The key challenge that any company must overcome is that hobbies are expensive. There, I said it. It's the "uncomfortable truth." It's the elephant in the room. Hobbies require both disposable income and the time to actually pursue them, and therefore as long as there have been miniatures and games, people have been looking for more economical ways to procure and enjoy them. In wargaming various money-saving techniques include patronizing deep discount retailers, using alternate miniature sources, casting one's own miniatures, and even turning to new technologies like 3D printing.
So how expensive are wargaming and miniatures hobbies in general? The answer is "it depends greatly." On a one for one basis, miniatures in the smaller scales (15mm, 12mm, 10mm and 6mm) are going to be progressively cheaper than larger ones (28mm, 54mm, etc). The number of models and miniatures required to play a typical game is also going to factor heavily into its overall cost with skirmish-style games generally requiring fewer miniatures than platoon or company level games. The media used to actually produce the miniatures is another variable. Miniature wargaming started out with "lead figures" - which has evolved into white metal (a pewter which may or may not be lead free), resin, and even injection molded plastic. Then there is the cost of the rule books themselves, though the miniature cost often outweighs the rules cost, sometimes by a fairly hefty multiplier.
So let's look at a few real world examples. For all of these I will use quoted retail prices in U.S. dollars. In cases where currency conversions must be made, they will be accurate as of the writing of this article (October 2016).