If you own a brick-and-mortar business, deciding when to open a second location to grow your business is an important piece of your business expansion strategy. And it’s not something to take lightly: If you open too soon you can risk overextending your resources. But if you wait too long you could lose invaluable momentum, competitive advantages, and the perfect location.
How do you know when it’s time? It depends on many factors unique to your business, but this list of essential indicators can guide you to make the best decision.
How to know when you’re ready to open a second location
1. You have more business than you can handle.
If you’re running out of inventory, space, staff, or turning away customers because you’re too busy, that’s likely a good sign. Your products or services are clearly in-demand, and there’s room to expand your business.
Make sure that this demand for your business is consistent and isn’t just a temporary spike. If the demand is continuously high, opening a second location would allow you to spread your inventory and customers across two locations. This will give you and your staff more breathing room and set you up for future expansion as well.
2. You have a local customer-base as well as customers coming from far away.
Your customer data can tell whether you’re ready for a second location and need a business expansion strategy. For instance, if you have multiple customers asking you to open a new location, maybe it’s time to seriously consider it! Or if your customers are asking for more or newer services, it’s clear that you have demand and a loyal customer base.
Do you have customers that are traveling long distances to get to your location? If so, this should signal that there’s a need for your products or services outside of your local community. As part of your business expansion strategy, do some research to find out where your out-of-town customers are coming from, and consider opening a second location that’s more accessible to their area.
3. You have a strong team of employees.
Expanding your business puts stress on you as the owner. You’ll often need to split your time between your locations. For this reason, it’s important to have a strong management team and passionate, reliable employees, who can support you at all of your business locations.
Before opening a second location, think about your current team and how they fit into your business expansion strategy. Do they have the bandwidth to take on additional work, new demands, and new leadership roles without your constant oversight? If you’re confident in your employees’ abilities and feel comfortable giving them more responsibility and control over your business, then that’s a good sign that you’re ready to expand.
4. You’ve identified a market for your new location.
Have you done your market research for your new target area for your business expansion strategy? Does your potential new location get great foot traffic? Is there easy access to public transportation or parking lots? Will you have a steady stream of potential customers? If you answered “yes” to these questions, then you’re likely ready to open a second location.
As you consider opening a second location, do some in-depth
research and analysis on potential locations and your target audience, and ask
yourself the following questions:
- What is in my customer base?
- Where is there a need for my products/services?
- Is the market large and strong enough to support a second location of the same brand?
- Will I need to scale or adjust my business concept to fit the market at my new location?
5. You know your competition
An important piece of your business expansion strategy is knowing your competition in your target market. You can start by conducting thorough market research to identify competitors in the new location. Analyze their strengths, weaknesses, pricing strategies, and customer base, then review their products or services, customer reviews, and marketing tactics. This will give you insights into what makes them successful.
Use this information to differentiate your offerings and develop a unique value proposition that appeals to your customer base. Let data guide you: dig into customer surveys, industry reports, and local demographics. Track foot traffic and online trends to pinpoint areas in high demand. Data can fuel smarter decisions and boost your success rate.
Building relationships with other local businesses can also give you valuable insights and potential collaboration opportunities. Continuously monitor your competitors’ activities and adapt your strategies to stay competitive in the new market.
Remember, understanding your competitors is not about copying them, but rather leveraging your strengths to innovate and position your business for success.
6. You’ve streamlined your operational systems in your current location and can replicate them in your new location
One of the most important factors in a business expansion strategy is ensuring that each new location has consistent operational systems in place. Make sure your current location has organized and well-documented systems for communication, hiring and training, customer service, financial management, and more. Thoroughly documenting and streamlining your business processes will make it easier for you and your staff to replicate them at your new location.
As you review your systems, keep an eye out for opportunities for operational efficiencies. Build those practices into your current systems and then make sure they’re transferred to any new location you open.
