How to Evaluate and Build a Tier-2 or Tier-3 Territory
A Practical Playbook for Making a Smaller Market Work Understanding that "bada market hi bada opportunity ho, zaroori nahi" is the starting point. Turning a smaller city or town into a strong territory takes a specific approach. This blog gives PCD pharma franchise partners a practical playbook for evaluating a Tier-2 or Tier-3 area and building a business in it. Part 1: Evaluating the Territory Step 1: Test Demand Honestly Smaller markets have a lower ceiling, so confirm there is enough to build on. Count the relevant doctors by specialty and check that the numbers can support a realistic visit rotation, using the demand test in "The 3-Level Market Test" Look beyond the main town. Nearby smaller towns and catchment areas often feed patients into the same clinics and chemists, which can widen the real market Check which specialties are present and which are thin, since this decides which part of your range fits, as in "The Product-to-Doctor Ma...