One of the key challenges of running a business is knowing who are and where are your competitors. The advantage of using eSpatial to map your Excel data is that you can compare key locations relevant to your business with the locations of your competitors – even if that competitor’s location data is not immediately available to you.
Map competitors for the purpose of planning, marketing and pricing
If you run a business, the likelihood (unless you’re working for the secret service) is that you want it searchable on Google. Having got your business onto Google, you now have the potential to be found not just on the its search engine – but also its maps engine.
eSpatial maps are built on Google maps. This means that any business – or type of business – you search, within an eSpatial map, can be found and placed on it. This can yield many benefits.
Let’s take a simple example
You own a chain of florist shops in London and you are thinking of expanding. You have uploaded your data to eSpatial and your map looks something like this:
A section of a map of London plotted with your Florist shops, uploaded from an Excel spreadsheet
This is a good visualization, imparting information, quickly and clearly. Clicking on each map-point could allow you to access key data about your shops, including sales revenues.
Now let’s type in “London Florists” in the search bar and hit return.
Searchable Google data has now been added to the map and you can see the result below, with competitors being highlights by red map-points.
Data visualization after you search “London Florists”. Do you see a potential gap in the market?
Google has searched through its database and mapped any business that is searchable under the term “London Florist”.
NB: This is never going to be 100% accurate and will take a little more investigation to verify the mapped locations (just zoom in on the map) but it’s still a very useful – and engaging – way to map real and potential competition.
Going deeper into Google search data
If you wanted, you could map other potential threats to, or find opportunities for, your outlets, by plotting other sources of competition – for instance, supermarkets (which also sell flowers). In this case, all you would have to do is input the name of a supermarket chain in the search bar and hit return to plot that data.
For instance, here’s the same map when I enter “London Tesco” (Tesco being a major supermarket chain in the UK) in the search bar:
A different set of visualized competitors can be saved as a different eSpatial map
This map may suggest that where there is a Tesco near one of your outlets, you should slant your marketing message differently, to remain competitive. For instance, you could emphasize range of flowers available rather than price.
If you want to plot Google data on an eSpatial map, just sign up for a free account, and start searching for those competitors!
Are you a Salesforce User? Check out eSpatial for Salesforce on the AppExchange!