Corporate, Retail and Franchise

Demographic Profiles, Territory and Network Planning

It’s all about location.

Spectrum Analysis Corporate, Retail and Franchise Services

Shopping centres, strips, malls, bulky goods and homemaker outlets. Detailed demographic profiles, territory planning
and strategic network planning

Site Potential Reports

Are you property manager or investor responsible for assessing the potential of a site?

To make a qualified decision, you need to have an in-depth understanding of the dynamics of trade surrounding the site you are considering.

A Site Potential Report (SPR) (or even our Site Potential Check Chart), can help you and your team make better decisions on capital allocation, marketing and in the case of franchising, help build the franchisee and franchisor relationship.

Site location planning decisions can be helped with in-depth site analytics information on:

  • logical catchment or trade areas (by postcode, radius or travel time)
  • how the market changes depending on the location
  • local competition names and addresses
  • population growth or decline over time
  • socio-demographics and lifestyle information
  • business counts and employment numbers
  • exposure analysis

We can use our six step data analysis process to:

  • define an ‘A Trade Zone’ with competition locations if needed
  • provide reports on Shopping Centre activity
  • explore retail Census data relevant to your enterprise
  • complete an Urban Development Forecast
  • complete Household Expenditure Reports for relevant products or services

Comprehensive Site Potential Reports can be created around your specific requirements and provide you with all of the necessary information required to evaluate the current and future market potential of a site and its trade area. We can either visit a site under consideration or complete the SPR without a site visit.

Shopping Centre Profiles

Is there something you would like to know about a shopping centre anywhere in Australia?

Spectrum Analysis maintains current data on Australian shopping centres including:

  • Gross Let Area Retail (GLAR)
  • Moving Annual Turnover (MAT)
  • Annual Pedestrian Traffic 
  • Tenant Mix
  • Major Tenants
  • Food Offerings and Food Courts
  • Theatre Screen Numbers
  • Car Parking

We can use our six step data analysis process to help you:

  • determine the strength of the retail offering in any area of interest
  • assess the appropriateness of the shopping centre or mall size and mix for your purpose
  • compare and contrast different shopping centres across multiple variables
  • critique available vacancies within the shopping centre

Shopping Centre or Mall Selector

Would you like to select one or more shopping centres or malls anywhere in Australia for your enterprise?

Spectrum Analysis maintains current data on Australian shopping centres including:

  • Gross Let Area Retail (GLAR)
  • Moving Annual Turnover (MAT)
  • Annual Pedestrian Traffic 
  • Tenant Mix
  • Major Tenants
  • Food Offerings and Food Courts
  • Theatre Screen Numbers
  • Car Parking
  • Socio Economic Index for Areas (SEIFA) Score

We can use our six step data analysis process to help you:

  • compare shopping centres all across Australia for their suitability for your concept, products and services
  • understand the demographics of the area within a radius consistent with the Trade Area of the shopping centre where Super Regional is a five kilometre radius, Major Regional a four kilometre radius, Regional a three kilometre radius, Sub Regional a three kilometre radius and Neighboure a two kilometre radius (providing a snapshot of the type of people you would expect to use the Shopping Centre)
  • overlay the extensive shopping centre data with the factors that are most important to you including the SEIFA Score as a way of understanding the Socio Demographic Area.
  • ‘visit’ the Shopping Centre using Google Earth 3D Satellite Data and see the parking and general visual overview including Google Maps and Street View if you wish (or alternatively PDF printable maps)
  • use a one-stop application that allows your Network Development Manager to view all of the shopping centres across Australia and their demographics all in one online interactive application

Shopping Strip Profiles

Is there something you would like to know about one or more shopping strips anywhere in Australia?

Spectrum Analysis maintains current data on Australian shopping strips including:

  • Business Listing Databases
  • Mapping Information
  • Industry Data

We can use our six step data analysis process to help you:

  • determine the characteristics that can support your enterprise 
  • assess the size and potential of the strip to see if it is large enough to support your enterprise
  • compare and contrast different shopping strips across multiple variables
  • critique available sites within the shopping strip

Shopping Strip Selector

Would you like to select one or more shopping strips anywhere in Australia?

