Negotiating a commercially viable lease requires you to know and understand the key terms and conditions contained in the lease clauses.

Your proposed lease is also likely to include other terms and conditions.

Before signing a lease or lease related documents, taking possession of the premises or paying any monies you should obtain independent legal, financial and business advice.

Lease duration and options to renew

You need to ensure the duration (term) of the proposed lease is long enough for you to recoup your investment and make your required profit. Remember, once your lease has expired the landlord is under no obligation to renew it and you may need to find alternative premises. Much of your business goodwill could be attached to your premises, so it is important to protect this.

Options

Ensure that the proposed lease provides you with options to renew so that you can continue trading from the premises after the end of the initial term.

If you are starting out in business and don’t have a proven track record, you may decide to negotiate a short initial term and short options to renew, such as a one-year lease followed by two, two-year options.

However, if your business is established and you are seeking security you may prefer to negotiate a longer term lease, for example a two-year lease followed by a three-year option and a five-year option.

For many leases covered by the Commercial Tenancy (Retail Shops) Agreements Act 1985 (CT Act), a tenant entering into a new lease for a retail shop has the right to a minimum tenancy period of up to five years. If the lease does not provide for a five year period, under the CT Act a tenant has the option to extend it (statutory option).

To exercise this statutory option a tenant must complete a Notice of Exercise of Option and give it to the landlord at least 30 days before the end of the lease.

Exercising your option

Your lease should include information on how and when you will need to inform the landlord that you want to exercise your option. Typically, options are usually exercised (actioned) in writing between three to six months before the end of the lease period.

The CT Act requires the landlord to provide you with at least 6 to 12 months notice before you must exercise (action) your right to renew.

Tip

Failure to exercise an option by the due date or in the manner set out in the lease may result in your lease not being renewed by the landlord.

Rent and rent reviews

You will need to negotiate the rent and frequency of rent reviews with the landlord. Rent reviews are usually annual but you can negotiate for them to be less frequent.

Leases covered by the CT Act must only have one basis of calculating a rent review.

Some of the most common types of rent reviews to choose from are:

  • consumer price index (CPI)
  • fixed percentage increase
  • fixed amount
  • market rent

It is important to ensure you can afford any proposed rent increases over the period of your lease and any renewal period.

Market rent

If a market rent review applies upon the exercise of an option to renew your lease, it is important before making any decision that you first establish the market rent with the landlord to ensure the proposed rent is acceptable and commercially viable.

Percentage rent

In negotiating a lease, try to avoid rent reviews based on percentage of turnover. This means that you agree to pay a base rent and once a certain level of turnover has been reached, additional rent is paid based on a percentage of turnover.

If this clause is included in the lease you will be required to provide details of your turnover to the landlord. This information could be used against you in later negotiations or if you decide to sell the business.

Permitted use

A lease usually includes a clause that outlines the permitted use of the premises.

You should ensure that the permitted use allows you to do all the activities required to operate your business. This includes all the types of goods you want to sell and services you want to provide.

Don’t just think about your current activities, consider what you may want to offer to expand your business in the future. For example, if you are only permitted to sell pizza this could cause problems if you want to add hamburgers or coffee to your menu.

The permitted use may also limit your opportunities to assign the lease to another person if you want to sell the business or leave the premises before the lease expires. You should try to negotiate a permitted use that is sufficiently broad enough to protect your future business interests.

Tenancy mix and competition

Carefully consider the mix of tenants in a shopping centre or precinct. Ideally the mix of businesses should complement rather than compete with your business.

It’s a good idea to include an ‘exclusivity of trade’ clause in your lease. This prohibits direct competition and gives you the sole right to sell a particular product category, or conduct that type of business in the shops controlled by the same landlord.

Anchor tenants

You may be attracted to particular premises because there is a significant tenant in the same location, such as a supermarket chain or department store (known as an anchor tenant). Your business may even rely on the foot traffic generated by them. If so, negotiate a clause in the lease that gives you the right to terminate the lease or receive a rent reduction if the anchor tenant leaves or if there is a reduction in the overall number of tenants within the building or shopping centre.

Costs

Other costs associated with leasing commercial premises also need to be considered in your negotiations. These costs are additional to the rent and can be significant. In some cases they may be ongoing and increase during the lease.

Operating expenses or outgoings

Operating expenses are generally the costs incurred by the landlord in operating, repairing or maintaining the leased premises. These costs may include land tax, council rates, water rates, security, cleaning of common areas, and general repairs and maintenance.

It is important for you to be aware of any operating expenses that you will be required to pay before signing a lease as they can significantly add to your overall costs.

Try to negotiate so that you aren’t obliged to pay for operating expenses incurred by the landlord. If this isn’t possible, try to limit them so that it is only those that will be of benefit to your premises. Also negotiate a maximum level of increase over the term of the lease.

Costs such as structural repairs and capital items (something considered an asset) should be strongly argued as being at the landlord’s expense as the landlord has the ongoing benefit of these items.

Leases covered by the CT Act must individually itemise any operating expenses you will be required to contribute towards.

The lease should also stipulate that you should have access to invoices and receipts to confirm the actual operating expenses.

Insurance

You may be required as a term of the lease to take out insurance to cover such things as damage to the building and public liability. You should avoid any indemnity clauses in a lease that require you to compensate the landlord in the event of any loss, unlawful act or damage.

These clauses can breach your insurance policy. It is a good idea to discuss any insurance clauses with your insurer before agreeing to them.

