STRATEGIC STORE LOCATION BEYOND THE SURFACE

The mainstream content always mentions that store location is a very crucial part of building a business and once that word is mentioned, most people directly jump into the literal location of their target market like school, church or any hot foot traffic hub. And believe it or not, that’s what most of the people will only consider.

Today, a video of a start up CEO surfaced discussing his store location. But what about it? Well, this CEO’s product is basically just rice and chicken, however, he was able to branch out on the different parts of his city in Leyte in a span of 3 years. He almost has chains everywhere and when his students asked him what contributed greatly to his success, he answered that it’s about the store location. 

When asked to elaborate, this self-made CEO discussed that business people settled on the surface. As long as it's close to foot traffic and a busy street, they immediately dive down. But he pointed out three things that made so much sense. 

First, he considered the sunlight the exact location acquired in a day. According to him, if the sun is highly shining on the area by lunchtime, it's not going to be a good spot for customers. In this tropical country, most people would prefer a shaded spot. Thus, he emphasized that a good location will only be sunny in the morning but shaded properly before afternoon.

Second, even if the specific location is remedied for shade, if the path leading to it is highly reached by sunlight by lunch and afternoon, customers would still turn away as most customers’ mindset will settle on the idea of protecting themselves away from the heat including walking towards the target store. Though this is overlooked, it surely made sense. 

Lastly, since his product was chicken and rice, even in the afternoon, he still needs to up his sales for dinner, and he came up with another consideration. The foot traffic. If a store is located to a side where a lot of people pass by before going home, there’s a big chance that they will consider buying his food especially that dinner after a long day of work is already a reward for each busy salary man and this made his business strategy more successful than others. 

Of course, all business strategy can’t be patterned to this specific CEO’s style as product differs and as well as location and community practice differs but as an insight, this consideration in business strategizing surely would help small scale business man in making their sales go up and satisfying their target even more.