A young girl scout from San Diego (USA) took it seriously: she decided to make cookies sold by her organization available to customers of Urban Leaf, a local legal marijuana dispensary. According to the television station, they were over in six hours 10News who gave the exclusive. The rest of the American media was not long in coming.

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It’s typical news that drives the American media crazy, but in truth it’s a lesson in business strategy: Deciding where to locate your business is a critical one.

“You take it once and you suffer the consequences for years,” says Francisco Gómez, business network development specialist and Senior Consulting Partner wisdom retail advice. However, there are so many variables that affect the suitability of a venue that it is wise to hire an expert to help you make your choice. It becomes even more complicated with a franchise operation, which has to adapt to the requirements of internal regulations and a certain corporate image. “There are franchise chains that take care of the final allocation of locations and the overall conditioning of the premises, but usually have a technical department that advises the franchisee after a market study,” he says. Henry Eisenmanaging partner of franchise business.

According to Francisco Gómez, recommending “that the search for premises be shared between the head office and the franchisee, both with veto power. “The first because it offers experience and a systematic process that the inexperienced entrepreneur lacks, the second because it is the franchisee who best knows his economic capacity and the territory when he is resident.”

The third option arises when the head office lacks a technical department and the franchisee is solely responsible for finding the ideal location for their business. Again, there can be a double aspect: those brands that recycle premises already in operation with a similar activity, where the adaptation hardly presents any difficulties, or the opening of a new center, much more complex.

The Ubication

The normality is that cities are structured by business parks from higher to lower category. The price per square meter is more than a reliable benchmark for the areas in which we move. Factors such as the flow of people and the spending volume of passing customers determine the prices of commercial space.

This results in different categories of paths, which are defined by the PrimeZonewhich includes Portal de l’Àngel in Barcelona and Calle Preciados in Madrid (the two most expensive streets in Spain), shopping zones A and B, where, for example, Madrid’s Gran Vía would converge, and the neighborhood’s shopping districts. Categorization makes it easy louis falcon, CEO of inAtlasFounders of big data companies InAtlas placesan online tool to help you find the location of premises.

He deserves the following advice:

1.- Every company is a world. A company that needs critical mass, such as a grocery store is not the same as another where you know customers will come because they need you e.g. B. A technical service where the location is not so important.

2.- Running away from the squares: Unless it is a street-level cafeteria or children’s recreation center, a plaza is a place for relaxation and quiet, not for shopping.

3.- Try to be close Subway and bus stops. The more lines the better.

4.-Choose the sidewalk on the right. Luis Falcón justifies this criterion with the fact that in cars it is usually the passenger who allows himself to think about the route and usually does so at his side. It’s a very interesting place for the same reason Coincidence with a traffic light.

5.-2.5 meters sidewalks wide, allowing potential customers to walk comfortably and avoiding 4-lane roads.

6.-Look for nearby anchor centers. Anchor centers are those points or buildings that attract the influx of many people through their activity. This is the case for hospitals, administrative buildings, markets or subway stations. It is also interesting to stop a few days before these points to observe the usual route of passers-by, since we tend to share and repeat the same routes over and over again.

7.-Pay attention to visibility. Neither setting up rubbish containers in front of your restaurant nor reflecting the sun on your shop window in the west is advisable. The first because it is not only uncomfortable, but also reduces your visibility. The sun, on the other hand, not only obscures what you light in the shop window at certain times, but can also damage the fabric. In canteens or terraces, on the other hand, the sun can be an attraction.

8.-Avoid cannibalism. It basically consists of making sure that there are no establishments nearby that offer the same product and trying to find the greatest possible exclusivity. Remember that for those companies that function as clusters The recommendation is just the opposite. This would be the case, for example, with the sale of wedding dresses, computer shops or tattoo shops.

9.-Be careful with new areas. Both the creation of new residential areas and shopping centers can be attractive for a franchisee due to the lack of competition. The idea may work well, but in these cases it is advisable to analyze the economic and financial capacity available for the first few months, since the new spaces usually take a few months to mature.

10.- Benefit from new technologies. We have already discussed the usefulness of using InAtlas places, a technological solution that allows the user free access to a reliable study of commercial activity by area in the cities of Madrid and Barcelona. The result, based on big data, can be viewed directly on the screen using heat maps. Likewise A more detailed study that meets our expectations can be requested. http://app.inatlas.com/

Of course, the location depends on the type of business. Here you have 20 different types of companies and the elements you need to consider to choose the best location.

company management