Mutual Savings Association

Ideal Customer Profile - Single Source of Truth

Document Version: 1.0
Last Updated: November 17, 2025
Prepared By: Kyle Graham & Claire Fabella
Based On: Discovery Call Transcripts & Client Intelligence

Bullseye Concept Overview
Prospect Demographic Profile
Ideal Client Exercise
Behavior Profile
Wants/Emotions/Beliefs Profile
Prospect Wants Matrix
Empathy Map
The "Chris Collins" Archetype
Marketing Application Guidelines

Imagine a dartboard two feet in diameter. The bullseye center represents our ideal customer - the perfect prospect with all the ideal attributes. The concentric circles expanding outward represent customers who are still good fits but may vary slightly from the perfect profile.

Important Principle: This bullseye customer may not exist as a single person, but represents an amalgamation of the best attributes from our best customers. By targeting the bullseye, we attract everyone on the dartboard.

Why This Matters:

The entire dartboard is our total addressable market
Hyper-focusing on the bullseye center attracts the maximum number of quality prospects
Even if someone is "two inches to the left" of center, they're still an excellent customer
Generic targeting attracts everyone poorly; specific targeting attracts many people well

Our Bullseye Customer

Primary Profile: Small business owner with 1-50 employees (ideally 10-20) who has been frustrated by big bank bureaucracy, needs business financing, values personal relationships and rapid decisions, and is seeking a true banking partner - not just a transaction processor.

Key Insight: This customer typically enters the relationship through lending (business acquisition, expansion, construction) because that's where they've experienced the most pain with other banks. Once they experience Mutual Savings' rapid decision-making and direct access to decision makers, they naturally want to move their entire banking relationship over.

Prospect Demographic Profile

Age

Primary: 35-55 years old
Secondary: 30-65 years old

Context: Established business owners with experience, facing growth challenges or business acquisition opportunities. Old enough to have capital and credibility, young enough to be growth-oriented.

Gender

Primary: Male (60-70%)
Secondary: Female (30-40%)

Context: Reflects current small business ownership demographics in construction, professional services, and trades. Open to all genders - no discrimination, just statistical reality of current market.

Location

Geographic Boundaries:

Northeast Kansas (primary)
Northwest Missouri (secondary)
Kansas City metropolitan area bedroom communities
Specifically: Lenmore, Kansas and surrounding branch service areas

Type of Location:

Suburban bedroom communities
Small towns within commuting distance of Kansas City
Local business districts
NOT: Kansas City downtown/major metros (those businesses often need larger banks)
NOT: Rural areas too far from branch network

Context: Local presence is critical. These are business owners who work and live in the community. They see their banker at the grocery store. Local decision-making matters to them.

Marital Status

Primary: Married (70-80%)
Secondary: Divorced/Remarried, Single/Committed Partnership

Context: Family-oriented individuals with responsibilities and long-term thinking. Making decisions that affect family security. Spouse may be involved in business or aware of business finances.

Ethnicity

Profile: Reflects Kansas City metro area demographics

Predominantly Caucasian (matching regional demographics)
Open to all ethnicities
No discrimination - focusing on business characteristics, not ethnic profile

Context: Community bank serving local demographic reality while being inclusive and welcoming to all.

Average Income

Business Revenue: $500K - $10M annually
Personal Income: $100K - $500K annually
Typical: $150K - $250K personal income from business ownership

Context: Successful enough to need sophisticated banking but not so large they need major corporate banking. The "sweet spot" of profitability where personal service matters more than complex treasury management.

Education Level

Primary: Some college to Bachelor's degree (60%)
Secondary: High school diploma with business experience (25%)
Tertiary: Advanced degrees (15%) - especially professional services

Context: Practical education balanced with real-world business experience. Not necessarily Ivy League MBAs, but smart, experienced business operators. Value common sense and results over credentials.

Political Affiliations

Primary: Fiscally conservative, socially moderate
Lean: Independent to Republican (Kansas/Missouri regional tendency)
Values: Personal responsibility, free enterprise, limited regulation, local control

Context: Small business owners who:

Distrust big government bureaucracy (mirrors their distrust of big bank bureaucracy)
Value self-reliance and entrepreneurship
Prefer local decision-making over centralized control
Support community over institutional interests
May not be politically active but hold conservative business values

Critical Note: Focus is on business values (local control, anti-bureaucracy, personal relationships) rather than partisan politics.

Ideal Client Exercise

Greatest Success Story: "Chris Collins"

The Client: Chris Collins is a small business owner who purchased an existing business five years ago, right at the start of COVID-19 - arguably the worst possible timing for a business acquisition.

Initial Situation:

Wanted to buy an existing business
Had been turned down or frustrated by multiple options
Tried the SBA route - found it "onerous and ridiculous"
Was striking out with conventional financing
Time-sensitive opportunity (seller waiting, business available)
Needed a bank that could structure a creative deal and move quickly

What We Did:

Met directly with senior decision makers (no layers, no gatekeepers)
Listened to his situation and understood the opportunity
Structured a business acquisition loan that worked for his situation
Got him rapid approval when others were taking months
Made the "impossible" deal happen through flat structure and local decision-making
Treated him like a partner, not a transaction

Results They Achieved:

Successfully acquired the business - Deal that SBA and others couldn't/wouldn't do
Rapid approval process - Days/weeks instead of months
Avoided business opportunity passing - Speed meant he didn't lose the deal
Smooth acquisition experience - Despite COVID timing, process was streamlined
Business survived COVID - Started during pandemic and thrived
Successfully opened second location - Business grew enough to expand (also financed through MSA)

Other Positive Changes in Their Life:

