We have always been fascinated by “niche opportunities” over mass demand – for products that focus on a specific need-based solution. So when the choice came between retirement or starting up a business, we and our spouses both agreed that the latter was the best option. We packed up our combined experience in marketing and the mattress industry and went looking for just such an opportunity.
We eventually found ourselves at a meeting of chiropractors in Boca Raton, FL. We spent the day observing and asking questions of these experts, and the first thing that struck us was how often patients asked medical professionals what mattress they should buy. These chiropractors received this question multiple times a week, and they were frustrated that they had no specific answer. Doctors who are responsible for maintaining proper spinal alignment should absolutely have a great mattress option to recommend to their patients.
Niche opportunity identified.
We set to work developing a different kind of mattress: a mattress designed by and for doctors and their patients. This mattress had to be comfortable while still offering optimal spinal support. It would provide additional health benefits like promoting healthy blood flow, and it needed to be customizable to customer needs.
This was the birth of BioPosture: the doctor-recommended brand. We identified a manufacturing partner who would build on-demand, and developed a plan of doctor-driven marketing. We worked with shrewd investors and businessmen to hone our plan to perfection. We refined our business model to include seamless internet transactional strategy and interest-free financing for patients.
When we launched in 2017, we achieved profitability within our first full year with only two full-time employees.
In mid-2018, we began working with Jim McGrann, the CEO of VSP Global (a $5 billion annual sales company that owns VSP Vision Care). With his help we developed a hybrid, integrated B2B/B2C marketing strategy. This strategy targets health-conscious consumers and arranges consultations with network doctors, and will enable our business to grow exponentially by giving doctors the opportunity to engage new patients.
Finally, doctors across the world will have an answer to the patient question that started it all: “Doc, what should I be sleeping on?”The BioPosture Story