I was recently talking with one of my students who is looking to go into med school and thinking about being a pediatrician. Great career, highly valued, we need more of them. But I reminded her that with pediatrics you're going to have two patients for every patient. What do I mean by that? Well, you're going to have the child, the baby, and you're going to have the parent. For every decision, every conversation, every activity that you're doing, you're serving both of them. The child that might have the ailment, and the parent that's going to have the questions, the oversight, the responsibility as well. Buyers versus users fit that scenario as well. The user of your product may or may not be the buyer, so keep that in mind. In cases of baby products, products for children, I myself might be the buyer, but I'm not crawling in this. That's somebody different. That's my child. It has to work for both of us. It has to work for the person in the stroller to be comfortable, to be shaded, to be the right size, to be the right width, to have the right element of functionality for the rider, but it has to work for me too as the father, it has to fold right, it has to be smooth, rolling. I'd like a cup holder. I need it to collapse well. I'd like to pay a acceptable price for the benefit and the quality that I'm getting. Keep this in mind as well as you're thinking about products that you're developing, is the user, the buyer. If not, you've got two different markets that you've got to balance and consider. It's not unique to children's products. Office chairs. Who buys office chairs? Maybe you had bought an office chair for your home. In that case, if you're the one sitting in the chair every day, you're the buyer, you're the user. Who else buys office chairs? Employers, universities, hospitals, and other entities as well. You have somebody in procurement, you have somebody that is in a facilities management role that's going to have some say-so in what office chairs are generally purchased in most organizations. However, it is you and I and our coworkers that are using the office chairs at work. We want certain things. Our employers might want those same things, maybe some different things. Maybe we have a vision of a fantastic Herman Miller Aeron chair that's going to be $1200. Maybe our employer would like us to find a chair that's around $200, or maybe they're just going to buy chairs for everybody and you get what you get. Another example, it doesn't have to exclusively be a parent-child-related product, it might be involving other individuals as well. Or you're selling to businesses that are going to in turn install that product in some environment, and it's going to be used by somebody different that you are not going to have ready access to as your buyer. Understand who buys your product, how they use it, and how it fits in the market. Your user again may not be your buyer, so you need to understand that cycle. Also, if you're selling your product through retailers, that's a different set of considerations as well. What that retailer might want by way of shelf space, by way of packaging, by way of survivability, temperature control, things like that, for example with a food product, might be different and unique than what the end customer is going to want. You also need to understand price points. If you've designed a product and you think it's going to retail for $25, that might be $25 to the end-user. That $25 product is not going to be what your retail partner is going to pay you for it. They might pay you $20, they might pay you $15, they might pay you $12, pending on the industry and what the norms are, and what the margins are within that industry. Be sure that you do a good job of understanding exactly who is your user, and if that differs from your buyer, you've got to do some solid research on that as well.