Our top target audiences are:
1. people who are in business school, or recently graduated from business school, who have a sense of humor and imagination.
2. people who are involved in startup businesses.
This is our most important market and the ones who will be early adopters of the game. They love inventing new businesses, no matter how silly.
However, it is very important that the game is accessible to people who are intimidated by business. Some of our test players who enjoyed the game most were teachers, ministers, artists, other "non-business-y types" who found the game fun once they realized you don't have to know anything about business to play.
On the demographic side, we expect our audience to be 18-40, no gender preference, probably urban / suburban (Boston, NY, LA, SF, Austin, Chicago, Atlanta, etc). Definitely people who consider themselves smart, creative, and funny. We have to balance a "fun, playful, sarcastic" vibe without making it look like a toy or "dumbed down."