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Let’s say you’ve estimated your trading zone to be about seven minutes. How far away is seven minutes? That, too, depends on your area, the roads, and the traffic. Get in a car with a local map and a stopwatch. Drive the main roads that lead to your school, and mark off a seven-minute radius.

Then go back to your demographic sources. Within that seven-minute radius, look at average age, average income, disposable income, number of children. If you aren’t on a widely used public transportation line, look at the number of vehicles. The question you need to ask yourself is, “If I put my school here, could my target market get to it in seven minutes or less?” If not, either your location or your target market will have to change.

Beyond demographics, you will also need to check your competition before settling on a location. How close is the nearest martial arts school? Too many schools in a small area may decrease the number of students likely to sign up with you. While you’re checking schools in the area, look not just at martial arts school but at other sport schools—gymnastics, dance, swimming schools—aimed at your target market. They too are competing for the time and money of your potential clientele.