A proverbial stumper for startups is this very basic question: Who’s your customer? After all, the world has managed to turn well enough without your newfangled technology. What if the thing you make isn’t all that useful and worthwhile? Since it didn’t exist yesterday and nobody’s clamoring for it, are you sure of even one customer?
Humaginarium is pretty sure we have hundreds of thousands of customers. Not somewhere on the other side of a blue ocean, but here and now. Whose needs are undermet and whose goals are underachieved.
Our customer is an adult over 17 years old, healthy or not, any gender and ethnicity, any income bracket, any nationality and community. Among billions of people worldwide who fit that description, our customer is one who plays video games online or downloaded to a device. Our customer has to have at least one modern device, electricity, reasonably fast Internet, and access to Amazon or Google cloud services. He or she can have any level of education but can’t be dumbass stupid. Simple, yes. Dumbass, no.
If you step back and consider these parameters, it’s clear that our customer is “mature.” The Entertainment Software Rating Board uses that word for consumers who are not easily bored by intense violence, blood and gore, sexual content and/or strong language. This is odd because those kinds of people are immature by Humaginarium standards.
Mature for Merriam-Webster and for us means having mental and emotional qualities of an adult, of being fully formed as a human being, and still developing to a desired level. That last clause is crucial, because our mature customer is not done with life no matter how old or impaired. He or she is still learning and yearning.
Maybe the reason why many technology entrepreneurs are stumped by the customer question is they’re makers and doers, while those who know customers are are observers, people who ask questions of others, empathize with them, care about them, make connections and reach fond conclusions about “them” rather than “us.”
Who the customer is, that’s a much harder question than how something works. We’re on it.
Scientific entertainment. Variation on The Reading Girl, by Theodore Roussel