Q:

I have been searching for the ideal location (if there is such a thing) for the past month.  
There is a town close to where I live that has NO CHIROPRACTORS, if you can believe 
it.  The problem was that I could not find space because it's a very hot area......condos 
going up like crazy, with 10,000 new condos\apts going up within the next 1-2 years.  I 
have been looking in areas close to this area, and found several places, but there are several 
other chiros in the area.  Finally, a few days ago, I found some space in this 
town!!....problem is.....it's a little bigger than I feel I need, but when i build it out, it 
should be fine....it's about 1000 sq feet--i know that isnt too big, but i was looking for 
something smaller to keep start up cost down (office space goes for about $17-18 per foot 
in this building)....next problem....i'm not nuts about the location.....it's on the second 
floor of a mini-mall (about 5 stores on bottom level)....has an elevator, but then you have 
to walk around a corner and  down a long corridor before you reach the office....next 
problem is visibility......the mall is only visible from the northbound lane of a very busy 
street....dont know if that's a problem....i figure "what goes up....etc...."...the owner 
seems pretty liberal about advertising....said i can advertise on the building as well as in 
front of it (which would be visible from both lanes).......by the way, there is ample 
parking, but again, busy road and hard to get out of sometimes ......and one more 
thing....down the street a little bit, there is a large building being built for medical 
suites....but wont be ready until spring, my fear is that after the winter, a large, more 
visible, more accessable chiro office opens there.......SO.....my question is.....do i go 
into a town with huge potential,  currently has no chiros but i'm not crazy about the 
location?....or do i go to a town where i can get a better location, but one that has 
established chiros (11 of them that i know of, and plenty more in neighboring 
towns).....what should I do????
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A:

Thanks for the e-mail. First of all .. 1000 sq. ft. is not too big .. I hope you¼d grow into it 
soon. Also .. forget the competition .. there will always be a DC around the corner .. you 
must be available to create your own practice regardless of others. My gut feeling tells me 
to advise you to forget the mini-mall place. If it takes too many steps to find you .. the back 
of a facility .. second floor .. I¼d keep looking for a better place. The best advice is to find a 
location that feels good .. where you feel you can market yourself .. where the 
demographics to attract new patients is available and where you feel it is right. There will 
always be doubts .. fears .. but there will be a place that has a few less and that feels good. 
This is the one. You will create success if you want to .. regardless of the 11 or 40 DC¼s 
around my office within 5-10 miles. The biggest problem you will face is patience .. to 
make the correct decision you may have to wait until you find the right place. Obviously .. 
look within a reasonable time.