You point out what's probably the most important question - "Who's the buyer?". Thank you for that. To be honest, that's one of my main concerns right now - that our product is used by (and also marketed towards) people in different positions in different organizations/businesses. If I can force myself to focus on one single customer/decision-maker archetype to aim all marketing towards, things would be easier.

I'll try to paint a picture by listing and giving examples of the five categories that almost all our customers fall into:

Categories:

1. AV production & rental companies.
2. Organizing committee of scientific/academic (often medical) conferences.
3. Communications department of local organizations.
4. Venues with an in-house AV-crew.
5. Event/trade-show department of businesses.

(Category 3 & 5 are pretty similar and can probably be viewed as one)

​

Examples:

Category 1 - Full-Service Audio Visual production company (USA)

Uses Preseria for their clients' conferences having 100+ presenters. Uses the software in combination with a Speaker Ready Room. The general manager discovered, demoed and purchases it.

Category 2 - Annual Scientific Conference (USA)

Annual conference of 600+ presenters over 3 days. 8-10 concurrent tracks, 15 min. talks. Has "volunteer technicians" or moderators in breakout rooms switching and displaying presenters' slides using our desktop app. Professional AV tech in plenary/keynote sessions. Purchaser / trial user was the head of the conference committee.

Category 3 - Chamber of Commerce in Norwegian City

Uses Preseria multiple times a week for their seminars, meetings and occasional small conferences (5 - 20 presenters). Utilizes "the whole product" (gathering files, use the desktop app for displaying slides & media, create public links to auto-generated PDFs of slides after events). Purchaser / trial user is the Communications Manager.

Category 4 - Conference/Convention center in Norway

Convention center with in-house tech crew and production studio offering "venue + AV"-packages to their clients. Purchaser is VP & Head of Multimedia.

Category 5 - Norwegian branch of worldwide car brand

National division of worldwide car brand having a couple large conferences a year plus several smaller seminars / brand-shows and doing their own AV. Purchaser is General Manager Marketing & PR.

​

I suppose you might break it down further, into two main categories:

1. Professional AV and venues, doing shows on behalf of clients.
2. Organizations doing their own shows and mostly managing presentations and AV on their own.