Learn how franchises use Mapfry databases to improve their geographical expansion

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In the previous article, Geomarketing for franchises, we highlight the main stages of the expansion process with the participation of franchisees.

See now how to use Mapfry to plan and execute this process.

Definition of areas of interest for expansion

What are the main supply restrictions for franchisees?

A network of solar glasses can easily ship your products, and various forms of transport can be used.

While a food chain will have to combine local suppliers with the supply of perishable products. This requires a logistical support network.

The military calls this Logistic tail, which is the capacity that an army has to replenish.

War tanks may go far at the start, but they will be limited by the range of the refueling trucks.

Your logistics support system may evolve over time, so at the beginning the tip is to concentrate the expansion on the reach regions.

Ideal market characteristics for opening a unit

What is the minimum market size and expected audience profile?

Mapping cities with relevant populations to accommodate your operation and identifying neighborhoods with a profile for your business activity.

Market size is the first measure, then verify that the qualification meets the consumer standard requirements.

Types of attractiveness

Proximity, convenience, drive, are businesses that depend on people nearby. This is because its attractiveness is low. The consumer is unlikely to put much effort into this purchase.

Delivery, delivery, dark store, are names for businesses that offer convenience, but they don't have to be so close to the consumer, because the courier makes the effort.

Specialty, destination, rarity, are names for businesses that can rely on the consumer's efforts. In general, they are more expensive items, with a low frequency of purchases.

Mercadão, mega-store, distribution center, are names for businesses that offer a wide range of offers in one category or several. Their attractiveness is great, because even if they are separated, the diversity of options justifies the consumer's commitment.

Area of Influence

Watch the video below and understand how it increases as we move from a local business to a specialty one, such as a medical center.

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Knowing your type of attractiveness, you already have a sense of the size of the area that you must evaluate to measure market potential.

Designing an area that is too large will delude you with sales that will never happen, on the other hand, too conservative can make you give up a good opportunity.

The key here is to be precise.

Delivery Area

Watch the video and understand how to start from the Area of Influence and to design a good delivery area.

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