Why Are Buyer Personas Important For Your Startup? Marketing initiative of the startups fails as they treat their ideal customers like people. The reason is a lack of understanding of ideal customers, their needs, and challenges. Buyer Personas is Semi-fictional representations of your ideal customers consist of their life roles, goals, challenges, and metrics such as age, income, location, etc. Well-defined buyer personas help in identifying ideal customers to whom your web/mobile app will ultimately reach.