VBE SuperValu Test Case
Transcript of VBE SuperValu Test Case
Click map once to add or remove an area orDouble click an area to drill down levels
DATA
ResultsSection
Virtual Business Environment – National view
Financial- Type
Planning- Type
Competitor- Type
Demographic- Type
Location - Type
Interactive Google Map 2011
Virtual Business Environment - County view – All – 222 Stores
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Simple Case StudyAreas 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
Virtual Business Environment - County view – All – 222 Stores
Public DataIndustry- 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
Objective of presentation is:
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
Select all 4 Counties by simply clicking on the individual
County once
Virtual Business Environment – Multiple County view – Dublin, Cork, Louth & Longford – 79 SV Stores
Interactive Google Map
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Type
Location - SuperValu
2011
Visually we look at 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
Virtual Business Environment – National view (per county) – Stores v Population
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
Interactive Motion graph 2014
But when we look 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)
Interactive Motion graph
Virtual Business Environment – National view (per county) – Stores : Population
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
2014
So what about your main Competitors?
Where might they feel, they need, to increase their market share?
Virtual Business Environment – National view (per county) – Stores : Population
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - Dunnes Store
Interactive Motion graph 2014
Dunnes Stores
Virtual Business Environment – National view (per county) – Stores : Population
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - Tesco
Interactive Motion graph 2014
Tesco
Public DataIndustry- 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
Public DataIndustry- 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
Let’s combine all stores for just the main 5 Supermarkets and see what Counties may still have opportunities for new openings
Public DataIndustry- 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
Public DataIndustry- 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
Obviously, you could merge 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
Longford:The lowest SuperValu per capita
County in IrelandFocus: Industry, demographics &
financial
Lets isolate Longford from the 25 other Counties and drill into understanding SuperValu’s decision to have 5 locations in a population of only 40,000 people
Virtual Business Environment – National view (per county) - Longford
Interactive Charting
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
2011
We’ll only concern ourselves 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
Virtual Business Environment – Longford – Active Stores
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Interactive Charting
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
2011
Lets use linked datasets 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
Interactive Charting
Virtual Business Environment – Longford – Active Stores
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Type
Planning- Type
Competitor- All stores
Demographic- Population
Location - SuperValu
2011
Suddenly Supervalu Longford Town isn’t as strong as first thought
Supervalu Granard, Co. Longford
The lowest SuperValu per capita, within the lowest County in Ireland
Focus: Financials
Continuing to drill downwards, we can now isolate the 3 Companies within County Longford, to see how each is doing, financially, as opposed to statistically
Virtual Business Environment – Longford – Active Companies
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Financial- Cum NetProfit
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
Interactive Motion graph 2014
Financial- Retained earn
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
Interactive Motion graph
Virtual Business Environment – Longford – Active Companies
Public DataIndustry- Retail - Food & drink - Multiple & Disc
2014
Both Financial slides are 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)
Heat map – Pop Density
Financial- Type
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
Virtual Business Environment – Longford – Active Companies
Public DataIndustry- Retail - Food & drink - Multiple & Disc
2014
SV Granard
Financial- Cumulative NP
Planning- Type
Competitor- Type
Demographic- Population
Location - SuperValu
Heat map – Pop Density
Virtual Business Environment – Longford, Cavan & Westmeath – Active Stores
Public DataIndustry- Retail - Food & drink - Multiple & Disc
2014
Full Balance SheetDescription 2014 2013 2012 2011 2010
Tangible Assets: 3,180,664 3,211,698 2,969,440 2,987,500 3,021,984
Stock & WIP: 227,838 256,308 249,633 236,685 220,672Cash: 533,006 109,179 293,741 292,562 261,703Debtors: 142,312 165,715 135,486 108,878 121,888Total Current Assets: 903,156 531,202 678,860 638,125 604,263
Creditors: -740,505 -690,981 -615,051 -604,996 -656,343Total Current Liabilities: -740,505 -690,981 -615,051 -604,996 -656,343
Net Current Assets: 162,651 -159,779 63,809 33,129 -52,080Total 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 -2,325,336Total 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 100Retained Earning Profit & Loss: 1,475,452 1,247,403 1,052,072 865,495 644,468Shareholder 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 DataIndustry- Retail - Food & drink - Multiple & Disc
2014
Stand Alone unit
Google Visuals
Financial- Type
Planning- Type
Competitor- Type
Demographic- Type
Location - SuperValu
Virtual Business Environment – Longford – Mircan Trading Limited
Public DataIndustry- Retail - Food & drink - Multiple & Disc
2011
CorkPlatform now begins to dig deeper into
a locations, public dataFocus: Fermoy
Population, Market share value & Competitors (3 key ingredients)
Virtual Business Environment - Riordan’s Fermoy Limited
VBE Radius – distance
Financial- All
Planning- All
Competitor- All
Demographic- All iterations
Location - SuperValu
Public DataIndustry- Retail - Food & drink - Multiple & Disc
2011
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 DataIndustry- Retail - Food & drink - Multiple & Disc
2011
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 DataIndustry- Retail - Food & drink - Multiple & Disc
VBE Radius - Benchmark
Virtual Business Environment - Riordan’s Fermoy Limited – 3 Mile Radius distance benchmark
2011
Clearly a 3 mile 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
1. Fermoy Rural2. Fermoy Urban3. Rathcormack4. Kilworth5. Knockmourne6. Glanworth West7. Coole8. Castlelyons9. Ballyhooley10. Castlehyde11. Kildinan
12. Glanworth East
13. Killathy14. Leitrim15. Gortnaskehy16. Castlecoole
13
12
14
11
16
15
101
2
38
9
6 4
75
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 DataIndustry- Retail - Food & drink - Multiple & Disc
2011
So we’ve chosen an 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
Gender8 mile VBE Population % mix
VBE Average
AgeMale 9,358 49.94% 34.88Female 9,379 50.06% 35.78Total 18,737 100.00% 35.33Age 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 DataIndustry- Retail - Food & drink - Multiple & Disc
2011
Fermoy Town’s 8 Mile 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
Gender8 mile VBE Population % mix
VBE Average
Age
Cork Average
Age
Munster Average
Age
National Average
AgeMale 9,358 49.94% 34.88 35.78 36.17 35.39Female 9,379 50.06% 35.78 36.02 37.36 36.64Total 18,737 100.00% 35.33 34.88 36.77 36.02Age 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 DataIndustry- Retail - Food & drink - Multiple & Disc
2011
8 mile Fermoy Radius HousingAverage
AgeGender
Male FemaleAge 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 DataIndustry- Retail - Food & drink - Multiple & Disc
VBE Radius - tabular 2011
Riordan’s Fermoy Limited is 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
ALDI
Financial- Turnover 5 Yr
Planning- Type
Competitor- ALDI
Demographic- Type
Location - SuperValu
Public DataIndustry- Retail - Food & drink - Multiple & Disc
Virtual Business Environment - Riordan’s Fermoy Limited
Interactive Motion graph 2014
ALDI
Public DataIndustry- 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
ALDI
Public DataIndustry- 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
Description 2014 2013 2012 2011 2010Turnover: 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 DataIndustry- 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
Public DataIndustry- 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
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 DataIndustry- Retail - Food & drink - Multiple & Disc
Interesting to note both 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
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
11
9
1
1
1
2
1
1
3
1
2
Heat map – Pop Density
LouthLet us take the 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 yearsFocus: Planning alerts
• 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 DataIndustry- 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
Retail applications
2
Virtual Business Environment – County – Louth
Financial- Type
Planning- Application
Competitor- Type
Demographic- Type
Location - All
Public DataIndustry- Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed
Interactive Google Map 2013
Retail applications: 1 of 2Agent Details: Barry CannonDevelopment DescriptionPermission for the joining together of two existingretail units (g03 & g04) as a single retail unit
Development AddressScotch Hall ShoppingCentre, Marsh Road,Drogheda, County LouthLouth
Applicant Name: Bushgrove LtdType/ App Date Reference - 2013-05-30 1334 PERMISSION 338
Virtual Business Environment – County – Louth
Public DataIndustry- 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
Bushgrove Limited
SuperValu Drogheda
Virtual Business Environment – County – Louth
Financial- Type
Planning- Application
Competitor- Type
Demographic- Type
Location - All
Public DataIndustry- Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed
Interactive Google Map 2013
Virtual Business Environment – County – Louth
Interactive Google Map 2013
Financial- Type
Planning- Application
Competitor- Type
Demographic- Type
Location - All
Public DataIndustry- Planning - Latest feed - Commercial - Residential - Retail - Agricultural - Educational - Medical - Sport/Leisure - Mixed
There is so much 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