Analysis of local market conditions to inform business decisions relating to revenue potential, network design, geographic product lines, or price differentiation
Locate catchment areas and estimate revenue potentials:
For most brick and mortar businesses, geographic positioning of outlets is a major factor to success. A clear understanding of where customers are based and how they frequent outlets makes entry and exit decisions much more robust to error prone decisions based on rules of thumb.
I have assessed catchment areas based on evidence from customer data, using walk-times, drive-times and other distance measures in sectors such as postal, retail, petrol, or waste collection. Information on catchment areas, I have combined with public or non-public geographic datasets to estimate revenue and profit potentials based on local population, competitive landscape, or transport costs.
Visualise regional attractiveness:
Cherry picking attractive locations and regions for targeted marketing is a success factor for any dynamic business. However, screening can be cumbersome and result in messy lists and overviews.
Using heat maps and other visualisation techniques, many dimensions of local attractiveness can be aggregated and displayed so that users can quickly get a grasp of the situation and make their own assessments.