1. Don Carmelo’s Pizzeria: Marketing Analysis Using GIS

2. Project Outlook Problem –Lack of a dinner crowd Goal –Identify customer base –Locate marketable areas

3. Project Plan Identify current customer base. –Creation of customer database Delivery receipts Customer survey

5. Project Outline Map current customers –Physical address –Frequency –Amount spent per visit Create density maps –Spatial Analyst - density Customer Repeat customer Spending Create a distance map –Spatial Analyst – straight line distance 1 mile increments 3 - mile radius Combine density and distance maps to locate marketable “pockets” –Spatial Analyst – raster calculator [Distance] < 3 miles + [Customer density] *.60 + [Spending density] *.30 + [Repeat density] *.10

6. Customers Customer Database –Creation of a personal geodatabase –Use of ArcCatalog and Access to create database –This map represents physical customer addresses

7. Repeat Customers Customer Database –Creation of a personal geodatabase –Use of ArcCatalog and Access to create database –This map represents physical repeat customer addresses

8. Customer Density Density Map –Spatial Analyst Customer map used to create density map Illustrates customer density –This map is one of the maps used with the raster calculator to produce the final map

9. Spending Density Density Map –Spatial Analyst Customer database used to create density map Illustrates spending density –This map is one of the maps used with the raster calculator to produce the final map

10. Repeat Customer Density Density Map –Spatial Analyst Repeat customer map used to create density map Illustrates repeat customer density –This map is one of the maps used with the raster calculator to produce the final map

11. Distance Map –Spatial Analyst Customer map used to create distance map Straight line distance from Don Carmelo’s Illustrates 1 mile incremental rings around the pizzeria 3 mile distance established as market limit –This map is one of the maps used with the raster calculator to produce the final map

12. Target Market Map Spatial Analyst –Raster Calculator [Customer Density] *.60 + [Spending Density] *.30 + [Repeat Customer Density] *.10 + [Distance From Don Carmelo’s] < 3 miles

13. Target Market Areas

14. Don Carmelo’s Market Analysis The End…Let’s Graduate!