Two distinct customer segments with different needs, objections, and value props
Note: This is raw customer voice data extracted from 747 meetings. For calibrated, actionable strategy based on this data plus 5,862 email threads and 390 deals, see:
- CMO_STRATEGY_2026.md - Strategy aligned to Pathways Governance
- ZTAG_PATHWAYS_GOVERNANCE.md - Operational framework for routing
- PARTNER_ALIGNMENT_ASSESSMENT.md - Where deals derail
| Metric | Institutional | Professional |
|---|---|---|
| Calls analyzed | 101 | 31 |
| Unique customers | 62 | 20 |
| Valuable statements | 56 | 32 |
| Institutional | Professional | |
|---|---|---|
| Use pattern | Same kids, repeat use | Different guests each event |
| Key need | Variety, curriculum fit | Reliability, wow factor |
| Budget source | Grants, PTO, district | Revenue per event |
| Success metric | Engagement over time | ROI per booking |
Schools, After-school, Camps, Churches, Libraries
101 calls | 62 customers | 56 statements
Elijah Severance | game_variety, kid_endorsement
"We've tried out a few of the other games, but most of the time, the guests, they love the Zombie Tag the most."
Mr. Pannell | student_outcomes, classroom_management
"So if the Spanish teacher says, oh, we're struggling with these kids and learning these Spanish words, their sight words for Spanish, I'm like, well, hey, I got this thing where I can make them play tag with their sight words."
James’s iPhone | student_outcomes, classroom_management
"And it is always good, especially if you have, you know, students that they're just learning English and they're shy."
katie and jenna | student_outcomes, classroom_management
"Are there any kind of, because since we don't have the ZTAGGERS here to play with and help us with the demo or the learning process, is there instructions or anything like that that we could read over later when we do get them?"
Delfina Corso - HOKALI | student_outcomes, classroom_management
"Like, I know that we are always learning and doing a lot of things, but we know that the best moments of our kids and students is when they are playing and when they are really enjoying what they are doing."
Armida Colón | student_outcomes, classroom_management
"Again, above all, too, because they might have been distracted, or, you know, it's their first time, they're learning the game."
Natalie Azuara | student_outcomes, classroom_management
"The general idea is that it's a communication-building exercise, and you're modeling the correct tagging behavior, so that when you go into your chase games, kids are not literally bodying each other, sprinting into each other."
Ella Roarkie | student_outcomes, classroom_management
"Steps, how to navigate this and touch base so it works and we learned something new, right?"
ASA | student_outcomes, classroom_management
"Oh, so our school is, like, a martial arts school, so it's, like, ta-ka-m-do, so we could do, like, uh, drills with it, or some fun stuff, like, we could, uh, another thing is we have a learning center, so we use it as a fun incentive if they do well in class."
James’s iPhone | kid_endorsement
"The kids love Zombie Survival."
James’s iPhone | kid_endorsement
"They love it, because you can get that tag excitement without the effort."
Kevin Stein | kid_endorsement
"So other than that, we've had no problems with it before, and the kids love it."
Jess Main | kid_endorsement
"But, like, yeah, when it works, like, the kids love it."
ASA | kid_endorsement
"But yeah, no, the kids loved it, and we thought it was awesome."
Tausha Brown-Evans | repeat_engagement
"And so the crazy thing, my kids, for the most part, elementary gets about two days a week in the gym, but they do get recess every day."
Triton M — Elijah Severance:
"We've tried out a few of the other games, but most of the time, the guests, they love the Zombie Tag the most...."
Mali Caldwell — Mali Caldwell (Sacramento Chinese Community Service Center (The Center)):
"But for the most part, I think we dabbled in almost all the other games...."
Mali Caldwell — Mali Caldwell (Sacramento Chinese Community Service Center (The Center)):
"And then the way my brain works, I'll just be thinking of a bunch of different games...."
