THE IDEAL LOCATION

1
THE IDEAL LOCATION

• IT MAY NOT BE WHAT YOU INITIALLY THINK

M. PICZAK FEBRUARY 2006
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DEFINING LOCATION MORE BROADLY

• Location can mean
• Internet (.org .com. .biz .info .etc.)
• Radio dial
• Channel on TV
• Location in a mall, airport, plaza, street
• Trade show location

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LEVELS

• COUNTRY
• PROVINCE
• REGION
• CITY
• NEIGHBORHOOD
• STREET
• STREET

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EVALUATIVE CRITERIA

• Factors for assessing a physical location
• Visibility
• Access
• Rent/lease cost
• Parking
• Supportive, local, accommodating landlord
• Qualifies for government grants
• At bus stop
• In BIA
• Close to target market
• Not isolated by concrete islands
• Proximity to similar businesses
• Close to traffic drivers (LCBO, Beer Store,
  Tims, Pet Store)
• Loading docks available

5
PLACES WEVE BEEN
VISIBILITY ACCESS TRAFFIC PARKING CLOSE TO TARGET? PROXIMITY TO SIMILAR
Runners Den ?? ? ? ? ?? ?
Classic Auto ?? ? ? ? ?? ??
Haldimand Motors ? ? ? ? ?? ??
MOPS ?? ? ? ?? ??
PMS ?? ? ? ? ? ?
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EXPLAIN SUCCESS DESPITE TERRIBLE LOCATION

• Grad dance studio behind Bedrock Bistro
• Sunshine Bakery
• MOPS
• Keneskys
• Golf Courses
• Lazer Mania
• Just Tennis
• Bronzies
• Sweet Paradise
• Bronzies
• Sweet Paradise
• Breakaway Distributing

• Beach Road Kielbasa
• Dundurn Aberdeen car repair/bistro combo
• Carmens Takeout
• East Hamilton Radio
• Joeys Seafood Restaurant
• Honeys/Petes Marketplace NF, NY
• Café Palazzo
• Sunshine Bakery
• Denningers old site

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WHY PLACES WITH TERRIBLE LOCATIONS SUCCEED?

• Consumers are given a reason to make the trip
  into the terrible zone
• Benefits exceed the cost

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CAN A BAD LOCATION KILL?

• TIMS HWY 2 AND 53
• MOTEL ON HWY 2 TOWARD BRANTFORD
• MacDONALDS, GAS STATION, GOLF STORE AT REAR OF
  LIMERIDGE MALL
• COFFIN CORNER AT MEADOWLANDS

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BY-LAWS REGULATIONS

• BE MINDFUL OF
• NOISE RESTRICTIONS
• HEIGHT RESTRICTIONS
• LAND USE RESTRICTIONS
• BIA REGULATIONS
• SIGNAGE LIMITATIONS
• NO GREATER THAN 2 GAS STATIONS PER CORNER IN
  OAKVILLE
• TRUCK BAYS CANNOT FACE QEW IN BURLINGTON
• INDUSTRY SPECIFIC REGULATIONS (GASOLINE, HAZMAT,
  FOOD HANDLING, ETC.)

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FAILURE TO RESPECT BY-LAWS

• GET NECESSARY PERMITS OR RISK SANCTIONS
• LIQUOR PERMITS FOR MOVING FROM ONE LOCATION TO
  ANOTHER IN T.O.
• TIGER CATS EXTEND STADIUM OVER BALSOM STREET FOR
  GREY CUP BREAKING OWN BY-LAW
• USING TRUCK TRAILER FOR STORAGE
• PATIO BUILT, NO PERMIT
• EXTENDING PATIO CLOSE TO SIDEWALK (ACETIS PIZZA)

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IDEAL?

• WILL RARELY GET EVERYTHING YOU WANT
• TYPICALLY CONTINUE TO TRADE UP AS BUSINESS
  EVOLVES
• IDEAL IS A RELATIVE TERM
• MOST LOCATIONS REPRESENT A COMPROMISE ACROSS
  FACTORS

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THE IDEAL LOCATION

• IT MAY NOT BE WHAT YOU INITIALLY THINK

M. PICZAK FEBRUARY 2006 THEEND