MARKET AREA EXPANSION CHECKLIST
When a locally made product or business is successful in the local area,
an opportunity often exists to expand marketing efforts to new geographic
areas. Sometimes this can involve opening another outlet in another
location.
SOME EXAMPLES
1. A co-operative that supplied equipment to mountain climbers and
hikers was so successful it expanded to include a second operation
in another area.
2. A nut and fruit bar made and marketed only in a local region had its
marketing expanded to a mcuh wider geographic area.
3. A successful local restaurant with a unique concept expanded by setting
up similar restaurants in other cities across North America.
HOW TO DO IT
1. Identify products or services currently offered by your company
within your region and consider whether marketing efforts could be
expanded to new areas.
2. To find successful local products or services which are produced by
someone else and not distributed to other areas:
a. talk to purchasing agents;
b. place classified advertisements in newspapers;
c. contact your local Business Info Centre or the Ministry of Small
Business, Tourism & Culture (in Canada);
d. analyse local advertising and talk to local business people;
e. look for locally made products in stores;
f. look for stories on local products and services in business
magazines and newspapers; and
g. talk with tourists visiting your region, as well as local travel
industry personnel, to find specific products and services that
attract businesses, and consider which of these could be imitated,
franchised or marketed in other areas.
3. To find successful one-of-a-kind businesses that have been developed
by local people: analyse the Yellow Pages in your phone directory;
identify local fashions and lifestyle activities; observe retail
stores and services in your area and Iisten for positive comments
from local consumers and business people about local businesses; and
ask visitors to your area for the names of unique local businesses
they have noticed and which they might like to have in their own
community.
4. Talk to potential customers to discover whether there is a market for
the products or services in the new area.