25 - 44 years old
Mostly suburban and urban
Some adjectives that come to mind are fun, active, engaging, living & breathing
We are setting ourselves up as the experts, the authority, the place to go. Authority doesn't have to be dull and boring -- clean, professional & intelligent design will work too.
We are serious about parenting but don't take ourselves seriously. The design should be fun & whimsical, but yet clear. White space is good, tight and cluttered is not.
Parents will come here to relieve stress, not add more stress to their lives.
We're still working on the tagline, here are some working taglines:
- Making parents lives easier
- Reinventing parenting
- Active parents. Local Answers.
We like the idea of pushing the 2.5 Kids cliche of "Kids don't come with a handbook." Something along the lines of
- Parents Handbook
- Handbook for Parents
- Because kids don't come with a manual