Choosing a location is critical to the success of a business. This section will focus on ways to find or rule out locations based on common knowledge about the self service dog wash customer, the economy and the competition.
Your first major decision in opening a business is choosing the city in which it is located. Don't limit yourself to just one - you may want to map out several so that you can see all your choices.
MAKE A MAP:
- Print out a maps or buy a full sized map so you can take in the whole city in one glance.
- With a yellow highlighter, trace the major traffic patterns (heavily used roads).
- With a black marker black out any roads or rough neighborhoods. In our town we have a major road I marked in yellow, but in a 10 block section I noticed that people tend to tune that section out and I often see a lot of businesses go in and die out of that section quickly. Be sure to mark "dead" sections of a heavily used road so that you are not tempted to locate there even if the rent is cheaper!
- With a green marker put a large dot on any businesses that will promote your business (business allies). In the dog was business this could include but is not limited to Veterinarians, dog daycares, pet stores, animal shelters or even groomers!
- With a red marker put a large dot on any hostile or competitive businesses. Anyone who may not recommend you or is not about to promote you. Again this includes but is not limited to the national chain pet stores, other dog washes, groomers, etc...
- With an orange marker mark the busiest weekend shopping centers in your area. The busier the shopping center the larger the mark on the map. I use weekend traffic more than weekday, because this is the busiest days for a dog wash and you want to capture as many eyeballs as possible.
READING A MAP:
Now that you have a map start to study it and note any patterns. I often find a green "friendly" dot near red "competitors" dots. This is no coincidence this is how business survive. If you find an area with a few green dots and no red dots you should concentrate your search in that area (or at least consider that area). You should be willing to pay more to be on a yellow road and near an orange center than on a side road! This is a great tool for comparing rents. I always suggest you locate on a yellow road near or next to an orange dot. Sometimes the monetary consequence to this is too high, but considering the monetary consequence of closing your doors six in 1 year if you locate in a bad location (most businesses fail in the first year), you may want to stretch your budget (or reduce your size) a bit to get a better location. No one can tell you where your best location is, but the map gives you a quick overview of where businesses have succeeded and failed. Stick near the successful ones!
TIP:
Not that this is a good tip for everyone, but I have seen a dog wash locate next to a Veterinarian thinking that they would get instant business; what they learned several years later is that other Veterinarians never recommended them because they were located right next to their competition!
A FEW OTHER FACTORS TO CONSIDER:
Location is so important to a successful business that making maps, talking to your fellow business owners and actually watching the traffic flow will give you a leg up on narrowing your search for the perfect location. Above all, each city is different and only you know what economic, sociological and cultural factors will influence your customer base. Look at this from all angles so you don't miss the small important details that will make or break your business. For example if your town is facing economic hardship, then additional driving to wash the dog may be too much to bear on your customers; locate a shop near the major shopping center they are all ready coming to! If your town is very religious, you may want to locate your shop near the largest church and capitalize on their weekly driving patterns. Know your customers and then put yourself in their shoes. This will help you further narrow your location options and increase your chances for success.
