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Territory Planning

How to define territories across a network that each have the same market potential.

Half-day workshop (1.00pm-5.00pm)

Earn education credits if enrolled in CFE program.

Course Overview

Where geographic territories or preferred marketing areas around an anchor point are necessary for a network, the science and logic to define those territories must be capable of withstanding scrutiny and providing adequate potential to support an operation.

The days of franchisors poring over maps and drawing arbitrary lines are gone, and this practise today will inevitably to lead to litigation by franchisees.

Through understanding the drivers of a business, and by assessing what should be a suitable trade area, can a formula for the total number of territories (and franchises) be developed (rather than a best guesstimate of what a market might sustain).

Territory planning is all about using facts and data to give each territory similar opportunity to sustain a franchisee. Regardless of whether it is a B2C, B2B or a MIX types business, the right use of the right data will make better territory planning decisions.

Learning Objectives:

Overview of the Territory Planning process, including:

  • Understand what data is available to support territory decisions
  • Develop a formula and process to calculate how many territories a market can support
  • Understand what mapping can be used to show markets and territories to franchisees
  • Learn how your franchise support office should view territory mapping
  • Understand what information should be  supplied to potential franchisees
  • Understand Datapaks for use in local area marketing (LAM)

This course is provided by the Franchise Advisory Centre and Spectrum Analysis.

Workshop outline:

Understand the need for Territories vs PMA's

Territory in a Service business vs PMA for a retailer

Data availability

What data should be used for B2C, B2B or MIX businesses

Decisions process on how many territories can be sustained

Using a Target Market Index to establish Units of Demand

What is the most suitable geographic area postcodes, suburbs etc

Datapacks to assist in selling your franchises and LAM
  • Demographic Summary
  • Business Demographic Summary
  • Territory Map
  • Business Hitlist.

Who should attend:

The workshop is essential training and reinforcement for:

  • Network Development Managers
  • Franchise Development Managers
  • Field staff with recruitment and development responsibilities
  • CEO's and senior management
  • And all people involved in making territory decisions for a network.

Seminar Presenter
Peter Buckingham Managing Director, Spectrum Analysis

Peter co-founded Spectrum Analysis in the mid '90's following twenty years experience in the oil industry, in a multitude of roles. These included various levels of management and specialised work in Strategic Planning and Network Development.

Working in Caltex Australia Ltd., his experiences included Manager of Western Australia, Country Sales Manager in three states, and Property Manager for Victoria. Peter has international experience working in the design and implementation of the sales prediction modelling for Caltex International, now used also by Chevron and Texaco internationally.

Peter is an active, hands-on specialist in site selection whose services are used by many leading franchise brands.

Cost

Single Registration: $245.00
Multiple registrations from the same organisation: $215.00

2017 Scheduled Dates

Click here to register.

Brisbane 12 October -
Sydney 4 April -
Melbourne 6 April 17 October

 

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