Legal costs

In general, the legal costs associated with preparing and negotiating the lease can be agreed between you and the landlord. It is a good idea to try to negotiate that each party pays their own legal costs, or at the very least there is a limit on your contribution to the landlord’s costs.

You should also avoid any clauses that require you to pay the landlord’s legal costs if there is a dispute.

However, for leases regulated by the CT Act a landlord cannot require you to pay legal costs associated with:

  • the preparation, negotiation, execution, renewal or extension of a lease
  • obtaining consent to the lease from their financial lender (if there is a mortgage on the property)
  • complying with the CT Act

The landlord is able to claim any legal costs and other expenses associated with an assignment of lease or sub-lease from you.

Security bond

You may be required to provide a security bond at the start of a lease; the amount is usually negotiable. If you agree to a bond, the lease should outline the conditions for the use, withholding and repayment of the bond.

It is recommended the bond be placed in a separate interest bearing account that identifies the name of the tenant or details of the premises.

Fit-out and condition of premises

Fit-out is the process or action of preparing the leased premises for occupation as required by the tenant and agreed to by the landlord. It can include installing things such as the shop front, wall and floor coverings, fixtures and fittings.

It is possible to negotiate who is responsible for fit-out or parts of the fit-out. It is important that the lease specifies the fit-out requirements and who will be responsible for the associated costs. Try to negotiate as much as possible so that the fit-out items you purchase will remain your property (can be taken with you) at the end of the lease.

Fit-out costs can be a major cost. Be sure to allocate sufficient budget towards it when considering leasing premises.

For leases regulated by the CT Act, you are not required to contribute to the cost of the landlord’s finishes, fixtures, fittings, equipment or services unless you are notified of these costs in the Disclosure Statement provided to you at least seven days before entering into the lease.

Allow time for delays in completing the fit-out. There may be seasonal shortages of tradespeople (for example at Christmas) which could delay your fit-out being completed.

Refurbishment

You may be required to refurbish the premises during the lease period. This is most common in shopping centres where the overall image of the centre is kept updated. In your negotiations try to limit refurbishment to every five or six years.

For leases regulated by the CT Act a clause requiring you to refurbish or refit the premises will not be legally valid unless sufficient detail, including the nature, extent and timing of the refurbishment or refit is included in the lease.

Marketing and promotional funds

You may be required to contribute to marketing or promotional funds if specified in the lease. These funds generally are for advertising or other promotional activities of a shopping centre

You should clearly determine your contribution to marketing or promotional funds before entering into the lease. Try to negotiate terms that limit your contribution and allow you to have a say in how the funds are spent.

Repair and maintenance

Responsibility for repairs and maintenance should be clearly outlined in your lease. Try to negotiate for the landlord to be responsible for the structure of the building and major capital items (i.e. roof, walls, air-conditioner, exterior fittings such as gutters and downpipes, plant and equipment that are their property, etc).

As a tenant you may be responsible for the repairs and maintenance of the internal surfaces such as floor coverings, doors and windows and any equipment and fixtures provided by the landlord for your use.

Equipment such as air-conditioners and fire sprinklers should be negotiated to be replaced by the landlord when their useful life span is over, but the day-to-day maintenance is your responsibility.

Tip

Have the premises independently inspected before entering into the lease. A condition report, including photographs, should be accepted by you and the landlord. This report can be useful if there is a dispute when the lease ends about the condition of the premises or equipment, and whether this has been caused by fair wear and tear.

Compensation for disruption caused by landlord’s works

If your landlord carries out works that disrupt your business (including general maintenance work or building redevelopment), you may be entitled to compensation. Read our guide on How to claim compensation for disruption caused by landlord’s works.

Assignment and sub-leasing

You may need to assign the lease (the lease is taken over by another person) if you decide to sell your business or can no longer keep operating. You will need the landlord’s permission to do this, so make sure your lease states that they cannot unreasonably withhold their consent.

Reasonable grounds for refusing the assignment may include the prospective new tenant having a poor credit rating, them being unlikely to be able to conduct the business successfully or intending to use the premises for a purpose other than the use permitted by the lease.

If you assign a lease you may still be liable if the new tenant defaults on the lease. For retail leases covered by the CT Act clauses that allow the landlord to withhold consent unless you agree to accept liability for the new tenant’s default are illegal.

However, for leases not covered by the CT Act ensure that you are released from any liability after the date of assignment.

If you sub-lease part or all of your premises, you are still liable for the lease. This may mean that you will need to pay rent if your incoming tenant fails to pay. It is important to undertake a credit check and ensure that the incoming tenant is able to meet the lease requirements.

If your sub-lease is regulated by the CT Act, you essentially assume the responsibilities of a landlord under the Act and must provide the appropriate documentation including a Disclosure Statement and Tenant Guide to the new sub-tenant.

If you are assigning a lease or sub-leasing you may be required to pay the landlord’s reasonable legal costs and other associated expenses.

Defaults and breaches

You will be in default of your lease if you fail to pay your rent on time. This will allow the landlord to take action to recover the rent. In many leases the landlord will also have the right to enter the premises and lock you out without notice.

The landlord can claim the loss of rent up to the end of the lease period and costs associated with reinstating and re-letting the premises. If the premises are re-let at a lower rent the landlord can claim for this plus any other loss and legal costs associated with your defaulting.

