EXPANSION & SALES LEAD:
PLAYING CHESS WITH A CITY
Strategy |Negotiation |Financials |Marketing
THE STORY
▪Imagine
THE STORY
▪You’re hired by a fast-growing coffee
chain that’s already famous in
Bangalore.
▪They’ve raised funding and want to
expand across India. The CEO says:
‘We want 50 new stores this year.
Quick. Profitable. Zero mistakes.’
THE ASK?
▪Pick the next 5 store
locations.
THE GROUNDWORK &
CHALLENGES
▪You scout 3 metros, dozens of
malls, IT parks, and metro
stations.
▪ One site looks perfect on paper -
a huge mall with high footfall -but
the rent is 25% above your target.
▪Another site is cheap but hidden
from view.
▪ A third is near an IT park with
10,000 young professionals but
opening permits are tricky.
SHOULD I OR SHOULDN'T I?
Risks | Self doubt |what will happen |Is it right | My
job at stake |Reputation at stake | ROI vs ROI
▪If you choose WRONG, the
store bleeds cash for
months. ROI
▪ If you choose RIGHT, you
unlock a goldmine: ₹1 crore
a month in sales, quick
payback, and a flagship
location. ROI
So, you are not just picking sites.
1. You’re negotiating rents with
powerful landlords
2. Building a store P&L,
3. Coordinating construction
teams,
4. Ensuring FSSAI compliance,
and
5. Designing a 30-60-90-day
launch plan to hit sales goals
from day one.
THE MORAL OF THE STORY
GTM-The strategy and action plan used by a company to
launch a product or service in the market ,aiming to
capture customer attention ,create demand and establish
brand presence.
This is the life of an Expansion & Sales Lead –
I become :
1. Real estate hunter
2. Financial analyst
3. Project manager &
4. Street-smart marketer.
It’s like playing chess with the city map, but with
Real money, Real people, and Real deadlines.
▪a symbol
of fertility,
prosperity,
and good
fortune
▪ Rooster: A proud, upright rooster is the
main graphic element.
▪ Five Stars: The brand's name, "Five Star," is
included, often accompanied by five stars.
▪ Color Scheme: The dominant colors are
red, orange, and white, with the chicken
mascot often appearing in a shade of red-
orange.
▪ Text: The company name is usually shown
in a bold, eye-catching font.
What is expected-Iam a marketing
strategist?
▪Building & Scaling High-
Performance Retail Outlets
▪Launch High-Quality New
Stores (Right Place, Strong Unit
Economics, Quick)
▪Grow Sales |Launch Stores |
Optimize Portfolio- Existing Vs
New-LFL.
TAM |SAM(MARKET SHARE) | SOM
Every chicken Five Star
based meal Chicken actually
outside home- operates, targets
(Dream Market) and viable-ROI
Five Star
Chicken can
capture in 2 -3
years
WHAT IS EXPECTED-SAM
AND SOM TO BE
EVALUATED, CONSTANTLY
AND CONSISTENTLY ?
IAM A FINANCIAL ANALYST
•% growth in sales per store.
•Unit Matrix (rent-to-sales %, payback period)
•No. of new store launches / timelines. TAT
•COGS |Rent |Sales| Capex | Opex | BATNA(Best alternative to a
negotiated agreement)|RP-Reservation price| SP-Stretch price
•Ethics
•P &L-Unit level
•CM-Contribution margin-Money available to cover fixed costs and
profits.
IAM A PROJECT MANAGER
•Study market gaps-Research and meeting retail outlets
•Competitor presence (KFC, McDonald's, and local Indian
competitors such as Devyani International, YUM! Brands, Suguna chicken)
•White space mapping -(Anchor stores, Metro stations,
Malls, IT Parks, MT-lulu malls, MT-Phoenix ,Large college
canteens| EBO |SLA-Zomato |Swiggy )
•Use of spatial tools-
DUAL ROLE- MARKETING AND SALES
•CAC-Customer acquisition cost
•30 | 60 |90 days plans- CBO-Campaign Budget
optimisation
•Old stores/ LFL | New stores
•Buzz | Hype |ATL –Mass media(3-5-7 KM)| BTL –
Influencers |RWA |Corporate ties=SOV
DUAL ROLE- MARKETING AND SALES
•PDP- Product detail page –Landing page on ecommerce
platforms for SEO |CPC |CPM|UGC
•ROAS-Return on ad spend-Revenue for every money spent-
Greater ROAS-Greater Efficiency
•CRM
•Sales force | Asana| Trello
•Dashboard
LETS CHAT!!!