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Target For CLIPFORT: Responsible Father Or Hero

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Target 1a: Gun Owners with kids CONFLICT: Having to make a trade-off between safety and accessibility -- erring on either side could be life-threatening.
DESIRED BENEFIT: Protection.
ROLE FOR CLIPFORT: CLIPFORT transforms them into a Responsible Father and Hero by eliminating this trade-off. They can protect their family, safely. RESOLUTIONS: “Always Safe. Always/Instantly Ready”, “In MY Control”, “Protects Me. Protects My Family”, “Responsible Gun Owner”

Not Yet: Male Gun Owners, no kids
CONFLICT: Can imagine a time when gun safety will be more pressing, but it’s not now. Are concerned with their gun getting in the wrong hands, but will not trade-off safety for accessibility.
DESIRED BENEFIT: Can’t be turned on them
ROLE FOR CLIPFORT: Less need for CLIPFORT …show more content…
My Responsibility”

Target 2. Female Gun Owners, no kids CONFLICT: Concerned that their gun will be used against them. They trade-off accessibility or safety, depending on their “fear” level.
DESIRED BENEFIT:

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