Financial Success:

Business acquisition was successful despite terrible timing
Business grew from one location to two locations
Built wealth through business ownership
Created jobs in community
Financial security for his family increased

Banking Relationship Transformation:

Moved ALL accounts immediately - Despite it not being "operationally the easiest," he said "that's my bank" and consolidated everything
Added wealth management - Now using MSA's subsidiary for investment services
Employee benefits through MSA - His employees' benefits programs are through the bank's wealth management arm
Complete financial integration - Checking, loans, investments, employee benefits - everything under one roof

Personal & Psychological Changes:

Trust and confidence - Has a banking partner he completely trusts
Time savings - Doesn't shop rates or banks anymore; one call solves problems
Reduced stress - Knows he's getting fair treatment and good advice
Empowerment - Feels confident making business decisions because he has advisors in his corner
Pride - Proud of his banking relationship, tells others about it

Business Decision-Making:

Pre-consultation - Now calls the bank BEFORE making major business decisions to bounce ideas off them
Strategic partner - Bank is involved in strategic thinking, not just transactions
Proactive advice - Gets guidance on financial structuring before he even asks
Confidence in expansion - Second location happened without hesitation because he knew bank would support it

Expansion Example (Second Location):

Didn't shop rates - Didn't even ask for rates or compare
Simply said "I want to do this" - Came to bank with idea, not with competitive bids
Bank structured the deal - Worked through the process together
Seamless approval - No surprises, no hassles, no delays
This is the relationship we want to replicate at scale

Referral Behavior:

Active referral source - "Chris Collins says I went to Mutual Savings to buy my business, and it was an amazing experience"
Other business owners come to MSA specifically because of his referral
Testimonial value - His story is THE story we want prospects to hear
Community impact - His success makes MSA look good in business community

The Essence: Chris represents the transformation we create: A frustrated business owner facing a complex financing challenge, who tried conventional paths and struck out, finds Mutual Savings Association and experiences rapid decision-making with direct access to senior lenders. The bank structures a deal others couldn't, earns his complete trust, and becomes his ONLY bank for everything. He stops shopping, starts consulting the bank before decisions, refers others constantly, and views the relationship as a partnership rather than a vendor relationship.

This is the ideal outcome. This is what happens when our unique value propositions (mutual ownership, flat structure, rapid decisions, direct access, partnership service) meet the right customer at the right time. Chris Collins is the bullseye.

Behavior Profile

Prior Purchases

Banking/Financial Products They Currently Use:

Business checking account (currently at another bank - this is what we want to change)
Business savings/money market accounts
Potentially multiple bank relationships (deposits one place, loans another)
May have accounts at Fidelity, Schwab, or other investment firms
Credit union membership possible (family banking)
Business credit cards (often through their deposit bank)
Payroll services
Merchant services
May have tried or researched SBA loans

Business Products/Services:

Accounting software (QuickBooks, similar)
Business insurance (liability, property, workers comp)
Legal services (attorney for contracts, business law)
CPA/tax preparation services
Industry-specific software and tools
Marketing services (local advertising, maybe digital)
Technology (computers, phones, industry equipment)
Vehicles (if business requires - likely financed)

Business Services They Value:

Responsive professionals (can't stand waiting)
Local providers who know them
Straightforward pricing (hate hidden fees)
Quality over lowest price (willing to pay fair rates)
Long-term relationships (prefer consistency)

Personal Purchase Patterns:

Middle to upper-middle class lifestyle
Suburban home (likely mortgaged)
Reliable vehicles (2-3 years old to new)
Kids' activities and education expenses
Family vacations (not extravagant, but comfortable)
Local restaurants and entertainment
Community involvement/donations

Experts They Follow

Banking/Financial Thought Leaders:

Local business bank presidents (community figures)
Dave Ramsey (debt-free business principles for some)
Robert Kiyosaki (Rich Dad Poor Dad - business ownership mindset)
Local CPAs and financial advisors (trusted professionals)
Industry associations in their field

Business Thought Leaders:

Small business podcasters (practical advice)
Industry-specific experts and trainers
Local chamber of commerce leaders
Successful business owners in their network
Mike Michalowicz (Profit First - small business finance)
Simon Sinek (leadership and purpose)

NOT Following:

Wall Street talking heads (too big, too disconnected)
Complex financial theory (want practical advice)
Silicon Valley tech gurus (different world)
National political business figures (too abstract)

What This Reveals: They follow practical, proven, local, and accessible experts. They want advice they can implement immediately. They trust people who have "been there" over purely academic experts.

Favorite Movies/TV Shows

Movies They Connect With:

Rocky series - Underdog succeeds through determination
The Founder (McDonald's story) - Building a business
Moneyball - Innovative thinking wins against big money
It's a Wonderful Life - Community banking, standing up to big banks
Ford v Ferrari - Small team competing against corporations
Any sports underdog story - Rudy, Hoosiers, etc.

