How many Egyptian retail consumers are there and where do they live?
PREPARING FOR GROWTH & EXPANSION
A major private equity fund was considering a large investment in an Egyptian retail company. They needed to know where the company’s target customers were concentrated. This information was central to testing management’s growth thesis and immediate expansion plans.
The Company's Target Consumer
BUILDING THE CUSTOM PROFILE
Fraym built a custom profile of the company’s target consumer. This reflected a broad range of household-level income, spending, and demographic variables. Next, we divided the entire country into 5 by 5 km grids, which corresponded to store catchment areas. Utilizing advanced statistical methods, Fraym reliably estimated the number of target consumers within each grid. With this proprietary data, the investor assessed total store carrying capacity in Egypt and the preferred location of new stores.