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“Every day, in every way, I’m getting better and better.”– Emile Coue”Look ere ye leap.”– John HeywoodOkay, let’s reduce costs and put together a new business model. Let’s assume we’ve got lots of proposed tests to help us do this. Which ones should we choose?Imagine that you are in the business of taking eco-tourists on whale watching trips. You have been doing lots of thinking about how you can improve your business model. Almost all of your costs are tied up in the boats and crews that take people from the dock to and from the offshore whale-watching areas.Any number of business models can slash costs by eliminating the boat and crew. In the alternative, you could put up telescopes on a tall hill near the water, and let people look through them at the whales. You could show videos of whale-watching trips from the past. You could have a naturalist give a brief lecture about whales.Would people still be willing to pay $37.00 for those services? Probably not. Yet, a business plan that showed the lower costs of this approach could tempt some to test such a […]

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