Be Your Own Customer First
Return to main page
They don't bat an eye.
Schaeffer believes that such "hands-on" research is the only way to really understand his customers' needs. So he has no hesitation about wearing the competition's nail polish or testing every new OPI product on himself.
"I try everything," he says. "How else am I going to know if it works?"
It's this commitment to quality that has helped Schaeffer propel North Hollywood, Calif.-based OPI Products Inc. from its rudimentary beginnings (with just two employees) in 1981 into a company that posted more than $50 million in sales last year.
Schaeffer is happy to make himself a guinea pig instead of putting out inferior product. "I'm sure I'm quite a sight wearing lipstick, especially with my beard and all," he says. "People thought I was weird, but I learned all about the taste and smell."
Schaeffer's unusual test-marketing style may generate fewer looks when OPI expands the line to include men's products.
Related Articles
Quality Makes the Difference
Easily Grasped Software Opens Door to Complicated Control Systems
Creating an Accident Prevention Program
Using Databases Effectively
Just-in-Time Inventory Management
Articles in our Entrepreneur’s Resource Center appeared in print and online newsletters published previously by the foundation. More than 1,000 articles can be found in the categories below, addressing timeless challenges faced by entrepreneurs of all types.