CHRISTOPHER PANNELL — Mr. Pannell:
"So if the Spanish teacher says, oh, we're struggling with these kids and learning these Spanish words, their sight words for Spanish, I'm like, well, hey, I got this thing where I can make them play tag with their sight words...."
Virtual ZTAG Demo with Kris (1 — James’s iPhone:
"And it is always good, especially if you have, you know, students that they're just learning English and they're shy...."
Megan McComb — katie and jenna:
"Are there any kind of, because since we don't have the ZTAGGERS here to play with and help us with the demo or the learning process, is there instructions or anything like that that we could read over later when we do get them?..."
CHRISTOPHER PANNELL — Mr. Pannell:
"So if the Spanish teacher says, oh, we're struggling with these kids and learning these Spanish words, their sight words for Spanish, I'm like, well, hey, I got this thing where I can make them play tag with their sight words...."
Virtual ZTAG Demo with Kris (1 — James’s iPhone:
"And it is always good, especially if you have, you know, students that they're just learning English and they're shy...."
Megan McComb — katie and jenna:
"Are there any kind of, because since we don't have the ZTAGGERS here to play with and help us with the demo or the learning process, is there instructions or anything like that that we could read over later when we do get them?..."
Triton M — Elijah Severance:
"We've tried out a few of the other games, but most of the time, the guests, they love the Zombie Tag the most...."
Virtual ZTAG Demo with Kris (1 — James’s iPhone:
"The kids love Zombie Survival...."
Virtual ZTAG Demo with Kris (1 — James’s iPhone:
"They love it, because you can get that tag excitement without the effort...."
Jorge Monroy — Jorge Monroy:
"And so basically what that says is that you're not trying to get any political help from us, and we're not receiving any funds from you in order to grant political favors, basically...."
Armida Colon + Quan Gan — Alexis:
"Yeah, yeah, it's, that step counter is great for grants, too...."
Symposium Z-Tag Check-In — Melissa Perez, CAN (she/her/ella):
"The is TBD, and so it will likely be at the Hilton Hotel, we have a space already reserved, but we're just working with the hotel with their like food and beverage and just to try to figure that out and make sure that it aligns with our budget for the reception, so we haven't confirmed that quite ye..."
Virtual ZTAG Demo with Kris (1 — James’s iPhone:
"So I decided to start a mobile program, just offering, you know, kind of like a more fun PE class...."
Impromptu Zoom Meeting — Jiali Xu:
"Early next week, by your understanding of the curriculums, do you suggest her practice the game like one game a day to like straight 10 days to test it out?..."
Zoom Meeting invitation Update — Ella Roarkie:
"I am working on the lesson plan for that because the one I did for SCOE was tailored for SCOE...."
Virtual ZTAG Demo with Kris (1 — Tausha Brown-Evans:
"And so the crazy thing, my kids, for the most part, elementary gets about two days a week in the gym, but they do get recess every day...."
Daniel Enfield — Daniel Enfield:
"So it's the simplest of games...."
GameTruck, FECs, Mobile Entertainment, Party Rentals
31 calls | 20 customers | 32 statements
ansteadj | revenue_roi
"Okay, so is it the, so the main battery that charges these units is in the case itself, and is that, as you're saying, it's sort of like a permanent thing, and so if that went bad, I guess after a year, that whole unit would be placed at my cost?"
ansteadj | revenue_roi
"So on that game, that the, it sounds, so the person in charge of the unit at the time would be able to, does it have a standard setting?"
Vic Antipow | guest_engagement
"It is usually the most popular game, yeah."
Eric | guest_engagement
"It's become a really popular way of teaching because more kids are moving, more kids are getting repetition rather than, hey, you're going to wait your turn after this kid goes, then you go."
Eric | wow_factor
"I love it, and I'm glad to hear that, you know, things are turning, things are spinning."
Eric | wow_factor
"They love it, and it just gives more power to that PE teacher."
