A Point of Interest (POI) is any identifiable location on a map that represents something relevant to customers or business operations. POIs include places where people gather, shop, work, study or travel. They are used in franchise mapping to understand market activity, customer behavior and environmental factors that influence franchise performance.
Common POI categories include retail stores, schools, gyms, transportation hubs, restaurants, office buildings, hospitals and entertainment venues.
POIs help franchisors and franchisees understand:
customer traffic patterns
daytime population density
business clustering and co tenancy trends
high value intersection and corridor locations
proximity to complementary businesses
competitive threats
neighborhood identity and usage
Understanding POIs is essential for both territory mapping and site selection because they reveal how customers move and what drives demand in a local market.
POIs support more accurate and strategic territory design by helping franchisors:
identify anchor destinations that bring customers into an area
determine natural neighborhood boundaries
evaluate retail corridors and commuter flows
understand market saturation
compare markets across regions
plan expansion based on customer activity hubs
Modern GIS tools allow franchisors to overlay POIs on radius maps, drive time maps and isochrone maps to visualize a territory’s strengths and weaknesses.
grocery stores
shopping centers
restaurants
coffee shops
coworking spaces
schools
universities
government buildings
hospitals
libraries
bus stops
train stations
airports
major intersections
parking garages
gyms
parks
sports facilities
entertainment complexes
Each category helps define market behavior and influences franchise performance differently.
POIs often include competitor locations, which franchisors use to evaluate:
market saturation
competitive spacing
territory encroachment risks
white space opportunities
Most modern franchise mapping tools include competitor POI layers for strategic analysis.
Franchise Disclosure Document
FDD Renewal
Material Change
Franchise Examiner
Franchise Exemption
Notice Filing State
Non Registration State
Registration Filing State
Stop Order
Point of Interest Mapping
Contact Mapping
Franchise Registration Management
Franchise Territory Mapping
Integrated Document Signing
CRM Tools
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Last updated: November 26, 2025
