Description
Develop an StoryMap using GIS Online application. Choose a topic for your new Business, Suppose you want to start a new business in a specific State/City /location/region. You can choose your location as you wish. I suggest you first search different locations by looking on available data and then choose one area that has sufficient information.
Use “Business Analyst” app in ArcGIS and analyze the best place for your business. Make sure you go through the tutorials that Business analyst offers as soon as you click on “create Project”
You can check the following feature:
How is each site positioned relative to the retail competitors
How is each site positioned relative to the market attractors (large shopping centers that bring consumers to the area
Which location has the most favorable competitive environment.
Your project may have different features or objectives.
StoryMap should be explanatory about your business and your evidence of how you made your decision. You should include all data analysis (competitive analysis & suitability analysis ) in PDF format or screenshot in your StoryMap. It should have some narratives about your data and data analysis. It should have some related pictures of the business, city, area or any other related images.
I like to see how you took advantage of StoryMap Features. Slide-bars , a Video clip, your explanation in the form of story about the purpose of having this Business and why do you think is is a good place to have this new business.
You should put the link to your StoryMap in the CC. No screenshot. I need to access the actual StoryMap web site.
IMPORTANT LINKS FOR REQUIRED RESOURCES FOR THIS ASSIGNMENT ( FROM WEEK 5 MODULES)
INSTRUCTION FOR MICROBREWERY MAP: NEW BUSINESS MARKET ANALYSIS STORY MAP PROJECT-1.PDFDOWNLOAD NEW BUSINESS MARKET ANALYSIS STORY MAP PROJECT-1.PDF
MICROBREWERY STORY MAP EXAMPLE: HTTPS://CSUSM.INSTRUCTURE.COM/COURSES/25089/MODULES/ITEMS/2108661
TUTORIAL FOR MAKING ARCGIS STORY MAP : HTTPS://CSUSM.INSTRUCTURE.COM/COURSES/25089/MODULES/ITEMS/2108659
HOW TO TURN IN YOUR ONLINE MAP AND STORY MAP: HOW TO TURN IN YOUR ONLINE MAP OR STORY MAP-2.PDFDOWNLOAD HOW TO TURN IN YOUR ONLINE MAP OR STORY MAP-2.PDF
CRITERIA & RUBRICS: CRITERIA AND RUBRICS FOR GIS PROJECT-20-POINTS-1.DOCX
I attached the Microbrewery file according to this rubric
the “new_bussiness” file I shared above are the instructions
https://csusm-gis-lab.maps.arcgis.com/apps/MapJour…can you open this link? that’s the example
Unformatted Attachment Preview
Criteria and rubrics for the GIS Project
Dear Students,
For the GIS project, please follow the Microbrewery Story map project that I uploaded in the Cougar
course.
In this Story Map, you have Your Map (smart search map) of your business location, The descriptive
explanation of why you chose this location based on Suitability analysis, a report of Competitive
Analysis Report, and related images and Videos.
Each of these sections has points. Map, Suitability analysis, Competitive Analysis report, and Description
explanation have 5 points, and presentation has an extra 5 points. The total points are 25 for the GIS
project.
If you have received only 2 points, that indicates that I was not able to open the file.
New Business Market Analysis Story Map Project
This step-by-step example will take you through the process of selecting and analyzing a site to open a
new business using online GIS tools available through ArcGIS Online, including Business Analyst Online.
For this example, we will be looking for a location to open a microbrewery in north San Diego County.
The site analysis is broken down into several steps, making use of a variety of tools available in the
Business Analyst application. These steps are:
•
Initial Search for Customers – Smart Map Search – In this step we make use of the Smart Map
Search tool in Business Analyst to find neighborhoods (defined by census tract) that are likely to
be home to prospective customers for the new business. We will select several demographic,
spending and attitudinal variables which will serve as criteria for identifying high-likelihood
neighborhoods. We will also introduce a GIS data layer showing land use zoning in order to
select three possible business locations that are near customers and zoned appropriately for our
business.
•
Competitive Analysis of Possible Locations – In this step we use the report tools in Business
Analyst to help us choose the best of the three possible locations. The customer base of each
location is identified using drive time analysis and comparison reports are generated to
determine which location has the best possible customer base for our business. At the end of
this step we will have one location chosen.
•
Compare Site Suitability to Existing Successful Businesses – This final step allows us to compare
our chosen location with the locations of other successful businesses in the same product
market. We begin by using the Business and Facilities Search tool in Business Analyst to compile
a list of our competitors and their addresses. We add our proposed location to the list and use
the Suitability Analysis tool in Business Analyst to compare our prosed location to these existing
businesses, using the same criteria we used in the initial location search. Completing this last
step will give us an idea of how our proposed location stacks up against the locations of our
competitors.
