DME HOLDINGS — IN A FULL COURT PRESS

“That’s where testing comes into play. You can eliminate a lot of that procrastination by saying, ‘OK, let’s do something, but we’ll test the idea by starting small.’ By doing constant testing, we become a marketing laboratory for them,” notes the company exec.

When so much testing is being done, some of it can become a loss leader, Panaggio concedes. Thus, it helps to be a privately held company on a very sound financial footing.