Downtown Eye Care: Focusing On The Community

Abstract

This case is about a husband and wife optometry firm in one of America’s beautiful vacation locales, Marquette, Michigan. Jon and Jenny Webb moved to the Upper Peninsula of Michigan in 2005, after selling their practice in downstate Michigan. They were in love with the charm of the area, on the banks of Lake Superior, and had plans to retire and move to the Upper Peninsula eventually, but the move was hastened after the sale of their practice and Jon’s desire to open a new one in a different location. With a retirement home already purchased in Marquette, Michigan, they decided that then was the time to make the move. The Webbs have grown Downtown Eye Care from one customer to many thousands of customers in a short period of time with sales growing every year. What is remarkable is that they’ve grown the business every year without spending a large amount of their budget on advertising and marketing.