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I like the concept. I see alot of synergies with other successful properties without directly competing with any product or service I'm aware of.
I think design wise it needs a little bit of help but not too much. I don't think you need to have a huge flashy tour, but maybe just smooth the rough edges and the copy could use a little more punch. I think it's key to keep it as clean as possible. E-books were mentioned once or twice, what I will say on that tip- while it's NOT an ebook I would try to design it with an educational vibe in mind. Seems like that may be what you are going for already.
When you can, I would hook up with FletchXXX. His straight forward no bullshit approach would be a really good match with this.
Again, graphically you don't need much. I subscribe to the ugly pretty philosophy, but I think it does need a touch of spit and pollish to gain consumer confidence and secure a card swipe.
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