How to Start

Objectives of Your Pop Up

Before starting to plan your Pop Up it is important to identify the objectives of the project to properly market and find a location.

Image via ROI of Thinking, ithinkbigger.com

The objectives may be

  • Transactional
  • Promotional
  • Experiential
  • Testing
  • Institutional

For more information on each objective click here.


The Business Plan

The Business Plan Resource is a guide and template to create your own business plan. It is important to have a business plan to present to landlords, potential investors and to keep yourself on track in business decisions. The business plan may need to be summarized when presenting to external parties.

To download these fact sheets, click on the images below.

secure a location

  • how to open

Target Market

Demographics such as age, gender, ethnicity, education, income, occupation, and living location are factors that help you to determine your target market. These descriptors help to evaluate your price, location and hours that you will need to know for your pop up. Below are some questions to ask yourself to help determine who your target market is, and how your pop up can address them.

Image via Complex Original, A Tribe Called Quest Pop-Up

  • Where is your target market located?
  • Do they have disposable income to spend?
  • Will they go out of their way to attend your pop up or do you have to go near them?
  • What are the hours they are available?
    • ie. Working 9-5 vs. stay at home
  • How are they going to get to you?
    • ie. TTC, car, walking or bike
  • If your space is not located on street level, will your target market be able to find you or come in?
    • ie. Moms with strollers
  • Can your customer get around your store easily?
    • ie. Moms with strollers
  • Does your target market support local or prefer to shop based on ease?
        • ie. Homeowners are reached easily through door to door flyersHow much does your target market cost to market to?