I'm working in a company that to date has been selling an educational product to schools. We're now aiming to branch out into selling to private consumers, who want to use the product for their family or some other small group of kids.
What's the best word to describe these non-school customers, that distinguishes them from school customers?
We thought of "consumers", but schools are also consumers. They're not "individuals", since there are multiple users in that group, and they're not necessarily "families" either; they could be a group of friends.