SAMPLE CLUB
SAMPLE CLUB
WHERE EXACTLY ARE THEY? Our Site Analysis Reports include a Mosaic map as standard, as a valuable complement to your Mosaic report (i.e. the demographic make-up of your catchment) and competition map (see page 21). A Mosaic map allows you to see not only who’s in your catchment, but exactly where they are and – when viewed alongside your competition map – their proximity to competitive sites. Note that Mosaic maps are broken down by Mosaic groups rather than types. Each dot on the map is a postcode area, which can cover 15–20 households. Each dot is colour-coded by the dominant Mosaic group for that postcode, giving you a clear visual picture of the types of people living in your catchment, and more specifically, exactly where they live.
As noted previously, a competition map is another critical part of the jigsaw, allowing you to understand who else is potentially serving the Mosaic groups and types in your catchment. That’s why we include a competition map in all our Site Analysis Reports (see below). This allows you to view the population clusters in your Mosaic map and compare them to the competitive sites in the area, which can quickly highlight important additional considerations. For example, if you have a lot of students or young people in your catchment, is there a university gym, and is it located close to this population cluster? If so, many of them will likely be members there, meaning this group/type may not represent as significant an opportunity for you as you might originally have thought.
MOSAIC MAP FOR SAMPLE CLUB Shows one- and two-mile bands
COMPETITION MAP FOR SAMPLE CLUB Shows one- and two-mile bands
Gilston
Eastwick
A414
Harlow Tye
Harlow
Hobbs Cross
!. Sample Club 1 mile bands Mosaic UK Groups A City Prosperity
M11
!.
Foster Street
B Prestige Positions C Country Living D Rural Reality E Senior Security
A414
F Suburban Stability G Domestic Success H Aspiring Homemakers I Family Basics J Transient Renters K Municipal Challenge L Vintage Value M Modest Traditions N Urban Cohesion O Rental Hubs
Hastingwood
Broadley Common
Rye Hill
A414
SITE ANALYSIS REPORT
SITE ANALYSIS REPORT
20
21
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