PROFILE Anne is quite keen about out-door sports. Especially she likes cycling, roller-skating and trekking. She had skied in mountains but she never snowboarded. Her friend is trying to get her on mountain. Anne had just finished reading theory (Skiing and Snowboarding: 52 Brilliant Ideas for Fun on the Slopes by Cathy Struthers) and ready to go outdoor.

USER NEEDS o Needs someone to lend her an equipment. o Needs someone to teach her on mountain. o Does not want to rent equipment for money. o Wants to have a web environment where to put her ad about equipment and teacher. o Keep notified about replies to her ad.

BACKGROUND Name: Anne Gender: Female Age: 33 Education: master's degree in Estonian philology. Currently studying multimedia and learning systems. Working experience: Working in media-company as web-editor. Goal: Wants to learn snowboarding. Attributes Experienced with computers. Active user of social software: Facebook, Orkut, Twitter, Skype.

PRIMARY PERSONA

SECONDARY PERSONA BACKGROUND Name: Martin Gender: Male Age: 25 Education: master's degree in Estonian philology. Currently studying multimedia and learning systems. Working experience: Working in media-company as web-editor. Goal: Wants to learn snowboarding.

USER NEEDS o Needs money. o Needs to find someone who want to rent sport gear from him.

PROFILE Martin is student who is more interested in having parties with friends than studying in university. Being student is for him a way to make new friends and create connections. Martin has tried many different sports but has never been dedicated seriously any of those. He has lot of sports gear that he isn't using anymore.

PROFILE Kristjan lost his job 2 months ago and now he is looking for a new job. Currently he has lot of free time. To keep himself updated about different job offers and other good deals, he is active in social networks and recruitment service providers websites. He is always interested in sales, discounts and other profitable offers although he hardly ever really use any of these great offers he has found.

USER NEEDS o To keep himself updated about good deals, sales, discounts and other great opportunities. o To be active and not miss anything that potentially would be beneficial for him.

BACKGROUND Name: Kristjan Gender: Male Age: 28 Education: bachelor’s degree in social sciences Occupation: unemployed Goal: To find some good deals Attributes: Familiar with computers and social software.

SUPPLEMENTAL PERSONA

CUSTOMER PERSONA PROFILE

Name: Karin Gender: Female Age: 26 Residence: Pärnu Education: She is studying at the Estonian University of Life Sciences and is going to graduate in spring 2010 Working experience: Works as an accountant. Goal: She is interested in borrowing and lending her sport equipment for free and she expects that other people will lend their equipment too. Attributes: She uses computer for school and work purposes. From social software she knows a little bit of Twitter and Facebook but uses only Orkut and MSN.

USER NEEDS She's tired to look through newspaper and magazine advertisements to find where she could borrow some old skates. She has lot of skiing equipment (skis, boots etc.) she could lend out. She's ready to make a Facebook account to use this new application which will hopefully help her.

PROFILE Karin is very kind and calm person. She has been married for 7 years and in her family there are growing two wonderful children. Karin loves skiing and other winter sports. She hopes that there is an opportunity to borrow, lend or exchange personal stuff without paying for it.

SERVED PERSONA

PROFILE Mati is a parent whose son has a snowboard. His son lives elsewhere and have not snowboarded for years and for Mati the board is just piece of junk in his garage. Mati wants to give the board away but does not know anybody who would want it. He needs someone to spread the word about snowboard. Since he lives alone and does not own computer he needs someone with computer and Facebook account.

PROFILE Name: Mati Gender: Male Age: 65 Education: high school Working experience: truck driver Goal: To get rid of his son's snowboard what is stored in Mati's garage but for several years not used. Attributes: Not familiar with computers. User needs: Find a person with computer and Facebook account.

USER NEEDS Find a person with computer and Facebook account.

BACKGROUND Name: Andre Gender: Male Age: 28 Residence: Tallinn Education: Bachelor's Degree in logistics. Working experience: He has been working as a project manager for 10 years. Goal: To earn money with everything. Big fan of "Cashflow" and Robert Kiyosaki. Attributes: He's advanced computer user and owns all kind of accounts in different communication portals.

USER NEEDS He wants to bring together people, who wants to lend and borrow their stuff and he wants to get profit from it.

PROFILE He's not sporty, but enjoys watching tennis. Money is everything for him. He has to be friend with everybody and that's why he has a lot of contacts all over the world.

NEGATIVE PERSONA