U.S. Census

The main objective of this assignments is to gather as much demographic data about the geographic
area chosen. Statistical data [facts] help make informed decisions about business potential and initial
strategies.
Without data and facts business planning becomes; guesses, feelings or opinions all of which increase
risk and deter investment opportunities.
Too often managers and owners make assumptions about who the guest is and their consumption
preferences. They guess or worse project their own personal values and beliefs about products and
services they plan to sell. This methodology only leads to one place, an unsuccessful business venture.
We describe “people” or customers by using demographic data such as; gender, race, age, household
income, education as examples. We use this data in connection with other sources to suggest a
correlation between the existing populations and consumer preferences.
You no longer will think or guess you will know who you want to service because the market is already
defined. Your chosen market lives within a 3-5 mile radius from your chosen city center.
Who lives there and how you describe them [% of population 21+, % by ethnicity, gender, education,
income, marital status, children, employment type as examples] will be the focus for this assignment.
After completing the assignment you should begin to see how ridiculous it is to say “We should open a
bar with tex-mex food focusing on draft beer” in a particular city before first confirming who lives there.
Instructions
After reviewing the materials provided including how to use the Block by Block and U.S. Census tools
author an original summary which defines the population that lives in the city you have chosen to open
your business.
You will perform an analysis and create a tables, charts and scree-shots of meaningful and significant
data. You will use the data table to create a summary report which describes the population which
exists.
With the tools and sources provide a report that identifies and defines:
 Who (using demographic descriptors) lives in and around your chosen city.
 Narrows your business location to the street level [Use Block by Block Tracts and Google Maps]
to identify a street address. (NOTE: it does not matter what is already there, just pick the
address as if nothing already exists.
 Compares of U.S., State, and City detailed demographics highlighting significant discrepancies.
(% differences)
 Includes summary charts and tables or screen shots of the data you gather which and includes
written explanations.