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THE IDEAL LOCATION

THE IDEAL LOCATION. IT MAY NOT BE WHAT YOU INITIALLY THINK. M. PICZAK FEBRUARY 2006. DEFINING LOCATION MORE BROADLY. Location can mean: Internet (.org; .com.; .biz; .info; .etc.) Radio dial Channel on TV Location in a mall, airport, plaza, street Trade show location. LEVELS. COUNTRY

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THE IDEAL LOCATION

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  1. THE IDEAL LOCATION IT MAY NOT BE WHAT YOU INITIALLY THINK M. PICZAK FEBRUARY 2006

  2. DEFINING LOCATION MORE BROADLY Location can mean: • Internet (.org; .com.; .biz; .info; .etc.) • Radio dial • Channel on TV • Location in a mall, airport, plaza, street • Trade show location

  3. LEVELS • COUNTRY • PROVINCE • REGION • CITY • NEIGHBORHOOD • STREET • STREET #

  4. EVALUATIVE CRITERIA Factors for assessing a physical location: • Visibility • Access • Rent/lease cost • Parking • Supportive, local, accommodating landlord • Qualifies for government grants • At bus stop • In BIA • Close to target market • Not isolated by concrete islands • Proximity to similar businesses • Close to traffic drivers (LCBO, Beer Store, Tim’s, Pet Store) • Loading docks available

  5. PLACES WE’VE BEEN

  6. EXPLAIN SUCCESS DESPITE ‘TERRIBLE’ LOCATION • Beach Road Kielbasa • Dundurn & Aberdeen car repair/bistro combo • Carmen’s Takeout • East Hamilton Radio • Joey’s Seafood Restaurant • Honey’s/Pete’s Marketplace NF, NY • Café Palazzo • Sunshine Bakery • Denninger’s old site • Grad dance studio behind Bedrock Bistro • Sunshine Bakery • MOPS • Kenesky’s • Golf Courses • Lazer Mania • Just Tennis • Bronzie’s • Sweet Paradise • Bronzie’s • Sweet Paradise • Breakaway Distributing

  7. WHY PLACES WITH ‘TERRIBLE’ LOCATIONS SUCCEED? • Consumers are given a reason to make the trip into the ‘terrible’ zone • Benefits exceed the cost

  8. CAN A BAD LOCATION KILL? • TIM’S HWY 2 AND 53 • MOTEL ON HWY 2 TOWARD BRANTFORD • MacDONALD’S, GAS STATION, GOLF STORE AT REAR OF LIMERIDGE MALL • COFFIN CORNER AT MEADOWLANDS

  9. BY-LAWS & REGULATIONS BE MINDFUL OF: • NOISE RESTRICTIONS • HEIGHT RESTRICTIONS • LAND USE RESTRICTIONS • BIA REGULATIONS • SIGNAGE LIMITATIONS • NO GREATER THAN 2 GAS STATIONS PER CORNER IN OAKVILLE • TRUCK BAYS CANNOT FACE QEW IN BURLINGTON • INDUSTRY SPECIFIC REGULATIONS (GASOLINE, HAZMAT, FOOD HANDLING, ETC.)

  10. FAILURE TO RESPECT BY-LAWS GET NECESSARY PERMITS OR RISK SANCTIONS: • LIQUOR PERMITS FOR MOVING FROM ONE LOCATION TO ANOTHER IN T.O. • TIGER CATS EXTEND STADIUM OVER BALSOM STREET FOR GREY CUP BREAKING OWN BY-LAW • USING TRUCK TRAILER FOR STORAGE • PATIO BUILT, NO PERMIT • EXTENDING PATIO CLOSE TO SIDEWALK (ACETI’S PIZZA)

  11. IDEAL? • WILL RARELY GET EVERYTHING YOU WANT • TYPICALLY CONTINUE TO TRADE UP AS BUSINESS EVOLVES • IDEAL IS A RELATIVE TERM • MOST LOCATIONS REPRESENT A COMPROMISE ACROSS FACTORS

  12. THE IDEAL LOCATION IT MAY NOT BE WHAT YOU INITIALLY THINK M. PICZAK FEBRUARY 2006 THEEND

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