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How big of an area should you research? That depends on your trading zone. Your trading zone is the geographical area from which you draw most of your business. The size of your trading zone depends on a number of things: what transportation people use in your area, how far they usually travel for goods and services, whether your area is urban or rural, whether it is densely or sparsely populated.

You can use at least three methods to estimate the size of your trading zone. If you are on friendly terms with another martial arts school owner in your city, ask him if you can interview the school’s students. Ask those students how long it takes them to get from their home or work to their martial arts school. Look at how far most of them travel. A few students, of course, are willing to travel great distances to study with a good martial arts teacher. Assume that those students will find you wherever you are located. In your interview, determine how far the majority of students are willing to travel.