Case study: How I chose my business location

WHO: Patcharee Shaweewan of Oaka

WHAT: Peterborough-based pub and restaurant business

THE ISSUE: Choosing the right location for your business

THE SOLUTION: "My partner and I have four businesses based in Peterborough and Birmingham and we are about to open our fifth restaurant and pub, Oaka, in Kennington, London.

"It was important for us to find a freehold property, because we wanted the flexibility to make changes to the premises, which is much harder to do if you buy leasehold. Looking for a freehold put us in a more difficult position - we wanted a freehold property with a licence to serve food and drink. They're really hard to come by, especially in London.

"We settled on a location in Kennington, on a busy road. It was important for us to find a place where there are lots of people passing by, because footfall is a major consideration for our type of business. Ultimately, we'd like to get customers travelling to Oaka as a destination place, but in the beginning we'll be relying on passing trade.

"We're right opposite a Tube station, which is a real advantage because most people in London don't drive. Being close to transport links will also help us recruit staff. But, because we're also on a major A-road, we will be very visible to people driving past. There is free parking outside after 7pm and we hope people will stop and come in. Being on a major road is also helpful to our suppliers, who should have no problem finding us.

"London is such a big city, it has different 'rules' from other cities and people like to go to eat in certain places, such as the West End. Kennington has an up-and-coming restaurant trade, too, and we're hoping to take advantage not only of local custom, but people who come here especially for the restaurants.

"It also helps that we're located close to The Oval cricket ground, which we will be targeting with marketing leaflets. We'll be selling real ale, which is a big plus point for cricket fans."

LESSONS LEARNED: "One of our restaurants in Peterborough is located on a large barge, on the south bank of the River Nene. We don't have a car park, so we rely heavily on footfall. Its location on the outskirts of the city centre is quite unique and works to our advantage, even though it is quieter. It's much safer than the town centre, so much more desirable to our customers. Town centres don't always provide the best location; you should base your location on where customers want to go."