You want to be as accessible as possible to the widest range of your clientele, but accessibility can mean different things in different communities.
You want to be as accessible as possible to the widest range of your clientele, but accessibility can mean different things in different communities. If you are considering expanding, relocating, or setting up a headquarters in your community, it can be hard to know exactly where would be the most beneficial to you and potential customers.
What types of people will traffic the area in question? You can pay to use tools that will analyze these trends for you with a fair amount of depth, but you can also make use of public information about the community.
You can also consider the businesses around where you are considering placing yours. If you are headquartering in a more suburban area, you may have the benefit of being one of the only businesses around, so that people will become familiar with you because you stand out from the surrounding area.
If you are looking at office space in the city, consider the types of businesses that surround you. Do you want to set up shop in an office park where other similar businesses are headquartered? This could be beneficial toward making professional contacts with accountants, lawyers, and the like, and make you seem more like a one-stop shop for interested clients.
However, putting yourself in a relatively unconventional place can have its benefits, too, making you stand out more much as you would in a more residential or suburban setting. This doesn’t mean that you need to place your office between a butcher shop and a mechanic, but it does mean that no location is completely incapable of allowing you to shine.
Think about the average age and income of people in different neighborhoods. What demographic are you targeting? Obviously, the ideal clientele incorporates a cross-section of the entire population, but it’s important to consider what your major sources of traffic may be.
Traffic generators in the area
What about the surrounding area drives traffic to the potential location of your business, and what kind of traffic will this include? What kinds of businesses and attractions surround the area? What demographics will they attract? Will it be primarily foot traffic, automobile traffic, or a mixture of both? Is there ample parking for all of this traffic?
Another question to ask yourself is how you can use these types of traffic to your advantage. For example, if you find yourself looking at a location that is surrounded by restaurants and culture, this may be a perfect place to take clients and colleagues out for business lunches and meetings, or to introduce potential buyers to the community.
On the other hand, if you are in a more residential area, this could provide you the opportunity to give clients a snapshot of what life in the neighborhood and community is like.
Making use of competitors
If you have competition in the area, this can be a hindrance, but it can also mean that some of your work is done for you, as these competitors have already done much of the work of scouting the location and using advertising to attract clients to their area.
Wherever you choose to locate, commit to the decision and use the reasoning that led you to choose that location to encourage potential clients to choose your business.