The target audience is women between the ages of 25 to 65 who want to learn how to start their own business. This company offers solutions, classes, mentoringing and guidance in every aspect of starting a business (online, retail or manufacturing).
Their requirements were:
"We're looking for a character that would be our "Start Up Girl." Possibly a superhero themed girl with a supergirl cape. We want to see her from the back, not the front. What she looks like (ie. being pretty or cute or beautiful or what color she is) isn't the point, so we don't want to see her whole face. If you want to do designs without a superhero, we're certainly willing to look at what you come up with.
We want to appeal to all women and ethic cultures.
We want to to feel as if they know us and trust us.
We want it to be approachable, welcoming, and fun."