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Ian Webster's 2-Minute Taste-Test On Product Range Selection

Before you get stuck into the recipe, test your skills in this supa quick 10-step assessment below. Then, try again at the end to see your improvement. 

Click below to begin the assessment.

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Question 1 of 10

What was the big entrepreneurial advantage that studying for 11 years and then moving into private practice gave Dr. Ian Webster in setting up a specialist skincare store?

A

Meeting connections in big pharmaceutical companies.

B

The learning and education at university precisely matched the business requirements from the beginning and throughout.

C

Ian was able to identify and fill a unique market gap that others couldn’t fill.

Question 2 of 10

What is the unique selling point of Dermastore? 

A

The delivery people are also GQ cover models.

B

Dermastore provides recommendations for both skin concerns and product recommendations.

C

Dermastore adds handwritten cards to its deliveries.

Question 3 of 10

What is the advantage of providing free samples with each product?

 

A

It’s a great way of getting rid of additional stock.

B

Customers can sample products they wouldn’t ordinarily come across.

C

It makes the boxes look more full upon arrival.

Question 4 of 10

How does Dermastore ensure that the products are high quality?

A

The team tests the products and gives them to family members to test.

B

Dermastore has a top-secret laboratory off the coast of Western Cape.

C

Dermastore only selects products that have been tested internationally.

Question 5 of 10

How does Dermastore personalise recommendations to individuals with skin problems?

A

Dermastore offers a personalised service to help clients treat the skin concern they have, then focuses on ingredients and not products.

B

Dermastore allows customers to choose from hundreds of products.

C

Dermastore refers customers to a doctor.

Question 6 of 10

What is the advantage of wide product range vs. a single brand store?

A

Customers are happy because they can get a good deal.

B

Customers can spend more money.

C

Customers love spending more time online.

Question 7 of 10

What kind of product does Dermastore avoid?

A

Red-hot products.

B

Grey imports.

C

Black market copies.

Question 8 of 10

How did launching an online store influence the product rage?

A

The online store leads people to the physical location.

B

Having an online store enables customers to compare prices before buying so pricing must be lower.

C

Having an online store allows Dermastore to extend its product range vertically.

Question 9 of 10

What is the advantage of having sole distribution of products?

A

You can bully competitors.

B

Lucrative margins and unique positioning.

C

It sounds good to say in sales meetings.

Question 10 of 10

What does Dr. Ian advocate as best advice for selling products online?

A

Listen to your customers.

B

Listen to the media.

C

Listen to your Uber driver.

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