Building Postcode Based Franchise Areas

www.map-logic.co.uk

#1. Define The Ideal Customer

Consumers• Demographic profiling• Census data• Research and lifestyle surveys• Age? Lifestyle? Dwelling type? Affluence?

Businesses• SIC industry classification• Employee size• Turnover• Research on company operations

#2. Establish Market Size

• Use customer profiles• Regional or national coverage?• Customer conversion rate?• Consider all business drivers

#3. Size The Franchise Areas

• Customers needed per franchise?• Number of prospects required?• Establish number of franchise areas• Consider geographic factors:

(natural borders, driving time etc)

#4. Mapping The Franchise Territories

• Use appropriate Postcode geography

• Start in large towns & cities• Select adjoining Postcodes• Size until prospect volumes are met

#5. Targeted Sales & Marketing

• Postcode targeting• Leaflet drops & direct mail• Outdoor media coverage• Allocate central website leads to

appropriate franchisee

Summary

• Define objectives• Use appropriate tools:

• Simple maps and spread sheets• Sophisticated software and

profiling systems• Start simple, invest with growth

Visit Map Logic for:

www.map-logic.co.uk

Franchise Maps Marketing & Address Data Related Products & Services