Throughout the process of using ArcGIS Business Analyst we will be creating GIS map data layers, report
tables and infographics that can be used in a presentation documenting the decision-making process. A
final step (not documented here) can be the incorporation of these materials into a web-based story
map presentation that combines maps and map data, photo images, video, data tables, ancillary web
pages and descriptive text.
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Initial Search for Customers – Smart Map Search
1) The first step in my market analysis is to set boundaries for the areas that I will consider for
locating my new microbrewery. I’m going to use ArcGIS Business Analyst as a key tool
throughout this project, and I’ll start by defining the boundary. From the Maps-Define Areas
menu I can choose to set the boundaries by either drawing a perimeter around a single location,
selecting standard geographic boundaries or drawing my own boundary lines on the map. For
my example I will start with my home address: 333 South Twin Oaks Valley Road, San Marcos,
CA 92078. I’ll use the Find Location method and enter my address and name my location:
“Study Area”. I would like to locate my place of business within a 30-minute drive of my home,
so I’ll calculate a 30 minute drive time area around my home address. I end up with a result that
looks like this:
2) Next I’ll do some research to find some general locations where the might be a good customer
base for my new business. I’ll use the Business Analyst Smart Map Search tool to find census
tracts that are more likely to be home to prospective customers. From the Maps-Create Maps
menu I will choose “Smart Map Search”. Smart Map Search allows you to select up to five data
variables from the Business Analyst data list as criteria for your location search. I’m going to
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select variables that I think will help me find census tracts with lots of craft beer customers. My
variables include:
a. The percentage of adults who drank premium domestic beer or ale in the last 6 months
(Behaviors)
b. Spending on beer and ale away from home – Index (Spending)
c. Percent of adults saying they “Usually buy based on quality – not price.” (Behaviors)
d. Median disposable income (Income)
e. A custom variable – percentage of adults with a Bachelor’s degree or above (Custom)
From these variables I hope to find educated, discriminating beer drinkers who spend a lot on beer
away from home and have a good amount of money to spend. Once I have the variables selected, I
click on the Apply button to set ranges for my criteria.
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3) Each variable has a histogram (bar chart) that shows a distribution of the number of census
tracts at each point on the distribution. By sliding the bars from the appropriate ends of the
distribution, I can eliminate neighborhoods (census tracts) with residents who do not meet my
projected customer base. This step in the process is a bit of an art form – there’s no absolute
right answer – but I’ll adjust the sliders to narrow down my choices to create a short list of
business locations.
4) I have to make sure that I select a location that is zoned appropriately for my business type, so
my next step is to add a data layer to my display that shows current land use in San Diego. From
the Maps-Add Data menu I choose “Web Maps and Layers” to get map data shared on ArcGIS
Online. By typing selecting “ArcGIS” as my data source, “Existing Land Use” in the search box
and checking the box to “Filter by map extent” (this filters out most data layers that are not
covering the locations on my map) I get a short list of data files that may include the land use
data I need (It’s best to do a more thorough search for this kind of data). I get a short list of data
files to add to my map. This land use data will allow me to find locations near my target
customers that are zoned as either shopping centers, commercial and office or light industry. All
of these land uses are compatible with a small microbrewery tasting room.
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5) Once the land use data is added to the map, my next step is to explore the map and come up
with some possible locations that are near my target customer neighborhoods and have
appropriate land use zoning. The graphic below shows an example in Encinitas where there is
property zoned for Commercial use that is also near prospective customers. I choose three
locations – in Oceanside, Encinitas and Rancho Bernardo.
6) After choosing the locations and marking them by dropping pins, I save my work to this point by
sharing my map with ArcGIS Online, using the Share button on the button bar at the right of the
screen. This will make my map data available for use in an ArcGIS Story Map later on.
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Competitive Analysis of Possible Locations
1) Now that I have three possible lopcations for my new microbrewery tasting room, I want to
conduct a competitive analysis of these sites to see which is the best. To do this I start by
looking at the market area of each of these sites. I’ll use Business Analyst to calculate 10 minute
drive time areas for each of the sites.
2) With those three market areas created, I then switch over to look at reports. From the ReportsRun Reports menu I make sure my prospective sites are selected, select the reports I want for
this analysis and run the reports. Since I am planning a tasting room that will make retail sales,
the “Retail MarketPlace Profile” and “Retail Market Potential” reports will have useful
information for me. I select those reports and run them.
