Ideal Market for a Hope Chest

The ideal target market for a Hope Chest franchise is a community with

• Population of at least 100,000
• Concentration of wealth to encourage flow of quality donations
• Substantial presence of middle to upper incomes to ensure a large buying public
• Strong culture of philanthropy
• Established recognition of the need to support breast cancer causes
• Presence of breast cancer focused research and care centers
• Leading high-end retailer chains and boutiques
• Upscale consignment furniture/clothing stops

One of the unique characteristics is that there are three distinct constituencies: the donor, the shopper and the volunteer. The stores must be located in areas that are easily accessed by all: close to communities of wealth; close to mid-to-upscale shopping areas and easily accessible. The Retail Stores are ‘destination’ stores in that many of the shoppers intentionally plan their trip to shop at the Hope Chest so it is important to consider how easy it is to find.

These attributes contribute to the Hope Chest’s competitive advantage by encouraging higher standards for donated merchandise that, in turn, creates better value and attracts more consumers.

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