Exercises + Case Studies
1. Using the address 5005 LBJ Freeway, Dallas, TX, how many Starbucks are
within a 15 minute drive time?
Answer_42 or 51 ____________________________________________________
Define areas for reports, find location, enter address, select 15 minute drivetime,
create maps from data, business and facilities search, show more options, select
study area from search extent, type in Starbucks and go.
2. A business associate just informed you of a Radio Shack that was closing in
Tucson, AZ. Since you represent a tenant in expansion mode that has previously
had a great deal of success in old Radio Shack locations, you are interested in
finding out more. The associate could not remember the address but indicated that
the store was in the 85730 zip code. Can you find the address using BAO?
Answer__7056 East Golf Links Road, Tucson, AZ_________________
Define areas for reports, standard geography, search 85730, create maps from data,
business and facilities search, radio shack
3. Your client is in the beer, wine and liquor business. Assuming his usual trade
area is a 5 minute drive time and using the old Radio Shack address above, what
would be your initial reaction to the retail opportunity based on the Retail
MarketPlace Profile?
Answer: No competition at 5 minute drivetime__________________________
If your client’s typical trade area was a 10 minute drive time, would your opinion
change? If so, why?
Answer: Substantial competition, only $2,000 leakage____________________
Create 5 and 10 minute drivetime from 7056 East Golf Links Road, Tucson, AZ,
run a retail marketplace profile from the location, observe gaps
4. Your client is analyzing a potential office investment. The office in question is
located at 100 South Cincinnati, Tulsa, OK.
1. Use the pictometry imagery tool to get a high quality aerial image of the site.
When was the image taken?
2-15-2015 – use the Pictometry tool, type in the address
2. Is the property in the Flood Zone (Risk Meter tool)?
No, - use the risk meter tool, type in the address, click get results,
11| P a g e 125. Using the three addresses (with 3 mile radius) created in the North Haven area
by importing a file as your market areas answer the following questions: (hint: you
can run the same reports we ran on the Independence study area or you can create a
comparison report- when using the comparison report, you may want to use the
search window to find these variables as they are not as obvious as the variables
used in earlier exercises)
 You have a client who is an office investor and projected population growth
is a key requirement of his when considering locations. Which of these
three locations projects the highest growth rate? Site # 3 – Rimmon and Site
# 2 Alstrum both project growth rate at .18% annually.
 In considering these three sites for a multi-family development, your client
has asked that you give him an assessment of which area has the lowest total
housing vacancy rate for 2015. Which one is it? Site # 1- Middleton- 3.75%
 You are working with a new physician’s group looking for medical office
space and they want to be located where the largest percentage of other
Healthcare facilities are. Which of our three locations has the highest
percentage? Site #2- Alstrum 11.79%
 You are about to get the business of a convenience store company that is in
expansion mode and you are looking at these three locations. Which one
shows the highest opportunity for gas stations? Site # 2 – Alstrum with 10.7
surplus factor
Retail Case Studies
Color-Coded Maps: A small high-end neighborhood grocery store is in expansion
mode. They have successfully capitalized on health conscious markets in the San
Diego, San Francisco and Chicago. Specializing in things like grass-fed and
hormone free beef, cage free eggs, fair trade coffee, etc. Their #1 criteria is
financially based, they have had great success in neighborhoods where median
household income exceeds $120,000 in relatively small geographic but highly
populated areas. They want to capitalize on what they believe is an untapped
market in Houston, TX. Having little knowledge of the market themselves they are
preparing for a tour of the city and have chosen you to represent their interests.
Which zip-codes appear to be appropriate locations for this kind of store?
Answer__77005,77059,77094,77345,77401,77441,77476,77479
Get to the Houston metro area by zooming into Southeast Texas, create maps from
data, select color coded maps, select income, 2015 median household income, on
the left side of the color coded mapping legend select filter, select the low end
number and type in $120,000 and click enter, click data and the remaining
11| P a g e zipcodes are the ones that meet the criteria of median household income over
$120,000.
Smart Maps: The same grocery store has done a little additional research to
determine that at first glance their top priority certainly remains median household
income. However, as business has grown their site criteria has become a little more
sophisticated. They opened a store in Scottsdale, Arizona that was very well
received but the store closed when the owners determined there simply wasn’t the
population in the area to support the business. They now believe that they need to
seek out zip codes with a population of over 25,000 and median household income
of over $120,000. Finally they have determined that their target customer is
typically college educated. They are looking for at least 20% of the population
over the age of 25 to have a bachelor’s degree. What can you do in Business
Analyst Online to quickly show which areas in Houston meet this criteria? Can you
export the list of worthy sites into an excel file for review?