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3) The Retail MarketPlace Potential report lists retail demand and supply for the location along
with the retail gap and the leakage/surplus factor. For a new business to be successful there
should be more local demand than supply, resulting in a positive retail gap and leakage/surplus
factor. For my three sites, the Encinitas and Rancho Bernardo sites have positive retail gaps for
Total Food and Drink sales, whicle the Oceanside site has a negative retail gap, meaning the
current businesses in that area rely on outside customers to be successful. When I look at the
more specific Drinking Places – Alcoholic Beverages category, Rancho Bernardo has a positive
leakage/surplus factor of 58.8, Encinitas a factor of 10.8 and Oceanside a factor of 6.5. So far,
Rancho Bernardo is looking best.
4) The Retail Market potential report lists population and household totals for each site, along with
median household income, the expected number of adults who will use a particular product and
a market potential index for the product. The market potential index (MPI) is based on a value
of 100 for the national average, so that values below 100 purchase a product below the national
average and values above 100 purchase above the national average. In comparing the three
sites on this data, the Rancho Bernardo site had both high population counts (potential
customers) and high median income, while the population count for Encintias was lower and the
median income for Oceanside was lower. The relative percentages of adults purchasing beer or
ale and the MPI scores for beer/ale purchases were about the same for all three sites and the
psychographic scores (Usuall buy based on quality – not price) were very similar. But based on
the population size and higher income, Rancho Bernardo won again. Based on these reports,
my choice between the three potential sites is the Rancho Bernardo site.
Compare Site Suitability to Existing Successful Businesses
I think I’ve done a good job of searching for a market of potential customers and selecting the best
location that fit those criteria, but to be a bit more thorough I’ll take my analysis one further step – I’ll
compare my prospective location to the locations of exiisting successful businesses in my industry area.
1) For this portion of the analysis I’ll look more broadly than just a 30 minute drive from my home.
I’ll arrange the visible extent of my map in Business Analyst to show most of San Diego County. I
want to compare my selected site to some of the most successful breweries in San Diego
County. To do this I can use the Business and Facilities Search tool in Business Analyst (Maps7
Create Maps) to search for other breweries. I’ll start by searchng for “brewery”, but that only
brings up 29 results. I know there are far more than 29 breweries in San Diego County. The
problem is that the Business and Facilities Search is a literal text search and not all breweries
have “brewery” in their name. However, if I open up the results table I can find a clue towards a
better search. Looking at the table I find the column titled “SIC Code” which stands for Standard
Industrial Classification. SIC (and NAICS) codes are used to classify businesses by the type of
product or service they produce. It looks like 208201 is the SIC code for breweries, so I’ll go back
and rerun this search based on that code. A search for 208201 returns 176 records, so I’m on
the right track. I’ll pick four breweries from this list that are known to be successful and that are
from somewhat different locations: Ballast Point, Belching Beaver, Karl Strauss, Port Brewing
and Stone Brewing. I need these locations in a spreadsheet for my next step, the suitability
analysis, so I’ll export the list to Excel and add my own Rancho Bernardo location to the list.
2) I’m going to compare these sites based on the same 10 minute drive time I used to make my
choice between three sites. To do this I import the breweries spreadsheet I just created (Maps-
Import File). I’m importing point locations and I make sure that the fields in my spreadsheet are
mapped to the appropriate GIS database fields. I’ll accept the default marker selection and once
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I reach the point where I can specify drive time boundaries I select 10 minute drive times. At
this stage I can also give the new layer I’m creating a name (“Breweries”) and I choose the
Business Name field in the spreadsheet as the source for individual site names. Once all those
specifications are set, I click Save and the drive time boundaries are calculated.
3) I click the Suitability Analysis button to begin. I’ll start with the features already showing on my
map. With the locations selected, the next step is to add the suitability criteria. I’ll use the
same criteria I used for the Smart Map Search. After selecting the variables, click on the Apply
button and the suitability analysis runs. The initial result for the suitability analysis treats all
criteria as having the same weight. You can adjust the weights up or down if you feel there are
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criteria that are more or less important. For the current example, the beer away from home
index and buying based on quality variables might be given higher relative weight, since the
proposed business is going to rely on discriminating customers who are active buyers.
Whatever adjustments are made to the relative weights will need to be justified.
Based on the default weighting, the proposed Rancho Bernardo location for my brewery tasting
room compares favorably to the locations of other successful local breweries. Only Pizza Port’s
location is rated higher in the initial suitability analysis and my proposed location is rated higher
than the locations of some very successful breweries. Of course, if they produce a high-quality
product and do a great job with their marketing, customers will find them – even in a bad
location!
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