Eric | wow_factor
"I actually just, my YMCA group, I had a family member come up to me and was telling me how his kids love it and it's just awesome."
Michael | competitive_advantage
"um do you find that kids um when you come back and you do a repeat group let's put it that way you have a repeat group are they still fascinated from the first time that they've played it and they're more um um i don't want to say educated that doesn't seem like that makes sense but more aware cognizantly that okay i was ninth on the leaderboard at the end of the session last time i'm a very compe..."
GameTruck HQ | scalability
"And then each additional tagger was $2.25."
GameTruck HQ | scalability
"So that was another thing that we had talked about being able for them to purchase six additional taggers beyond the 24 to have kind of like backup type of taggers."
GameTruck HQ | scalability
"No, but I mean, they have the 24 and then they can purchase an additional six taggers on top of that."
Kisha Meekins | scalability
"And that's after having purchased an additional, like, ten."
Terrell | scalability
"You should have received two additional ZTAGGERS with that unit, right?"
Vic Antipow | scalability
"How does it pan out with kids with multiple numbers trying to get into the middle?"
Eric | scalability
"I got four more taggers coming, so I'm going to have 10 now."
Stacey Knight — GameTruck HQ:
"So I work with all of our owners, we have about 30, some odd owners in the system, and I work with them on a regular basis to communicate what's happening at HQ, communicate anything that they have going on that they need help with...."
Stacey Knight — GameTruck HQ:
"Generally speaking, when you buy into an activity like that, you have prompt customer service, prompt sales service, you know, service department that's able to replace items and it's, you know, there's an outline, and I think Scott laid this out when the call is, you you have a list, and this is yo..."
Kisha Meekins — Kisha Meekins:
"I'll help you a little bit in kind of extending ZTAG...."
Stacey Knight — GameTruck HQ:
"And then each additional tagger was $2.25...."
Stacey Knight — GameTruck HQ:
"So that was another thing that we had talked about being able for them to purchase six additional taggers beyond the 24 to have kind of like backup type of taggers...."
Stacey Knight — GameTruck HQ:
"No, but I mean, they have the 24 and then they can purchase an additional six taggers on top of that...."
Steven Hanna's Zoom Meeting — Eric:
"I love it, and I'm glad to hear that, you know, things are turning, things are spinning...."
Shape America Marketing — Eric:
"They love it, and it just gives more power to that PE teacher...."
Shape America Marketing — Eric:
"I actually just, my YMCA group, I had a family member come up to me and was telling me how his kids love it and it's just awesome...."
jim + Kris Neal — ansteadj:
"Okay, so is it the, so the main battery that charges these units is in the case itself, and is that, as you're saying, it's sort of like a permanent thing, and so if that went bad, I guess after a year, that whole unit would be placed at my cost?..."
jim + Kris Neal — ansteadj:
"So on that game, that the, it sounds, so the person in charge of the unit at the time would be able to, does it have a standard setting?..."
vic antipow — Vic Antipow:
"It is usually the most popular game, yeah...."
Shape America Marketing — Eric:
"It's become a really popular way of teaching because more kids are moving, more kids are getting repetition rather than, hey, you're going to wait your turn after this kid goes, then you go...."
Impromptu Zoom Meeting — Michael:
"um do you find that kids um when you come back and you do a repeat group let's put it that way you have a repeat group are they still fascinated from the first time that they've played it and they're more um um i don't want to say educated that doesn't seem like that makes sense but more aware cogni..."
| Action | Institutional | Professional |
|---|---|---|
| Landing page | PE-focused, curriculum alignment | ROI calculator, reliability proof |
| Lead magnet | Grant writing template | Revenue projection spreadsheet |
| Case study | "How [School] uses ZTAG daily" | "How [GameTruck] added $X/event" |
| Objection handling | Budget/funding sources | Durability/warranty/support |
| Social proof | "Kids love it" quotes | "Guests request it" quotes |
| Demo focus | Game variety, ease of use | Fast setup, reliability |