By Richard M. Fenker
Written by means of knowledgeable with twenty years of expertise in advertisement website evaluate, the positioning e-book is a pragmatic publication that takes a logical and process-oriented method of website evaluate. outfitted round dozens of real-life examples of websites that paintings, websites that do not - and all of the explanation why - this publication explores the dynamic and occasionally complicated courting among web site positive aspects and different components that would finally ascertain the good fortune of any eating place or retail place. the positioning publication good points: extensive dialogue of the most important components affecting a website review together with buyer assets, utilization styles, demographic stories, day components, linkages, drop-in good points, actual atmosphere, picture, alternate sector, development ideas, pageant, and cannibalism. A step by step consultant throughout the website evaluate procedure utilizing a certain web site review worksheet. options for measuring and weighting the relative significance of every one website function and calculating a last website ranking. useful tips for particular ideas and ranging marketplace stipulations - equivalent to beginning a primary vacation spot in a brand new marketplace, including a moment shop, or backfilling in a saturated industry. innovations for website choice in aggressive markets the place the most sensible destinations are in brief provide.
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Additional resources for The Site Book : A Field Guide to Commercial Real Estate Evaluation (Mesa Professional Development Series)
Example text
Weaker draws like a theater multiplex, a miniature golf course, or sev- 56 DAYTIME POPUlATIONS eral nightclubs will usually have only a slight to moderate impact on sales. Position is very important for attracting entertainment seekers because the links with other businesses are usually driven by impulse and determined by convenience factors. A bookstore in the same strip center as a movie theater may receive a tremendous benefit from the linkage, while the same bookstore positioned one block away would receive almost nothing.
One option is to rate the degree of retail activity in several key areas such as general retail sales (excluding malls), mall activity, entertainment activity, restaurant activity, and perhaps other specific retail categories. A second option is to examine your demographic report for the number and types of businesses in the area and use this information or direct information on daytime population to rate the shopper potential. We recommend combining the two types of ratings to get the best evaluation.
This can be very good-if the employer has policies that make it easy and convenient to trade in the nearby retail areas-or very unfortunate if they do not. Usually a large employer will be a negative factor (even if it provides customers) because it will limit the attractiveness of the area as a draw for customers coming from other sources. ~r _ln_S_i_te__________________________ ~· Count employment sources within one to three miles that are relevant for your business. Double their impact if your location is a) on a good traffic corridor that connects with the employment sources; b) has good visibility and access; and, c) is positioned well relative to competition in the trade area.