We make analytics software for car and go kart racing. Our target audience on the car side are race car drivers, their mechanics, but also engineers. These people tend to be over 30, and on the wealthy side. On the karting side, our target audience are the dads of the drivers, in their 30s. Both sides have team bosses, who are almost always over 40. Almost everybody in this business is male.
The software we make analyzes and visualizes data gathered from the vehicles. It takes the data from the car, which is sort of a rough-and-tumble, wild and loud place, where gut feel rules, and makes it more scientific, precise, repeatable, even dependable. We apply charts, graphs, computers, and mathematics to a sport in which people go prove themselves.
Both race car drivers and engineers are in our audience. The latter don't like risk unless it's calculated to three decimal places, whereas the former thrive on it. Either way, dependability is key. Engineers like it because they have a job to get done, and drivers like it because their job is random enough as it is.