Site selection: a complete guide to choosing the best location for your business
October 11, 2025
Learn the site selection process: criteria, methods, GIS tools, and best practices. Use demographic layers, competitor data, and accessibility to pick the optimal business location.
Learn the site selection process: criteria, methods, GIS tools, and best practices. Use demographic layers, competitor data, and accessibility to pick the optimal business location.
Learn the site selection process: criteria, methods, GIS tools, and best practices. Use demographic layers, competitor data, and accessibility to pick the optimal business location.
What Is Site Selection and Why Does It Matter
Site selection is the process of evaluating multiple potential locations and choosing the one that maximizes business success and minimizes risks.
The location selection strategy depends on the type of business and its specific objectives. For example, a café or flower shop relies on the foot traffic available in the area, while for an office location, transportation accessibility is a key factor to consider.
Aino helps make the right site selection decision thanks to reliable in-app data, an intelligent AI model trained on geolocation cases, and the ability to upload your own data for more accurate calculations – all from a single prompt.
Site selection is the process of evaluating multiple potential locations and choosing the one that maximizes business success and minimizes risks.
The location selection strategy depends on the type of business and its specific objectives. For example, a café or flower shop relies on the foot traffic available in the area, while for an office location, transportation accessibility is a key factor to consider.
Aino helps make the right site selection decision thanks to reliable in-app data, an intelligent AI model trained on geolocation cases, and the ability to upload your own data for more accurate calculations – all from a single prompt.
Site selection is the process of evaluating multiple potential locations and choosing the one that maximizes business success and minimizes risks.
The location selection strategy depends on the type of business and its specific objectives. For example, a café or flower shop relies on the foot traffic available in the area, while for an office location, transportation accessibility is a key factor to consider.
Aino helps make the right site selection decision thanks to reliable in-app data, an intelligent AI model trained on geolocation cases, and the ability to upload your own data for more accurate calculations – all from a single prompt.
Key Criteria for Site Selection
There is a structured overview of the main factors that drive the site selection process. The right mix depends on business type, goals, and geography.
There is a structured overview of the main factors that drive the site selection process. The right mix depends on business type, goals, and geography.
There is a structured overview of the main factors that drive the site selection process. The right mix depends on business type, goals, and geography.
Factor
Factor
Data
Data
Demographics & Customer Base
Demographics & Customer Base
Demographics & Customer Base
Population density, income, age, household size, growth
Population density, income, age, household size, growth
Population density, income, age, household size, growth
Transport Accessibility
Transport Accessibility
Transport Accessibility
Roads, public transport, parking
Roads, public transport, parking
Roads, public transport, parking
Competition & Market Saturation
Competition & Market Saturation
Competition & Market Saturation
Nearby competitors, complementary services, white zones
Nearby competitors, complementary services, white zones
Nearby competitors, complementary services, white zones
Costs & Constraints
Costs & Constraints
Costs & Constraints
Rent, land cost, zoning, permitting
Rent, land cost, zoning, permitting
Rent, land cost, zoning, permitting
Mobility Patterns& Consumer Behavior
Mobility Patterns& Consumer Behavior
Mobility Patterns& Consumer Behavior
Foot-traffic, peak hours, drive-time analysis
Foot-traffic, peak hours, drive-time analysis
Foot-traffic, peak hours, drive-time analysis
Environmental & Physical Context
Environmental & Physical Context
Environmental & Physical Context
Topography, green zones, climate data
Topography, green zones, climate data
Topography, green zones, climate data
Future Plans
Future Plans
Future Plans
Nearby planned projects and development, population growth
Nearby planned projects and development, population growth
Nearby planned projects and development, population growth
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
Step-by-Step Site Selection Workflow
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
These site selection criteria are the foundation of every location strategy — from retail site planning to large-scale real estate development.
1. Define Your Objectives
1. Define Your Objectives
1. Define Your Objectives
Before site selection, you need to clarify your goals:
· What type of project or business do you have?
· Who is your target audience or customer base?
· What metrics for you define success — foot traffic, accessibility, population growth, income level, or low density of competitors?
Before site selection, you need to clarify your goals:
· What type of project or business do you have?
· Who is your target audience or customer base?
· What metrics for you define success — foot traffic, accessibility, population growth, income level, or low density of competitors?
Before site selection, you need to clarify your goals:
· What type of project or business do you have?
· Who is your target audience or customer base?
· What metrics for you define success — foot traffic, accessibility, population growth, income level, or low density of competitors?
2. Pin your address and make a buffer or isochrone for the analysis
2. Pin your address and make a buffer or isochrone for the analysis
2. Pin your address and make a buffer or isochrone for the analysis
You need to define the radius of your buffer or minutes for isochrone. Read the details here on how to do it
Create a buffer or isochrone (e.g., 500 m radius or 5-minute walk area).
Gather data in the analysis zone and analyze:
How many people live or work within the zone
The number of competitors
Access to transport or green spaces
Available foot traffic in the zone
For gathering the data, use reliable datasets. Common sources include:
U.S. Census Bureau — demographics and income
Kontur Population — population density
OpenStreetMap — buildings, points of interest, transport data, and roads
Overture Maps Foundation – points of interest
BestTime data — hourly business busyness
Zillow / public GIS portals — land use, zoning
👉 In Aino, you can generate these zones and get the data in seconds — just by prompt and the reliable data built into the application.
You need to define the radius of your buffer or minutes for isochrone. Read the details here on how to do it
Create a buffer or isochrone (e.g., 500 m radius or 5-minute walk area).
