| --- |
| title: "House Oversight: Estate Documents (Nov 12) (HOUSE_OVERSIGHT_013909)" |
| source: "House Oversight: Estate Documents (Nov 12)" |
| sourceUrl: "https://www.justice.gov/epstein" |
| date: "2026-01-01" |
| category: "House Oversight" |
| eftaNumber: "HOUSE_OVERSIGHT_013909" |
| ocrPages: 1 |
| ocrChars: 2901 |
| ocrElapsed: 0.0 |
| parseTier: "external-legacy" |
| engine: "engine undisclosed (ep-nov-12.greg.technology mirror)" |
| externalSource: "greg-ep-nov-12" |
| externalLicense: "not granted" |
| externalCredit: "ep-nov-12.greg.technology" |
| externalUrl: "https://ep-nov-12.greg.technology" |
| --- |
| |
| Let's use two people, Sherwood and Johanna, and their two product ideas — French sailor shirts and a |
| how-to yoga DVD for rock climbers-as case studies of what the testing steps look like and how you |
| can do the same. |
| Sherwood bought a striped sailing shirt in France while traveling last summer, and upon returning to |
| NYC has been continually approached by 20-30-year-old males on the street who want to know where |
| to get their own. Sensing an opportunity, he requests back issues of NYC-based weekly magazines |
| aimed at this demographic and calls the manufacturer in France for pricing. He learns that he can |
| purchase shirts at a wholesale price of $20 that sell for $100 retail. He adds $5 per shirt to account for |
| shipping to the U.S. and arrives at a per-shirt cost of $25. It's not quite our ideal markup (4x vs. 8-10x), |
| but he wants to test the product regardless. |
| Johanna is a yoga instructor who has noticed her growing client base of rock climbers. She is also a |
| rock climber and is considering creating a yoga instructional DVD tailored to that sport, which would |
| include a 20-page spiral-bound manual and be priced at $80. She predicts that production of a low- |
| budget first edition of the DVD would cost nothing more than a borrowed digital camera and a friend's |
| iMac for simple editing. She can burn small quantities of this first-edition DVD - no menus, just straight |
| footage and titles-on the laptop and create labels with freeware from www.download.com. She has |
| contacted a duplication house and learned that more-professional DVDs will cost $3-5 apiece to |
| and darede labe |
| duplicate in small quantities (minimum of 250), including cases. |
| Now that they have ideas and estimates of start-up costs, what next? |
| Besting the Competition |
| First and foremost, each product must pass a competitive litmus test. How can Sherwood and Johanna |
| beat the competition and offer a superior product or guarantee? |
| 1. Sherwood and Johanna Google the top terms each would use to try and find their respective products. |
| To come up with related terms and derivative terms, both use search term suggestion tools. |
| Google Adwords Keyword Tool (http://adwords.google.com/select/KeywordToolExternal) Enter the |
| potential search terms to find search volume and alternative terms with more search traffic. Click on the |
| "Approx Avg Search Volume" column to sort results from most to least searched. |
| SEOBook Keyword Tool, SEO for Firefox Extension (http://tools.seobook.com/) This is an |
| outstanding resource page with searches powered by Wordtracker (www.wordtracker.com). |
| Both then visit the three websites that consistently appear in top search and PPC positions. How can |
| Sherwood and Johanna differentiate themselves? |
| • - Use more credibility indicators? (media, academia, associations, |
| and testimonials) |
| • - Create a better guarantee? |
| • - Offer better selection? 41 |
| • - Free or faster shipping? |
| HOUSE_OVERSIGHT_013909 |
|
|
