The performance of a given location is a function of three general areas:  Demand, Competition and Site Effectiveness. 

Demand is a function of the scope of your trade area, its population and income base, and lifestyle characteristics.  Optimize demand by increasing the size of your trade area and merchandising to its lifestyle profile.

Competition represents the alternatives customers (demand) have to your location.  Minimize competition by offering superior products and services tailored to your trade area. 

Site Effectiveness is the area over which you have the most control.  This includes access, visibility, advertising, tenant and/or merchandise mix, parking, customer service, security and the facility itself.

Your location’s performance can be explained by a simple conceptual model:

Any action plan implemented for a location must affect one or more elements of this model in order to improve performance.