There are a lot of ventures where the end user (person who uses your product) and the customer (person who pays for your product) are not the same. Many of these ventures make a big mistake in telling their story to funders: they only talk about the end user. Talking about the end user is important. But talking about the pain points being felt by the person who will pay you (AKA your customer) is MORE important. Got a new gadget that helps people cut weeds that you want to sell through Home Depot? Well, it better be a great tool for the end user and satisfy the very different concerns of a big-box retailer!
This problem often runs all the way through a venture’s design. You need to understand both the end user and your customer. You need to understand their pains, the incentives they operate under, how they make decisions, how much money they have to spend, etc.