BUSINESSMAPCENTREFRANCHISE TERRITORY CREATION USING

MAPPING DATA

Introduction

• When considering franchising your business,

creating clear franchise territories is key

• It is vital to provide equal opportunity among

neighbouring franchisees

• A franchise will look for exclusive rights to an area,

and also the same market opportunity as the next

franchisee, assuming a similar investment will be

made

Starting Points

• The ways that franchisors make decisions about

franchise territory creation can vary

• The franchise territory creation process is usually

undertaken using mapping software

• It may be best to choose a qualified mapping company

to work with you on your franchise territory creation

• Understand your business model - what are you selling

and to whom?

An example of Franchise Territory Creation based on Population

• If there is no key factors, the population will be the easiest way

to split the country into franchise territories

• For example, splitting the country into populations of 200,000 or

400,000, is a very popular way of defining territories

Points To Remember

• When dividing the country into territories, a simple

recognised geographic boundary will be required to

communicate the areas

• The easiest way to ensure that you and each

franchisee understand the allocated area will be

through the use of Postcode Districts or Sectors

• Postcodes definitions of territories can most easily

translated into everyday operations such as servicing

customers and direct marketing

Useful Tools

Once the territory creation process is complete there are several useful

tools available:

• A UK map showing all your territories will provide a great overview of

all areas. Each franchisee will require a map of their individual

territory for everyday use

• Alongside the actual creation of franchise areas, you may wish to

support your franchisees market knowledge by providing some key

statistical data related to each territory

• With the release of the latest Census data, it is now possible to take

advantage of demographic data relating to age, ethnicity, health etc.

BUSINESSMAPCENTREOPTIMISE YOUR FRANCHISE TERRITORY WITH

MAPPING

Introduction

Now that you’ve gone through the process of creating

a franchise territory map for your business, have you

ever thought about how mapping can be used

operationally to help franchisees operate and market

their business better?

• The area that a franchise operates within is

integrally important to the operation of the business

• The business is legally only allowed to operate

within that area

• Specific areas within the area hold the key to the

successful development of the franchise business

Optimise your franchise territory with mapping

The following mapping products/services will help optimise your

franchise territory:

1. A wall map covering the franchise area – This will allow all staff

within the franchise to view the operational areas and plan

activities. (Choose a wall map with a pin board or magnetic

finish can also allow pinpointing of key clients or to allocate staff

movement’s activities).

2. Digital Street Atlas – Help your franchisee out by providing

them with a digital street atlas. Providing a simple solution

where A4 pages can be printed out as and when required is

more likely to increase uptake of mapping as a resource.

3. Territory Planning Database – Geographically based

information such as population, car ownership, average

age, house type etc can be collated for each franchise

area.

4. Software Mapping – Simple, easy to use desktop

mapping software, can help franchisees plan and

manage their territory and sales effort. Software can

allow the franchisee to zoom right down to street level,

including postcodes and allows for areas to be exported

for reports, presentations and printing as required.

• You may decide to encourage your franchisees to

use mapping more and supply them with a

preferred supplier list

• Alternatively, you may feel that the improvement

will be so great that you consider investing in a

country wide service for your franchisees