Imagine you go on a site survey and say, "This place looks okay, the price is reasonable, the storefront is bright, and the traffic is decent..."“
As a result… you don't dare to make a decision.
But if you state clearly: “I’m looking for a location for a takeaway coffee shop, I need a corner location at a crossroads, easy parking, and high traffic during the morning commute,” you’ll immediately find several truly suitable locations. And you’ll make a decision faster and have fewer regrets.
A common mistake made by new business owners: Trying to find a location that is "multi-purpose," "high-potential," or "customizable.".
Result:
– It's unclear who the customers will be entering the restaurant.
It's unclear which time slots are the busiest.
– I don't know what the storefront needs to be for.
And worst of all: I don't know why they chose that place.
The truth is: Choosing a location = Choosing your customers.
You can't just pick a location at random and hope for luck; you have to choose a specific group of people you want to serve – and choose the right places where they are. And accept that you'll have to overlook the rest.
There can't be a "one-size-fits-all" environment.
Therefore, before conducting a survey, ask yourself these three things:
Who am I opening this to – and in what specific context?
→ Not for "coffee drinkers".
Instead, it should be: "For people commuting to work in the office area in the morning, who only stop for 3 minutes to buy something to take away."“
What is that customer doing – and what do they need?
→ Are they driving fast? Are they walking? Can they stop their vehicles easily or not?
Did they notice the shop? Was there enough reason to stop by?
How do I want customers to react when they see this space?
→ Curious? Easy to stop? Motivated to get in?
→ Do you often walk past something and not remember what happens 5 seconds later?
A simpler approach: Choose a location as if you were reopening your first store – with lessons learned from your previous failures.
Specific customer + Specific situation + Specific needs = The right location.
Choosing randomly for "everyone" means choosing for no one at all!
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