Understand the data available to make better site decisions.
Many businesses live or die based on whether their retail sites are cost effective in the way they generate sales compared to what they cost the organisation. If a network has made poor site selection choices, it erodes outlet viability and breeds unhappy franchisees.
In turn, franchisors can suffer reduced royalty income, missed opportunities for additional franchises, increased customer complaints, market share lost to competitors and, worst of all, a network of dissatisfied franchisees.
This workshop helps franchisors understand the information and data available to assist site decisions, and how to use that information to develop an appropriate Site Selection process for the network.
This workshop also includes a series of group exercises (based on real sites and data) to experience the issues a Network Development Executive faces on a regular basis.
Finally, this workshop enables franchisors to develop or refine a strategic network plan to develop its property assets (which can determine the success or failure of a brand over the long term).
How to define territories with the same market potential
Where geographic territories or preferred marketing areas around an anchor point are necessary for a network, the science and logic to define those territories must be capable of withstanding scrutiny and providing adequate potential to support an operation.
The days of franchisors poring over maps and drawing arbitrary lines are gone, and this practise today will inevitably to lead to litigation by franchisees.
Through understanding the drivers of a business, and by assessing what should be a suitable trade area, can a formula for the total number of territories (and franchises) be developed (rather than a best guesstimate of what a market might sustain).
Territory planning is all about using facts and data to give each territory similar opportunity to sustain a franchisee. Regardless of whether it is a B2C, B2B or a MIX type business, the right use of the right data will make better territory planning decisions possible.