7. You have the financial foundation to open a new business.
Just because your first business is profitable, doesn’t mean you’re financially ready to open a second location. You’ll need to take a deep look into your books and determine if you have the revenue, profits, cash flow, and financing to support your business expansion strategy. Also, make sure that you have enough financial coverage to keep your current business financially stable.
Talk with a Certified Public Accountant (CPA) to fully understand the financial health of your current location. As an expert, a CPA can make sure you’re financially prepared to take on any unforeseen costs with opening a new location and help you prepare for long-term investments.
8. You’re ready to navigate the legal side of opening a new location.
Have you stayed updated on the laws and regulations related to your business since opening your first location?
If you haven’t, add a step in your business expansions strategy to do some research. To get started look into the legal requirements for opening a new business location in the area you’re scouting. You’ll likely need to secure permits, licenses, and registrations from local authorities, and will need to follow zoning regulations and building codes.
Consult with your attorney and other legal professionals that have experience in business expansion to help you navigate the process. Keep in mind that this can get complex, especially with contracts, leases, and employment law considerations. Ensure that all your contracts and agreements are carefully reviewed and negotiated to protect your interests and minimize potential liabilities.
You’ll also need to consider any tax impacts related to operating in a new location and seek guidance from tax professionals to ensure compliance with local tax laws. Use resources like SCORE, Small Business Development Centers (SBDCs), and pro-bono attorneys to get started.
9. You’ve explored other sales avenues.
Exploring alternative sales channels can expand your business’s reach and test your market’s response. You can dip your toe into new markets before you invest in a second location to determine if there’s enough demand.
One way to do this is through partnerships with other local businesses, influencers, or wholesalers. You can tap into their existing customer base and leverage their networks in a way that benefits you and the partner. This approach is great if you want to broaden your audience without the immediate investment you’d need for a physical expansion.
Pop-up shops are another helpful option. They give you an opportunity to immerse your brand in different markets, generate excitement, and participate in relevant events or seasonal opportunities. Pop-ups are a low-risk business expansion strategy to gauge consumer interest, gather feedback, and build brand awareness before making a long-term commitment.
You can also explore online expansion through your website or online marketplaces. This avenue is flexible and easy to scale. Leveraging digital platforms allows you to reach a broader audience, engage with customers beyond geographical constraints, and adapt quickly to changing consumer behaviors. You can support your online presence with targeted paid ads to increase your visibility and attract your desired demographic, effectively driving traffic and conversions.
10. You’re mentally prepared to take on a new endeavor.
Mental preparation is just as crucial as logistical planning for your business expansion strategy. Opening a second location requires resilience and adaptability.
First, acknowledge and embrace the challenges and uncertainties that come with expansion. Success isn’t guaranteed, so you need to be prepared to navigate setbacks and obstacles along the way. This is easier to handle when you’ve got a positive mindset that thrives on challenges and when you see failure as an opportunity for learning and growth.
You also need to mentally prepare for the increased demands on your time, energy, and resources that come with managing multiple locations. This may require you to delegate tasks, build a strong team, and establish clear systems and processes to ensure efficient operations. Look for support and advice from your mentors, peers, and industry experts to navigate the complexities of expansion.
Most importantly, maintaining a healthy work-life balance and prioritizing self-care will help you sustain mental resilience and avoid burnout. This can be challenging given the new demands on your time, but relying on your support network and having a stable workforce can make it easier.
Well-planned business expansion strategy can lead to long-term business success
When your business is successful, it only makes sense for it to grow. The keys to growing your business in a way that’s sustainable are thorough planning and waiting for the right timing. If your business is hitting the six benchmarks above, then you’re likely ready. And if it’s not there yet, you’ll know what to look for as you work toward that goal.
Pursuit is here to help! Get in touch today and we’ll work with you to determine the best path forward for your business. We’ll help you clarify your goals and plans and find the funding you need to support your business’s continued success opening a second location.
