Small Business Market Analysis Tip: Free MDOT Traffic Data

Choosing the perfect spot for your small business isn’t just about finding a nice building; it’s about getting seen, being easy to find and putting your small business right where your customers are. That’s why one of my favorite planning resources is MDOT’s (Michigan Department of Transportation) traffic data.

Why Use MDOT Traffic Data for Market Analysis?

Picking the Right Spot: High traffic equals high exposure. Traffic data pinpoints locations with lots of activity, and great for businesses that need visibility.

Marketing Smarter: It helps you decide where to advertise or to determine how effective a roadside sign might be.

Improving Operations: You can use traffic data to plan ideal hours to be open. An “aha!” moment for me was discovering that MDOT conducts actual traffic studies in 15-minute increments. This means you can see real-time flow for every quarter-hour of a full day, great for setting hours that correspond with peak traffic periods.

Getting Started

• Go to the Michigan Traffic AADT (Average Annual Daily Traffic) online viewer website. 
• Use the left-hand menu to select both Trunkline and Non-Trunkline roads for the most recent year available.
• Zoom into the neighborhoods or streets you’re considering.
• Click any road segment on the map to see its specific traffic count.

Let’s use St. Ignace as an example:

• View the AADT, which is the average daily vehicle count over a year period (representing two-way traffic unless noted). The map’s color-coded legend helps you quickly gauge traffic density.

• For any road segment you’ve selected, click on “View in Traffic Count Database (TDMS)” for more detail, historical traffic studies, stats and charts for that particular location.

Advice for New Users: When I first used the map, I felt a bit overwhelmed by all the acronyms, charts and links. My best advice? The more you click around, the more you learn. Don’t be afraid to explore!

Applications for various types of small businesses:

Retail: High AADT on a main street means great visibility and impulse buys.

Restaurants/Coffee Shops/Bars: Look for high daytime commuter traffic for lunch, or evening traffic for dinner or bar crowds.

Car-Centric Businesses: A high AADT is ideal for car washes, gas stations, drive-throughs and vehicle repair shops.

Hotels/Motels: Directly benefit from being easily accessible to travelers on busy roads.

Building Materials Suppliers: Often thrive on well-traveled routes for easy access by contractors and DIYers.

Transportation/Ride-Sharing Services: For these services, downtown areas with high AADT (especially at peak times) can indicate significant demand.

It’s amazing how much information you can glean for your small business from free sources like MDOT. If you’d like more free market analysis tips, contact the Michigan SBDC today.