I have an established B2C information product that helps new parents. I have been told the product would be a natural fit to provide to HR departments as it help parents (and especially new mothers) make the transition back to work after maternity leave much easier. My idea is to sell licenses to HR departments so that their employees can have access to the product online. Is this an established business model? Would HR departments be open to this kind of model?
Selling to HR departments is hard work + low income (compared to other approaches) + they can cut off your income any time. This is basically working a job. Lowest income + highest exposure to income loss.
If you have a B2C product, sell to consumers, not businesses.
Just setup a content site writing about your niche with an ways to purchase you product on your site.
Then buy traffic - Outbrain/Taboola/Facebook/Google - to your site.
In your case, you might even be able to create a Facebook look alike audience for your product. If you PM me, I can pass along a couple of folks who can likely help you with Facebook campaigns.
Depending on the exact nature of your product, you might also experiment with buying Yahoo Gemini traffic.
This way you go direct to consumers + never have to deal with pitching HR folks... who by the way, get pitched stuff like this all the time + usually they have no budget to buy anything like this... so rarely pans out for people pitching.
If you really think going the HR director route is useful, just call up a few + ask for interviews about their work + then ask them questions about how they make their purchasing choices + budgets they have to work with.
Based on my experience trying to pitch HR folks in the past, likely you'll only interview a handful, before you ditch this in favor of going direct to consumers, via paid traffic.
Traffic is cheap + you never have to talk with curmudgeonly HR folks.