Assignment 18A: Creating a Customer Avatar

This product can be sold in many markets to a wide variety of people, but I believe the majority of purchasers would be concerned parents, more likely concerned mothers,  of high school age or college age kids that drive frequently.
            Susan is a devoted mother of two in between accounting jobs at the moment, struggling to keep busy at home while the kids are in school and the husband is putting in long hours at the factory. She lives in a middle class suburban neighborhood in Morristown, New Jersey, driving the same 2005 Chevy SUV she's had since the days of picking up the kids from soccer practice. Sue fancies cooking and scrap booking,  enjoys bonding time at Tuesday nights family game night, and the occasional glass of Chardonnay before a home cooked meal.  The enduring difficulties of coping with her children's increasing desire to break away from the tight family knit shes woven as they continue to grow up and spend more time with their friends independent from the family, have dominated her thoughts recently. She tries to talk to Bill at night, but he just brushes her off and turns the other way in bed. Having dismissed all of Elisa's pleas for a car to drive to her high school  for senior year has really put a strain on their mother-daughter relationship, and so fearing a falling out, Susan finally compromised and granted her daughters wish by buying an old 2007 grey Honda Civic on clearance at the lot. With a son about to take his permit test for the 3rd time and a daughter now driving and going off to college in the near future, Susan realizes that she is losing control, and is determined to keep her kids safe when they are on the road, and out of her grasp. But how? she wonders, pondering while seated on a bench outside Payless Shoes, when a newspaper flutters by with an advertisement that sticks out, a breathalyzer attachment that can work with any vehicle and requires a successful use to start the vehicle at certain times of the day. To Susan, this was a gift granted from the heavens.
What do I have in common with her?
               We would be willing to do anything to ensure the safety of our loved ones, and that includes buying a product like this. We both are caring and devoted strongly to our families. Overthinking and obsessing on things we care about are a commonality we share as well, especially in situations in which we feel we are losing control and things are starting to not go our way. But a strong desire to feel like our loved ones are safe, and maybe coupled with a tendency to be impulsive with our purchasing decisions, is something that we not only share, but is important that my target market also shares because people who also have those traits will buy this product. I do not think it is a coincidence, my desire for the safety of myself, those I care about and others is what inspired me to try and work on this idea as a product.