Case Study: Train Time

May 21, 2025

Case Studies

The Client

Train Time has an epic train track of over 200 feet long, amazing children with what is on offer. With so many trains to choose from and lots of exciting track features, everyone has a wonderful time at Train Time! Offering ‘stay and play’ events, private parties, and events, they take children on a whistle-stop tour of all things trains!

Children playing on colorful kindergarten playground

Challenge

Train Time’s franchise momentum was building with more enquiries and options for becoming a part of the network. As with all franchises, there was the question of what a territory needed in terms of number of potential customers and travel time within.

With a part-time and full-time model for franchising, a well-thought-out approach to territory creation had to be taken. As always with our territory mapping projects, to start the process and find a data-driven approach to the creation of their territories, we started off by analysing their customer and business data. We worked together to understand the financial targets of established franchisees to ensure that the territories for both models were accounted for. Without customer postcodes, we had to find a way to analyse the market penetration.

Neon sign of old-fashioned steam-powered locomotive and smoke in store window

Solution

Step one, we discussed and agreed upon the target age of the customers for the business. With the data around the number of children in the UK and the number of customers that attended each venue, we started the process to find the market penetration. Train Time knew how far their customers travelled to their venues, and with this came our simple solution to the complex problem. We created analysis areas that mirrored the drive times around the venues. This gave us the crucial information to deliver a data-driven criteria for the network. We, as always, created a market model for both franchise models. Once we found the opportunity necessary for both models and had the drive time, we had our criteria.

Results

Using a building block method for the territories, the network is now set up to handle both models for new franchisees joining with the peace of mind that the territories hold enough opportunity and can be serviced.

Understanding what was required for revenue and understanding customer values means the territories hold the opportunity for all franchisees to succeed. Using realistic and reliable drive times for the territories means that the customers can get to their parties and venues.

Having the UK mapped out means that they can deal with every opportunity and have discussions with franchisees joining the network on how they will make it work for them and the brand, and not ‘if’ it will work.

Using the demographic data on where their potential customers are, means that franchisees and the brand can make targeted decisions about marketing and sales efforts within their territories. When looking at potential venues, the data is used to make operational decisions on where to put new classes.