TV Shows:

Shark Tank - Entrepreneurship, business valuations
The Profit (Marcus Lemonis) - Small business turnarounds
Yellowstone - Family business, legacy, land ownership
Blue Bloods - Family values, standing up for what's right
Local news - Community awareness, local business coverage
Sunday NFL - Community, tradition, competition

Streaming Habits:

Not binge-watchers (too busy)
Watch with family when they can
Prefer movies they can finish in one sitting
Documentary interest (business, history, true stories)

What This Reveals:

Identify with underdogs and local heroes
Value hard work and determination
Interested in business success stories
Community-oriented entertainment
Family-focused viewing

Favorite Periodicals/Books

Business Reading:

Inc. Magazine - Small business growth
Entrepreneur Magazine - Startup and small business focus
Harvard Business Review - Strategic thinking (occasionally)
Forbes - Business news, small business section
Local business journals - Kansas City Business Journal, local publications
Industry trade publications - Specific to their business
Chamber of Commerce newsletters - Community business news

Books They've Read (or on their shelf):

Traction (EOS) - Business operating systems
Good to Great - Jim Collins
Built to Last - Long-term business thinking
The E-Myth Revisited - Working on business not in business
Profit First - Mike Michalowicz
Rich Dad Poor Dad - Robert Kiyosaki
How to Win Friends and Influence People - Dale Carnegie
The 7 Habits of Highly Effective People - Stephen Covey
Dare to Lead - Brené Brown

What They DON'T Read:

Complex financial theory
Wall Street Journal opinion pages (too macro)
Dense academic business books
Tech startup manifestos (different world)

News Sources:

Local newspapers - Community news
Fox News or CNN (depending on political lean) - Morning background
Industry news sites - Specific to their business
LinkedIn - Professional network updates
Facebook - Local business community groups

Reading Habits:

Time-starved - Read in short bursts
Practical focus - Want takeaways they can implement
Audio books - Listen during commute
Skimmers - Read summaries and key chapters
Recommendations - Buy books peers recommend

What This Reveals:

Seeking practical, implementable business advice
Value community and local information
Prefer proven frameworks over theory
Time is precious - need efficient information sources
Learn from other small business owners

Wants/Emotions/Beliefs Profile

Wants / Desires

Primary Wants:

Rapid Access to Capital for Business Opportunities
- When opportunity knocks, need immediate financing
- Can't wait months while opportunities pass by
- Want ability to act quickly on acquisitions, expansions, equipment
- Need confidence that bank can move fast when needed
A Banking Partner Who Actually Knows Their Business
- Want banker who knows their name, business, and situation
- Tired of explaining their business model repeatedly
- Need someone who understands their industry
- Want relationship, not transactions
Simplified Banking (One Bank for Everything)
- Tired of managing multiple banking relationships
- Want loans, deposits, and wealth management under one roof
- Desire simplicity and efficiency
- One call solves problems instead of three calls to three banks
Direct Access to Decision Makers
- Want to talk to people who can actually say "yes"
- Tired of going through gatekeepers and middlemen
- Need answers from people with authority
- Want to cut through bureaucracy
Fair Treatment Without Games
- Want transparent, fair pricing
- Tired of bait-and-switch tactics
- Need to trust they're not being taken advantage of
- Want straightforward deals
Financial Guidance, Not Just Products
- Want a trusted advisor, not a salesperson
- Need someone who will tell them the truth
- Desire strategic financial partnership
- Want someone in their corner making sure they succeed
Speed and Efficiency
- Time is their most valuable asset
- Want processes that respect their time
- Need same-day or next-day responses
- Desire efficiency in all interactions
Business Growth and Success
- Want to expand, add locations, acquire competitors
- Desire to build something lasting
- Want to create jobs and serve their community
- Need capital and guidance to achieve growth

Unspoken Desires:

To Be Seen as Successful
- Want a bank relationship they can be proud of
- Desire validation of their business success
- Want to be treated like they've "made it"
- Need respect from their banking partner
To Be in Control
- Want autonomy in business decisions
- Desire partnership, not being told what to do
- Need to maintain ownership and control
- Want collaboration, not dictation
To Matter
- Want to be important to their bank
- Tired of being "just another account number"
- Need to feel valued and appreciated
- Want bank to care about their success
To Avoid Feeling Stupid or Inadequate
- Banking intimidates them (though they won't admit it)
- Complex processes make them feel incompetent
- Want to understand without being made to feel dumb
- Need straightforward explanations
To Be Part of Something Bigger
- Want to support community, not distant corporations
- Desire to bank with people who care about their community
- Want ownership stake (mutual structure appeals to this)
- Need to feel good about who they do business with
To Sleep Well at Night
- Want financial security for their family
- Need confidence their business finances are solid
- Desire peace of mind about banking relationships
- Want to stop worrying about banking problems
To Be the Hero of Their Own Story
- Built this business themselves
- Want to make smart decisions independently
- Need wins they can point to
- Desire success they can be proud of

Emotions / Feelings

How They Feel NOW (Current State - Pain):

Frustration:

"I've been waiting THREE MONTHS for a loan decision"
"I can't reach anyone who can actually make a decision"
"I've explained my business model five times to five different people"
"My loan got sent to some committee in Kansas City and I have no idea what's happening"
"The friendly teller turns into a nightmare when I need to borrow money"

Anger/Resentment:

"Big banks don't care about me - I'm just a number"
"They act like they're doing ME a favor when I'm the customer"
"They waste my time with endless bureaucracy"
"I got a business to run, I don't have time for their BS"
"They treat me differently when they want my deposits vs. when I need credit"

Anxiety/Stress:

"What if this opportunity passes while I'm waiting on the bank?"
"Am I making the right financial decisions?"
"Is there a better way to structure my business banking?"
"What if they say no after all this waiting?"
"I'm juggling three different banks and it's exhausting"

Inadequacy:

"I don't understand why this is so complicated"
"Maybe I'm not big enough for them to care"
"They're using terms I don't understand and I feel stupid asking"
"Other business owners seem to have this figured out"

Overwhelm:

"Too many accounts at too many banks"
"Too much paperwork, too many people to coordinate with"
"Can't keep track of who I need to call for what"
"Banking is taking time away from running my business"

Distrust:

"Can I really trust this bank?"
"What fees are they hiding?"
"Are they really looking out for me or just themselves?"
"Last bank seemed great until I needed them"

Exhaustion:

"I'm tired of shopping for rates"
"Tired of explaining my business over and over"
"Tired of fighting for basic service"
"Tired of waiting and uncertainty"

Isolation:

"I'm figuring this out alone"
"Don't have anyone I can really trust for advice"
"It's lonely at the top of a small business"
"Who can I talk to about this?"

