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VBE SuperValu Test Case
- 1. Click map onceto add or remove an area or Double click an area to drill down levels D A T A Results Section Virtual Business Environment – National view Financial - Type Planning - Type Competitor - Type Demographic - Type Location - Type Interactive Google Map 2011
- 3. Virtual Business Environment- County view – All – 222 Stores Public Data Industry - Retail - Food & drink - Multiple & Disc Simple Case Study Areas of concentration: Longford (worst demographic to store ratio) Cork (Fermoy request) Dublin (largest store presence) Louth (least store presence) Financial - Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu Interactive Google Map 2011
- 5. Virtual Business Environment- County view – All – 222 Stores Public Data Industry - Retail - Food & drink - Multiple & Disc We can go as deep as to have ANY combination of over 18,000 areas (see interactive google map), throughout Ireland Financial - Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu Interactive Google Map 2011
- 7. Objective of presentationis: To look at each of the 4 Counties chosen (Longford, Cork, Dublin & Louth), to demonstrate how easily and efficiently (in terms of mentally, processing vast amounts of information), a user can build a knowledge about their own business environment (in this case nationally) and that of their Competitors We are not re-inventing the wheel, but simply allowing a business, to access multiple sets of data (publically (e.g. Govt data & social media api’s) & privately available (internal company data)) at the same time and all on, ‘one page’ What we are going to see in the next 10 slides is how each of the Multiples (SuperValu, Tesco & Dunnes) and Discounters (LIDL & ALDI), view themselves from a market share perspective per County – this may give each Competitor an insight as to, where their Competitors will next target a store location
- 8. Select all 4 Countiesby simply clicking on the individual County once
- 9. Virtual Business Environment– Multiple County view – Dublin, Cork, Louth & Longford – 79 SV Stores Interactive Google Map Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu 2011
- 10. Visually we lookat 26 Counties on one screen, using motion graphs, displaying the amount of SuperValu stores versus the Counties population In this example, we highlight Louth, as being poorly represented in market share (or Supervalu store numbers) and it appears lost in the bottom quadrant, amongst most of the other Counties
- 11. Virtual Business Environment– National view (per county) – Stores v Population Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu Interactive Motion graph 2014
- 12. But when welook at it from a store to population ratio, viewpoint, it immediately highlights Louth’s future potential as an area that is under performing in producing market share for MRPI, (1 store to every 60,000 people) yet its clearly over subscribed with Dunnes Stores, dominating (see slide 12) This will be nothing new (information wise) to MRPI HQ but what we are trying to highlight is the speed in which we can process this data and more importantly how quickly you can delve into the detail, thereafter by doubling clicking on an intended targeted County, see Longford as a great example, being bottom of the graph (1 store to every 8,000 people)
- 13. Interactive Motion graph VirtualBusiness Environment – National view (per county) – Stores : Population Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu 2014
- 14. So what aboutyour main Competitors? Where might they feel, they need, to increase their market share?
