Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Carl White, President and Founder of MarketVisory Group, Inc., located in Northbrook, IL, USA.

What's your business, and who are your customers?

We are a healthcare marketing agency. We focus on helping private practices grow.

Tell us about yourself

My business combines marketing in healthcare with independent businesses. I've been doing marketing in healthcare for most of my career. My family owned a pharmacy that I worked in while I was growing up. MarketVisory Group puts both together. I started MarketVisory Group to be able to own my business, decisions, risks, and rewards.

My passion is helping doctors who own their practices continue as owners. Two reasons. First, I believe that healthcare is better when the provider has the independence to make their own clinical decisions. It's different for doctors who work for hospitals, health systems, or other owners. Eventually, the agenda of those owners can compromise the clinical freedom the doctor has. I don't like that. Second, private practices also compete with larger players like hospitals and health systems. That makes my clients underdogs, kind of. I like helping underdogs. Success makes great stories every time.

What's your biggest accomplishment as a business owner?

I've grown almost every year. I survived the pandemic. It's working!

What's one of the hardest things that comes with being a business owner?

Giving each priority the attention it deserves when there are so many priorities.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Figure out who your target client is and what makes you different and valuable to them compared to your competition.
  2. Figure out your services and their pricing. Make sure you're pricing high enough to stay in business. Breaking even isn't the goal.
  3. Niche. When you have a niche, you get to know a type of client or service much better than generalists. You can become an expert with experience. Clients like that. Niches feel narrow, but if you keep digging long enough, a vast underworld opens up that few of your competitors have the patience to find. You'll end up with higher value than generalists and fewer competitors to worry about. You can do this with as many types of clients as you can handle.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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