When negotiating your lease make sure the default clauses specify that you must be given written notice of any default, and that you are given sufficient time (at least 14 days) to rectify the default before any action is taken against you.

You can also breach your lease (breaking part of the agreement) if you do not undertake certain requirements, such as failing to repair or maintain the premises. Once again, you should negotiate in your lease to have written notice and sufficient time to rectify any breaches before any action is taken against you.

Redevelopment and relocation

A redevelopment clause may allow the landlord to terminate a lease early so they can carry out major works to renovate or redevelop the premises. In these circumstances you could find yourself without premises or relocated to alternative premises. This could severely affect your business.

If possible, you should try to negotiate to have the redevelopment and relocation clauses removed from the lease. If you can’t, make sure the lease provides compensation for loss of trade or goodwill associated with relocating your business, along with payment for relocation and other costs and losses.

You should also consider negotiating a reduction in rent if appropriate. Generally the redevelopment clause should provide sufficient compensation so that you are in substantially the same position as if the redevelopment did not occur.

For leases covered by the CT Act there are comprehensive requirements relating to the redevelopment and relocation of a tenant’s business and the early termination of a lease.

Tip

You should give serious consideration to the risks associated with redevelopment and relocation. If you are unable to negotiate adequate compensation, you should consider whether the potential risks for your business make it worth entering into the lease.

Termination

When negotiating a lease check whether there are any clauses that allow the landlord to terminate the lease early. If there are, try to negotiate to have them removed.

Useful resources

Leasing business premises: A commercial and practical guide

This guide highlights some of the main issues to consider and can assist you to avoid some of the common pitfalls associated with leasing business premises.

How to negotiate your way to a better lease

This practical guide highlights some of the main issues to consider when negotiating a retail lease. It also identifies some less obvious issues that frequently create problems for the tenant after the lease has commenced.

Common questions about the Commercial Tenancy Act: for leases entered into on or after 1 January 2013

This guide provides information and general guidance for landlords and tenants that have entered into a leasing agreement on or after 1 January 2013.

Looking for additional leasing information?

If you still have a question about leasing, our specialist commercial tenancy advisers are here to discuss any questions or concerns.

Call us on 133 140

Book an online or phone appointment

Selecting the right location and premises for your business is a critical decision.

The type of business premises you select will depend on:

  • the products or services you intend to provide
  • your customer demographics and location
  • your financial circumstances

Before making a decision regarding your business premises or signing any binding agreements, it is important to seek financial, legal and business advice.

Locating your business at home

Operating your business at home can be cost effective when starting a business.

However you will need to:

  • obtain local council approval
  • ensure that your insurance policy covers business activities
  • ensure a safe work environment if you intend to employ people
  • understand the tax implications for your business

Action to take

Contact your local council to discuss their requirements for home-based businesses or use our business licence finder. Failing to obtain the right approvals to operate your business may result in fines and having to find alternative business premises.

Buying or leasing business premises

Depending on your financial circumstances, you may decide to purchase premises for your business. Investing in property can have tax implications so it is important to seek financial advice.

An alternative to buying premises is to lease them. Leasing business (or commercial) premises has advantages and disadvantages. It is very important to find the right location and to negotiate a good lease; getting these wrong can be costly.

You should obtain legal, financial and business advice before signing any lease documents.

To learn more about finding the right premises to lease, read our 10 tips for leasing business premises.

Co-working spaces and business incubators

Depending on the nature of your business, you may consider using co-working spaces or business incubators. These office locations offer short to medium term accommodation for business start-ups. They generally provide access to a work space, meeting rooms and telephone services for a fee. Some also include mentoring, networking and training sessions for an additional cost

Co-working spaces generally offer a range of options from a single day to full-time use over a short-term period. Co-working spaces encourage collaboration so it is important to research their target market. Many provide a creative space for tech-start ups while others cater specifically for consultants and professionals.

Business incubators are similar to co-workings spaces and generally offer the flexibility of short to medium-term accommodation options. Businesses can usually rent office space, as well as shared facilities such as meeting rooms, at a competitive rate. Businesses tend to remain in the incubator for up to two to three years before moving to other premises. Facilities offered by incubators can vary from office and retail space, to light industrial and commercial cooking facilities.

Market stalls

Market stalls have become increasingly popular, particularly for food and retail businesses. It is important to understand that while a market stall may provide an opportunity to sell your products without the expense of committing to a commercial lease, you will still need to comply with certain regulations and obtain the correct licences and permits to operate. Check with your local council to find out more.

Most markets will require you to obtain a permit and take out your own insurance. Depending on your products you will also need to comply with:

  • product safety regulations
  • measuring and labelling standards
  • food safety regulations

Tip

Food stall operators must be registered as a food business with their local council and inform them that they intend to sell food at temporary locations. The Department of Health has more information available on temporary and mobile food businesses.

Mobile vans

Mobile food and coffee vans are an alternative option to renting business premises. However, there are a number of issues to be considered.

Before committing to a mobile business, consult your local council to determine what approvals and licences you may need. Often councils require you to comply with planning and health approvals. Also check for restrictions regarding:

  • where mobile vans can operate
  • height or size of mobile vans or trailers
  • the storage of food products

In addition, you need to comply with local council requirements to register or licence your business if you intend to operate it from your home. If you sell food products you must also register as a food business.

The Department of Health has more information available on temporary and mobile food businesses.

Pop-up shops

A pop-up is a store that sets up quickly and is open for only a short period of time. A pop-up store is a good way to try a location and research your market before committing to a long-term lease.