How They Want to FEEL (Future State - Heaven):

Confidence:

"I know my bank has my back"
"I can make business decisions quickly because I know my bank will support me"
"I trust the financial advice I'm getting"
"I don't have to second-guess my banking relationship"

Relief:

"Finally, someone who gets it"
"I can breathe - banking is simple now"
"One call, one relationship, everything handled"
"No more waiting in uncertainty"

Empowered:

"I have a partner who helps me win"
"I can compete with bigger players because I have fast access to capital"
"My banker calls ME proactively with ideas"
"I'm making smarter decisions with guidance"

Respected:

"They treat me like I matter"
"I'm talking to the actual decision makers"
"They know my name, my business, my goals"
"I feel like a VIP, not an account number"

Validated:

"My banker believes in my business"
"They said YES when others said no"
"This is a bank I can be proud to work with"
"Other business owners ask me about my bank"

Peace of Mind:

"I can sleep well knowing my finances are solid"
"Someone is watching out for my interests"
"I don't worry about banking anymore"
"If something comes up, I know they'll handle it"

Connected:

"I have a trusted advisor"
"Not alone in business decisions anymore"
"Part of a bank that cares about community"
"Built a real relationship, not just a transaction"

Efficient:

"Banking takes 10% of the time it used to"
"Everything is in one place"
"Quick answers, quick decisions"
"More time for what matters - my business"

Proud:

"I made a smart choice with this bank"
"This is MY bank - I'm an owner"
"Happy to refer others"
"Good feeling about supporting local"

In Control:

"I understand what's happening"
"No surprises, no games"
"Partnership where I still make decisions"
"Financial clarity"

Beliefs / Identifications

Core Beliefs About Their Problem (Banking):

"Big Banks Don't Care About Small Businesses"
- Deeply held conviction from experience
- "Once you need something from them, the truth comes out"
- Banks prioritize big corporate clients over small business
- Personal service is fake - just for deposits, not for loans
"The System is Rigged Against Small Business Owners"
- SBA process is "onerous and ridiculous"
- Regulations favor large institutions
- Small businesses can't compete on banking terms
- Have to fight for basic service
"Banking Should Be Simple, But They Make It Complicated"
- Unnecessary bureaucracy
- Complexity serves the bank, not the customer
- Should be able to get straight answers
- Over-complication is intentional (fees, control)
"You Can't Trust Banks to Have Your Best Interest"
- Banks serve stockholders, not customers
- Hidden fees and fine print
- Bait-and-switch tactics
- Have to watch them carefully
"Time is Money - Wasting My Time Costs Me"
- Delays = lost opportunities
- Months-long processes = actual financial loss
- Efficiency matters more than slight rate differences
- Waiting is expensive
"Direct Access Matters"
- Layers and bureaucracy cause miscommunication
- Need to talk to decision makers
- Middle management just slows things down
- If answer is yes or no, want to know NOW
"Relationships Trump Transactions"
- Long-term partnerships more valuable than one-time deals
- Rather pay fair rate to trusted partner than chase lowest rate
- Banking should be about knowing each other
- Business is personal

Core Beliefs About Themselves (Identity):

"I'm a Business Owner" (Primary Identity)
- Not an employee, not working for someone else
- Built this myself
- Risk taker who created something
- Job creator, community contributor
"I'm Self-Reliant"
- Don't need handouts
- Figure things out myself
- Earned what I have
- Take care of my family and employees
"I'm Local and Community-Oriented"
- Part of this community
- Support local businesses
- Care about where I live
- Want to do business with people I know
"I'm Smart but Not a Financial Expert"
- Know my business inside out
- Not stupid about money
- But banking is specialized - need expert guidance
- Want to learn, not be talked down to
"I Value Hard Work Over Fancy Credentials"
- Experience trumps education
- Results matter more than degrees
- Common sense is undervalued
- Practical knowledge beats theory
"I'm Different from Corporate America"
- Not a cog in a machine
- Entrepreneurial mindset
- Willing to take risks others won't
- Value freedom and autonomy
"I'm Responsible for Others"
- Employees depend on me
- Family depends on this business
- Community depends on businesses like mine
- Can't afford to fail
"I'm Time-Starved"
- Don't have time for nonsense
- Every hour matters
- Can't waste time on banking headaches
- Need efficient solutions

Beliefs About the Market/Industry:

"Community Banks Should Be Different from Big Banks"
- That's the whole point of community banking
- If same experience, why bother?
- Should actually care about community
- Local decision-making matters
"But Most Community Banks Have Become Just Like Big Banks"
- Lost their way
- Same bureaucracy, just smaller scale
- "Community bank" is marketing, not reality
- Disappointing when they're not different
"True Partnership is Rare in Banking"
- Most banks just want to extract fees
- Real advisory relationship is exception
- Hard to find banker who actually cares
- When you find it, hold onto it
"The Right Bank Can Be a Competitive Advantage"
- Fast access to capital = business advantage
- Good banking relationships enable growth
- Smart money management = more profit
- Bank that believes in you makes difference
"Most Banks Don't Understand Small Business"
- They know corporate banking or consumer banking
- Small business is different
- We need different approach
- Treating us like small corporations doesn't work

What These Beliefs Mean for Marketing:

Validate their frustrations - They need to know we understand
Prove we're different - Not just claims, but specific evidence
Speak their language - Practical, straightforward, no-nonsense
Show speed and access - These are their primary problems
Emphasize local - Matches their identity and values
Demonstrate partnership - Not just talking about it
Respect their time - Show efficiency in everything
Honor their identity - Speak to business owner pride

Prospect Wants Matrix

To GAIN...

