{"id":733902,"date":"2025-02-04T05:44:48","date_gmt":"2025-02-04T13:44:48","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&#038;p=733902"},"modified":"2025-02-04T05:44:48","modified_gmt":"2025-02-04T13:44:48","slug":"market-analysis-and-expansion","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/market-analysis-and-expansion","title":{"rendered":"From Local to National: The Growth of an Upstart Business"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[],"tags":[477032,11272,1261,1161,238001],"department":[476812],"wherenext-category":[],"industry":[],"class_list":["post-733902","wherenext","type-wherenext","status-publish","format-standard","hentry","tag-customer-analysis","tag-demographics","tag-real-estate","tag-retail","tag-site-selection","department-business-growth"],"acf":{"short_description":"A strategic approach to location analytics set the stage for a franchise\u2019s national expansion.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"How does a business grow from a single location run by its founder to a brand you might see on any street in the country? The secret often lies in deciding which streets are right for the business."},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"<strong>Snapshot:<\/strong> As a small business grew into a national leader, decision-makers used market analysis to find the right locations for growth.","snippet":""},{"acf_fc_layout":"content","content":"For the nation\u2019s largest chiropractic provider, location analytics has cracked this growth code.\r\n\r\nThe Joint, a fast-growing franchise business, has nearly doubled the number of clinics it operates over the last four years, and now performs 14 million patient adjustments annually in 41 states and the District of Columbia. Senior management and franchisees consult maps powered by geographic information system (<a href=\"https:\/\/www.esri.com\/en-us\/what-is-gis\/overview\">GIS<\/a>) technology to decide which markets to enter and how best to reach customers.\r\n\r\nAcross the company, from advertising teams to market analysts, location intelligence informs the mission of delivering convenient chiropractic care to a growing number of US markets.\r\n\r\n\u201cAs of year end, we had 967 clinics open and operating,\u201d says Jake Singleton, chief financial officer. \u201cBut I can tell you where the next 900 are being targeted based on our maps and data.\u201d\r\n<h3><strong>Finding a Brand\u2019s Best Customers Through Market Analysis <\/strong><\/h3>\r\nGIS technology helps The Joint\u2019s decision-makers answer two questions <a href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/geography-and-business\/\">fundamental to every retail or service business<\/a>: Where to open, and how to market there?\r\n\r\nSuccess hinges on understanding the distinct traits, habits, and patterns of local consumer groups.\r\n\r\n\u201cEvery year we look at, Who are our patients now? Where are they coming from? What type of backgrounds are they coming from? What types of demographics are in those neighborhoods?\" says Max Bourque, The Joint\u2019s manager of real estate analytics and a GIS power user. \u201cWe\u2019re constantly evolving the model to understand, who is our best patient now?\u201d"},{"acf_fc_layout":"sidebar","layout":"standard","image_reference":null,"image_reference_figure":"","spotlight_image":null,"section_title":"","spotlight_name":"","position":"Left","content":"<strong>Related Read:<\/strong>\r\n\r\n\/\/ A look at <a href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/john-deere-market-development-with-location-intelligence\/\">John Deere\u2019s<\/a> market analysis","snippet":""},{"acf_fc_layout":"content","content":"Fourteen percent of US adults have seen a chiropractor <a href=\"https:\/\/www.mastermindbehavior.com\/post\/chiropractic-statistics#:~:text=Approximately%2050%25%20of%20U.S.%20adults,more%20than%20five%20years%20ago.\">in the last year<\/a>. Around half are a good fit for The Joint\u2019s subscription-based business model. Bourque and analytics director Richard Matthews, who holds a PhD in geography, create profiles of the company\u2019s ideal patients based on traits like income levels, age, and lifestyle preferences.\r\n\r\nThose personas help the team identify other promising markets for franchise expansion.\r\n\r\n\u201cWe can be highly precise in determining where we need to go in terms of a trade area because we are identifying areas with enough density of prospective patients that mirror some of our best patients we are already servicing,\u201d Singleton explains.\r\n\r\nThe Joint now uses <a href=\"https:\/\/www.esri.com\/en-us\/location-intelligence\/overview\">location intelligence<\/a> to tailor advertising messages based on how patients commute and their technology preferences.\r\n\r\nLocation data also undergirds a formula used to calculate the ROI potential of each clinic based on variables like population, usage, and penetration rate.\r\n\r\n\u201cIt is truly a scientific approach to real estate,\u201d Singleton notes."