Although your signage and temporary fit-out is likely to be minimal, you will still need to plan your opening.

10 tips for leasing commercial premises

These tips will help you avoid costly mistakes when leasing commercial premises.

Looking for additional leasing information?

If you still have a question about leasing, our specialist commercial tenancy advisers are here to discuss any questions or concerns.

Call us on 133 140

Book an online or phone appointment

Selecting the right place to base your business is an important decision as you start and grow.

Types of business premises

You can consider different types of premises to buy or lease, depending on your business needs.

Understanding commercial leases

It's important when negotiating a commercial lease that you are familiar with the key terms and conditions of the lease.

Negotiating a lease

You have an opportunity to negotiate with the landlord or agent before entering a lease, to ensure it meets your needs.

Commercial Tenancy Act

Having an understanding of the Act is essential if you intend to lease premises to operate a retail business.

Resolving leasing problems

Attempt to resolve any issues with your lease directly with your landlord as a first step.

Ending a lease

A lease can end for reasons including expiry, redevelopment, default or termination by mutual agreement.

Support for business owners

/workshops

Small business workshops

Our practical workshops are packed with key information and useful hints and tips to help you start and grow your business.

Find out more
/advisory
Photo of an SBDC business adviser providing guidance to a client over the phone.

Advisory services

Access free, confidential and trusted advice from our experienced small business advisers.

Find out more
/blog

SBDC Blog

Get the latest small business news and practical tips to help you along your business journey.

Find out more
/templates-tools-guides

Templates, tools and guides

Our free business templates, tools and guides have been designed to assist you to create essential documents for your business and build your knowledge.

Find out more

Marketing your business using digital (or online) tools has become important as people are increasingly using their mobile phones or tablets to browse products and services on the internet.

Creating a website

Most businesses have, or should have, a website to promote their products or services. A website is a digital shopfront allowing you to always be open for business.

Most customers will undertake online research before making a decision to purchase products and services. If you don’t have a website or other online presence you may be missing out on customers.

Your website should:

  • outline your products and services
  • include content and images that are engaging and relevant to your target audience
  • enable people to contact you

It is important to plan before creating a website, ask yourself:

  • What is the purpose of the website?
  • Do I intend to sell products or services online?
  • What do I want people to do after they have visited my website?
  • How much can I afford to spend on the website?
  • How will I keep the information on the website up to date?

Creating a website generally involves the following steps:

  1. Register your website address or domain name
  2. Build your website using a template or custom built design
  3. Create content for your website
  4. Determine how you would like the website to look and feel (branding)
  5. Set up hosting services to connect your website to the internet.

Action to take

Use these resources to help you create or update your business website:

Email marketing

Email marketing has become an increasingly effective way to interact with customers. The most common form of email marketing is electronic newsletters (e-newsletters), this can also include sending targeted messages or promotions to your customers to keep them engaged with your business. For example, you may have a ‘rewards club’ and email clients with special offers based on their buying habits. Email marketing generally requires you to have a database of your clients’ email addresses. It is important when collecting addresses from existing and potential customers that they agree to you contacting them at a later date.

For more information on email marketing read our email marketing for beginners and five email marketing mistakes to avoid articles.

Tip

Under the Spam Act 2003 it is illegal to send, or cause to be sent, unsolicited commercial electronic messages, including emails, instant messaging, SMS and MMS. You should always obtain permission from your customers to contact them via email marketing. There are many online products available to help small businesses create, manage and automate their email marketing campaigns. These products are available for free or via paid subscription.

Social media

Social media allows businesses to communicate directly with potential and existing customers. However these platforms have also removed some of the control businesses have over their branding and messaging. Customers can now post comments, positive and negative, about your business to their social networks.

Examples of social media platforms for business to business (B2B) and business to customer (B2C) target markets include:

  • Facebook
  • X (previously known as Twitter)
  • LinkedIn
  • Instagram
  • TikTok
  • Snapchat
  • YouTube
  • Podcasts
  • Blogs

These platforms allow you to publish text, photo, images, videos, and audio files.

If you are thinking of using social media research the various platforms first, then choose a couple that your customers are most likely to use and which will work best for you.

Social media is about listening and engaging with your target customers, not constantly selling to them. You can connect, communicate and build relationships with people via social media. Make sure that you engage in conversations and post information which is useful to your customers and encourage them to share their experiences of your business on their own social media channels.

Action to take

Read our getting started on social media blog article for more useful information on using social media to promote your business.

Search engine optimisation (SEO)

People rarely look beyond the first page of results of an online search, so ideally you want your website to rank in highly sought after space.

Search engine optimisation (SEO) is the process of getting your website listed on the first page of the major search engines such as Google, Yahoo! and Bing.

A search engine aims to provide users with the most relevant information by ranking the most trusted, usable, functional and informative sites first. SEO is critical to your online success and needs to be planned in conjunction with your website. SEO involves ‘on-page’ and ‘off-page’ optimisation techniques as well as finding the right keywords for your website content.

On-page optimisation

On-page optimisation is about creating web pages that can be easily read, understood and indexed by search engines. Factors to take into consideration with on-page optimisation include ensuring:

  • quality content that is unique
  • choosing appropriate keywords
  • easy to follow navigation
  • relevant page, heading and image titles
  • relevant page descriptions
  • a fully responsive website
  • a fast-loading website

Off-page optimisation

Off-page optimisation is about building your website’s credibility and authority. One technique for off-page optimisation is to build links from other websites and social media platforms back to your website.

