Tuesday, April 25, 2017

Trader Joes Site Selection

Table of Contents.
I.                     Introduction
II.                   Market Penetration
III.                 Optimal store locations/Mean Centers
IV.                Ideal Customers
V.                  Site Ranking
VI.                Conclusion

I. Introduction
                Purpose:  
The purpose of this report is to summarize the site selection process for a new Trader Joes store in the Minneapolis/ St. Paul area which would allow the company to build a new location that would maximize potential profits.
                Methods:  The site selection was determined with analyses performed using E.S.R.I Business Analyst software.  The analyses that were performed include a market penetration report, a mean center calculation, an analysis of ideal customer locations and a ranking of the purposed sites

II.                   Market penetration

A market penetration analysis was done to determine where the Trader Joes Company is best able to penetrate their market within the Minneapolis/St. Paul area. It was determined that the company is best able to reach their target market in the cities directly surrounding the Minneapolis and St. Paul, and less so in the further outlying towns. The results can be seen on the map below. A darker color and higher decimal value on the legend indicates better ability to penetrate the target market.

Figure 1. Market Penetration.



III.                 Optimal locations/ Mean centers

The Purpose of this analysis was to determine three optimal locations for a potential trader Joe’s store. This was done using the site analysis tool in the ESRI business Analyst software. The analysis was performed within a study area that included Hennepin and Ramsey counties. The software then calculated the three areas within this study area were customers were centralized. This was calculated using customer location data. It was determined that the three mean centers were outside of the cities of Roseville, Edina and Maple Grove. This is further illustrated below in figure 2.





 Figure 2. 
Optimal Store Locations

IV.                Ideal Costumers.

Using the market analysis tool in Business Analyst, a report of locations for potential customers was generated. The report shows the locations of potential customers based on certain criteria. The criteria used in the analysis included customers between the ages of 30 and 39 years of age with a median annual income of $55,000 or higher and individuals who have purchased organic food within the past 12 months. The results can be seen below in figure 3. The green shaded areas represent regions with customers who fit the above criteria. The majority of these customers are located within the suburbs directly adjacent to the twin cities, more so around St. Paul

Figure 3.
Prospective Customers.


V.                  Site ranking

Using the site analysis tool, the three selected mean centers were ranked in terms of how well the met certain criteria. The criteria included population, household income and individuals who had shopped at Trader Joes locations within the past six months. The site closet to Roseville was ranked number 1, the site closest to Maple Grove was ranked second and the site closet to Edina was ranked third. Using this information, three locations within the surrounding area of the ranked sites were chosen as potential locations for a new store. Each of these sites are located within close proximity of a retail center, such as a shopping district or mall. The locations of these sites may be seen below in figure 4.




Figure 4. Site ranking and purposed locations




VI.                Conclusion


Based on the information that was obtained in the analyses, it was determined that the site located at 10 Rosedale Shopping Center in Roseville would be the ideal location for a new Trader Joes store. Based on the market penetration report this site is well within the ideal range for penetrated the target market. It is also located very close to one of the three determined mean centers. Based on the prospective customer report, this site is centrally located within a large area of potential customers who fit the desired criteria. Finally, this location is within close proximity of the highest ranked potential site yet is far enough away from existing Trader Joes locations that it will not be stealing potential business. I believe that this location would be the best choice for the company to build a new store in order to maximize their potential profits. 

Tuesday, April 4, 2017

Real Estate Analysis

Introduction
Throughout this Real Estate Analysis project, a currently listed house has been given as an example of what selling a home for a reasonable price entails. The report aims to connect a home located in the Third Ward historic district of Eau Claire, WI with a likely purchaser, while also using various resources to explore the housing market. Pictures and data listed below come from Zillow.com and FindtheHome.com. This report will highlight the following:


  • Key features of the home
  • Geographical location with respect to neighboring homes
  • Housing stock
  • Future expansion of the town
  • Suggestions for improvements to the home to increase the market value
  • Comparison to adjacent homes


210 Gilbert Avenue

house 1.png

dining rooom.pngKey Features
5 beds
1 full bath, 1 half bath
1,908 sq. ft.
Built in 1913
Lot: 4,369 sq. ft.




