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


Virtual Business Environment - County view – All – 222 Stores


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



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


Financial- Type

Planning- Type

Competitor- Type

Demographic- Type


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


Financial- Type

Planning- Type

Competitor- Type

Demographic- Population


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


Financial- Type

Planning- Type

Competitor- Type



2014

So what about your main Competitors?

Where might they feel, they need, to increase their market share?



Financial- Type

Planning- Type

Competitor- Type


Location - Dunnes Store


Dunnes Stores



Financial- Type

Planning- Type

Competitor- Type


Location - Tesco


Tesco


Financial- Type

Planning- Type

Competitor- Type


Location - LIDL



2014

LIDL


Financial- Type

Planning- Type

Competitor- Type


Location - ALDI



ALDI

Let’s combine all stores for just the main 5 Supermarkets and see what Counties may still have opportunities for new openings


Financial- Type

Planning- Type

Competitor- Type


Location - All stores


Virtual Business Environment – National view (per county) – Stores v Population

2014

ALL


Financial- Type

Planning- Type

Competitor- Type


Location - All stores



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


Financial- Type

Planning- Type

Competitor- Type



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



Financial- Type

Planning- Type

Competitor- Type



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


Virtual Business Environment – Longford – Active Stores


Financial- Type

Planning- Type

Competitor- All stores



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


Financial- Cum NetProfit

Planning- Type

Competitor- Type




Financial- Retained earn

Planning- Type

Competitor- Type






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





2014

SV Granard

Financial- Cumulative NP

Planning- Type

Competitor- Type




Virtual Business Environment – Longford, Cavan & Westmeath – Active Stores


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


Virtual Business Environment – Longford – Mircan Trading Limited


2014

Stand Alone unit

Google Visuals

Financial- Type

Planning- Type

Competitor- Type

Demographic- Type


Virtual Business Environment – Longford – Mircan Trading Limited


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



2011

Virtual Business Environment - Riordan’s Fermoy Limited – 3 Mile Radius distance

VBE Radius - distance

Financial- All

Planning- All

Competitor- All

Demographic- All iterations



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




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



Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic


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


Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic


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


Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic benchmarked


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


Virtual Business Environment - Riordan’s Fermoy Limited – 8 Mile Radius demographic detailed


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





ALDI



Financial- Net profit 5 Yr

Planning- Type

Competitor- ALDI

Demographic- Type



ALDI



Financial- Gross profit %

Planning- Type

Competitor- ALDI

Demographic- Type



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



Financial- P&L 5 Year

Planning- Type

Competitor- ALDI

Demographic- Type


Charting - Tabular 2014



Financial- Type

Planning- Type

Competitor- Type

Demographic- Type


Google Visuals 2011

SuperValu Riordan’s Fermoy

Financial- Type

Planning- Type

Competitor- Type

Demographic- Type



Heat map – Pop Density 2011


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


Virtual Business Environment - Riordan’s Fermoy Limited v Dunnes Stores Locations

2011

4

11

9

1

1

1

2

1

1

3

1

2


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


Retail applications

2

Virtual Business Environment – County – Louth

Financial- Type

Planning- Application

Competitor- Type

Demographic- Type

Location - All



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



Financial- Type


Competitor- Type

Demographic- Type

Location - All


Bushgrove Limited

SuperValu Drogheda


Financial- Type


Competitor- Type

Demographic- Type

Location - All





Financial- Type


Competitor- Type

Demographic- Type

Location - All


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