| What if the market for your product or service could | | | | win-win situation for the opthalmologists and the |
| be increased? | | | | patients. More patients were able to afford the |
| The payment options you offer your clients may limit | | | | procedure by spreading the cost over time, while the |
| your market size. Opthalmologists found this the case | | | | opthalmologists minimized their risk by receiving a |
| with lasik eye surgery. Since this is a procedure not | | | | sizeable deposit upfront. This same approach has long |
| covered by most health care plans, the market for | | | | worked in buying an automobile. If we all had to pay |
| this procedure originally included only those who had | | | | cash for our cars, we might be driving slightly |
| several thousand dollars cash to pay for the | | | | different models! Would the market for a product or |
| procedure. Admittedly, this would limit the market | | | | service in your business be enhanced if you were to |
| size! In order to expand their market, opthalmologists | | | | offer additional methods of payment? If your |
| offered a payment plan to clients. They required a | | | | payment options limit your market size, you may |
| deposit up front which covered their hard costs and | | | | want to rethink your current payment options to |
| the remainder was paid automatically in installments | | | | increase your cash flow. |
| from the patient's bank account. This turned into a | | | | |