Link building can be difficult and time-consuming. It is also important to build links from authoritative websites rather than newly created or low quality sites. These will give you better SEO rankings.

A good quality link should:

  • come from a trusted and reputable site which is in some way related to your type of business
  • take some effort to earn
  • not be spam
  • be on a page that has content related to the topic it links to
  • provide added value for the reader
  • be likely to be clicked by the reader

You can secure good quality links by:

  • creating compelling content
  • identifying suppliers that list and link to their stockists on their website and asking to be included
  • obtaining links within your industry through industry associations or relevant sites
  • submitting news stories to media outlets and encouraging them to publish
  • putting your products and services in front of influential bloggers by commenting on posts and through direct marketing
  • signing up to quality directory sites.

Keywords

Having the appropriate keywords incorporated into your website content will contribute towards how highly your website ranks when it comes to online searches.

The Google Keyword Planner allows you to conduct keyword research to identify the most commonly searched for terms when it comes to the products and services you offer. Once you have these keywords, you can then incorporate them into your website copy and any online advertising you run. 

Action to take

Read our Search Engine Optimisation made easy blog article for tips on how to create an SEO strategy for your business.

Search engine marketing (SEM)

Advertising on search engine results pages can also improve traffic to your website by making it easier to find.

SEM generally refers to pay per click or cost per click advertising. SEM advertising appears at the very top of the first page of results. You will be charged a fee when someone clicks through to your site.

SEM is good to use on content that does not rank on the first page of search results.

Find out more about how to use Google Ads.

Monitor and review

It is important to regularly monitor and review your digital marketing activities to determine whether each channel is achieving the desired outcomes.

Set a regular time each week to access the performance of your website, social media and other digital marketing activities.

Website analytics

Some website statistics to regularly review include:

  • volume of web traffic
  • how long users stay on your website
  • which pages are most popular
  • if users visit at specific times or days
  • source of traffic, including search engines and social media
  • the routes users take to reach your site and devices they use
  • your customer conversion (sales, downloads, blog reads etc.)
  • entry pages (where people are first entering your site)
  •  exit pages (the pages people are leaving your site from)
  • which browsers are being used to access your website

Google Analytics is a free tool and can be embedded into most websites to help you gather this data.

Social media

There are many options to monitor social media results. Most social media come with built-in analytics reporting that you can access. 

Some statistics to regularly review include:

  • number of followers
  • post reach
  • post engagement (likes, comments and shares)
  • click through rates from social media posts to your website

Digital marketing activities

If you are using SEM or other paid activities, some statistics to regularly review include:

  • ad reach
  • ad engagement (eg. click through rates to your website)
  • customer conversions (eg. increases in sales and/or new customer enquiries)

Useful resources

Guide to marketing and branding

Maintaining and developing a successful, sustainable business depends on your customers’ perception and experience of your product or service. That's where marketing and branding can help.

Choosing a website professional

Deciding who to use to develop your business website can be confusing. While you can build your own website, there are advantages in hiring expert help.

Build a website booklet

If you’re planning to build a website for your business, or hire a web developer, our Build a Website booklet will help clarify the type of website and functionality you need.
Photo of a female member of staff at the SBDC working at her computer and wearing a telephone headset.

Can't find what you're looking for?

If you can't quite find the right information our business advisers are here to discuss any business questions or concerns.

Call us on 133 140

Book an online or phone appointment

Chat to us online

Market research is an effective tool to assist your business planning.

It is about collecting information that provides an insight into your customers thinking, buying patterns, and location. In addition, market research can also assist you to monitor market trends and keep an eye on what your competition is doing.

Successful businesses undertake market research on a regular basis to:

  • identify potential new customers
  • learn more about existing customers
  • inform their decisions regarding existing and new products or services
  • better understand their competitors
  • test new markets
  • identify performance, pricing or promotion opportunities.

Define your market research objectives

It’s important to clearly define your objectives in order to achieve useful results from your research. Clearly defined objectives will help identify the best methods to conduct your research.

You will also need to determine the time frame and budget you can allocate to undertake the research. You might consider using a professional market research company to assist you.

Reasons to conduct market research

Identify potential customers

The type of information you need to know:

  • Who is likely to use your product or service?
  • How old are they?
  • Are they male/female, married/single?
  • Do they have children?
  • Where do they live?
  • What is their level of education?

Understand existing customers

The type of information you need to know:

  • What do they value? Is it the level of service, product quality or prestige associated with using your product or service?
  • Who influences their buying decisions?
  • Which websites do they visit?

Understand your competitors

The type of information you need to know:

  • Who are your direct/indirect competitors?
  • Who is targeting the same market as you?
  • What types of marketing campaign are they undertaking?
  • Are they successful in their approach? If so, what’s working?
  • Why is your product or service preferred over the competition?

Develop strategies

The type of information you need to know:

  • Understand the environment associated with pricing, products, distribution and promotional channels.
  • Use your research findings to make informed marketing decisions about how to price and distribute your products or services.

Prepare for business expansion

The type of information you need to know:

  • Research will help you identify areas for expansion and test the market’s readiness for a new product or service (eg. deciding whether to open a second retail store and choosing the right location).

Identify new opportunities

The type of information you need to know:

  • Your research could identify new business opportunities, under-serviced markets, changing industry trends, population shifts, increasing levels of education or changes in leisure activities.

Sources and types of information

There is a variety of data sources to assist you in researching your customers, competitors, industry and location.

Primary research refers to information gathered from original sources such as:

  • surveys
  • face-to-face interviews
  • focus groups
  • customer feedback
  • questionnaires

Secondary research is information and data that has already been collected and analysed by other sources such as:

  • Australian Bureau of Statistics
  • industry and trade publications
  • social media and websites
  • marketing and consumer lists
  • newspapers and media
  • IBISWorld

The types of information you collect through these sources may be quantitative or qualitative.

Qualitative information measures the values, attitudes and views of a particular sample. This type of information is useful if you want to understand why people buy your products, how they respond to your advertising or their perceptions of your brand.

Quantitative information is based on statistics and may be used to predict market penetration, future earnings etc.

Free market research and industry data

The SBDC can provide you with access to a wide range of free market research and industry data to help you assess a business idea or help create your business plan.

Collect, analyse and act on the results

After identifying the source and type of information you need, you can start to collect it.

It is important not to allow your opinions or preferences to affect your research. Having a preconceived idea of the results will bias your research and provide false information. Remain open minded and be prepared for unanticipated results.

When processing data make sure you:

  • keep your market research objectives in mind
  • categorise data according to what is most relevant for your business, don’t become side-tracked by information that is just interesting
  • collate your data using tables or lists to make it easier to identify certain trends and themes.

You may need to collect additional information if your results are inconclusive. Analysing the data should allow you to draw some conclusions regarding your initial objectives.

Action to take

Update your business plan and marketing plan with the information collected from your market research.

Useful resources

Business plan template

Having a well prepared business plan before starting your business can help you refine your idea, gain a deeper understanding of your market and have a clear direction for your business. Download our free business plan template to help you get started.

Build a website booklet

Use this booklet to clarify the type of website and functionality you need for your business.

Guide to marketing and branding

Maintaining and developing a successful, sustainable business depends on your customers’ perception and experience of your product or service. That's where marketing and branding can help.

More information

Photo of a female member of staff at the SBDC working at her computer and wearing a telephone headset.

Can't find what you're looking for?

If you can't quite find the right information our business advisers are here to discuss any business questions or concerns.

Call us on 133 140

Book an online or phone appointment

Chat to us online

Many small businesses come up with a fabulous business idea but then fail to market it successfully.

Marketing is the process of getting your business noticed by the people who need or want your products or services.

You need to get out there and spread the word about your products or services to the right people to build your customer base. Advertising and selling are part of the process but there is much more involved.

Marketing plan template

To help you create a marketing plan for your business, download our free template and how to guide.

The six ‘Ps’ of marketing

There are generally six key aspects that you need to focus on when marketing your products or services. These aspects are sometimes referred to as the six ‘Ps’:

Product

Product refers to the goods or services you are offering. You might consider a range of factors such as packaging, labelling, branding and quality when developing your product.

Tip

In Australia, there are mandatory standards regarding product safety and labelling.

Price

Setting a suitable price for your products or services will help you to be profitable and stay competitive. Start by including all the costs associated with producing and delivering your products and services, then research your target market to determine how much they would be willing to pay. If there is a gap you have more work to do – perhaps reducing your costs or focusing on a different market.

Promotion

Promotion refers to the methods you will use to advertise and sell your products and services. Promotional methods may include the following examples.

Channel Outcome
Website Most businesses will benefit from having a website to attract customers and promote their product or service.
Social media Customers can interact with you and find out more about what you provide. You can share experiences and knowledge to build your business profile and attract new customers.
Videos Share experiences and knowledge to build your reputation. Customers love watching videos and you can capitalise by creating engaging video content for your target market and uploading it to channels like YouTube.
E-newsletter What makes email unique is that your loyal customers have asked you to market to them so they can stay informed about what your business is doing.
Word of mouth Encourage customers to share their experience of your product or service through online consumer review sites. Your loyal and happy customers should become ambassadors for your business.
Loyalty programs Give customers a reason to stick with your business.
Print advertising Let your market know what you do and how to buy from you. There are many publications offering paid advertising for small businesses, including local newspapers, industry specific publications, and business and consumer magazines.
Brochures and flyers Brochures and flyers are an important marketing tool. They should focus on what your business offers and how customers can buy it.
Mail-outs or letter drops If your business services a limited area, letter drops can sometimes be an effective tool. People receive a lot of junk mail, so you will need to ensure your letter or card stands out.

Place

This aspect of marketing refers to how your customers will be able to purchase your products or services. Distribution channels may include:

  • retailing direct to the public through a store or outlet
  • selling goods via wholesalers
  • retailing online
  • using distributors, consultants or agents to sell your products

When deciding which channel to use, consider your target market and the logistics involved in getting your products and services to them.

People

You will most likely have to engage with suppliers, distributors, wholesalers, stakeholders and employees to get your product or services to market. These groups all form part of your team. You need to ensure they understand the importance of providing quality products and customer service.

Processes

The right customer service and business processes are essential to support your marketing goals. They may include procedures for ordering new stock, ensuring products or services are delivered in a timely manner, providing opportunities for customers to give feedback and regularly reviewing sales and financial reports.

Useful resources

Guide to marketing and branding

Maintaining and developing a successful, sustainable business depends on your customers’ perception and experience of your product or service. That's where marketing and branding can help.

Marketing plan template

Spreading the word about your business and attracting customers is important for any successful business. This marketing plan template will help you determine how to get your business noticed by the people who need or want your product.

Guide to using the marketing plan template

This guide will walk you through the process of completing a marketing plan for your business. It's designed to be used alongside our marketing plan template.

Discover the eight essential steps you need to follow to market your business.

Step 1

Conduct market research

Market research is a key part of developing your marketing strategy. It is about collecting information that provides an insight into your customers thinking, buying patterns, and location. In addition, market research can also assist you to undertake an initial sales forecast, monitor market trends and keep an eye on what your competition is doing.

Learn more about market research.

Step 2

Profile your target markets

Trying to promote your product or service to everyone can be costly and ineffective. Grouping or segmenting your potential customers based on certain characteristics will help to focus your marketing efforts.

Generally segmentation is based on factors such as: 

  1. Geography
    • Where do they live?
    • Where do they work?
  2. Demographics
    • Gender
    • Age
    • Level of education
    • Occupation
    • Income
  3. Behaviour
    • What is the primary reason they would use your product or service?
    • What appeals to them about your particular brand?
    • What are their usage rates of your product or service?
    • Where do they typically source information about your type of product or service?
  4. Lifestyle and values
    • What is their family situation?
    • What do they value in their lives?
    • What are their hobbies and interests?
    • Do they have children?
    • Do they have pets?

Your target market should have a need for your product or service and be willing to pay for your offer.

Step 3

Identify your unique selling proposition (USP)

A USP is the unique reason your customers buy from you and not your competitors – it’s what makes your business stand out from the crowd. It is important to define what you do differently and be able to convey that to potential customers. Commonly, this reflects your special knowledge or skills.

Your USP may be having a new or unique offering or providing exceptional service. Start developing your USP by answering the following questions:

  • What do you love most about your products and services?
  • What special skills or knowledge do you have?
  • What makes your customers come to you instead of your competitors?
  • How do your customers benefit by purchasing your products or services?
  • Which aspects do you generally highlight when you describe your business to strangers?
Step 4

Develop your business brand

Every business, regardless of size, is likely to need a brand. A brand is more than a logo, colour or tagline. A well-articulated brand emotionally connects with your target customers and conveys who you are, what you stand for and what you can deliver.

Step 5

Choose your marketing avenues

While there are many available, consider your target audience when you are determining which to use.

Options include:

  • a business website 
  • social media
  • blogging
  • brochures and flyers
  • networking events
  • print advertising
  • word of mouth
  • cold calling
  • letter drops.
Step 6

Set your goals and budget

Marketing goals will help you to define what you want to achieve through your marketing activities. Your goals should be SMART: specific, measurable, attainable, relevant and time-based.

You will also need to allocate a budget to your marketing activities. Your marketing budget will need to include elements such as:

  • website development and maintenance
  • search engine optimisation strategy
  • design of branding
  • printing of promotional material (business cards, brochures, signage, etc)
  • advertising
  • donations and sponsorships
  • employing staff to undertake marketing activities.

Marketing plan template

As a general rule of thumb you should spend between three and five percent of your actual or expected annual turnover on marketing. If your business is new you may need to allocate more funds initially to build your business profile.

To help you create a marketing plan for your business, download our free template and how to guide.

Step 7

Nurture your loyal customers

Your customers are the key to your success so it is important to look after them and encourage loyalty. Providing exceptional customer service can keep people coming back and set you apart from your competitors.

Strategies to build loyalty in customers include:

  • communicating regularly with customers through social media, blogs or e-news
  • providing after-sale follow up
  • delivering on your promises
  • going the ‘extra mile’ and providing benefits that exceed initial expectations
  • using feedback and complaints as an opportunity to improve services
  • listening to customers
  • training staff in customer service and basic sales processes.
Step 8

Monitor and review

It is important to regularly monitor and review your marketing activities to determine whether they are achieving the desired outcome, such as increased sales. Initially you should review your marketing plan every three months to ensure your activities are supporting your strategy. Once your business becomes more established review your plan when you introduce a new product or service, if a new competitor enters the market or if an issue arises that affects your industry.

Monitoring activities may include reviewing your sales figures on a regular basis (monthly) or monitoring customer activity during an advertising campaign. You can also access and review free analytic tools to determine the effectiveness of your social media or website campaigns.

Learn more about digital marketing.

Useful resources

Guide to marketing and branding

Maintaining and developing a successful, sustainable business depends on your customers’ perception and experience of your product or service. That's where marketing and branding can help.

Marketing plan template

Spreading the word about your business and attracting customers is important for any successful business. This marketing plan template will help you determine how to get your business noticed by the people who need or want your product.

Guide to using the marketing plan template

This guide will walk you through the process of completing a marketing plan for your business. It's designed to be used alongside our marketing plan template.
Photo of a female member of staff at the SBDC working at her computer and wearing a telephone headset.

Can't find what you're looking for?

If you can't quite find the right information our business advisers are here to discuss any business questions or concerns.

Call us on 133 140

Book an online or phone appointment

Chat to us online

Marketing is the process of getting people interested in your business products or services.

Identifying who your customer is, what you can offer to meet their needs and how to reach them are the central goals of marketing.

8 steps to marketing your business

Researching opportunities, identifying your target market, developing a unique proposition, and choosing your channels are all important steps in marketing your business.

Marketing and promotion strategies

Deciding on your produce, price, promotion, place, people and processes area all part of the marketing mix that helps you attract and retain customers.