Fun Features
Flooring: Hardwood, Carpet, Tile
Wood burning fireplace
Abundance of windows increase natural light
2 Story Home
house 2.pngFormal dining room
Detached garage, 1 space
Patio deck: 3-season room, enclosed porch
Fenced yard
Full basement
Vinyl siding
HVAC
hall way.png



Location
Eau Claire is filled with a mixture of rich, historical neighborhoods, off-campus student housing and young families. There is an abundance of parks, trails, rivers, and bridges, coining Eau Claire as “the City of Bridges.” The charm from the Third Ward and downtown gives off a warm sense of home. Figure 1 color coordinates the distinction between named areas.
map 1.png



Figure 1. Map of Eau Claire, WI, illustrating the different neighborhoods.
Source: Eau Claire Comprehensive Plan 2015


Built in 1913, this home is located in the Third Ward district of Eau Claire. Outlined in figure 2 below, you can see the position of the home, not far from the Chippewa River and Owen Park. The historical location is situated between the college campus of University of Wisconsin- Eau Claire and downtown Eau Claire. The Third Ward is a neighborhood unlike others in the area due to the large number of registered historic homes. Offering a wide range of architectural design from Colonial Revival to Queen Anne, it is sure to impress anyone passing by. The accessibility to the Water Street district and downtown appeals to many.
Figure 2. Map of Eau Claire, WI specifically highlighting the Third Ward district and part of downtown Eau Claire. 210 Gilbert Avenue is shown within the neighborhood’s limits.
Source: Thirdward.org


Suggestions for home improvements


In order to increase the value of the house itself, a couple of home improvements could be made. Listed below are recommendations on what particularly would help in increasing the worth.


  • Adding a master bathroom with all the works
  • Adding another full bath or renovating the half bath to a full
  • Add low maintenance landscaping to boost curb appeal
  • Add skylights or solar panels to cut energy cost
  • Minor kitchen upgrade


Housing Stock

Figure 3. Housing Stock percentage based on Census Tract and Year Built
Source: 2015 Eau Claire Comprehensive Plan


The third ward is one of the oldest sections of the city of Eau Claire. As seen in figure 4, tract 17, which includes the third ward, has the smallest number of homes built between 1970 and 2012. For this reason, many of the homes in this area have a higher than average market value. This higher market value is also an indication of the structural state of the homes compared to some of the more weathered older homes in the Randal park neighborhood.


Figure 4.: Third Ward Community Profile
Source: Esri Business Analyst desktop


Based on a community profile report generated using ESRI Business Analyst software, the Third Ward has a high renter occupancy rate at 58.7%. Although not as high as tracts 11.01 and 12, which consist of the larger areas of student housing in the Randal Park neighborhood, this percentage is still higher than average. This is further illustrated in figure 5. This can be attributed to its close location to the University of Wisconsin-Eau Claire campus.
Figure 5: Percent of renter occupied housing
Source: 2015 City of Eau Claire Comprehensive Plan


The higher than average number of renters may not appeal to individuals looking to avoid certain aspects of student life such as loud parties. However, as can be seen in figure 6, the majority of the renter occupied housing in the third ward is located in the northern section closer to downtown
.


Figure 6: Third Ward Land Use

Source: Eau Claire 2015 Comprehensive Plan


Future Development:


The city of Eau Claire is currently undergoing several major developments and the home at 210 Gilbert is situated close to many of these. One noteworthy development that has recently gone underway is the Garfield Avenue project on the University of Wisconsin-Eau Claire campus. Located less than a mile from the house site, the project will include several green spaces, riverfront seating and an outdoor amphitheatre. Expected to be completed in the fall of 2018, the site will be an ideal outdoor recreation location.
SiteVisit05-WaterfrontPlanLG.jpg

Figure 7: Garfield Ave Site Plan
Source: University of Wisconsin-Eau Claire


Another ongoing development that is slightly further away yet still within easy access is the Eau Claire Confluence center. Located downtown at the intersection of the Eau Claire and Chippewa rivers, the site will expand upon the student housing building Haymarket Landing that was opened in the fall of 2016. The future site will include a brand new fine arts center as well as an outdoor riverfront plaza. 17_0213-haymarket-plaza-final-mp-moda-sm.jpg


Figure 8: Confluence Final Plan
Source: Community for the Confluence


With 210 Gilbert street being located centrally between both of these developments, it will be a highly valuable property in the coming years. Based on the report from figure 4, the median home value for houses in the third ward district in 2021 is estimated to be just over $243,500. Following the completion of these developments, that value is likely to increase.
      
