Define targets and KPI’s to segment and prioritise potential cities to avoid focusing efforts ineffectively on hard-to-get cities with low ROI. Make sure you focus your effort on the right towns and, more importantly, on the right areas in a city.

E.g. all brands want to win by focusing on sexy cities: Milan, NYC, Paris, London etc. That is the most crowded space possible where all significant brands spend millions of dollars in listing fees and marketing activation budgets. Make sure you understand which cities you want to play and focus on low-hanging fruits that can allow immediate returns and brand traction with a limited marketing investment.