• Fernwood franchisee applicant looking for funding to open a franchise in a particular franchise area
• Government funding agency wanted compelling market data on the viability of the franchise in that area

• The ideal profile of Fernwood members was known
• Demographic information was analysed to identify the number and location of ideal customers in the franchise area
• This was compared with the number and location of ideal customers in other franchise areas
• Analysis of this information provided compelling evidence as to the likely turnover of a franchise in the chosen franchise area
• Further analysis of the data, using models such as 8 and 10 minute drive time analysis, identified the most appropriate location for the franchise in the franchise area
• The solution result: The funding agency minimised its lending risk, the franchisee received the funding and opened the franchise. The franchisee chose the most attractive store location based on the findings of the report and was able to maximise marketing spend by limiting mail drops to households who fitted the ideal customer profile

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