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Customer Profile: Kevin O’ Leary

Geographic:

Kevin O’ Leary owns several properties in West Palm Beach, Boston, Toronto, and Muskoka. (http://www.blogto.com/jetsetters/kevin_oleary/) Kevin O’Leary was born in Montreal, but he seeks new business opportunities internationally (http://www.speakers.ca/oleary_kevin.html) (abc)

Demographic

Kevin O’ Leary is a single older male (age 57) with two kids. (http://www.theglobeandmail.com/auto/article754532.ece) He is highly educated, having graduated from University of Waterloo with a Masters of Business Administration (Richard Ivey School of Business). He belongs to the upper class community. Although he does not disclose his net worth, it is safe to say he has high discretionary income to invest into various business ventures. (http://www.ivey.uwo.ca/advisory_board/bios/Oleary_06.htm)

Psychographic:

Kevin O’ Leary is primarily involved in the educational software industry. (http://abc.go.com/shows/shark-tank/bio/kevin-oleary/276282. He is on the executive board of The Richard Ivey School of Business. Both of these factors show his belief in knowledge and education. (http://abc.go.com/shows/shark-tank/bio/kevin-oleary/276282) He is also an entrepreneur and finds excitement in seeking out new business ventures and opportunities. He believes in brutal honesty, what you see is what you get, and doesn’t allow emotions to dictate his success in business. (http://www.entrepreneur.com/blog/218513) Money is a primary motivation factor, as he believes it equals freedom. He believes that you have to be willing to sacrifice everything, including your personal life to be successful. (http://www.theglobeandmail.com/auto/article754532.ece)It isn’t about work-life balance. Kevin is a self-proclaimed ‘eco-preneur’. His ventures have to be profitable, but also environmentally friendly (http://abc.go.com/shows/shark-tank/bio/kevin-oleary/276282)He needs a balance of science and art in his life, hence his involvement in investing and his...