Spectrum Analysis maintains current data on Australian shopping strips including:

  • Business Listing Databases
  • Mapping Information
  • Census and Industry Data

We can use our six step data analysis process to help you:

  • compare strips all across Australia for their suitability for your concept, products and services
  • score the strip based on the number of banks, pharmacies, newsagents, supermarkets, butchers, hot bread shops or bakeries, patisseries and cake shops, restaurants, cafes, take away food stores and theatres (using standardised numbers so that we give additional value if there is more than one of any class of business present) and calculate an aligned weighting that totals 100% based on how important those businesses are to your enterprise where unimportant businesses are given a zero
  • adjust the score of a strip by up to 20% depending on some agreed demographic factors within a one kilometre radius including total persons, occupied households, % Australian born, % unemployed, % in age ranges 0-14, 15-34, 35-54 and 55+, % 2 parent families, % lone person households, average incomes, total employees, white collar and blue collar employees and then align these demographics with your enterprise
  • map existing stores as an overlay over the top of the strip and within a one kilometre circle
  • provide additional layers such as different store types
  • review the day and night value of a shopping strip
  • identify major generators of traffic that may be aligned with your target audience
  • see the nearby primary, secondary and tertiary strips and a listing of each category as an indicator for property managers
  • ‘visit’ the strip using Google Maps and Street View (or alternatively PDF printable maps)
  • combine the strip data with the demographics of the local area and property information in one online interactive application matched to your needs

Homemaker Centre and Homemaker Strip Selector

Would you like to select one or more locations in a Homemaker Centre (cluster of Bulky Goods Retailers) or Homemaker Strip (string of Bulky Goods Retailers along a road) anywhere in Australia?

Spectrum Analysis has developed databases and maintains current data on homemaker centres, home strips and bulky goods precincts including:

  • Big Brand Bulky Goods Retailers Store Locations with a weighted score for their relative pulling power, retail presence and footprint (national brands typically higher but strong state brands also given high scores) with the final scores categorising them into A+, A, B and C categories or ‘In Progress’ for Greenfield Sites that are being developed or are in pre-development
  • Addresses of all 140+ stores for each of these brands, compiled and mapped in our database
  • Census and Industry Data

We can use our six step data analysis process to help you:

  • determine the characteristics of a Homemaker Centre or Homemaker Strip that can support your enterprise
  • provide demographic overlays for additional layers such as different store types
  • identify major generators of traffic that may be aligned with your target audience
  • ‘visit’ the Homemaker Centre or Homemaker Strip using Google Maps and Street View (or alternatively PDF printable maps)
  • visually represent the location of existing homemaker centres and homemaker strips  with their rankings in an online interactive application

Corporate, Retail and Franchise Territory Planning and Network Mapping

Are you part of a corporate or retail network or a franchise and are you responsible for planning territories and mapping networks anywhere in Australia or overseas?

Developing a successful multi-site franchise with equitable territories involves:

  • site selection
  • site development
  • franchise agreements
  • franchising arrangements
  • accounting
  • construction
  • industry regulation compliance
  • and more…

Developing equitable marketing areas for corporate or retail networks involves:

  • using qualitative data to define equitable local areas
  • designing effective local marketing strategies
  • using tools that provide evidence for your final marketing area selections
  • incorporating ways to adjust your strategy over time

These are executive-level decisions that require accurate quantitative data scientifically prepared in a format that you can use to plan territories of similar opportunity if you are part of a franchise and map evidence-based marketing areas if you are part of a corporate or retail network.

We can use our six step data analysis process to help you:

  • research and analyse the latest Australian Bureau of Statistics (ABS) data (populations and demographics) and our other databases for B2C, B2B or combined enterprises
  • show you a few local territories or networks that you are most familiar with to give you a fact-based reality check of its size, drivers and Units of Demand
  • advise you how to set up your local home market first to clearly understand the process before expanding interstate or overseas
  • understand the differences between metropolitan and regional markets and adapt our methodologies to make comparable recommendations
  • provide tailored adjustments for specific industry types and different target markets
  • define territories and marketing areas for equitable sales and profit potential by postcode, council area or other size groups for ease of administration and marketing
  • define optimum sizes for new franchise operators (to allow for future sales of new franchises in nearby areas) and determine the total number of territories you would like at the mature stage of your brand development
  • deliver tailored Data Packs to match the territory planning for when you need to provide information for due diligence or you run Local Area Marketing campaigns
  • share insights on operator performance (for their territory or area) and assist with comparisons and assessments
  • provide online interactive applications matched to your needs to see the current situation for your existing territories, corporate or retail networks and your competition and overlay this information with relevant demographics, shopping centre and shopping strip information and Google Maps and Street View (or alternatively PDF printable maps)
  • give you access to back up data and minimise your risks
  • provide a data-based process that is explainable to potential franchisees about how and why their territories were formed and for corporate or retail networks, how and why their marketing areas were defined
  • advise expanding franchises or corporate or retail networks how to move into new markets in Australia or overseas

We can also refer you to other expert franchising or network development specialists.

Click here to download the The Five Tips to Effective Territory Planning by Peter Buckingham eBook.

Customer Origin Survey for Trade Areas

Are you responsible for finding out where your customers come from?

Do you need to know if sales in one site are being affected or cannibalised by the opening of another site near an existing site?

If a site can capture customer names and addresses electronically, they may wish to have that data analysed.

Enterprises without this data may like to conduct a sample survey and we can undertake these surveys very quickly and efficiently.

