SUPPLYING THE DEMAND

Fancy a business with a built-in customer base?

Government regulations fuel these franchises.

Starting a business is no mean feat, and getting customers through the door can be a challenge. Some franchise chains are learning it pays to think outside the box.

Finding your target market is business 101, but it’s not always as easy as it seems. Location, site size, offering and marketing can all play a pivotal role in whether you attract the right customers.

But who are the right customers?

In a basic sense, your model customer is one that spends well and returns often, ideally with a few friends in hand. Whether your business is in fitness, fast food or finance, the prospect of a highspend, loyal customer is never overrated.

However, Australia is a competitive landscape. Consumers are perpetually pulled and persuaded to try new businesses and services, and the often-transient nature of the market can be a headache for operators.

The key to sustaining success is getting in early. By identifying, advertising and servicing a demographic that has yet to be fully tapped, businesses can break into the market and establish themselves as a leading service provider.

In fact, it may not even be a market you knew existed. Take personal training franchise Fitness Enhancement, for example. The booming Aussie business has picked up the slack where other brands have failed to accommodate, and things have never looked better.