Fraym for

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An upscale North African retailer was considering a major expansion in five Egyptian cities. Fraym was asked to:

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measure the total market size in five key cities

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identify promising white space for new store locations in each city

Fraym built a profile of the target customer using proprietary, subnational consumer and demographic indicators and used this data to assess each city's total market potential.

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Construct Target Customer Profile

Fraym used proprietary data about customers in the client's current store catchment areas to build a target profile for new customers. We determined that:

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Current customers are more likely to be in the top two wealth quintiles nationally.

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Current store customers are only slightly more likely to own more assets than other urban consumers.

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Current and prospective catchment areas have similar education levels and households sizes.

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Measure Market Size

Fraym used the target customer profile to calculate the total addressable market in each of the five target cities.

0.6 million

Egyptians

There are 7.6 million Egyptian households that are considered ABC+ consumers—comprising about 40 percent of all national households.

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live outside a store's catchment area.

82 percent of target ABC+ consumers currently live outside a current store’s catchment area.

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Over one-third of total ABC+ household spending is concentrated in the five target cities.

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Identify White Space with Precision

Fraym estimated the number of target consumers in each city within 5x5 kilometer grids. We used these metrics to determine each store’s carrying capacity and identify optimal locations for new stores.

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SEE THE NUMBERS BELOW
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Population: 71,000
GDP per capita: $4,150
Owns Car: 23%
Has Bank Account: 15%
Owns Refrigerator: 96%

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Population: 215,000
GDP per capita: $4,550
Owns Car: 24%
Has Bank Account: 26%
Owns Refrigerator: 98%

CONCLUSION

Fraym found that the five cities could collectively accommodate 28 additional retail locations with at least 100,000 potential target customers per location.

We provided coordinates for pre-screened retail store locations with detailed data about consumer characteristics and spending habits in each prospective store’s catchment area.

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