Geotech plays a significant role in determining network and territory planning strategies for many of Australia’s largest franchise or territory based systems, and offers a range of services to assist franchising and property managers.
Geotech can provide a range of solutions to answer the following types of questions:
• Should I base my network on territories?
• How many stores or territories can I fit into a market?
• How do we make our territories equitable?
• What kinds of people live or work within a specific territory so that I can market to them?
Territory planning is particularly relevant for service based and franchised networks, and the creation of territories that are fair and equitable is typically a major consideration. The days of dividing territories based upon population (or even the dreaded black texta on a laminated wall map) are thankfully over. Geotech has developed a much more robust method for carving up an area into equitable territories, taking into account the industry type and target market specific to your brand. This ensures that resultant territories really do offer equitable sales and profit potential.
Carving up an area using this method ensures that there is no ‘first in best dressed’ rush on territories, and operator performance really can be compared and assessed across the network.
Territories can be presented as aggregate Postcodes for ease of administration and marketing, or even telephone exchange areas in the case of 13 call numbers diversion.
Determining the Optimum Size / Number of Territories
Geotech can also assist in determining the optimum size or number of territories to ensure that new franchise operators do not give away more than is required. For once a territory is sold, it is difficult to divide and re sell!