The dilemma of having two very different target groups

http://phandroid.com/2014/05/10/android-wallpaper-space/

At first glance, Spaceport Sweden, a company that organizes commercial human spaceflights, seems to target the filthy rich who have so much money that they wouldn’t mind spending a couple of millions to go to space. It is a pretty cool adventure after all.

The problem is that Spaceport Sweden also has to make nice with politicians to get permits for their operations and play well with other space entrepreneurs to be able to reap the benefits of possible collaborations.

Should Spaceport Sweden refocus their branding to include a greater emphasis on research and education? This would definitely appeal to politicians and research facilities, and would benefit the collaborations.

Would this rebranding scare off the cash cows? There might be a risk that the adrenaline-addicted billionaires are discouraged by the focus on science, since it could reduce the feeling of exclusivity.

Is this a valid concern? Is it possible to combine the branding to include both of these target groups?

These are our spaced-out thoughts – what are yours?