Gather data in the analysis zone and analyze:
How many people live or work within the zone
The number of competitors
Access to transport or green spaces
Available foot traffic in the zone
For gathering the data, use reliable datasets. Common sources include:
U.S. Census Bureau — demographics and income
Kontur Population — population density
OpenStreetMap — buildings, points of interest, transport data, and roads
Overture Maps Foundation – points of interest
BestTime data — hourly business busyness
Zillow / public GIS portals — land use, zoning
👉 In Aino, you can generate these zones and get the data in seconds — just by prompt and the reliable data built into the application.
You need to define the radius of your buffer or minutes for isochrone. Read the details here on how to do it
Create a buffer or isochrone (e.g., 500 m radius or 5-minute walk area).
Gather data in the analysis zone and analyze:
How many people live or work within the zone
The number of competitors
Access to transport or green spaces
Available foot traffic in the zone
For gathering the data, use reliable datasets. Common sources include:
U.S. Census Bureau — demographics and income
Kontur Population — population density
OpenStreetMap — buildings, points of interest, transport data, and roads
Overture Maps Foundation – points of interest
BestTime data — hourly business busyness
Zillow / public GIS portals — land use, zoning
👉 In Aino, you can generate these zones and get the data in seconds — just by prompt and the reliable data built into the application.
2.1 What if foot traffic isn’t available for the location
2.1 What if foot traffic isn’t available for the location
2.1 What if foot traffic isn’t available for the location
Sometimes, foot traffic data isn’t always available for a location — in that case, you either need to visit the site and count it manually, or try to purchase the data for a high price. However, it can also be estimated indirectly.
Currently, Aino provides data on POI occupancy and ratings, which allows you to see how busy your competitors’ locations are and indirectly estimate your own potential foot traffic.
Sometimes, foot traffic data isn’t always available for a location — in that case, you either need to visit the site and count it manually, or try to purchase the data for a high price. However, it can also be estimated indirectly.
Currently, Aino provides data on POI occupancy and ratings, which allows you to see how busy your competitors’ locations are and indirectly estimate your own potential foot traffic.
Sometimes, foot traffic data isn’t always available for a location — in that case, you either need to visit the site and count it manually, or try to purchase the data for a high price. However, it can also be estimated indirectly.
Currently, Aino provides data on POI occupancy and ratings, which allows you to see how busy your competitors’ locations are and indirectly estimate your own potential foot traffic.
3. Evaluate Demand & Risk
3. Evaluate Demand & Risk
3. Evaluate Demand & Risk
Combine demographic and market data:
Population in the area and their income
Income and employment levels
Competitor density
Complementary services availability
Estimate the transport accessibility
These metrics help answer:
Is your target audience in the location?
Is the area oversaturated with competitors ?
Is there unmet demand in the location?
Is the location convenient for your goals?
Combine demographic and market data:
Population in the area and their income
Income and employment levels
Competitor density
Complementary services availability
Estimate the transport accessibility
These metrics help answer:
Is your target audience in the location?
Is the area oversaturated with competitors ?
Is there unmet demand in the location?
Is the location convenient for your goals?
Combine demographic and market data:
Population in the area and their income
Income and employment levels
Competitor density
Complementary services availability
Estimate the transport accessibility
These metrics help answer:
Is your target audience in the location?
Is the area oversaturated with competitors ?
Is there unmet demand in the location?
Is the location convenient for your goals?
4. Visualize & Compare Locations
4. Visualize & Compare Locations
4. Visualize & Compare Locations
You can compare locations visually using a table with different criteria, or you can break these criteria down into an index. Each criterion is assigned a weight in %, and then an overall score is calculated.
For example, foot traffic for a café will likely account for 60–70% of the total score, while the accessibility of green spaces may not matter at all.
Accordingly, calculate the score for your own business. So, the higher the score, the better the location.
You can compare locations visually using a table with different criteria, or you can break these criteria down into an index. Each criterion is assigned a weight in %, and then an overall score is calculated.
For example, foot traffic for a café will likely account for 60–70% of the total score, while the accessibility of green spaces may not matter at all.
Accordingly, calculate the score for your own business. So, the higher the score, the better the location.
You can compare locations visually using a table with different criteria, or you can break these criteria down into an index. Each criterion is assigned a weight in %, and then an overall score is calculated.
For example, foot traffic for a café will likely account for 60–70% of the total score, while the accessibility of green spaces may not matter at all.
Accordingly, calculate the score for your own business. So, the higher the score, the better the location.
4. How to Perform Site Selection in Aino
4. How to Perform Site Selection in Aino
4. How to Perform Site Selection in Aino
Aino turns complex site selection into a simple, natural-language workflow.
Define your area or address list — upload data or name locations.
Write a prompt example: “Rank five locations for a new coffee shop using demographics, competition, and transport accessibility data using a 500 m buffer.”
Aino automatically creates buffers or isochrones, overlays demographic data, and counts POIs.
Get a map and site score with your selected criteria.
Aino turns complex site selection into a simple, natural-language workflow.
Define your area or address list — upload data or name locations.
Write a prompt example: “Rank five locations for a new coffee shop using demographics, competition, and transport accessibility data using a 500 m buffer.”
Aino automatically creates buffers or isochrones, overlays demographic data, and counts POIs.
Get a map and site score with your selected criteria.
Aino turns complex site selection into a simple, natural-language workflow.
Define your area or address list — upload data or name locations.
Write a prompt example: “Rank five locations for a new coffee shop using demographics, competition, and transport accessibility data using a 500 m buffer.”
Aino automatically creates buffers or isochrones, overlays demographic data, and counts POIs.
Get a map and site score with your selected criteria.
No need for GIS expertise — just ask in plain language.
No need for GIS expertise — just ask in plain language.
No need for GIS expertise — just ask in plain language.