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Movin' On Up

Innovative franchisees take the risk out of choosing a new site.

This story appears in the November 1999 issue of Entrepreneur. Subscribe »

Picking a successful location for your is sometimes hit-or-miss. So how do you know your site is a smart investment?

After a few misses of their own, Taco John's franchisees Terry Newman, 42, and his brother Robert, 45, came up with a new approach: They decided to hit the road with a mobile unit in 1997. "We were trying to figure out a way to test a town without tying up a large amount of ," says Terry, a franchisee in Herrin, , since 1989. After a year at a test site, they review the numbers, analyzing demographics, and exposure. If the business has proved successful, they find a permanent location and construct a site while the mobile unit stays in operation.

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