PEMBROKE, Mass. — Do you have a map on your office wall? No? You should. I don’t mean a road map, but rather a map of your marketplace.
This map would depict your competitors, busy main drags, affluent neighborhoods, any information that tells you where your customers are coming from.
This is not something that you can purchase, so I suggest you get started making your own. Start with a town or city map that lists streets; have it blown up. Then fill in the information that you need.
Obviously there’s the town you’re in, but if you do business in neighboring towns, include them. Put in competitors in all directions. Color-code affluent high-use neighborhoods. Mark in busy shopping streets and commuter roadways. You might have to drive around and explore the territory in order to do justice to your project. The effort gets you canvassing the territory, which is a good thing to do, because you’ll continually make discoveries.