THIS IS THE MOST IMPORTANT PIECE OF YOUR PLAN.Be focused. Be hyperlocal. Take it beyond mapping and then dive deeper into his day, his month, his year.What does football mean to him? What is he buying? Where is he playing? Whom is he spending time with? How is he feeling? What does winning mean? What else keeps him occupied besides football?Everyone on the team needs to know the consumer. Collaborate to create it and circulate this piece once it’s completed to get everyone on the same page.