The busylizzy family club in Guildford has gone from strength to strength over the past few years and has transformed the traditional mum and baby group. All classes are rolled up into one monthly membership plan that works around the customer’s lifestyle and the family needs.Visit the busylizzy website
With such success, it was clear that franchising was a great expansion model for busylizzy.
They recognised that the complexity of planning territories and potential club locations could easily overburden their team and cause future problems if not properly planned. We were asked to provide help with the territories and UK network development.
We analysed the performance of the existing club in Guildford to intricately assess its catchment area.
Taking into account customer spread, demographics, and market penetration, conclusions could be drawn on the potential of the business model elsewhere around the UK.
Through open discussions, we were able to arrive at a realistic market composition for a franchise territory. These parameters were then used to plan a UK-wide network.
Our primary focus was to ensure that there was enough target market present within a realistic drive time from potential club locations.
Dividing the U.K into defined territories for prospective busylizzy franchises was a daunting task until we met Stuart. Our brief was quickly understood and actioned. Atlas Mapping got under the skin of our business to understand our clients and their buying behaviour and then considered geographical location and demographics for potential new clubs across the UK. We now have a fully mapped network ready to take to market.Julie Clabby, Director
With a territory network built from an analysis of what they have achieved, busylizzy now know where they can place franchisees.
Failed franchises are bad for your brand. The analysis of busylizzy's achievements has allowed us to define bad locations for franchising.
The bespoke territory network for busylizzy's model and detailed information give the team greater confidence when speaking with potential franchisees.
We created a network of optimised territories, each holding a viable business opportunity for a franchisee within an appropriate catchment area.
To support the management and sale of these territories, busylizzy were provided with high-quality maps and reports which boost franchisee confidence in the franchise opportunity, club location planning, and marketing.
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