},{"acf_fc_layout":"quote","image":733912,"text":"We really became strategic and data-specific on...the placement of these clinics.","author_name":"Jake Singleton, Chief Financial Officer, The Joint Chiropractic","author_profession_organization":""},{"acf_fc_layout":"content","content":"<h3><strong>When Convenience Is King, Location Matters<\/strong><\/h3>\r\nSince its 1999 start in Tucson, Arizona, The Joint has built its success on a distinctive health-care business model: no insurance, just flat monthly subscriptions. Members of its nearly 1,000 franchises can drop in anytime for a quick spinal adjustment\u2014much like <a href=\"https:\/\/hsph.harvard.edu\/news\/rise-of-concierge-medicine-has-benefits-drawbacks\/\">concierge medicine<\/a>, but faster.\r\n\r\nThis convenience-first approach means one thing is critical to success: locations must slot \u00a0perfectly into customers\u2019 daily routines.\r\n\r\nMatthews and Bourque have honed their GIS-based market analysis into a trusted methodology, but there are nuances to every site selection. It\u2019s not as simple as identifying the three or four best customer personas and then looking for concentrations of those groups on a national map.\r\n\r\nA key customer segment in a large coastal city\u2014say, single, white-collar professionals\u2014may barely show up on the map of a smaller Midwestern region. Similarly, as populations migrate, a once-reliable customer base may dwindle, challenging a franchise to find new clients.\r\n\r\nTo ensure that its location intelligence stays accurate, the analytics team updates personas annually, plugging new data into its GIS maps. Recently, Bourque has developed ways to share this location insight with colleagues throughout the enterprise.\r\n\r\n\u201cPart of the job is really learning how to communicate maps to people who\u2026don\u2019t read them on a daily basis,\u201d he says. That\u2019s a common theme among <a href=\"https:\/\/www.esri.com\/en-us\/lg\/publications\/20\/the-new-business-analyst-emerges-a-wherenext-webcast\">new business analysts<\/a> who share insights across departments.\r\n\r\nTo assist senior decision-makers, Bourque built a GIS portal with self-serve dashboards. With these maps, managers of large territories monitor franchise regions available for sale, areas with the highest ROI potential, drive times for patients, and other KPIs.\r\n\r\nFor franchisees and salespeople, Bourque creates infographic one-pagers that include maps and demographic facts on specific markets, including metrics like median household income, population density, and education.\r\n\r\nThese insights help franchisees replace guesswork with market analysis grounded in location data. \u201cThey feel like instead of just running in blind and opening a Joint clinic office, they\u2019re actually seeing what the potential is and seeing where the pitfalls are,\u201d Bourque says."},{"acf_fc_layout":"quote","image":733922,"text":"Armed with market analysis about various personas, franchisees are better able to select sites based on the types of stores and retail centers core customers prefer.","author_name":"","author_profession_organization":""},{"acf_fc_layout":"content","content":"<h3><strong>Fine-Tuning Site Selection and Charting the Next Chapter of Growth<\/strong><\/h3>\r\nOnce a franchisee has targeted a particular market, Bourque analyzes specific sites.\r\n\r\nVisibility is key for a Joint clinic to thrive, so larger locations tend to draw more customers than those with less square footage. Nearby outlets associated with healthy living, like organic grocers, make for desirable <a href=\"https:\/\/www.esri.com\/en-us\/industries\/retail\/overview\">retail<\/a> neighbors.\r\n\r\nBased on these and other attributes, Bourque grades shopping centers based on their suitability for The Joint brand, just as he rates larger trade areas. It\u2019s all part of the GIS-powered science that informs business growth and franchise success.\r\n\r\nAs the company aims to break into its last untapped regions\u2014namely, the Midwest and Northeast\u2014marketing is becoming a bigger piece of the puzzle.\r\n\r\nIn the Southwest, where strip malls are common and brand awareness of The Joint is already strong, a highly visible location can do a lot of heavy lifting in attracting clients.\r\n\r\nIn a densely populated place like New York City, The Joint will be courting different demographic slivers than it has elsewhere in the country. To expand into major East Coast cities, The Joint will be marketing to personas like urban millennials.\r\n\r\nThe company expects GIS technology to play an important role in identifying and reaching those customers. Personas have been key to The Joint\u2019s national expansion, and now they\u2019re poised to fuel the company\u2019s next stage of growth.\r\n\r\n\u201cUsing them from a consumer marketing perspective,\u201d Singleton says, \u201cputs us in a much stronger position to attract patients and help improve their quality of life through routine and affordable chiropractic care.\u201d"}],"references":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Market Analysis Fuels the Growth of a National Business<\/title>\n<meta name=\"description\" content=\"One franchise business expanded rapidly by taking a scientific approach to market analysis and demographics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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