Here's Morgan's dad and founder of Morgan's Wonderland, Gordon Hartman, talking about how he got the park started. It's fascinating, not just from a parent's perspective, but from the perspective of a person (me) looking to start a similar enterprise that serves families with special needs. But it is also worthwhile just from the perspective of anyone looking to start (or improve) any business, to see how eloquently he describes the process of stepping into the shoes of the people he intends to serve.
Also: "We don't have a marketing budget. It's all done by word of mouth."