- 15. Virtual Business Environment– National view (per county) – Stores : Population Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - Dunnes Store Interactive Motion graph 2014 Dunnes Stores
- 16. Virtual Business Environment– National view (per county) – Stores : Population Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - Tesco Interactive Motion graph 2014 Tesco
- 17. Public Data Industry - Retail -Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - LIDL Interactive Motion graph Virtual Business Environment – National view (per county) – Stores : Population 2014 LIDL
- 18. Public Data Industry - Retail -Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - ALDI Virtual Business Environment – National view (per county) – Stores : Population Interactive Motion graph 2014 ALDI
- 19. Let’s combine allstores for just the main 5 Supermarkets and see what Counties may still have opportunities for new openings
- 20. Public Data Industry - Retail -Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - All stores Interactive Motion graph Virtual Business Environment – National view (per county) – Stores v Population 2014 ALL
- 21. Public Data Industry - Retail -Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - All stores Interactive Motion graph Virtual Business Environment – National view (per county) – Stores : Population 2014 ALL
- 22. Obviously, you couldmerge your own Turnover figures with the VBE Platform to enhance the overwhelming Dublin under provision of locations with your own Companies data, highlighting profits, for each County, to really delve into the possibilities, into the future You could also, isolate all Independents on the platform, within the Dublin area, focusing on a potential business purchase – strengths and weakness pending obviously Alternatively, you could isolate all commercial property for sale within the Dublin region, using the platform to isolate the most suitable, demographic & competition wise
- 23. Longford: The lowest SuperValuper capita County in Ireland Focus: Industry, demographics & financial
- 24. Lets isolate Longfordfrom the 25 other Counties and drill into understanding SuperValu’s decision to have 5 locations in a population of only 40,000 people
- 25. Virtual Business Environment– National view (per county) - Longford Interactive Charting Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu 2011
- 26. We’ll only concernourselves with SuperValu stores and start simply by building a demographic radius of 3 miles, around each location, to try and get an initial understanding of which locations looks strongest
- 27. Virtual Business Environment– Longford – Active Stores Public Data Industry - Retail - Food & drink - Multiple & Disc Interactive Charting Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu 2011
- 28. Lets use linkeddatasets from and from the to allow us introduce Competitors in their respective 3 mile VBE’s as well as Financial data on those who have Companies. Attention: to SuperValu Longford Town & SuperValu Granard’s store:population ratio, once Competition is introduced within each of their 3 mile chosen radius
- 29. Interactive Charting Virtual BusinessEnvironment – Longford – Active Stores Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Type Planning - Type Competitor - All stores Demographic - Population Location - SuperValu 2011
- 30. Suddenly Supervalu LongfordTown isn’t as strong as first thought
- 31. Supervalu Granard, Co. Longford Thelowest SuperValu per capita, within the lowest County in Ireland Focus: Financials
- 32. Continuing to drilldownwards, we can now isolate the 3 Companies within County Longford, to see how each is doing, financially, as opposed to statistically
- 33. Virtual Business Environment– Longford – Active Companies Public Data Industry - Retail - Food & drink - Multiple & Disc Financial - Cum NetProfit Planning - Type Competitor - Type Demographic - Population Location - SuperValu Interactive Motion graph 2014
- 34. Financial - Retained earn Planning -Type Competitor - Type Demographic - Population Location - SuperValu Interactive Motion graph Virtual Business Environment – Longford – Active Companies Public Data Industry - Retail - Food & drink - Multiple & Disc 2014
