Rogelio Martinez came to Australia and attended the 2013 National Franchise Convention on the Gold Coast as a preliminary to introducing Tudor Doctor into Australia. Tutor Doctor is an international company from North America, and provides one-on-one tutoring and supplementary educational support programs to students.
Tutor Doctor requested Spectrum Analysis to establish their territories using a concept we like to call Units of Demand (UoD). Units of Demand is a formula we use to weight different data, which in Tutor Doctor’s case were demographics such as numbers of children of a certain age group and the socio economics of the area. Using an algorithm which we suggested and gained agreement on, we were able to ensure when creating territories each Franchise has an equal opportunity in the market.
Maps were created based on current Australian data, and now Tutor Doctor has territories across Australia ready for a Franchising
First Class Financial Group
Finance - Bookkeeping
First Class Accounts, Australia’s largest bookkeeping franchise, approached Spectrum and asked us to map out their current territories which had been already done by postcodes and to then allocate any missing and additional postcodes to a territory.
There were several issues with these previous territories. Besides the classics – gaps and territories of inconsistent sizes, there were cut postcodes which would have made it difficult in the future when it came to reporting accurate ABS data and understanding defined boundaries.
As a result, with First Class Accounts’ agreement, we recut the territories from scratch using newly-calculated Units of Demand based on B2B businesses.
Units of Demand were calculated for each postcode in Australia using ABS business data and the Australian and New Zealand Standard Industrial Classification (ANZSIC), by weighting the types of businesses on how important each business is to First Class Accounts
We also gave weighting to the size (number of employees) of each business according to First Class Accounts’ prioritization. By ABS, businesses in Australia are categorized into 5 different sizes:
Using Units of Demand data at postcode geographic level, we then could carve up First Class Accounts’ territories Australia wide to a defined number of territories, making sure that each territory had an equivalent amount of Units of Demand. In reality, it means each franchise is ensured to have approximately equal B2B opportunity in the market, no matter how big or small their geographical territory size is.