Lammers
Age: 52
Occupation: Owner of a 1,000-acre family farm in Minnesota, producing corn and soybeans.
Goals: Leroy wants to increase profitability by increasing crop yield and reducing input costs. Leroy also wants to pass this farm down to the next generation of his family.
Challenges: The increasing costs of everything in the current economy is a challenge along with unpredictable weather and market inconsistencies.
Personality: Leroy is a down-to-earth guy. He is practical, hardworking, and diligent. He likes a straight forward business structure, and wants advice from people who really know farming. He wants to build a relationship with a company that will not only treat him well, but the next generation of Lammers’ well too.