- 35. Both Financial slidesare conclusive, in that the best SuperValu within County Longford, is also the one with the lowest population – so why does it excel? We will see from our Fermoy example, later on, that each and every location has its very own demographic size, We should also see from just the two samples, we have looked at, that Stores located close to 3 borders appear to excel and maybe this is because they are, far from the over provided high density populated areas, surrounded by too many competitors (see next 2 slides with heat map facility used)
- 36. Heat map –Pop Density Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu Virtual Business Environment – Longford – Active Companies Public Data Industry - Retail - Food & drink - Multiple & Disc 2014
- 37. SV Granard Financial - CumulativeNP Planning - Type Competitor - Type Demographic - Population Location - SuperValu Heat map – Pop Density Virtual Business Environment – Longford, Cavan & Westmeath – Active Stores Public Data Industry - Retail - Food & drink - Multiple & Disc 2014
- 38. Full Balance Sheet Description2014 2013 2012 2011 2010 Tangible Assets: 3,180,664 3,211,698 2,969,440 2,987,500 3,021,984 Stock & WIP: 227,838 256,308 249,633 236,685 220,672 Cash: 533,006 109,179 293,741 292,562 261,703 Debtors: 142,312 165,715 135,486 108,878 121,888 Total Current Assets: 903,156 531,202 678,860 638,125 604,263 Creditors: -740,505 -690,981 -615,051 -604,996 -656,343 Total Current Liabilities: -740,505 -690,981 -615,051 -604,996 -656,343 Net Current Assets: 162,651 -159,779 63,809 33,129 -52,080 Total Assets Less Current Liabilities: 3,343,315 3,051,919 3,033,249 3,020,629 2,969,904 Other Long Term Liabilities: -1,867,763 -1,804,416 -1,981,077 -2,155,034 -2,325,336 Total Long Term Liabilities: -1,867,763 -1,804,416 -1,981,077 -2,155,034 -2,325,336 Net Assets: 1,475,552 1,247,503 1,052,172 865,595 644,568 Called Up Shares: 100 100 100 100 100 Retained Earning Profit & Loss: 1,475,452 1,247,403 1,052,072 865,495 644,468 Shareholder Funds: 1,475,552 1,247,503 1,052,172 865,595 644,568 LONG TERM LIABILITIES FINANCED BY FIXED ASSETS CURRENT ASSETS CURRENT LIABILITIES Charting - Tabular Financial - Balance Sheet Planning - Type Competitor - Type Demographic - Type Location - SuperValu Virtual Business Environment – Longford – Mircan Trading Limited Public Data Industry - Retail - Food & drink - Multiple & Disc 2014
- 39. Stand Alone unit GoogleVisuals Financial - Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu Virtual Business Environment – Longford – Mircan Trading Limited Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 40. Cork Platform now beginsto dig deeper into a locations, public data Focus: Fermoy Population, Market share value & Competitors (3 key ingredients)
- 41. Virtual Business Environment- Riordan’s Fermoy Limited VBE Radius – distance Financial - All Planning - All Competitor - All Demographic - All iterations Location - SuperValu Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 42. Virtual Business Environment- Riordan’s Fermoy Limited – 3 Mile Radius distance VBE Radius - distance Financial - All Planning - All Competitor - All Demographic - All iterations Location - SuperValu Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 43. 2011 Census (CSO)1 Mile Radius 2 Mile Radius 3 Mile Radius County Province National Cumulative Population 4,373 7,031 8,369 519,032 1,246,088 4,588,252 Competitors (Revenue) 2 2 2 87 201 665 Total Market Share (CSO) €10,542,016 €16,949,672 €20,175,196 €1.251bn €3.004bn €9.600bn Multiple/Discounters Market Share % (Kantar) 89% €9,382,394 89% €15,085,208 89% €17,955,925 89% €1.114bn 89% €2.674bn 89% €8.544bn Store: Population Ratio 1: 1,458 1: 2,344 1: 2,790 1: 5,965 1: 6199 1: 6899 Financial - Market Share Planning - Type Competitor - All Demographic - Population Location - SuperValu Public Data Industry - Retail - Food & drink - Multiple & Disc VBE Radius - Benchmark Virtual Business Environment - Riordan’s Fermoy Limited – 3 Mile Radius distance benchmark 2011
- 44. Clearly a 3mile radius for this location does not accurately reflect its customer demographic, (it might for a location in the centre of a City) so I think it is safe to say that each location needs to be dealt with in a unique way, as opposed to a standard demographic profile. Let’s look at it differently; Supervalu has 222 active stores nationwide That’s 1: 20,668 per capita And more accurately Cork has 1: 17,301 store per capita So let’s reverse the platforms calculation and let us look for the closest combined population demographic of 17,301 with an epicentre in Fermoy, in order of population size
