Example

EEmpathy Map for Small Business Owners

Persona: Maria, 35, owner of a growing e-commerce store

Thinks & Feels

• “I should spend more time on marketing but don’t know where to start”
• Feels overwhelmed by all the digital tools available
• Worried that competitors are growing faster
• Proud of having built the business from scratch
• Feels alone in decision-making

Sees

• Competitors with sleeker websites and a larger presence on social media
• Success stories of e-commerce businesses that have “exploded” overnight
• Constant stream of new tools and platforms
• Other entrepreneurs who seem to have the perfect work-life balance

Hears

• Advice from well-meaning friends and family who don’t understand e-commerce
• Podcasts about digital marketing recommending various strategies
• Sales pitches from companies offering “magic” solutions
• Success stories from other entrepreneurs at networking events

Says & Does

• Says she prioritizes work-life balance but often works late
• Talks about the importance of digital marketing but spends most time on operational tasks
• Says she wants to delegate but finds it hard to let go of control
• Experiments with different tools but rarely completes implementation

Pains

• Constant lack of time and feeling of never catching up
• Uncertainty about which investments provide the best ROI
• Difficulty finding reliable help at a reasonable cost
• Technical issues that take time away from core business
• Fear of making wrong decisions that could harm the business

Gains

• Wants to build a stable business that can operate without her constant presence
• Seeks validation that her hard work is paying off
• Desires clear growth to show to family and friends
• Wants to feel competent and in control of her digital presence
• Strives for financial security and freedom

Key Insights

1. Maria is technically capable but lacks the time to thoroughly learn new tools.
2. She values control but needs to delegate to grow.
3. She seeks validation and guidance from reliable sources.
4. There is a clear contradiction between her desire for balance and work behavior.

“How might we” Questions

• How can we help Maria prioritize the most important digital investments?
• How can we make it easier for Maria to delegate without losing control?
• How can we provide Maria with clear progress indicators to confirm she is on the right path?