They Want to Gain:

Time Back in Their Day
- Hours not spent on banking hassles
- Efficiency in financial management
- Quick answers instead of days of waiting
- Simplified processes
Rapid Access to Capital
- Fast loan decisions (days not months)
- Ability to act on opportunities immediately
- Credit when they need it
- No opportunity loss due to slow banks
Peace of Mind
- Confidence in banking relationship
- Trust that they're not being taken advantage of
- Assurance their finances are well-managed
- Ability to sleep well at night
A Trusted Advisor
- Someone who knows their business
- Financial guidance, not just products
- Strategic partnership
- Second opinion on major decisions
Competitive Advantage
- Faster capital access than competitors
- Better financial structuring
- Strategic financial partnership
- Banking that enables growth
Simplicity
- One bank for everything
- Consolidated relationships
- Clear understanding of finances
- No juggling multiple institutions
Respect and Recognition
- Treated as important client
- Valued for their business
- Known by name
- VIP treatment
Financial Clarity
- Understanding of their position
- No surprises or hidden issues
- Clear picture of options
- Confidence in decisions
Business Growth Capability
- Capital for expansion
- Financial structure for scaling
- Support for second locations
- Partnership that grows with them
Community Connection
- Banking with people they know
- Supporting local economy
- Being part of something local
- Community pride

To BE...

They Want to BE:

Successful Business Owner
- Recognized as established and legitimate
- Respected by peers
- Financially successful
- Growing and thriving
Smart Decision-Maker
- Making wise financial choices
- Ahead of competitors
- Strategic thinker
- Successful operator
Owner (Literally - Bank Ownership)
- Part of something they own
- Having a stake in their bank
- Owner, not just customer
- Part of mutual success
Independent and Self-Reliant
- Not dependent on big institutions
- In control of their destiny
- Making their own choices
- Autonomous
Trusted in Their Community
- Respected local business owner
- Known for good decisions
- Community contributor
- Local success story
Good Provider
- Taking care of family
- Securing family future
- Creating jobs for others
- Responsible business owner
Efficient Operator
- Running tight ship
- Smart with resources
- Time-efficient
- Productive
Part of Local Community
- Connected to area
- Supporting local
- Known by neighbors
- Community member
Confident Leader
- Assured in decisions
- Leading business forward
- Capable and competent
- In charge
The Kind of Person Who Has a Great Bank
- Someone who made smart choice
- Person with excellent relationships
- Smart business operator
- Winner

To DO...

They Want to DO:

Expand Their Business
- Open second location
- Acquire competitors
- Add product lines
- Hire more employees
Act on Opportunities Quickly
- Move when timing is right
- Buy equipment when available
- Secure real estate when it hits market
- Respond to competitive situations
Simplify Their Banking
- Consolidate accounts
- Reduce complexity
- Streamline financial management
- One-stop banking
Make Confident Financial Decisions
- Structure deals properly
- Invest in growth
- Manage cash flow
- Plan strategically
Focus on Running Their Business
- Spend time on what matters
- Stop dealing with banking headaches
- Concentrate on customers
- Work ON business, not in banking
Build Something Lasting
- Create legacy business
- Establish long-term relationships
- Build equity
- Sustain over time
Get Answers Quickly
- Call and get immediate help
- Quick loan decisions
- Fast problem solving
- Efficient communication
Talk Directly to Decision Makers
- Skip the layers
- Reach people with authority
- Get real answers
- Cut through bureaucracy
Trust Their Banking Partner
- Stop second-guessing
- Rely on advice given
- Have confidence in relationship
- Stop worrying
Refer Others with Pride
- Share their great bank
- Help fellow business owners
- Be known for good recommendations
- Take pride in relationship

To SAVE...

They Want to SAVE:

Time (Most Important)
- Hours dealing with banking issues
- Days waiting for answers
- Weeks in approval processes
- Time explaining business repeatedly
Money on Opportunity Costs
- Lost deals due to slow banks
- Missed opportunities
- Competitive disadvantages
- Growth delayed = profits delayed
Mental Energy
- Stress about banking
- Worry about financial decisions
- Anxiety about waiting
- Frustration with bureaucracy
Money on Bad Decisions
- Mistakes from lack of guidance
- Poor financial structuring
- Wrong banking products
- Unnecessary fees
Relationships They Value
- Don't want to switch banks again
- Want to keep same people
- Desire continuity
- Preserve working relationships
Their Reputation
- Don't want to be seen struggling
- Avoid appearing desperate
- Maintain professional image
- Protect business reputation
Complexity
- Reduce juggling multiple banks
- Eliminate duplicate accounts
- Simplify financial life
- Cut unnecessary complications
The Business Itself
- Poor banking can kill business
- Need financial stability
- Protect what they've built
- Ensure survival and growth
Sleep/Peace of Mind
- Stop lying awake worrying
- Reduce 3am financial anxiety
- Save emotional wellbeing
- Preserve work-life balance
Pride and Dignity
- Avoid feeling stupid
- Stop being talked down to
- Maintain self-respect
- Save face in banking relationships

To AVOID...