Answer: 77005, 77345, 77382, 77479
Get to the Houston metro area by zooming into Southeast Texas, create maps from
data, select Smart Maps, choose 3 variables (2015 Median Household Income,
2015 Total Population, 2015 Population over the Age of 25 by Education:
Bachelor’s Degree – percentage). Change the geographic level to zipcodes (if it
already isn’t the geographic setting). On the low end of 2015 Median household
income type in $120,000, 25,000 for population and 20% for Bachelor’s Degrees.
Click view results table.
A luxury retailer has 4 locations in the Dallas area. After performing a recent
analysis of their customers they have determined that their study areas comprise of
5 minute drivetimes. See the existing locations below:
1.) 5600 West Lovers Lane, Dallas, TX 75209
2.) 3403 Oak Lawn Avenue, Dallas, TX 75219
3.) 1200 West State Highway 114, Grapevine, TX 76051
4.) 5967 West Parker Road, Plano, TX 75093
Create an excel file with these locations (named location 1,2,3,4), and upload it
onto the map, once you have created it run a customized comparison report that
displays median household income, and 2015 Retail Goods (Consumer Spending).
One of the stores is performing poorly. Can you guess which one it is?
Location 3
Take an excel file with the addresses above with column headers of name, address,
city, state, zipcode, save it and put it somewhere you can find it. Close the excel
file. In BAO, select define areas for reports – import file, browse for the excel file
that you just created, choose the excel file, import, click next, add matches to map,
click next, yes, add rings, add 5 minute drivetimes, choose reports, comparison
11| P a g e reports, customize (at bottom), choose income (median household income), and
consumer spending (retail spending)…view table. While other areas have lower
incomes, the consumer spending is significantly lower in the location 3, 5 minute
drivetime.
Other Case Studies
You are working with a Senior Living developer who believes that there is an
oversupply of ultra-luxury senior-living communities that price a substantial
portion of potential residents out of the equation. The company’s goal is to
specialize in providing safe, affordable, senior-living care in the location where the
population has always lived (staying away from typical retirement destinations like
Florida, Arizona, and California). The initial market analysis is leading the group
into the northeastern United States. Create a smart map that displays by county the
following variables.
1.) 2015 population of over 70+ year olds (more than 50,000) (note: custom
variable)
2.) Median net worth under $200,000
3.) Total Crime (under 100)
Which counties appear poised for a potential new senior living facility?
Answer_______Large number of counties meet the criteria
Look at map view of entire United States, create maps from data, select Smart Map
Search, Create custom variable, select age range of 70+, median net worth, total
crime risk, apply. Make sure geographic level is set to counties, adjust range of
population over the age of 70 to reflect 50,000 people on the low end, show high
end of median net worth to be $200,000 and crime risk under 100.
Office/Industrial Case Studies
Your client believes they have found the ideal location for their new distribution
center in Dallas, TX. The trade area is defined by a 300-mile radius from the
proposed new facility. Your client requires a minimum of 10,000,000 households
and projected household growth within the trade area and wants to protect against
cannibalization of an existing site located in St. Louis. If there is an overlap in the
two trade areas, it is critical that there are enough households to support both.
The sites are located at:
a) Proposed site- I-20 and I-35 in southern Dallas, TX
b) Existing Site - I-44 and I-270 in southwestern St. Louis
1. Create both studies using a 300 mile radius
2. If there is an overlap, create a third study showing the overlap
11| P a g e 3. Using the Comparison Report, determine how many households exist in each of
the areas and what the projected growth rate is expected to be.
Is there an overlap between the St Louis and Dallas market areas?____Yes_____
What is the projected household growth rate of the existing site in St.
Louis?_.5%____
What is the number of households in the overlap area?__roughly 475,000_______
Based on this analysis, would you recommend for your client to move forward
with the Dallas location?____Yes________________________________
Define areas for reports, drop a pin on the intersection of I-20 and I-35 and create a
300 mile radius, Define areas for reports, drop a pin on the intersection of I-44 and
I-270 and create a 300 mile radius, (note overlap), define areas for reports “draw
polygon” click along the areas of overlap. Select reports, comparison reports,
customize, choose households (2015 households) and population (2015-2020
annual growth). View table
You are in the process of developing a new office building and have been
incentivized from a tax stand point to hire locally in the Atlanta area for your
project. Use the Atlanta polygon that you created earlier to determine how many
potential builders for “Commercial and Institutional Construction” (NAICS Code
236220) there are within the Atlanta loop.
232
Access the polygon that was created earlier from My Content, My Sites, click on
the eye on the left side to activate the study area. Next, create maps from data,
choose business and facilities search, show more options, under the NAICS code
search – type 236220. The “Commercial and Institutional Construction” locations
will populate.
11| P a g e