Notes from the work · Tag

#site-selection

A paper map on a franchise owner's desk with a drawn circle around a pin, and a second, irregular shape following the roads, cut short where a river crosses the town

A circle is not a trade area. Why we draw real drive times.

The three-mile radius is the most common map in site selection, and it is wrong in ways you cannot see on the map. Here is how Audience draws the market instead, and what changed when it did.

David SteelOctober 10, 20265 min read

A franchise development desk with a paper map, a stack of census printouts pushed aside, and a row of small location cards being lined up next to a magenta pin

Inside Sneeze It · Inside Audience

Demographics did not predict cost per lead. Comparable locations do.

Before building a forecast for new sites, we tested the industry's favorite inputs against 865 ZIP codes and about $102,000 of real ad spend. Here is what Audience uses instead.

David SteelOctober 10, 20265 min read

See your own locations in it.

Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.

Book a walkthrough See the eight tools