It appears that Aura prioritizes families, yet there’s no content catering to parents on the website. You’ve created digitalparenthood.com as well as a new IG account specifically for parents.

Important questions to answer

Within this segment, there could be a ton of different personas. Here are some of my thoughts:

• What age(s) are their kid(s)? This affects the features they probably care about as well as the type/topic of content they’re interested in, based on the problem(s) they’re worried about or have.
  • EG: A parent of a young child will likely care more about “When do you get them a device?” or “Screen time limitations,” like “How to preoccupy your toddler without an iPad.” Also, it affects who they follow and what subreddits they’re a part of — what blogs they’re reading. And it affects what social media platforms and apps they’re kids are using and want information on.
• Are they single, married, divorced or widowed? It seems like you only consider married parents, based on the plans you offer.
• Is the mom or dad or both searching?
• Where are they located? Different states have different child laws.
• What type of school do they attend?
• Are they parents of a child influencer? Are they a celebrity or influencer?
• What types of job(s) do they have, if they have one?
• How do they learn about these issues or news related stories?
• What types of experts do they value/follow?
• Boy or girl parent?
• Level of knowledge about this stuff — cybersecurity, youth mental health, cyberbullying, etc. — and which issues/stories freak them out the most?
• What segment(s) / personas have the highest LTV? What makes them pull the trigger to buy? What do they care about in these products? How did they make their decision?
• Are any of their kids neurodivergent, lgbtq or have a disability?