We will sell directly to OEM's (Lincoln Electric), other wholesalers of industrial products (e.g. OKI Bering), and distributors of welding products (e.g. Airgas).
Direct Global Hardgoods Customers
Many times the person that decides to purchase is a purchasing manager - white male, aged 45-65, usually has a college education, primarily located in the midwest and northeast (at least initially). The characteristics here would not necessarily represent the make-up of the end-users of our products.
End User Target Audience:
We also want to draw the appeal of a younger crowd in order to stand out from the pack in order to draw the attention of newcomers to the welding field. An example would be those going to votech schools to learn welding as a profession (characteristics: aged 18-65 [but focus on 18-29 cohort], usually no 4 year college education rather vocational school training, white males, hobbyist in cars, identify with Harley Davidson brand)
We want to attract the attention of the end-user market while remaining palatable to our direct customers. Both groups value products that get the job done for a great price.