Site Selection and Territory Planning workshop Learn how to develop and refine your site and territory selection processes to maximise outlet and marketing performance.
(1 day workshop - 9am-5pm)
Brisbane: May 7
Sydney: April 23
Melbourne: April 7
Aim of the Seminar / Learning Objectives:
Overview of the Site Selection process, including:
• Understanding what data is available and how to analyse it;
• Impulse vs Destination – Understanding your business drivers;
• Site selection for service vs retail concepts.
• What is the most suitable method of analysis for selecting your sites;
• How to create an ongoing site selection process;
• How to create territories or Preferred Marketing Areas (PMA’s) with similar demand.
Seminar outline:
Introduction
Impulse vs Destination purchase
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 small chains
• Statistical Analysis
Data available for undertaking analysis
• Census data
• Business count data
• Mapping and distances (Spatial measurements)
• Competition
• Generators of business
• Physical survey of existing locations
• Traffic counts
• Pedestrian estimates
• Shopping Centre data
• GLAR
• MAT
• Pedestrian volume
• Main tenants
• Competition within Centre
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)
Example of a Checkchart Project
Example of a Regression modelling project
Target Market Index
• Used for looking for most suitable areas for a retail location
• Combination of Census and business data
Territory Planning
• 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
Data Packs
Demographic summary
• Business Demographic summary
• Various mapping options
Summary of the Day’s information
Seminar Presenter:
Peter Buckingham - Managing Director, Spectrum Analysis
Peter co-founded Spectrum Analysis in the mid ‘90’s following twenty years experience in the oil industry, in a multitude of roles. These included various levels of management and specialised work in Strategic Planning and Network Development.
Working in Caltex Australia Ltd., his experiences included Manager of Western Australia, Country Sales Manager in three states, and Property Manager for Victoria. Peter has international experience working in the design and implementation of the sales prediction modelling for Caltex International, now used also by Chevron and Texaco internationally.
Peter is an active, hands-on specialist in site selection whose services are used by many leading franchise brands.
Who should attend: Franchise system territory planners, leasing consultants, recruitment managers and CEO's.
Registration Fees: $395 per single registration;
$360 per multiple registration from the same organisation.
- Franchise Site Selection
