Purchaser                                        Purchase drivers

 - Female(70%)                                            - Dog shedding hair gets everywhere

 - 40 to 60 years old                                     - Protect auto seat from messy children

 - Household income $25K to $75K             - Dog's shedding hair

 - Well educated-84% have some college    - Bought a new car or truck and want to  

 - Suburban or rural lifestyle                           protect seats

 - Internet capable                                        - Dog's shedding hair like crazy

 - Active - enjoys the outdoors                       - Protect from sweat, & dirt after running,

                                                                       working, playing

                                                                     - Did we mention Dog hair?  Pet hair is the #1

                                                                       purchase driver in every retail channel.