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Meet Josh

Josh loves cars and is willing to spend money to soup his collection up. His everyday car is a $80,000 M6 Coupe that is blacked out. He wears a blue sporty overcoat even though he lives in Florida. He wears light shaded aviators with yellow rims to pop with his favorite blue overcoat. He spikes his hair with just enough gel to keep it looking fresh all day. He wears a plain white t-shirt to not attract to much attention and has an Apple watch for utility. He usually has a slight grin on his face and walks around like he has somewhere to be. He is a retired investment banker that runs a hedge fund and does private equity deals on the side. He is 39 years old but feels 29, and just bought a house on the inter-coastal in Boca Raton. His hobbies include jetting to the Bahamas, deep sea fishing, and watching NFL football. He would like to have automatic sunshades in his house that he just bought on the water because the sun's glare hurts his eyes when watching TV. He has no children of his own but a large German shepherd named Duke.

I relate to the prototypical customer because I appreciate nice cars and find the heat/ deterioration relating to cars very frustrating. I also owned a BMW and think that people within that price range and with that lifestyle could afford something like this. I also love finance and hope to have a life similar to Josh someday. I think this is not a coincidence of the similarity because I thought of this product as related to my everyday life, although not as glamorous as Josh's.

Anyways, Josh likes to take care of his stuff. His black M6 attracts a lot of heat in Florida and he smothers every time he gets in. Also, he has noticed that his older classic cars start to deteriorate in condition after 5 years in the sun. He is always busy and does not have time to put up a sunshade all the time even though he has one in all of his cars. He spends money on aftermarket parts and accessories for his cars and would be willing to find a permanent solution to this problem. He loves the idea of an automatic sunshade that would come down when you lock the car. He also likes the idea of an app that you can set the car to circulate air with before you get in the car. He would be willing to pay several hundred dollars ($200-400) for the sunshade and is uncertain about what he would pay for the app. Perhaps the app could be included with the purchase of a sunshade.