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The Incubator
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I own a bookstore which specialises in fertility, pregnancy, birth and parenting as well as children’s self help (grief and loss, bullying, new siblings etc).

The location is opposite a major women’s hospital and the country’s leading children’s hospital.

My market is women in general, parents and parent-to-be, and local families with children in local schools and daycare.

The passing-by market are: women going to the hospital for appointments (steady stream), parents with young children, nurses, university students, patients of the children’s hospital and their families.

If you are going to the hospital you cannot miss my store when driving, however walkby’s are missing it completely. I think that this is because the store has been empty for several months, and also because my signage is not prominent enough. I became a bit too confident and I’m paying the price now…