There was a time when companies don’t bother much in expanding their business or product line if they have one hit product/service. Nowadays it is not enough for any company or business concern as they can’t relax a bit. Only those companies which look to innovate are the ones which get ahead of their competition and get the lion’s share of the market.

Dubai is perhaps the most sought after business location in the Gulf and Middle East region. Every other company try to open an office here and look to give the much needed boost to its operations. Some of them go for a Dubai branding agency in a bid to give their product the much needed boost. Many companies look for distant possibilities to somehow come up with a solution to achieve new heights. What they don’t know is that these possibilities are just round the corner and they don’t even know about it.

Expanding your Business: Finding a Location is the Real Headache

Business concerns like a hotel or restaurant are always on the lookout for the possibility to expand their business. The innovators who are experienced in offering assistance to businesses in this regard know one thing; best innovation opportunities are typically available within a close proximity and most of the times right next door. Sounds interesting and confusing at the same time? Let me elaborate this theory further so that you can understand it easily.

Also termed as “adjacent opportunity” it is defined as adjoining or next to your existing markets, products or solutions. So what is the definition of adjacent in this context? Customer segments, markets and any other technology that is just beyond the bounds of your existing offers. There are many examples in this regard. Let me offer you a detailed example about how McDonald’s really made a kill at the markets outside the US especially in Asia.

Adjacent Business the McDonald’s Way

McDonald’s started its operations outside USA in Asia in 1971. Japan was the first destination and slowly they expanded into other countries. The entered India in 1996 and after some years in other countries in South Asia too. But their entry was not looked upon as a step taken without considering local market pricing. Many people were of the opinion that McDonald’s will find it tough to sell a hamburger in India for Rs. 200 as road-side stalls sell that kind of burger for less than half the price.

Soon McDonald’s realized that it is committing a grave mistake and revised its strategy. They started a range of burgers offering them for as low as Rs. 20 so that anyone can enjoy its menu. Coupled with the ambience on offer and peaceful environment, it was an amazing experience for people used to eat on roadsides with all that dust and pollution. It was a market that was in millions that McDonald’s tapped with this strategy. Many other international franchises could have done the same but McDonald’s led the way and got away with huge first mover’s advantage.

Some other Examples about Adjacent Business

I mentioned earlier about how hotels and restaurants are also an example in this regard. An example can be about a famous hotel in downtown Dubai with ample free space alongside its parking area. Instead of using that area for any purpose like selling road-side eateries or turning it in a small café, it sold the space to a person who later opened that café. In this way, the hotel lost that golden opportunity of starting that café.

Another example can be of a company producing LED bulbs. If there is a large empty space on one side of its factory or office, it can use it in multiple ways to boost its business. The logo of a company can make sure the product is etched in the minds of the people. By taking the assistance from a company offering excellent logo design services, it can use the space for erecting a big billboard that can depict its logo prominently. This will serve two purposes; one make everyone take notice that the factory/office of the same company is just on the corner while the logo can make people remember the product.

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