I needed to find the best place in Knoxville, TN to put a new smoothie shop. Since I new that the major players in the Knoxville market were Smoothie King and Dairy Queen, I decided I would choose to locate a new site for Planet Smoothie. Planet Smoothie once had a Knoxville location, but I found they had made a few mistakes in their selection. I feel my selection was better and explaination is given with the map that shows my selection.
So what does a college sophomore know about site selection that a professional in the business doesn't?
Probably nothing; however, there is more to decision making than knowledge. There is a need for understanding and common sense, before any decision can be made. I'm not downing the Planet Smoothie Site Selection people, I just think they didn't understand their audience before making their decision. Also, common sense plays a large part of my disagreement with their decision.
I say common sense because I think it doesn't take a rocket scientist to figure out that their last Knoxville site was a suicide location. It was at the least busy end of the Cumberland Avenue "Strip" and was on the opposite end of the Strip from Smoothie King - who was already well established. The Strip is the busiest place in Knoxville on weekends - many bars and it is at the edge of The University of Tennessee's Knoxville campus. However, the west end of the Strip is only busy for filling-up on gas. The east end is closer to more students and is where more of the students hang-out. So, why would students walk from where they are to get something that they already have in front of them and they already know they like it from the place in front of them. Site Selection Suicide.
How much of this could have been avoided through better demographic analysis? A good amount I suppose, but for that kind of detail it's going to cost a fair amount. But then, if you're going to spend the cash on a business and you're going to risk the business failing, wouldn't you want to spend the money on the best research you can get - before making that decision.
I remember the reading very clear words from ESRI's Jack Dangermond:
"Better information makes for better decisions."
Site Selection Project PDF's:
Smoothie King with Income
This shows the West location of Smoothie King with income as a base for decision making.
Smoothie King Population Growth '06
Shows the West location of SK with projected population growth for 2006.
Smoothie Places
Uses DQ as the focus. Dot-density '00 population, buffers for DQ immediate trade area, hotels.
Trade Areas
Shows rough trade areas for all of the top smoothie locations in Knox County, TN.
North Knox DQ Focus
DQ population, roads in selected trade area, and info about the area.
My Selection - Halls
This is where the best site would have been - at the time. I noted that it would also be a wise decision to wait until the Turkey Creek had a year more to develope. Now is prime time for moving into that area. Within the next year (from now - 2005) most of the land @ Turkey will have been claimed and possibly pre rented...tic toc.
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