# Ideal Customer Profile — Buranchi

Buranchi genuinely serves two distinct customer segments. Marketing tasks should specify which one they're targeting, since the messaging and channels differ.

## Primary Persona: The Photo-Driven Hangout Visitor

**Demographics**
- Women, primarily 20–30 years old
- Visits in groups of friends, occasionally solo for content
- Based in or near Alam Sutera / Greater Tangerang / Jakarta area, or willing to travel for a good spot

**Psychographics**
- Values aesthetics and atmosphere as much as (or more than) the food/drink itself
- Active on TikTok and Instagram, both as a consumer of content and a creator of it
- Drawn to "hidden gem" and discovery culture — enjoys finding and sharing spots that feel undiscovered
- Treats café visits as social occasions: hangouts, catch-ups, casual celebrations

**Buying Triggers**
- Sees Buranchi content on TikTok or Instagram (own feed, FYP, or a friend's post) and wants to visit or recreate the photo
- Planning a hangout, birthday, or small celebration and needs a venue with "wow" factor
- Looking specifically for a pool or greenery photo spot in the area

**Objections / Hesitations**
- Alam Sutera location feels far or inconvenient if they're based elsewhere
- Uncertainty about whether they can actually get a good photo spot (perceived as crowded/hard to secure)
- Simply hasn't heard of Buranchi yet — awareness, even locally, is still low

**Where They Spend Time Online**
- TikTok and Instagram (primary discovery channels)
- Google Maps and reviews (checked before deciding to go)
- WhatsApp community groups (word-of-mouth spreads through group chats — moms' groups, friend groups, hobby communities)

## Secondary Persona: The Open Door Professional / Host

**Demographics**
- Architects, designers, and other professionals connected to Open Door Alam Sutera (the architectural/design hub Buranchi is located in)
- Skews older than the primary persona, broader age range
- Often visiting for work-adjacent reasons, not purely leisure

**Psychographics**
- Motivated by practical needs: a place to reference materials/design ideas, or a comfortable, impressive space to bring clients and stakeholders
- Less driven by social content, more by convenience, reliability, and impression management (does this space reflect well on them when hosting someone?)

**Buying Triggers**
- Needs a venue to host a client, stakeholder, or team meeting nearby
- Is already at Open Door for work and looking for a place to eat/meet on-site
- Needs to book the private event space for a corporate gathering

**Objections / Hesitations**
- May not associate Buranchi with "professional enough" if marketing leans too hard into the young, playful, photo-driven angle
- Needs clarity on event capacity, booking process, and what's included — not currently a strength of current marketing

**Where They Spend Time Online**
- Google Maps/reviews (for reliability signals)
- Less TikTok-driven; word-of-mouth within the Open Door tenant community matters more here

## Cross-Cutting Notes for Marketing Tasks

- Both personas respond to the venue's specificity (pool, greenery, space) — but the primary persona wants beauty and shareability, while the secondary persona wants reliability and capacity clarity.
- The brand currently has no way to capture and re-engage either persona after their first interaction (no email/WhatsApp database, no retargeting). Any campaign aimed at either persona should include a data-capture step (booking form, WhatsApp opt-in, loyalty signup) so this gap starts closing.
- Community programming (run club, pilates, Zumba, dog meetups) sits between both personas — worth testing as a bridge that builds local awareness while also demonstrating the space's capacity to professional hosts.