Workshop Outline – Franchise Site Selection & Territory Planning
Group discussion of site selection problem
How do we learn the Drivers of the business and their importance?
∙ Opinion and gut feeling – necessary in early development or
∙ Statistical Analysis
Data available for undertaking analysis
∙ Census data and Business count data
∙ Mapping and distances (Spatial measurements)
∙ Generators of business
∙ Traffic counts – Zenith Traffic
∙ Shopping Centre data GLAR & MAT
∙What can we look up on the web?
Methods of analysis
∙ Gut feeling
∙ Low level analysis – checkchart
∙ High level analysis – statistical modelling – regression modelling
∙ Very high level analysis – extremely expensive (eg. MPSI, NeuroLocator
in international oil industry)
∙ Business Demographic summary
∙ Various mapping options incl Google earth and Layered pdf maps.
∙ Use for establishing territories of similar potential
∙ Can be for franchising or marketing areas.
∙ Some analysis of How Many Territories required
∙ Evaluate each area (postcode) using TMI
∙ Create “Units of Demand” for each area
∙ Aggregate into territories
Summary of the Day’s information
A few workshop exercises will also be done in small groups.