What does "shipping" your offer really mean? Just, putting it out there?

I have been retired for awhile so don't have easy access to students whom I can observe to see what obstacles and problems exist to solve. I had set my sights on medical professionals in countries where many English-speaking people go for procedures. How do I "date" my niche in this case? Is this a long shot, or should I look around my own community for non-native speakers and try to engage them in conversation and then make a pitch? Asking for guidance from the community. Thanks