LOCALIZAR UMA LOJA
- Size of the city's trading area
- Population and population trends in the trading area
- Total purchasing power and the distribution of purchasing power
- Total retail trade potential for different lines of trade
- Number, size, and quality of competition
- Progressiveness of competition
Once you have determined which city you are going to open in, you must then evaluate a number of factors concerning the area or the type of location you want. These factors include:
- Customer attraction power of the particular store and the shopping district
- Quantitative and qualitative nature of competitive stores
- Availability of access routes to the stores
- Nature of zoning regulations
- Direction of the area expansion
- General appearance of the area
One final set of criteria should be examined concerning the specific site--or property--on which you wish to open your business. If you plan to open a large discount store, for example, you will want a site that is visible to and accessible by a high volume of drive-by traffic. A smaller store, however, may be appropirately located in a neighborhood where the store attracts local resident. In either case, the following criteria should be kept in mind:
- Adequacy and potential of traffic passing the site
- Ability of the site to intercept traffic en route from one place to another
- Complimentary nature of adjacent stores
- Parking facilities or space
- Vulnerability of the site to unfriendly competition
- Cost of the site
You will want to weigh all the criteria with respect to the type of retail operation you plan to operate. For example, if yours is a discount store, you will be looking for an entirely different population than a store selling exclusive, high-price merchandise. Again, depending upon your chosen clientele, you might consider such extreme site choices as a stand-alone structure (or one in a small block of stores) or a regional mall. The former location might house a small convenience store, the latter a high-end specialty goods retail establishment. Although you have evaluated what you earnestly believe to be all-inclusive criteria, you might want to consider the following:
- How much retail, office, storage, or workroom space do you need?
- Is parking space available and adequate?
- Do you require special lighting, heating or cooling, or other installations?
- Will your advertising expenses be much higher if you choose a relatively remote location?
- Is the area served by public transportation? Is it necessary for your business that it is?
- Can the area serve as a source of supply of employees?
- Is there adequate fire and police protection?
- Will sanitation or utility supply be a problem?
- Is exterior lighting in the area adequate to attract evening shoppers and make them feel safe?
- Are customer restroom facilities available?
- Does the store have awnings or decks to provide shelter during bad weather?
- Will crime insurance be prohibitively expensive?
- Do you plan to provide pickup or delivery?
- Is the trade area heavily dependent on seasonal business?
- Is the location convenient to where you live?
- Do the people you want for customers live nearby?
- Is the population density of the area sufficient?
