The description of the target customer should start with, “Who is paying the bill?” but you may need to include the end users. You must understand who these users are and how their satisfaction contributes to your customer’s satisfaction. For example, suppose you are creating a gaming technology you will license to Nintendo for inclusion in one of its products. In this example, Nintendo may be the paying customer, but the end user may be, say, “Males in the United States and China aged twelve to seventeen.” If those users are not satisfied, Nintendo will not be satisfied. It is perfectly
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