They Want to AVOID:

Waiting Months for Loan Decisions
- The nightmare scenario
- Watching opportunities pass
- Being in approval purgatory
- Uncertainty and limbo
Losing Business Opportunities
- Missing acquisition targets
- Losing to faster competitors
- Timing problems
- Regret over "what could have been"
Bureaucratic Nightmares
- Endless forms and paperwork
- Multiple layers to navigate
- Committee reviews
- Black box processes
Being Treated Like a Number
- Impersonal service
- No one knows their name
- Generic treatment
- Feeling insignificant
Big Bank Frustration
- Call centers
- Distant decision makers
- Corporate policies that don't fit
- "Computer says no" mentality
The Bait-and-Switch Experience
- Friendly for deposits, nightmare for loans
- Promises not kept
- Unexpected denials
- Service degradation
Complex, Onerous Processes
- SBA nightmare
- Excessive documentation
- Unclear requirements
- Moving goal posts
Hidden Fees and Surprises
- Unexpected charges
- Fine print gotchas
- Fee creep
- Lack of transparency
Banking with People Who Don't Care
- Transactional relationships
- No personal investment
- Feeling like burden
- Indifference
Making Banking Mistakes
- Wrong structure
- Bad advice
- Poor decisions
- Preventable errors
Wasting Time
- On hold
- In waiting rooms
- Explaining repeatedly
- Administrative nonsense
Juggling Multiple Banking Relationships
- Different banks for different things
- Coordinating between institutions
- Complexity management
- Inefficiency
Being Denied After Long Wait
- Months of process then "no"
- All that time wasted
- Back to square one
- Embarrassment and frustration
Losing Control
- Decisions made in distant offices
- No say in process
- Things happening without their input
- Powerlessness
Looking Bad in Their Community
- Banking problems becoming known
- Appearing desperate
- Failed deals
- Reputation damage

Empathy Map

Imagine the bullseye customer at the center. Around them are six areas: what they're seeing, hearing, saying, thinking, feeling, and doing. This map helps us enter their world and understand their experience.

SEEING

What Our Ideal Customer Sees Daily:

In Their Business:

Bank statements from multiple institutions
Cash flow challenges and opportunities
Competitors moving faster than they can
Growth opportunities they can't act on fast enough
Equipment or property for sale with time-sensitive windows
Employee payroll needs and benefit questions
Acquisition opportunities in their industry

In Their Banking Experience:

Friendly faces at the front desk (deposit side)
Different attitude when approaching for loans
Multiple banking apps and logins
Scattered financial accounts across institutions
Confusing fee structures
Other business owners at branch (potential network)

In Their Community:

Other local businesses thriving or struggling
Big bank branches with fancy exteriors but poor service
Community bank marketing claiming "we care"
Fellow business owners frustrated with banking
Successful entrepreneurs they want to emulate

In Marketing/Media:

Banking ads promising "small business solutions"
Claims of "great service" from every bank
Stories of other businesses getting funded
SBA loan advertisements and complexity
Fintech promises that don't fit their needs
Other banks claiming to be "community focused"

What They Notice:

Other business owners seem to have figured out banking
Competitors getting financing and expanding
Time passing while they wait on bank decisions
Opportunities slipping away
Their own business growth being held back

THINKING

What's Going Through Their Mind:

About Their Current Banking Situation:

"There has to be a better way to do this"
"Why is this so complicated?"
"I've been waiting three months - is this normal?"
"Can I really trust this bank?"
"Should I shop around or stick with current bank?"
"Am I big enough for them to care?"
"Other businesses must have better banking than this"
"Is this rate/fee fair or am I being taken advantage of?"

About Business Opportunities:

"If I could get financing quickly, I could buy that business"
"Should I expand now or wait?"
"What if this opportunity passes?"
"Can my bank actually deliver if I need them?"
"How do I structure this deal?"
"Am I making the right financial decision?"

About Their Relationship with Current Bank:

"They were so nice when I opened my account"
"Everything changed when I asked for a loan"
"I'm just a number to them"
"Do they actually care if I succeed?"
"Why do I have to explain my business over and over?"
"I need an advisor, not an order-taker"

Strategic Thinking:

"My business could grow faster with the right banking partner"
"Should I consolidate my banking or keep it split?"
"What's the right financial structure for my business?"
"Am I leaving money on the table?"
"How do successful business owners handle this?"

About Time:

"I don't have time for this banking nonsense"
"Every day waiting is costing me money"
"How much more time will this take?"
"Time I spend on banking is time away from my business"

Comparative Thinking:

"Big banks are impersonal but fast sometimes"
"Community banks claim to care but are they really different?"
"Credit unions have great rates but limited business services"
"What's the right answer for my business?"

Self-Doubt Moments:

"Maybe I'm not explaining this right"
"Am I missing something obvious?"
"Do I not understand banking well enough?"
"Should I have gone with that other bank?"

Aspirational Thinking:

"I want a banker I can call anytime"
"I want someone who believes in my business"
"I wish I had a real financial partner"
"If only I could find a bank that actually cares"
"I want banking to be simple like it should be"

HEARING

What Our Ideal Customer Hears:

From Their Current Bank:

"We'll need to send this to the loan committee"
"We'll get back to you in a few weeks"
"Can you provide more documentation?"
"We need to escalate this to our Kansas City office"
"Let me transfer you to another department"
"That's our policy"
"I'll have to check with my manager"
"We'll need more time to review"
Silence (no callbacks, no updates)

From Other Business Owners:

"Yeah, banks are all the same"
"I waited months for my loan approval"
"You just have to shop around"
"SBA process is a nightmare"
"Find a banker who knows you"
Success stories: "My bank got me approved in two weeks"
"I just went with the big bank everyone uses"
Referrals to Mutual Savings: "Chris Collins says try Mutual Savings"