Demographics
           The property of 210 Gilbert is located in the Third Ward, which has a population of 3455 people, according to findthehome.com. This means that 5% of the population of 67545 in Eau Claire currently reside in the Third Ward. Of those 3455 people residing there, only 40 % of the occupants are owners of the property. This is because of the large number of college aged students who reside in the Third Ward (39%) because of its relative location to the University. However the second largest age group is people under the age of 20. Some of these residents may be 19 year old college students living off campus, however it is unlikely to change the number all that much. With this being said it is likely that there are a large amount of children living with their parents in the Third Ward, suggesting that it is a suitable location for a nuclear family.
Figure 9 : Age in the Third Ward, Eau Claire, and the U.S.
Source: findthehome.com
           
The Third Ward is mostly low income, with 42.9% of the population making an annual income of less than $25000 a year. This comes from the aforementioned fact that the majority of the occupants are college aged, and most likely bring home a small amount of money due to being students. While the area is defined as being low income it should be noted that it is a well-educated community, with 33.9% of the population over the age of 25 attaining a bachelor degree, as seen on the figure below. With its proximity to the University of Wisconsin- Eau Claire there is a large amount of residents who are also attaining an education.
           
Figure 10 : Annual household income in the Third War, Eau Claire, and the U.S.
Source: findthehome.com
The Third Ward is predominantly Caucasian, with 94% of the population identifying as such. While the city of Eau Claire does have a prominent Hmong community there are less people identifying as such than in the city of Eau Claire as a whole. The language spoken at 92% of the homes is English, chiefly from the large Caucasian presence.
Figure 11 : Ethnicity in the Third Ward, Eau Claire, and the U.S.
Source: findthehome.com
The Third Ward is a bustling area with a large amount of students walking to class on an average day. While most of the commuters in the Third Ward decide to drive, it should be noted that there is a larger portion of people walking and biking than is typical in the US, or in Eau Claire. This is easily seen on an average day with many college students traveling through the neighborhood to the University.
Figure 12 : Commute methods in the Third Ward, Eau Claire and the U.S.
Source: findthehome.com
Similar Real Estate in the Area


           Looking at recent sales in the Third Ward of Similar houses, with similar size, bedrooms, and bathrooms. We can see a certain trend occurring. Looking at 1622 Frederic, 510 Gilbert, and 330 Lincoln. All of these are 4 bedroom 2 Bathroom estates, of larger square footage than 210 Gilbert. Although 210 Gilbert is 5 bedroom, its 5th bedroom may be considered for different use because of a lack of space.
           Of these recently sold estates two were sold for just under 200,000. Both of these houses are larger, with larger lots, and built before 210 Gilbert. Using this information it may be assumed that Zillow is overestimating the actual selling price that 210 Gilbert may be purchased for. Because of this it is important to look at similar houses in the area, and what they’re asking prices are, before moving forward with purchasing 210 Gilbert.
Figure 13 : Compared to houses sold in the last year
           Now looking at real estate being sold now we have 3 similar houses. 330 Roosevelt, 1710 State, and 446 McKinley are all listed near the same asking price and are similar in square foot. As we see here there is a lot of disparity in the size of the lot, this seems to be a large factor in these houses today, as they are all comparable. 210 Gilbert has a small lot size compared to other similar houses being sold in the area. There are other options in the area which offer larger lot sizes and similar accommodations. When selecting a residence the determining factor of 210 Gilbert may be the aesthetic which it has, as it is a well-kept house. However the colonials in the area are selling for similar prices and seem to be in similar if not better shape, and are newer.


Figure 14 : Compared to houses on the market
Conclusion


We have determined that Zillow is overestimating the price and the lot size is smaller than other comparable homes, therefore we reduced it by approximately $10,000.

Suggested Sale Price : $188,000