Story canon: personas
NOTE: Canon rule: everyone is NET NEW, visiting the site for the first time. Tehama is the guide, not the hero. Never fabricate numbers; use [CONFIRM].
Will Dritten, Utility Biller at Billpage
- 48, married
- 3 yrs at Billpage, 10+ yrs in utility billing
- Story role: hero to his clients; Tehama is the guide
Billpage just took on BlueStar's portfolio. 123 Main Street, NV already runs Tehama for gas, electric and water. He didn't choose Tehama, he inherited it, and his name goes on the first bill.
Needs from the site
- What is Tehama, in plain language, between meter, property and biller?
- Can I trust these reads? Show numbers, sample reports, proof I can forward
- How does data reach Billpage: email, FTP, API or CSV?
- How do I get access to 123 Main Street, and who do I call?
Pains: Looking bad in front of clients · Inaccuracies he has to explain · Diminished client trust
Journey: Search → What Tehama is → Billing / data-delivery proof → Access / property transfer → Appointment
Exits NET NEW when: Fills out the form to set an appointment to transfer the property [CONFIRM with Jerry]
Walk this funnel →Big Joe, Owner, Multifamily (GreenField)
- 62, married
- GreenField: 10 properties, 10,000 units, currently on RUBS
- Son Joe Jr. reports to him
- Story role: owns the resident relationship, absorbs the complaint first
Usage and escalation costs are up and he is up at night googling. Wants to pass on a profitable property and leave a legacy with zero litigation.
Needs from the site
- How submetering water, gas and electric saves money
- Proof from operators like him
- A payback example, then a person to talk to
Pains: Lawyers · Complaints · Red tape · Duplicated work
Journey: Search → Owners → Savings by utility → Why Tehama → Payback → Schedule a call
Walk this funnel →Joe Jr., Property Manager (GreenField)
- 29, single
- 10 yrs industry experience
- Reports to his father, Big Joe
Goals currently mirror Big Joe's. Wants to save money with fewer vendors, automate, keep residents happy and prove himself.
Needs from the site
- Fewer vendors, less to know
- Simple billing story he can take to Dad
Pains: So much to know · Complex billing
Walk this funnel →Gregg, Engineer (MeterMax)
- 38, married
- MeterMax recommends and installs submetering hardware
- Story role: installs, connects, gets called when data looks wrong
Coralplex (100 properties) hired MeterMax to move 8 properties from RUBS to submetering on Tehama. Gregg needs product info to draw the plans.
Needs from the site
- Specs, system requirements, diagrams
- Downloads he can feed into his AI design / drawing tools
- No marketing fluff to sift through
Pains: Sifting through info · Limited time
Journey: Search → Engineers → Product library → Downloads → Design review
Walk this funnel →Meg, the Angry Resident
The inciting incident. A bill that doesn't match what she expected, with no explanation: "why is this different from last month?" She's angry about not being told and nobody proving the number is right.
Resolution: the persona shows her a clear proof trail before the dispute escalates. Never mock her; never present her as a real case.