Spectrum Analysis have worked with Pedders over the years in setting up their territories. In this Project we were asked to undertake a Market Analysis to understand what made for the strongest Pedders stores. The work involved visiting all the stores and building sales prediction tools which also identified the main Drivers for the business. Once this had been done, we could move all around Australia identifying areas of best potential for new store development. This also allowed us to look at major roads, and be able to specify where about in an area that Pedders Property team should be seeking a future store.
David Fahey of Pedders has been able to become more Pro-active in his site selection. He has been able to instruct Real Estate agents and potential franchisees as to where to look for new stores, rather than be reactive, and being asked to look at sites that very quickly don't meet the basic criteria.
Education - Childcare and Early Learning
In 2013, Spectrum Analysis was commissioned by Cheryl Shigrov at Precious Cargo to undertake the project of Strategic Network Planning in Adelaide, Sydney, Melbourne and Brisbane. Historically the partner had looked for outer suburbs, growth areas, on the view that these have a high % of children in the correct age bracket.
The project started with analysing current enrolments of existing childcare centres in Adelaide to have a fair idea of the demographics where Precious Cargo’s customers came from. We also used Social Economic Index for Areas sourced from ABS Database (Australian Bureau of Statistics) for extra information, e.g. of which income range Precious Cargo’s customers were?, etc…
For the sake of the project, we produced enrolment penetration and children density maps for each age group. Using all of the above variables, we were able to discuss what a mature market would look like with locations prioritized by tiers. Each proposed location went along with the most suitable trade area, depending on the demographic and socio-economic condition of the area. A trade area – or PMA (Preferred Market Area) defined by Spectrum is an active area for you to run business or a franchise, rather than a fixed boundary of a territory where your neighboring franchise definitely cannot penetrate.
The strategic network planning project would help Cheryl stay away from unnecessary doubt and reluctance to enter into new markets.
Just right after we finished this project and before penetrating into new markets, Cheryl Shigrov won double prizes of 2013 Telstra South Australian Business Woman of the Year and 2013 Telstra South Australian Business Owner Award. Congratulations! We wish her more and more successful in upcoming years with a thorough strategic planning done for Precious Cargo. Cheryl delivered very inspirational speeches on the winning nights, which can be found from the link below: