Understanding Who We Are:
Our company's mission is influenced by the rapid and advancing technological world that we live in. Kid’s are growing up consuming a lot of different products, passively—via blackbox phones, shiny packages, flashiness of content—without actually knowing how they really work. Piper’s mission is to provide equitable access to STEAM education by demystifying technology for students, teachers, and families.
One aspect of our "brand" and product is our how we utilize Minecraft (A very popular computer game that allows you to create—like digital LEGOS) It's a PRO, and a CON, as best as I can put it. But because of our recent shift from a "Toy" company to an "EDU" company, Minecraft proposed these problems below that needed to be addressed:
Minecraft has helped us differentiate ourselves and has given us a staying power with kids, but when we’re thinking long-term, these are the following problems that have come up:
1) Legality/Marketing issues - How far can we use Minecraft for leverage?
2) Business Transition - Toy Consumer to EDU Market
(Minecraft is very "consumery")
3) Our research and feedback has shown that Educator’s don’t pay attention to Minecraft -
it’s a secondary/tertiary component, not the primary one when they purchase.
4) Software scalability - Will we use Minecraft in the next few years (what are the current problems software engineering hurdles) or develop our own IP?
5) Minecraft shouldn’t be the face of our product when customers buy—but instead—it should be an accessible DIY STEAM product experience that attracts our buyers.
We’ve had customers who have bought for their kids as low as 3 yrs old and to adults as high as 100 yrs old.
The perspective, and as most of competitors aspire to with their products is that they’re “technically” meant for everyone.
The persistent and inviting belief, that anyone can make anything when you're given the tools/knowledge. Piper wants to be the starting for all with empowerment over technology. To understand, connect, and create.
PARENTS / KIDS / EDUCATORS:
1) Parents who purchase in store(when we were in retailers)
2) Parents who purchase online via website/online retailers
3) Moms have been most likely purchase as much as Dads for their children.
4) Ages 35-55 - primarily, Parents who have children/grandchildren ages 8-13
5) Middle class to upper middle class families
6) Because of the complexity/learning curve of our product, our sweet spot is kids ages 8-13, Primarily 3rd-8th graders.
7) Educators who first-time STEAM Users, or STEAM pioneers.