A competitor map is a visual representation of where competing businesses are located within a defined geographic area. These maps plot competitor locations on a geographic layer, giving franchisors clear insight into market saturation, potential risk zones and ideal placement for new franchise units.
Competitor maps may include direct competitors offering the same services and indirect competitors serving similar customer needs.
Competitor maps help franchisors understand the competitive landscape before awarding territories or selecting new sites. They offer:
visibility into saturated markets
identification of underserved regions
clarity on competitor clustering
improved decision making during territory design
stronger justification for market valuations
evidence of growth opportunities in white space areas
Competitor analysis is a core part of market research and is often used alongside demographic and trade area data.
Franchisors use competitor maps to:
evaluate new franchise territories
analyze competition within an existing market
determine if a location has adequate separation
compare performance potential between regions
assist franchise buyers during due diligence
support multi unit development plans
Competitor maps are also integrated into Item 12 territory planning to ensure territories are economically viable and competitive.
Competitor maps may show:
direct competitors offering identical services
indirect competitors serving similar customers
local independents
regional chains
national brands
alternative service providers that influence market share
Depending on the concept, competitors may be plotted by density, drive time, ZIP Code, census tract or trade area.
Trade Area
Location Analytics
White Space Analysis
Market Penetration
Franchise Territory
Point of Interest Mapping
Franchise Territory Mapping
Demographic Analysis
Reporting
Why Smart Territory Mapping Is Critical for Franchise Growth
The Hidden Power of Anchor Tenants
How Emerging Franchisors Can Define Smart Territories Using Competitive Analysis
Last updated: November 25, 2025
