- Target Industry
The industry that I chose is Digital Education Industry because it is highly relevant to my interest in English and my passion for sharing knowledge in a simple and engaging way. The rise of platforms such as TikTok, Instagram, and YouTube has changed how people learn. Many learners now prefer short, practical, and relatable educational content rather than traditional methods. This creates a strong opportunity for English educational content creators.
- Buyer Persona
Name: Alya Putri
Age: 20 years old
Location: Jakarta, Indonesia
Job Title / Status: University Student (2nd year)
Company / Industry: Education (Undergraduate Student – Non-English major)
Professional Background: Alya is a university student who majoring in communication studies. She has been interested in English since high school and often consumes English contents such as movies, Tiktok videos, and social media posts. However, her English skills are still inconsistent, especially in grammar and speaking.
Goals:
- Improve her English skills for future career opportunities
- Speak English more confidently in daily conversations
- Understand slang, idioms, and natural expressions
- Be able to create content or captions in English
Main Problems:
- Understands English passively but struggles to use it actively
- Confused about tenses when speaking or writing
- Often translates from Indonesian → sounds unnatural
- Feels embarrassed when making mistakes
Needs:
- Simple explanations (not too academic)
- Real-life examples (campus life, social media, friendships)
- Short and engaging content
- Practical English that can be used immediately
Fears:
- Looking “awkward” when speaking English
- Being judged by friends
- Sounding unnatural or too formal
- Not improving despite learning
Decision Factors:
- Content is easy to understand
- Uses relatable examples (student life)
- Creator feels friendly and not intimidating
- Content is consistent and helpful
How They Find Services:
- TikTok (FYP)
- Instagram Reels
Communication Preference:
- Casual, friendly, and relatable
- Short videos (under 1 minute)
- Visual + example-based explanation
- Client Problem Analysis
The main problem faced by Alya is that she understands English passively but struggles to use it actively in real-life situations, especially when speaking or writing. This problem is important because English plays a significant role in academic and professional environments, where clear communication can influence confidence, performance, and opportunities. For Alya, the inability to use English naturally may limit her participation in discussions, reduce her confidence, and affect how others perceive her competence. If this problem is not solved, she may continue to rely on translation, produce unnatural sentences, and avoid situations that require English, which can slow down her personal and career development in the long term.
- Strategic Reflection
As an English educational content creator, I can help solve ’s problem by providing simple, practical, and relatable explanations of English that focus on real-life usage rather than complex theory. By using examples from student life, social media, and daily conversations, I can make learning feel more relevant and easier to understand. To meet her expectations, I need to develop skills in simplifying grammar concepts, creating engaging short-form content, and understanding audience behavior, especially among university students. In addition, I should consistently produce content such as short videos about tenses, common mistakes, everyday expressions, and natural ways of speaking English. By doing so, I can position myself as a friendly and relatable digital educator who helps learners build confidence and use English more naturally in their daily lives.