Market research

Market research is an effective tool to assist your business planning and help refine your marketing approach.

Digital marketing

Digital marketing tools can include a website, email marketing, social media, search engine optimisation and search engine marketing.

Support for business owners

/workshops

Small business workshops

Our practical workshops are packed with key information and useful hints and tips to help you start and grow your business.

Find out more
/advisory
Photo of an SBDC business adviser providing guidance to a client over the phone.

Advisory services

Access free, confidential and trusted advice from our experienced small business advisers.

Find out more
/blog

SBDC Blog

Get the latest small business news and practical tips to help you along your business journey.

Find out more
/templates-tools-guides

Templates, tools and guides

Our free business templates, tools and guides have been designed to assist you to create essential documents for your business and build your knowledge.

Find out more

Exporting can be a great way to expand your business and increase profitability.

It can also help to spread risk and reduce dependence on your local market. Exporting exposes you to new ideas, marketing techniques and ways of competing you can’t experience at home. The skills you develop in foreign markets will also help you to better compete in the domestic market.

Before exporting

It is important to seek advice about what’s involved, consider the risks, decide if it is financially viable and conduct research in your chosen markets.

Austrade

The Australian Trade Commission (Austrade) provides help to small businesses to grow their business through exporting. Austrade’s guide to exporting provides practical information on a range of topics including:

  • developing an export strategy
  • export pricing
  • market research, including visiting the market
  • risk management
  • financing
  • freight and logistics
  • managing sales
  • agents and distributors
  • getting paid
  • legal issues.

Austrade can help with information on export markets and free trade agreements. They also administer the Export Market Development Grants scheme and TradeStart program.

Western Australian Government

The Western Australian Government currently operates trade and investment offices around the world, including in Europe, Africa, the Middle East, and the Asia Pacific region.

Free and confidential services for export ready companies are available including:

  • information, such as economic trends, trade statistics and market analysis, market demand, market competition, import compliance, rules and regulations
  • contacts and introductions, including advice on overseas programs, associations, government, regulators and supply chain
  • marketing advice, including business culture, as specific to different countries and regions.

These overseas offices, together with the International Trade and Investment Division located in Perth support Western Australia’s export industries.

Export Finance and Insurance Corporation

The Export Finance and Insurance Corporation provides financial support to Australian based companies that are exporting, in the global supply chain or seeking to grow internationally. Learn more about Australia’s export environment and access support for your Exporter Journey.

Tip

The International Chamber of Commerce has developed a set of terms (Incoterms) to make it easier to negotiate trade between countries; they are important when quoting delivery prices for goods to be delivered by pallet or container load.

Deciding if you are ready to export

Once you have conducted market research and obtained professional advice you may be ready to start exporting.

Austrade’s simple Eligibility Criteria provides a good overview of whether you are ready to export. It will also provide suggestions of how to address areas needing more work.

Taking your product or service to international markets

You will need to consider how to launch and promote your product or service in a new market, including:

Building strong business networks

Having the right contacts and knowledge of your industry are essential. You can build your networks by attending Austrade events and through the Chamber of Commerce and Industry WA.

Understanding the local language and culture

It is important to be aware of the local culture and customs in the country to which you are planning to export; Austrade has market profiles to assist you.

Developing a marketing strategy

How you enter a new market is important and will vary depending on your product or service. Options could include participating in trade shows or events, presenting to buyer groups, engaging local distributors, and advertising online and in print.

Providing after-sales service and support

The strength of your after-sales service will help to ensure the sustainability of your export business. Plan how you will service your client’s needs in their time zone and address any local issues.

More information

Photo of a female member of staff at the SBDC working at her computer and wearing a telephone headset.

Can't find what you're looking for?

If you can't quite find the right information our business advisers are here to discuss any business questions or concerns.

Call us on 133 140

Book an online or phone appointment

Chat to us online

Tenders are written offers to supply a specified good or service.

Tendering is used by:

  • government departments and agencies
  • private sector businesses

Tender processes and documentation can vary depending on the level of complexity or risk involved in supplying the goods or services.

Western Australian State Government tenders

All WA State Government departments and agencies must advertise tenders over a certain threshold on the Tenders WA web portal. You can register on this site and receive notifications of advertised tenders relevant to your business or industry. Information on the process of tendering for agency contracts can be found at the Department of Finance Government procurement website.

The Department of Finance has a guide to supplying to government which outlines Government procurement policies, information on the tendering process and tips on how to submit a response. Free seminars to help you get started are available for metropolitan businesses through the Department of Finance.

Tip

Aboriginal businesses are encouraged to register on Supply Nation's Indigenous Business Direct and the Aboriginal business Directory Western Australia. These directories allow Government and private organisations to procure directly with registered businesses.

Western Australian Local Government tenders

Local Government tenders are usually advertised in The West Australian newspaper every Wednesday and Saturday.

The Western Australian Local Government Association (WALGA) has a Preferred Supplier Program for businesses that want to supply to local governments.

You can also register at no charge to receive notifications of WALGA calls for tender within nominated category areas on Tenderlink.

Federal Government tenders

A current list of Australian federal government tenders is available from AusTender.

You can download their Guide to Selling to the Australian Government for more information.

Photo of a female member of staff at the SBDC working at her computer and wearing a telephone headset.

Can't find what you're looking for?

If you can't quite find the right information our business advisers are here to discuss any business questions or concerns.

Call us on 133 140

Book an online or phone appointment

Chat to us online