Individual Assignment Week 8
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that partly read:
Within the University community, there is a collective responsibility to maintain a high level of
scholarly integrity. A student is expected to adhere to those principles which constitute proper
academic conduct. Academic misconduct cannot be condoned or even appear to be condoned. A
student has the responsibility to know which actions, as described under Academic Offences, could be
construed as dishonest or improper.
Thus, I pledge that this assignment is entirely my work and that I did not take, borrow or steal any
portions from any other person or source. I understand that if I violate this honesty pledge, I am subject
to disciplinary action according to section 6.12 Academic Misconduct1 of the Memorial University
Regulations.
Complete this assignment based on the content in the textbook. Allan is trying to create an end-user
profile for his roofing business, and specifically, he is working on the biggest fears and motivators
aspect of the profile. How should he go about it, and what might some parts of his conclusion look
like? Essay (~250 words). NOTE: You must disclose all your sources, e.g., page of the textbook,
Generative AI prompts, etc. Failure to do so will result in a grade of zero.
Allan’s Roofing Business: Identifying Biggest Fears and Motivators
According to the textbook, an end-user profile consists of six elements: demographics, psychographics,
proxy products, watering holes, day in the life, and “biggest fears and motivators” (Neck et al., 2025, p.
421). For Allan, the last element is particularly valuable because understanding what drives his roofing
customers emotionally will help him craft messaging, services, and guarantees that truly resonate.
To carry out this exercise, the textbook recommends that Allan “sit with a group of end users, making a
comprehensive list of all their concerns, and asking them to score their priorities from highest to lowest”
(Neck et al., 2025, p. 422). In practical terms, Allan might gather five to ten homeowners or property
managers his most likely customers in an informal focus group or conduct one-on-one conversations at
job sites. He would invite them to voice every concern they have around roof repair or replacement, then
ask each participant to rank those concerns. The top five ranked items become his “biggest fears and
motivators” list.
Based on what is typical for homeowners facing roofing decisions, Allan’s conclusion might look something
like this: his end users’ top fears are being overcharged or scammed by a contractor, having poor
workmanship that leads to leaks, and experiencing unexpected damage to their home during the job.
Their top motivators are protecting their family from weather and water damage, maintaining or
increasing their property value, and achieving peace of mind from a long-term warranty. These findings
directly inform how Allan markets his business. He might prominently feature his licensing credentials,
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Individual Assignment Week 8
offer a satisfaction guarantee, and lead with before-and-after photos showing quality craftsmanship, all
of which address both the fears and motivators his customers care most about.
By grounding this process in real conversations with actual customers rather than assumptions, Allan
ensures his end-user profile reflects genuine psychographic insight, not just demographic data (Neck et
al., 2025, p. 421).
References
Neck, H. M., Neck, C. P., & Murray, E. L. (2021). Entrepreneurship: The practice and mindset. Sage.
Sources
Generative AI (Claude, Anthropic) was used to assist in organizing this response based on the textbook
content cited above.