Parents of college-bound high school students. Most often they come to us in their junior or senior year of high school. Our 'sweet spot' client is a business owner earning $150,000/year, with at least 2 kids going to college. Usually it's the Moms who initiate contact with us.
Considering that 4 years at a good college costs $200,000+, these parents are nervous and stressed out -- even a bit panicked. There are so many choices, they don't know where to begin. Plus there's lots of conflicting advice out there, so they don't know where to turn.
Some are highly competitive; their #1 goal is to have a "name" college bumper sticker for their car.
Between SAT's and school work and the kid's activities, there's lots of stress and tension going on. Parents need to be calmed and reassured that everything is going to be alright. We're going to help them send their kids to a good school, without draining their retirement fund.
Most want the best for their kids, and want to give them every advantage.