Context An auto parts distributor is seeking to identify gaps in its coverage of the Canadian market in order to establish a stronger presence in regions with untapped potential. Challenge Market gaps are relatively easy to identify but ranking them by potential is more challenging. The real complexity lies in gaining market share in less developed, yet, profitable regions. Innovation To quantify and map the market, Indicia compiled a list of tens of thousands of mechanical shops across the country, carefully measuring their surface area and number of service bays for each one. These variables were then used to model the estimated consumption of auto parts by shop, allowing for the quantification of the market in each district on a national scale. The list of mechanical shops was cross-referenced with the company’s current customers to distinguish between existing clients and prospects, and to identify market gaps. By understanding who the prospects are and estimating their potential purchases, it becomes easier to assign a value to each market gap and assess its saturation, thus prioritizing those with the best opportunities for geographic growth. Results This study identified 73 priority markets across the country, 41 of which were newly opened over a 5-year period. Moreover, in the years following their opening, the major sales of these branches were already 13% higher than those of the rest of the network.