Who Is Our Customer Base?
So, we are going to start a business selling miniatures. This is where the MBA kicks in.
Who is our clientele?
My wife is a solid artist in my opinion. We could try to make beautiful, intricately painted showpieces. There are many incredibly talented artists on Etsy selling $60–$70 miniatures that are absolute stunners. We could have tried to compete there and let my wife go all out creatively.
But that didn’t feel like the right course for us.
For starters, that market is crowded with artists who are simply better than we are — and more importantly, it’s a space that demands time, perfection, and a likely willingness to ignore the bottom line. That’s not a criticism; it’s just reality. Those pieces are art first, product second.
That wasn’t the business we wanted to build.
No — we wanted to be affordable. Something we could be proud of, something that looks good on the table, but painted in a way that is more technical than artistic. A style that can be repeated consistently, scaled responsibly, and executed by more than one person. Something the average gamer could afford without hesitation.
I love those showpiece miniatures. Just search for “Fire Elemental” on Etsy and you’ll see incredible work. But that is not our competition.
Our customer is the gamer who wants:
A solid, good-looking miniature
At a reasonable price
That they can feel good about buying for themselves or as a gift
With that in mind, I started doing more research and putting theory into practice. The tinkering with the Fire Elementals began in earnest — along with Kobolds and Goblins. I experimented with cheap paints and expensive paints, learned to dry brush properly, and started relying on intuition a bit more. That’s something I do in life anyway.
It didn’t take long before we had our first complete lines.
That original candle-painted Fire Elemental slowly evolved into the Fire Elementals we sell today. In my opinion, they all look great — but more importantly, every one of them is designed to be painted quickly and consistently by anyone.
Even me.
Especially me.
The goal was to keep the price point for our Large Elementals at $30 or less. So far, we’ve been able to do that. We aren’t trying to be the cheapest option. We print in at least 4K resin, often 8K or tough resin depending on the model, and we pack everything with care.
What we are aiming for is the middle ground.
I want you to be able to buy one of our miniatures for yourself or a friend and know you got a quality piece — at a price that won’t come back to haunt you later.
That’s who our customer is.
If that sounds like you, you’re exactly who we’re building this for.
Our First Production Fire Elemental
