Selection of the location for the future clubinformatyk
This key decision determines the success of the club. So what do we pay attention to when talking to our clients?
- market potential
An area with a radius of up to 15min by car is assumed. Of course, the type of club has to be taken into account. Low cost allows you to extend this radius, a boutique club narrows it down.
To calculate the number of potential customers:
number of inhabitants x 7.9% (market penetration rate according to Deloitte) = number of potential customers. For further calculations, assume that for the low-cost option, 1-1.5 people attend per m2 of space.
In addition to calculating the number of potential customers from the marked area, you should also determine their demographic and economic profile.
Shopping centre, free-standing building? Downtown, outskirts or maybe in the middle of a housing estate? What is in the immediate vicinity? Will it generate additional traffic or competition? The answers to this questions will determine the direction of your business model.
- location with advertising
The higher the walk-in potential, the lower the budget for opening, advertising and attracting new customers. We pay attention to the capacity of the streets adjacent to the building, the traffic on the pavement, the location of the shop windows, the entrance, their visibility. In an ideal world, the building itself, the front door, or the view of the people practising inside is equivalent to 80% of sales success.
- getting there
Here we have in mind not only the car, but also the bus, tram, bicycle…If the location is a city centre…we take into account that the trend is towards shifting traffic to the public transport, to which we add all the students and the elderly who will fill the off-peak time, but do not necessarily move by car.
- fit cards
Possible introduction of the so-called “fit card” means the need to verify whether there are companies in the area offering such a non-wage system to their employees. Depending on that, either additional revenue or an unnecessary hurdle can be generated while attracting subscription members.
An absolutely key issue! “No parking no business”. There should be enough space and the car park itself should be free for club members. A forced long walk from the car to the club will definitely discourage your clients. Often the car park needs to be shared: pay attention with whom and whether there is an overlap in peak hours. Parking for bicycles or scooters is also a great idea.
- building – technical specifications
We start with the layout: will the club be on one or several floors? What about circulation routes – their number should be optimised. Where are the changing rooms located looking from the entrance? What is the spatial layout like? Is it easy to manage? Are there plans to divide individual zones by walls? What about daylight? Air conditioning?
The obvious thing is to check the technical condition of all the electrics, heating, sanitary installations….
The final decision is of course the rental terms, the provisions in the contract, the fit-out conditions and the client’s possibilities.
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