- 45. 1. Fermoy Rural 2.Fermoy Urban 3. Rathcormack 4. Kilworth 5. Knockmourne 6. Glanworth West 7. Coole 8. Castlelyons 9. Ballyhooley 10. Castlehyde 11. Kildinan 12. Glanworth East 13. Killathy 14. Leitrim 15. Gortnaskehy 16. Castlecoole 13 12 14 11 16 15 10 1 2 3 8 9 6 4 7 5 VBE Radius - demographic Financial - Type Planning - Type Competitor - Type Demographic - Population Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 46. So we’ve chosenan 8 miles radius from Fermoy Town with a population of 18,737 This would put Total Market Share at around €45.2m and Multiple/Discounters % Share of 89% nationally at €40.2m 2 Primary competitors are LIDL & ALDI with the nearest other Competitor town – 10 miles Interesting to see the breakdown of its demographic in population size order in the next slides
- 47. Gender 8 mile VBE Population% mix VBE Average Age Male 9,358 49.94% 34.88 Female 9,379 50.06% 35.78 Total 18,737 100.00% 35.33 Age Profile Male Female Diff % 0-17 2,461 2,397 2.67% 18-30 1,397 1,482 -5.74% 31-50 3,110 2,946 5.57% 51+ 2,390 2,554 -6.42% Total 9,358 9,379 -0.22% VBE Radius - tabular Financial - Type Planning - Type Competitor - Type Demographic - Age & Gender Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 48. Fermoy Town’s 8Mile Radius clearly shows, a gender split demographic This is similar to the National, Provincial & County statistics view in data tables on the next slide – but within the selected age profiles, the results begin to tell a different story The tabular data in the next two slides simply shows the depth, with which this platform, can delve
- 49. Gender 8 mile VBE Population% mix VBE Average Age Cork Average Age Munster Average Age National Average Age Male 9,358 49.94% 34.88 35.78 36.17 35.39 Female 9,379 50.06% 35.78 36.02 37.36 36.64 Total 18,737 100.00% 35.33 34.88 36.77 36.02 Age Profile Male Female Diff % Diff % Diff % Diff % 0-17 2,461 2,397 2.67% 4.80% 4.36% 4.79% 18-30 1,397 1,482 -5.74% -3.80% -2.51% -4.12% 31-50 3,110 2,946 5.57% 0.47% 0.83% -0.64% 51+ 2,390 2,554 -6.42% -7.62% -5.90% -7.41% Total 9,358 9,379 -0.22% -1.56% -0.89% -1.85% VBE Radius - tabular Financial - Type Planning - Type Competitor - Type Demographic - Age & Gender Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic benchmarked Public Data Industry - Retail - Food & drink - Multiple & Disc 2011
- 50. 8 mile FermoyRadius Housing Average Age Gender Male Female Age Profile 0-17 18-30 31-50 51+ VBE Mile 1. Fermoy Rural 1,648 34 2,331 2,477 1,377 704 1,566 1,161 2 2. Fermoy Urban 975 40 1,112 1,111 409 407 679 718 1 3. Rathcormack 763 30 1,071 1,036 648 301 832 326 6 4. Kilworth 568 34 779 766 435 210 509 391 4 5. Knockmourne 400 38 581 565 311 136 329 370 8 6. Glanworth West 375 36 527 502 265 148 339 277 6 7. Coole 373 35 526 524 311 111 368 260 6 8. Castlelyons 370 36 534 506 280 150 293 317 5 9. Ballyhooley 282 34 387 391 222 119 244 193 6 10. Castlehyde 240 40 384 383 195 91 202 279 3 11. Kildinan 183 34 301 288 166 86 196 141 8 12. Glanworth East 138 37 206 200 113 57 103 133 6 13. Killathy 133 38 193 188 98 36 121 126 6 14. Leitrim 107 34 170 183 109 43 105 96 7 15. Gortnaskehy 102 36 157 163 98 29 100 93 8 16. Castlecoole 64 37 99 96 55 17 70 53 8 Total 8 Mile Radius 6,155 35 9,358 9,379 5,092 2,645 6,056 4,934 Financial - Type Planning - Type Competitor - Type Demographic - Housing Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic detailed Public Data Industry - Retail - Food & drink - Multiple & Disc VBE Radius - tabular 2011
- 51. Riordan’s Fermoy Limitedis charted in the next 3-4 slides over a 5 year period, showing how Turnover has continued to slide, while Net profits have stabilised, yet pricing has remained in tact, ironically improving since the introduction of ALDI’s new store in 2012
- 52. ALDI Financial - Turnover 5Yr Planning - Type Competitor - ALDI Demographic - Type Location - SuperValu Public Data Industry - Retail - Food & drink - Multiple & Disc Virtual Business Environment - Riordan’s Fermoy Limited Interactive Motion graph 2014
- 53. ALDI Public Data Industry - Retail -Food & drink - Multiple & Disc Virtual Business Environment - Riordan’s Fermoy Limited Financial - Net profit 5 Yr Planning - Type Competitor - ALDI Demographic - Type Location - SuperValu Interactive Motion graph 2014
- 54. ALDI Public Data Industry - Retail -Food & drink - Multiple & Disc Virtual Business Environment - Riordan’s Fermoy Limited Financial - Gross profit % Planning - Type Competitor - ALDI Demographic - Type Location - SuperValu Interactive Motion graph 2014
