Edward T- you are absolutely right that the "why" a customer will use your services has to be addressed. You find that answer by knowing the answers to the questions I posted then formulating a response which either a)- fills a void which you find exists or b)-gives the market place more value for their money spent then currently exists.

If anyone wants a lesson on good old fashioned business sense then watch the documentary on Walmart which makes the rounds on TV every so often. Very insightful.