1391.0.55.001 - Planning for Business, 2010  
ARCHIVED ISSUE Released at 11:30 AM (CANBERRA TIME) 21/10/2010   
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Planning for Business | Using statistics for business or franchise planning

Image: Woman at computerTARGET PROMOTIONS

Robyn is responsible for the business development of a baby accessories retail chain in Victoria. The company’s customer profile tells her their target market is families with children 0-4 years, with at least one parent working full-time with weekly income of $800 or more. Robyn needs to know if her company’s stores are properly located to attract these people, and, if not, where better to locate them. Her aim is to increase the company’s presence in the market.

The company is planning to open a new store in Victoria, and Robyn thinks that a store in the Casey area will fit the profile. To confirm this, she orders tailored data through our priced consultancy service. Robyn identifies five locations which meet the company’s customer profile: Casey, Booroondara, Whitehorse, Greater Geelong and Monash.

Families in selected Local Government Areas, Victoria

Families with children under five
All families

At least one parent working full-time, weekly individual income over $799
Other families with children under five
Local Government Area

5 535
6 730
57 788
4 323
1 617
39 032
4 132
2 353
38 825
Greater Geelong
3 889
4 660
53 016
3 550
2 371
43 530
Total Victoria
104 952
113 744
1 294 386

Source: ABS data available on request, 2006 Census of Population and Housing

Before finalising her proposal, she seeks out other relevant indicators to compare the five potential locations. She uses a combination of customised data ordered from the ABS Information Consultancy Service and free data downloaded from the ABS website.

Robyn determines that Casey is most suitable because:

Since August 2001, the number of families in Casey has increased by 21.5%, to 57,788 in August 2006.

The number of families with at least one child under five and at least one parent in full-time employment earning $800 or more per week in Casey increased by 45.0% since the last census.

There was a 24.2% increase in the number of occupied private dwellings, from 57,530 in 2001, to 71,478 in August 2006.

In 2006, a total of 14,223 businesses were in operation in Casey, and 5,511 or 38.7% of these employed staff. In 2007, the total number of businesses had increased to 14,904.

The average wage and salary earner’s net income in Casey in 2006 was $37,746 which increased 3.5% to $39,064 in 2007.

In 2006, of a total 99,809 employed persons, 20,358 or 20.4% were employed in the Manufacturing industry. Retail ranked as the second highest employing industry, accounting for 12,795 employees or 12.8% of Casey’s workforce.

Source: Census of Population and Housing, Time Series Community Profile, National Regional Profile, and data available on request.

Robyn has combined her customer profile utilising both free and purchased statistical data to assist in identifying the most appropriate area to locate the new business. In the process, Robyn has also obtained information that will help her company in planning for continued business success.