Our unique confidential and independent survey questionnaire asks:

  • where the customer has come from
  • where the customers are going
  • why they visited
  • how frequently they visit
  • whether they would have visited an alternative site on the day if it had existed

Customer addresses are then geocoded onto a map and a trade area boundary is definied.

We can use our six step data analysis process to:

  • provide a map showing customer origin and destination
  • provide a map showing existing stores customer residences
  • estimate the cannibalisation impact of opening another store in the area
  • define a trade area for effective and efficient use of local area advertising and marketing
  • define a franchise boundary or include in your territory planning

Central Business District Employee Estimates

Are you interested in finding out about the number of people who go to the Central Business District (CBD) to work?

Finding a site for a corporate, retail or franchise store or outlet in a major city requires an analysis of the people who both live and work in the area.

Certain pockets of the city have more employees who will appreciate being able to access telecommunication and financial services, quick service restaurants (QSRs) and other business to consumer (B2C) and business to business (B2B) offerings.

We can use our six step data analysis process to:

  • develop a dataset of information at small mesh block geographic unit level that has been disaggregated from the larger Australian Bureau of Statistics (ABS) Statistical Area (SA) SA2 level data for Melbourne and immediate surrounding postcodes, Sydney, North Sydney, Brisbane, Adelaide, Perth and Canberra
  • using our unrelated private database of around 700,000 businesses in Australia (the Spectrum Analysis Business Hit List), the business counts are distributed into mesh blocks based on the relative proportion of business locations in agiven mesh block compared with the source SA2 data. (If an SA2 contained 1,000 business locations according to the Spectrum Analysis Business Hit List and a given mesh block contained 100 of those, then 10% of each from the ABS counts would be attributed to that mesh block.
  • with the estimated business data by size and division, we can estimate the number of employees at mesh block geographic unit level

Whilst any single count for a single mesh block will be approximate, the errors average down towards zero as large numbers of mesh blocks are grouped together . For example, to assess the business population of an area such as the Docklands in Melbourne, or how many people work in a 300 metre radius of a potential store, small values and values from specific cells (that is, specifying both type and size) need to be interpreted with caution.

Our derived employment numbers are worked off a  series of averages for each ABS grouping such that the Total Employment Australia wide adds up to the current levels of employment according to the ABS.

Franchise Documentation Systemisation

Are you interested in developing Franchise Documentation as well as selecting the right sites, territories and strategic plan?

We recommend the services of Caseflow Acumen to help you prepare and maintain superior quality, legally binding, Franchise Documentation.

We would like to make sure that you:

  • are comfortable that all of your documents are in order
  • you are meeting the required timelines to have documents distributed to franchisees
  • that you meet important deadlines to ensure franchise validity and prevent giving a franchisee a legitimate reason to dissolve the franchise arrangement

We can work in conjunction with the Caseflow Acumen product to ensure that you are fully aware of all timelines, the current status of all required documents with all franchisees throughout your franchise system.

The Caseflow Acumen and Spectrum Analysis system gives clear work instructions to the responsible people on exactly what is required to be sent and received, the timelines and consistent reminders if these dates and goals are not met with reminders for upcoming expiries so that you can start the process in the correct manner.

Ensure you are 100% clear and accurate with all of your franchise documentation so you can make the most of all of your background information gathering.

  • finding out about the number of people who go to the Central Business District (CBD) to work?

Finding a site for a corporate, retail or franchise store or outlet in a major city requires an analysis of the people who both live and work in the area.

Certain pockets of the city have more employees who will appreciate being able to access telecommunication and financial services, quick service restaurants (QSRs) and other business to consumer (B2C) and business to business (B2B) offerings.

We can use our six step data analysis process to:

  • develop a dataset of information at small mesh block geographic unit level that has been disaggregated from the larger Australian Bureau of Statistics (ABS) Statistical Area (SA) SA2 level data for Melbourne and immediate surrounding postcodes, Sydney, North Sydney, Brisbane, Adelaide, Perth and Canberra
  • using our unrelated private database of around 700,000 businesses in Australia (the Spectrum Analysis Business Hit List), the business counts are distributed into mesh blocks based on the relative proportion of business locations in agiven mesh block compared with the source SA2 data. (If an SA2 contained 1,000 business locations according to the Spectrum Analysis Business Hit List and a given mesh block contained 100 of those, then 10% of each from the ABS counts would be attributed to that mesh block.
  • with the estimated business data by size and division, we can estimate the number of employees at mesh block geographic unit level

Whilst any single count for a single mesh block will be approximate, the errors average down towards zero as large numbers of mesh blocks are grouped together . For example, to assess the business population of an area such as the Docklands in Melbourne, or how many people work in a 300 metre radius of a potential store, small values and values from specific cells (that is, specifying both type and size) need to be interpreted with caution.

Our derived employment numbers are worked off a  series of averages for each ABS grouping such that the Total Employment Australia wide adds up to the current levels of employment according to the ABS.