Notes from the work · Tag

#forecasting

A franchise development desk with a large paper map, one empty magenta pin for a proposed site, and a short row of location cards laid out beside it, each card linked to the map by a thin grey thread

Franchise Growth · The Franchise Growth Playbook

Pick the next site with your own comparable locations, not a demographic profile

Your open locations are the best forecast you own for the next one. Here is a franchisor's playbook for building a comparable set, matching a new address against it, and saying honestly how sure you are.

David SteelOctober 10, 20267 min read

A franchise development desk with a paper map, a stack of census printouts pushed aside, and a row of small location cards being lined up next to a magenta pin

Inside Sneeze It · Inside Audience

Demographics did not predict cost per lead. Comparable locations do.

Before building a forecast for new sites, we tested the industry's favorite inputs against 865 ZIP codes and about $102,000 of real ad spend. Here is what Audience uses instead.

David SteelOctober 10, 20265 min read

See your own locations in it.

Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.

Book a walkthrough See the eight tools