First Class Accounts, Australia’s largest bookkeeping franchise, approached Spectrum Analysis and asked us to map out their current territories which had already been done by postcodes and to then allocate any missing and additional postcodes to a territory.
There were several issues with their previous territories. Besides the classics – location 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 Australian Bureau of Statistics (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 (UoD) based on business to business 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’ prioritisation. The ABS categorises businesses in Australia into five 5 different sizes:
- 1-4 employees
- 5-19 employees
- 20 – 200 employees
- 200+
- Non-employing
Using Units of Demand data at postcode geographic level, we could then 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, this means that each franchise has approximately equal B2B opportunity in the market, no matter how big or small their geographical territory size is.
Contact Spectrum Analysis if you would like more information or advice.