From Advisors (CPA, Attorney, Consultants):

"You need better banking relationships"
"Have you talked to a community bank?"
"Shopping for better rates might help"
"Consider the total relationship, not just rates"
"You need a bank that understands your industry"

From Family:

Spouse: "This is taking too long, what's happening?"
"Can we really afford this expansion?"
"Are you sure about this bank?"
"I thought we'd have an answer by now"
"Maybe we should try somewhere else"

From Competitors (Industry):

News of competitors getting funded
Stories of others expanding successfully
"They got their loan in a week"
Market intelligence about who's growing

From Marketing/Media:

Every bank claiming "we support small business"
"Fast approvals" (that turn out not to be)
"Relationship banking" (that's just marketing)
"Community focused" (from banks that aren't)
Award announcements from various banks

Internal Voice (Self-Talk):

"This shouldn't be this hard"
"I'm wasting my time"
"Maybe I need to be more patient"
"Am I asking for too much?"
"There must be a better way"

What They Want to Hear:

"We can give you an answer this week"
"Let me introduce you to the decision maker"
"I understand your business"
"We've done deals like this before"
"We're going to make this work"
"Let me call you back with an update"
"You're talking to the right person"

FEELING

Emotional State of Our Ideal Customer:

Dominant Emotions:

Frustration (Primary Emotion):

Boiling point with current banking
"Why is this so hard?"
"This shouldn't take months"
Ready to explode at next delay
Building resentment

Impatience:

Opportunity closing window
Competitors moving faster
Time slipping away
Need answers NOW
"How much longer?"

Anxiety:

Will the loan be approved?
What if opportunity passes?
Am I making right decisions?
Cash flow pressure
Fear of missing out

Overwhelm:

Too many banking relationships
Too much complexity
Can't keep track of everything
Need simplification
Mental fatigue

Distrust:

Been burned before
Skeptical of promises
Reading fine print carefully
Waiting for the catch
"Fool me once..."

Inadequacy:

Maybe it's me, not them
Should I understand this better?
Feeling out of depth
Not wanting to appear ignorant
Imposter syndrome

Hope (Hidden):

Wants to believe better exists
Hopeful about referrals heard
Cautiously optimistic
Wants to find the right partner
"Maybe this will be different"

Determination:

Will figure this out
Won't let banking stop business growth
Persistent despite obstacles
Resilient
"I'll make this work"

Stress Levels:

High and sustained
Affects sleep
Impacts other decisions
Bleeds into personal life
Wearing them down

Desire for Relief:

Just want this solved
Need simplification
Craving peace of mind
Desperate for easier path
"Make it stop"

Pride (Underneath):

Built this business
Don't want to show weakness
Want to appear successful
Don't want help seen as desperation
Maintaining face

SAYING

What Our Ideal Customer Is Actually Saying:

To Their Current Bank:

"How much longer will this take?"
"Can you give me an update?"
"Let me explain my business again..."
"I've been waiting three weeks"
"Who can I talk to about this?"
"Is there any way to speed this up?"
"What else do you need from me?"
"This is time-sensitive"

To Their Spouse/Partner:

"The bank is taking forever again"
"I think we need to look at other banks"
"This shouldn't be this complicated"
"I'm frustrated but trying to be patient"
"If we don't get approval soon, we'll miss this"
"Maybe we should just stick with what we have"
"I heard about a better bank from Chris"

To Other Business Owners:

"Who do you bank with?"
"How long did your loan take?"
"Have you had problems with your bank?"
"Know any good bankers?"
"Banking is such a pain"
"I'm thinking about switching banks"
"There's got to be a better option"

To Their CPA/Attorney:

"Is this normal?"
"What do you recommend?"
"Who do your other clients use?"
"Can you look at this loan structure?"
"Am I getting a fair deal?"

To Themselves:

"This is ridiculous"
"I don't have time for this"
"There has to be a better way"
"Maybe I should just wait it out"
"I need to make a change"
"Should I pull my money out?"

When They Finally Find Mutual Savings:

"Can you really give me an answer this week?"
"Wait, I can talk directly to the decision maker?"
"This sounds too good to be true"
"Why haven't I heard of you before?"
"Tell me more about how this works"

After Experience with Mutual Savings (Our Goal):

"This is MY bank" (most important phrase)
"Why didn't I switch sooner?"
"You need to talk to Tyler at Mutual Savings"
"I don't even shop around anymore"
"They actually care about my success"
"Best banking decision I ever made"
"Let me introduce you to my banker"

To Employees:

"We're going to expand"
"Got the financing approved"
"Found a great banking partner"
"This is going to help us grow"

Objections/Skepticism Initially:

"I've heard this before"
"What's the catch?"
"How can you be that much faster?"
"Seems too good to be true"
"What are the fees?"

