Continuing your research opportunity
I am switching my business plan that I want to start. I will
be focusing on creating an optical that has an optometrist/ophthalmologist. I conducted 5 interviews answering Who, What
and Why.
Who: In my interviews, I found that there are people who are
currently not in my market because of certain circumstances or competition.
Some of the factors of why people were out of reach in the market were not
having insurance, not enough money, online competition and almost perfect or
perfect vision. Two of the interviewees were UF students that were working to
stay in school and had purchased glasses at an online store. When asked about
having an eye surgery they both chuckled because the price would have been
unreasonable to do it again in seven years. Another interviewee had perfect vision all her
life and when asked about yearly checkups at an optometrist she said that she
gets all her medical appointments done consecutively at her local hospital.
What: One of my interviewees brought up a focus point that
neither I nor anyone previously mentioned. How can they trust an ophthalmologist
if they are in an area where the main goal is to sell glasses? He believed that
an optical and an ophthalmologist practice being separate businesses allow
people to trust the doctors more.
Why: I believe that the needs of those outside do not
differ, rather it is circumstances that apply. Everyone needs eye care, whether
they can access that eye care is the question. Going back to the interviewees
point on trust, that point is valid and something I will have to brainstorm on.
Inside the boundary
Who is in- people with glasses, elderly people, young
people, people with eyes
What the need is- It is having a centralized area where
people can access eye care easily
Why the need exists- Everyone needs eye care, everyone has
eyes
Outside the boundary
Who is a not- person who cannot afford it, people who are
not educated on eye care, people who do not trust professionals, people who
purchase online
What the need is not- It is not about having a centralized business
where the optical and ophthalmologists collude to get the most out of people’s
pockets
Alternative Explanations- Not everyone has access to eye
care
Hi Brandon! Your assessment of who isn’t in your market is spot on. As you noted, people with near perfect vision don’t have a need for your service. You also bring up an interesting perspective regarding one of your interviewee’s concern over being sold glasses. Moreover, I agree with your point that everyone needs eye care. Going forward, I hope you can come up with a solution to some of the reasons people fall outside of your market.
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