Understand the user
Separate exploration needs from near-term career decisions and the concerns of parents or other supporters.
FUTURU · CUSTOMER SEGMENTATION & STRATEGY
Turn customer understanding into business priorities.
A career-guidance product strategy connecting user personas, product scope, and testable audience recommendations.
THE BRIEF
Move beyond a list of personas.
The planning material distinguishes stages of the career journey and supporting decision-makers, then connects those needs with discovery, exploration, guidance, and future product capabilities.
The business question is practical: which audience should be tested first, what should the offer emphasise, and what evidence should determine future budget allocation?
Connect the product
Map career profiles, exploration tools, and human guidance to specific stages of the journey.
Prioritise learning
Turn audience assumptions into measurable tests before making a major spending commitment.
STRATEGY EVIDENCE
Personas and product scope in one view.
The deck shows an initial persona framework and product pillars, alongside a dynamic user profile, a career explorer, and a human-in-the-loop guidance pathway. The work helps align audience messaging with the experience the product intends to deliver.
BUSINESS RECOMMENDATIONS
Earn the next budget decision with evidence.
Test an immediate need
As a starting hypothesis, test adult final-year students and recent graduates who have an upcoming career decision. Use a clear guidance offer and measure qualified consultation or trial demand.
Test the supporting buyer
Run a separate message test for adult parents or supporters, focusing on clarity and confidence. Keep this journey distinct so the response can be evaluated properly.
Scale the stronger economics
Compare qualified-lead cost, activation, paid conversion, and contribution per acquired customer. Increase budget only when a segment demonstrates stronger results with sufficient evidence.
Segment choice here is a proposed test, not a proven winner. The supplied deck contains no segment-level CAC, revenue, conversion rate, or retention data, so it cannot justify a fixed budget split.
LEARNING & MEASUREMENT
Connect the plan to a measurable next step.
Define the conversion event before launch, track the acquisition source through activation and payment, and review customer feedback alongside the numbers. Use those findings to refine both audience messaging and the product roadmap.
Acquisition
Qualified enquiries and acquisition cost by adult audience segment.
Activation
Completion of the relevant profile, exploration, or guidance step.
Value
Paid conversion, contribution margin, and repeat engagement where relevant.