DOING

Actions Our Ideal Customer Is Taking:

Current Banking Actions:

Logging into multiple banking platforms daily
Checking loan application status repeatedly
Calling bank for updates (getting nowhere)
Providing additional documentation over and over
Explaining their business to new bank people repeatedly
Managing accounts at 2-3 different institutions
Researching other banks online
Reading banking reviews
Comparing rates and fees

Business-Related:

Running their business day-to-day
Identifying growth opportunities
Meeting with potential acquisition targets
Looking at properties or equipment
Making payroll
Managing cash flow
Trying to make strategic decisions despite banking uncertainty
Putting opportunities on hold waiting for bank

Research and Vetting:

Googling "best small business banks [city]"
Reading online reviews
Asking other business owners for recommendations
Attending chamber of commerce events (networking)
Checking out bank websites
Reading terms and conditions carefully
Comparing loan products

Due to Frustration:

Venting to spouse
Complaining to other business owners
Writing negative reviews (some)
Considering pulling accounts
Shopping for alternatives
Getting second opinions
Consulting with advisors

When They Hear About Mutual Savings:

Googling "Mutual Savings Association"
Reading Google reviews (5 stars)
Checking out website
Looking up Extraordinary Bank of Year award
Asking Chris Collins about his experience
Calling to schedule appointment
Preparing documentation

First Interaction with MSA:

Driving to branch
Meeting with Tyler or Ryan directly
Explaining their situation
Listening carefully to responses
Assessing if this is real or marketing
Asking detailed questions
Testing responsiveness

After Positive Experience:

Moving accounts rapidly
Consolidating banking relationships
Referring other business owners
Writing positive reviews
Calling bank proactively for advice
Attending bank-sponsored events
Expanding relationship
Not shopping around anymore

Long-Term (Our Goal):

Using bank as strategic advisor
Calling before major decisions
Bringing all financial needs to MSA
Actively referring others
Defending bank in conversations
Proud to be associated with MSA
Acting as ambassador

Avoiding:

Dealing with big banks
Complex processes
Shopping rates constantly
Wasting time on banking
Multiple banking relationships

The "Chris Collins" Archetype

The Complete Profile

Chris Collins represents the bullseye - the perfect combination of all the ideal attributes we've identified.

Who He Is:

45-year-old business owner
Married with children
Lives in bedroom community outside Kansas City
Entrepreneurial but practical
Community-oriented
Values relationships over transactions

His Business:

Small business with under 20 employees
Purchased existing business 5 years ago
Now has two locations
Service-based or light manufacturing
Growing but not corporate-scale
Strong local presence

His Journey:

Before MSA: Frustrated with traditional banks, struck out with SBA, felt trapped by bureaucracy, opportunity nearly passed him by
First Contact: Referred by another business owner, skeptical but hopeful
First Experience: Met directly with Tyler/Ryan, rapid assessment, quick approval, felt heard and understood
Transformation: Moved all accounts immediately, added wealth management, expanded business with MSA financing, now consults bank before decisions
Current State: "This is MY bank," doesn't shop around, actively refers others, complete trust established

His Values:

Speed and efficiency
Direct communication
Trust and partnership
Local community
Fairness
Practical solutions

His Behavior:

Time-conscious
Decisive when trust is established
Loyal to relationships that work
Active referrer
Seeks guidance, not just products
Values simplicity

His Outcomes:

Successful business growth
Financial peace of mind
Banking partner for life
Source of referrals
Complete relationship (loans + deposits + wealth management)
High lifetime value customer

Why He Matters: Chris Collins is proof that our value propositions work. He's the template. Every marketing campaign should be designed to attract more Chris Collins-types and create more Chris Collins experiences.

Marketing Application Guidelines

How to Use This Profile

In Campaign Development:

Test every message against this profile - Would Chris Collins resonate with this?
Use their language - Speak how they speak, not banking jargon
Address their pains - Lead with frustrations they're experiencing now
Paint the future - Show how they'll feel after working with MSA
Validate their beliefs - Show you understand their worldview

In Creative Development:

Visual representation - Show people who look like our ideal customer
Settings that match - Small business offices, not corporate towers
Situations they recognize - Scenarios from their daily life
Emotional tone - Frustrated → relieved → confident → proud

In Targeting:

Demographics - Use age, location, income parameters from profile
Behaviors - Target based on purchase history and interests
Psychographics - Message to values and beliefs
Lookalike audiences - Model after existing best customers

In Messaging:

Address frustrations first - Meet them where they are
Position MSA as solution - Specific to their specific pains
Use their words - Language from "Saying" section
Emotional journey - Current pain → future state

In Sales Process:

Understand their mindset - They're skeptical but hopeful
Validate frustrations - "I hear that a lot from business owners"
Differentiate immediately - Show how MSA is actually different
Move fast - Respect their time, prove your speed
Direct access - Live the differentiator from first call

Testing and Optimization:

A/B test messages - Which pain points resonate most?
Track by segment - Are we attracting the right profile?
Measure quality not just quantity - Right customers, not just more customers
Referral patterns - Do customers refer similar profiles?

Red Flags (Wrong Customers)

If marketing attracts these types, we're off target:

Pure rate shoppers with no relationship interest
Businesses over 100 employees needing complex treasury management
People who want everything online with no human contact
Corporate types who need big bank infrastructure
Consumers, not business owners (for business banking campaigns)
National businesses with no local presence

Success Metrics

We're hitting the bullseye when:

Referred customers match profile
Conversion rates are high (right people, not just volume)
Customers consolidate relationships quickly
Early referrals from new customers
Customer satisfaction matches Chris Collins level
Expansion of relationships within 6-12 months
Low rate shopping behavior
High trust indicators

Document Usage Notes

This document should be:

Referenced before every campaign development
Shared with anyone creating marketing materials
Updated as we learn more from actual customers
Used to train sales team on ideal customer
Applied to targeting parameters in all channels
The filter for all creative decisions

Review and Update:

Quarterly review based on actual customer data
Update as market conditions change
Refine based on campaign performance
Incorporate feedback from sales team
Add new insights from customer interviews

Living Document: This is not static. As we work with more customers like Chris Collins, we'll refine and enhance this profile. The goal is increasing precision over time.

Document End

This Ideal Customer Profile is the foundation of all marketing strategy for Mutual Savings Association. Every campaign, message, creative asset, and targeting decision should be filtered through this lens.

Ideal Customer Profile

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