Level 1. What did they say they needed.
Mary and Kyle own a number of small internet based businesses. One of those businesses creates digital programs for school sports events. They wanted to create some seperate branding and sales plan so that they could sell an adapted version at an expo for school bands, choirs and orchestras.
Level 2. Both Kyle and Mary are deeply invested in their business and their local brass band. With their girls now heading to middle school, being able to offer their services to that school would be a great business opportunity, as well as helping to assist the band raise funds through sponsorship opportunities.
Level 3. After some specific questioning (and a little bit of marriage counselling) we determined that the sports program side of the business wasn't doing as well as it could be, and that exploring other uses (like band and theater programs) for the same software would add some much more lucrative markets to their portfolio! That was the real intent behind their thinking!