STEP 11:
Profile Personas Across the Decision-Making Unit (DMU)

Once climate and energy entrepreneurs have settled on a beachhead market and an idea of what they're selling, they need to figure out the specific people who will use the solution, as well as everyone involved with the decision to buy it. They should develop a persona for everyone in the DMU, and this persona should not just be a collection of info but rather it should be a specific person (ideally a real person) with a name who represents the most average customer.