Purpose driven Entrepreneurship Report

You need to write an individual academic report (1,0001,500 words, excluding figures and appendix) for the BMM117 Purpose-driven Entrepreneurship module called Empathy Interview and User Journey Report. The report must focus on one clearly defined persona and one specific task (a Job-to-be-Done) that this person knows deeply. First, introduce the persona using information from 12 empathy interviews, including age range, gender, education, location, profession, goals, and why they are relevant. Clearly explain one concrete task they regularly perform, describe the desired outcome, and include a short problem statement explaining why it is challenging. Then create and refer to a user journey map that breaks the task into stages, highlights key steps and critical moments, and shows the emotions they experience at each stage. In the second part, analyse the task by explaining its emotional costs (stress, frustration, anxiety), economic costs (money, time, opportunity costs), and the structural or systemic factors that make it harder than necessary. Also discuss other outcomes the persona wants (e.g., stability, growth), where this task is common (regions/industries), whether similar tasks elsewhere achieve better outcomes, and how this task connects to wider social or environmental issues. The writing must be analytical (not just descriptive), use evidence from the interview, follow academic standards, and include a full transcript or detailed notes in the appendix.