The Power of Whitespace Analysis for Site Selection

When it comes to finding the perfect location for a business, there are a lot of factors to consider. You need to think about the size and shape of the space itself, as well as the surrounding population and infrastructure. But one factor that is often overlooked is whitespace analysis. Whitespace analysis is a powerful tool for site selection that can help you identify potential locations that offer unique opportunities to stand out from your competitors. 

What is whitespace analysis? 

Whitespace analysis looks at how businesses can benefit from locating in an area where they are not surrounded by direct competitors. Unlike market saturation analysis, which looks at how many competitors are in an area, whitespace analysis takes into account the competitive advantage of being located somewhere with less competition. This could mean locating in an area where there are fewer similar businesses or even in an area where there are no direct competitors at all. 

Why use whitespace analysis? 

By identifying an under-served market or region, businesses can take advantage of opportunities others have missed while benefiting from reduced competition. This means they can charge higher prices and have higher profit margins per unit than other businesses in their industry who may be located in more saturated areas. Additionally, when businesses move into less competitive markets, they benefit from increased brand visibility and loyalty among local customers who don’t have many options for similar products or services nearby. 

How does whitespace analysis work? 

Whitespace analysis starts with a detailed look at industry trends both locally and nationally to identify areas with low competitor density or no direct competitors at all. Then, demographic data such as population growth rate, income level, age distribution, gender breakdowns and more are used to get a better understanding of the customer base in each location being considered. Finally, third-party market data such as store visits and online search trends can be used to assess customer interest levels for specific products or services within each area before making a final decision on the best location for the business. 


Whitespace analysis is an invaluable tool for site selection decisions because it helps businesses identify untapped markets that offer unique competitive advantages over more saturated regions or industries. By taking into account demographic data, industry trends and customer interest levels before making any decisions about expansion plans, businesses can ensure they’re entering new markets with confidence and know exactly what type of success they can expect when they open their doors to customers in those areas. As a CEO, Vice President Real Estate, or Director of Real Estate this tool should be part of your Site Selection Software process so you make informed decisions about new locations quickly and efficiently.

Whitespace analysis is a tool that can be used to identify opportunities for product innovation. It can also be useful for businesses looking to improve their current offerings. The result of whitespace analysis can be invaluable for boosting sales and driving ROI.

Whitespace analysis identifies opportunities to enhance customer relationships, increase product efficiency, and build a better product line. It can also help companies develop a comprehensive intellectual property (IP) portfolio. In addition, whitespace analysis helps project managers understand customer needs and streamline new product development.

Whitespace analysis can be done manually or through software. Regardless of how it is done, whitespace analysis is a vital step in collecting powerful insights.

One of the most important whitespace analysis tools is the “external mapping” function. This feature maps a company’s strengths and weaknesses to the competition. Using this method, a business can uncover its weaknesses and improve its strengths.

Internal mapping is a similar process that translates a company’s weak points into a map of its assets. As a result, a company can determine where it needs to focus its resources.


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