Welcome to the NC LIVE SimplyMap Presentation. Today we will explore
SimplyMap using two different case studies.
-Review Case Study 1: The Yoga Studio
-Review Case Study 2: The Interior Design Business
The Yoga Studio:
Jennifer from Raleigh, North Carolina is a
registered yoga teacher who has been working
for an existing yoga studio for the past few
years. It has long been her dream to branch
out and open her own studio somewhere in
the Raleigh area. Jennifer needs to determine
the best location for a yoga studio based on
factors such as where her potential customers
are located as well as identifying the
competition.
Profile of Yoga Participants:
- Age 25 to 40
- 75% female, 25% male
- Higher Income Households
- Tend to live healthy lifestyles, including exercise, eating organic
food, and health club memberships.
First, click on Variables
We will start by making a
map of Median Income
by ZIP Codes in Raleigh.
Select the variable you
would like to map.
Select “Cities” as
the location type.
Then select the
state and city. Type
the first 2 or 3
letters to get a list of
possible matches.
Here is the map of Median
Income by Zip Code.
You can edit how the map
looks using the legend
editor. Here we changed
the break values of each
category.
This is the map using
the new legend values.
We will now add Yoga Studios to
the map. These business points
come from Dun & Bradstreet.
A keyword search on “yog”
finds 8,724 yoga studios in
the United States, as well as
1,134 frozen yogurt stands.
We then name the point
and add it to our map.
Here is the map of
yoga studios and
median income.
Place your cursor over
a point to view
information about
that business.
Now we will map the
number of people who
participated in yoga in the
last 12 months by ZIP Code
using MRI data.
Here is a map of yoga
participation with yoga
studio points.
The yellow city boundary of
Raleigh is distracting. We
can turn this off on the
display options menu.
We can create a data filter
that combines median
income and yoga
participation in order to
identify target areas for our
new studio.
First we add our conditions
to the data filter…
Give the filter a name…
These 2 areas look
promising. They match our
criteria and have few
existing yoga studios.
And here is how the filter
looks on a map. Only areas
that match our criteria are
visible. All other areas have
black & white stripes
covering them.
This ZIP Code looks
particularly promising.
We can create a data
table with detailed
information about the
ZIP Codes on these 2
high potential areas.
We will then create a ring
study to examine the 1 mi,
3 mi, and 5 mi areas
surrounding this ZIP Code.
We can identify the most
widespread Life Stage
Clusters who live in this ZIP
Code…
…and lean about each Life
Stage by opening up the
associated metadata for
each variable.
This Life Stage has a high
median income.
And they commonly
purchase athletic gear.
The Interior Design Business:
About two years ago, Mark started his own
interior design business in Charlotte, NC. He
started strong with his first group of corporate
clients specializing in designing offices, but
business has since slowed and he is
struggling. Mark has decided to expand his
business to now include the residential sector,
and he is looking to drum-up new customers
so that he can continue to employ his
assistant. Mark wants to create upscale
residential spaces with the vision of the client
and needs to know where to locate them in
the Charlotte area.
Profile of Interior Design/Home Renovation Clients
- Higher Income Households
- Owner Occupied Households
- Areas with (a) older housing, or (b) housing growth
- Higher Spending on Furniture, Appliances, etc.
We will start by making an
income map by ZIP Code in
Mecklenburg County.
Next we will make a
location analysis report that
shows data for all ZIP Codes
in the county in one table.
The report will contain data
on owner occupied
housing, income, housing
growth and older housing.
Here is the completed
location analysis report.
We will then create two
filters. The first will identify
areas with older housing
and high incomes, while
the second will identify
areas with housing growth
and high incomes.
When a filter is applied to a
report any locations that do
not match the filter are
grayed out.
We can also hide all filter
locations and only view those
that match our criteria.
All of these locations are good
targets for our marketing campaign.
ZIP 28207 is especially promising
given it’s high owner occupancy rate.
Here is our 2nd filter.
These areas have a high household
growth rate, high incomes, and
high owner occupancy rates.
We can apply these same
filters to the map to see
where these zip codes are
located in the county.