Clarifying Your Business Concept ◾ 97
Your concept has to be strong in at least one area, or you won’t be
able to describe how you will be truly competitive. If you don’t have exact
answers now, just write down what you can. We will do more with this in
Sprint #2.
Exercise 8: Testing Market Preferences for Your
Concierge Amenities Package & Price Point
I’ve used this exercise with many client physicians with plans to transition
an established practice.
1. First, call upon 10–15 patients (5–6 couples) whose opinions you
respect and trust, selected from your “most likely to sign up” list.
2. Compose a letter inviting them to participate on a marketing research
panel for a date 3 to 6 weeks in advance, on an evening or a Saturday
morning. Mak ...