- 55. Description 2014 20132012 2011 2010 Turnover: 18,238,286 19,595,945 19,594,308 20,181,494 21,670,476 Cost of Sales: -14,000,789 -15,197,188 -15,029,671 -15,683,824 -16,694,878 Gross Profit / PBT: 4,237,497 4,398,757 4,564,637 4,497,670 4,975,598 Operating costs: -3,878,540 -4,013,342 -4,059,916 -3,913,149 -4,070,528 Other Operating Charges: - - - - - Profit before Interests: 358,957 385,415 504,721 584,521 905,070 Interest Receivable: 15,646 9,957 16,780 29,405 28,495 Interest Payable: -44,305 -67,370 -81,616 -67,566 -86,654 Profit before Tax: 330,298 328,002 439,885 546,360 846,911 Tax: -74,422 -84,607 -89,028 -104,947 -146,580 Profit after Tax: 255,876 243,395 350,857 441,413 700,331 Profit for the Year: 255,876 243,395 350,857 441,413 700,331 Public Data Industry - Retail - Food & drink - Multiple & Disc Virtual Business Environment - Riordan’s Fermoy Limited Financial - P&L 5 Year Planning - Type Competitor - ALDI Demographic - Type Location - SuperValu Charting - Tabular 2014
- 56. Public Data Industry - Retail -Food & drink - Multiple & Disc Virtual Business Environment - Riordan’s Fermoy Limited Financial - Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu Google Visuals 2011
- 57. SuperValu Riordan’s Fermoy Financial -Type Planning - Type Competitor - Type Demographic - Type Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited Heat map – Pop Density 2011 Public Data Industry - Retail - Food & drink - Multiple & Disc
- 58. Interesting to noteboth Riordans Fermoy Limited and Mircan Trading Limited both trade successfully on a 3 County border. Is it relevant? Let’s add a heat map visual of the South of Ireland with say just Dunnes Stores locations versus just SuperValu Fermoy, the highlighted circle, showing the quite large demographic area, realistically available, without any major competition
- 59. SuperValu Riordan’s Fermoy Financial -Type Planning - Type Competitor - Dunnes Store Demographic - Type Location - SuperValu Virtual Business Environment - Riordan’s Fermoy Limited v Dunnes Stores Locations 2011 4 1 1 9 1 1 1 2 1 1 3 1 2 Heat map – Pop Density
- 60. Louth Let us takethe platform off in a different direction, and focus on planning in Louth is SuperValu’s lowest location presence and watching planning alerts or vacant properties in this area, might prove, opportunistic over the next few years Focus: Planning alerts
- 61. • Weekly highlight •Summary of type of projects • Summary of number of projects • Breakdown per County • Planning reference, Applicants name, address and detailed development description Virtual Business Environment – National View Public Data Industry - Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed Financial - Type Planning - Type Competitor - Type Demographic - Type Location - Type Interactive Google Map 2013
- 62. Retail applications 2 Virtual Business Environment– County – Louth Financial - Type Planning - Application Competitor - Type Demographic - Type Location - All Public Data Industry - Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed Interactive Google Map 2013
- 63. Retail applications: 1of 2 Agent Details: Barry Cannon Development Description Permission for the joining together of two existing retail units (g03 & g04) as a single retail unit Development Address Scotch Hall Shopping Centre, Marsh Road, Drogheda, County Louth Louth Applicant Name: Bushgrove Ltd Type/ App Date Reference - 2013-05-30 1334 PERMISSION 338 Virtual Business Environment – County – Louth Public Data Industry - Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed Financial - Type Planning - Application Competitor - Type Demographic - Type Location - All Interactive Google Map 2013
- 64. Bushgrove Limited SuperValu Drogheda Virtual Business Environment– County – Louth Financial - Type Planning - Application Competitor - Type Demographic - Type Location - All Public Data Industry - Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed Interactive Google Map 2013
- 65. Virtual Business Environment– County – Louth Interactive Google Map 2013 Financial - Type Planning - Application Competitor - Type Demographic - Type Location - All Public Data Industry - Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed
- 66. There is somuch planning data now available, that not all categories will be required, but it would be beneficial to a location, to be alerted to a planning application, instantly, that may affect their business environment, either adversely or beneficially