Market Analysis Tompkins & Cortland Counties Habitat for Humanity Ithaca, NY

Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Table Of Contents Market Analysis Overview ______________________________________________________ 2 Market Components and Limitations _____________________________________________ 4 1.

Market Potential ______________________________________________________________ 4

Market Potential Examples ___________________________________________________________ 5 Market Potential Estimates __________________________________________________________ 6 2.

Market Location Indicators ____________________________________________________ 8

3.

Location Analysis ____________________________________________________________ 10

Demographic Analysis ________________________________________________________ 11 Demographic Overview GSA _________________________________________________________ 12 Demographic Overview – Ithaca ______________________________________________________ 13 Demographic Overview – Cayuga Heights ______________________________________________ 15 Demographic Overview – Munsons Corners ____________________________________________ 12

Retail Indicators _____________________________________________________________ 19 Retail Indicators _____________________________________________________________ 20 Retail Market Maps ________________________________________________________________ 21 Retail Indicators Crime Maps______________________________________________________ 22 Retail Indicators Traffic Maps _____________________________________________________ 23

Recommendations ___________________________________________________________ 26 Appendix A-B _______________________________________________________________ 29

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Analysis Overview The purpose of this analysis is to assist Tompkins & Cortland Counties Habitat for Humanity in determining:  The ReStore donation potential, which determines the sales potential for your entire Geographic Service Area (GSA).  The optimal market position(s) for a ReStore within your GSA. These analyses will overview the demographic indicators for all of Tompkins & Cortland Counties as well as the potential market areas of Ithaca, Cayuga Heights, and Munsons Corners. This market analysis booklet includes maps of the counties and study areas showing existing retail, crime statistics, traffic counts, income levels, home ownership percentages and other significant demographic indicators.

Market Analysis This market analysis will attempt to answer the following: 1. What is the capacity for sales at Restore(s) in your Geographic Service Area (GSA) based on an analysis of potential donations? 2. What is the theoretic number of ReStores in your GSA? 3. Where, determined through a rough ranking of market positions within your GSA, should ReStores be located based on proximity to donors and existing retail traffic patterns? This market analysis will not answer the following: 1. The relative merits of specific locations or sites within a market position. For information concerning specific site selection criteria please refer to the ReStore Real Estate Guide: (my.habitat.org/ReStore-Real-Estate-Guide) 2. An exact location or intersection for a potential ReStore. Limitations of this market analysis 

This analysis is based on available demographic and economic data but does not have the benefit of local market knowledge and consumer psychology and perceptions. This analysis should be used in conjunction with your local board of directors and supporters knowledge of local circumstances.

Market Analysis can be broken down into three components 1. Market Potential 2. Market Location Indicators 3. Location Analysis

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Components and Limitations A. Market Potential Market Potential: The theoretic ReStore sales capacity for the entire Tompkins & Cortland Counties Geographic Service Area (GSA) based on an analysis of potential donors and donations. As a basic business doctrine, Habitat for Humanity ReStores adhere to a Donor Driven Model, which impacts every aspect of our strategy. The greatest impact on ReStores sales and profits is a steady supply of high quality donations. Store site selection, marketing and public relations, operations, web presence and management focus are all oriented towards donors and the donor experience. Therefore, the first step when analyzing the market potential for a GSA is to focus on potential donors and donations.  

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For the purposes of this study we consider all of the households in a particular GSA. We then remove those households that do not have a high enough income to donate serviceable, high quality donations. These households are often great customers and volunteers but have limited financial capacity to donate high quality merchandise needed to make a ReStore successful. We use Cost of Living Adjustment for a particular GSA to determine the income level at which a household would have the financial capacity to donate to a Habitat ReStore. See Appendix A for information on the Cost of Living Adjustment. For most markets in the United States we use annual incomes $35,000 as the minimum threshold. For certain high and very high cost areas we use higher income thresholds. The number of households that remain is defined as Donor Households. We then project three sales estimates based on existing ReStore sales and Sales per Donor Household. We provide three sales projections because real estate site and facilities selection are but one element of a successful Habitat ReStore. See Appendix B for Keys to a Great ReStore. The basic demographics for your GSA are below:

Geographic Area

HFH Tompkins & Cortland Counties GSA Tompkins & Cortland Counties

Comments

Population

151,272

Source: 2013 AGS Data

Total Households

57,836

Cost of Living Adjustment

112.5

Source: 2013 AGS Data The US average is 100

Income Level to Determine Donor Households Donor Households Median Household Income Home Ownership Rate

(See Appendix B)

(See Appendix A)

$50,000 27,943 $50,807 57.8%

Source: 2013 AGS Data Source: 2013 AGS Data Source: 2013 AGS Data

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Potential Examples To establish different estimates of financial capture of Donor Households three comparable established Restore Markets where chosen, with the following criteria1:    

Population Size ( (+) or (–) 70,000 people) Number of Donor Households ((+) or (–) 25,000) Percentage of Donor Households within the Population ((+) or (–) 3%) Cost of Living Adjustment ((+) or (–) 5 pts.)

The Following Tables show the established Criteria in three comparable markets with existing Habitat ReStores:

HFH Tompkins & Cortland Counties GSA

Springfield – Eugene HFH, OR

HFH Ontario County, NY

HFH Geauga Co., OH

Tompkins, Cortland Counties

Springfield and Eugene

Ontario County

Geauga County

Population Median Household Income Home Ownership Rate Total Households Cost of Living Adjustment

151,272 $50,807 57.8% 57,836 112.5

200,906 $42,421 49% 83,992 108.8

109,114 $59,982 73% 43,532 115.3

93,063 $69,391 86% 34,173 102.0

Income Level to Determine Donor Households

$50,000

$50,000

$50,000

$35,000

Donor Households Number of ReStores FY 2013 Sales Sales per Donor Household

27,943 0 N/A N/A

34,112 1 $344,166 $8.55

24,481 1 $350,304 $14.31

26,524 1 $485,460 $18.30

Geographic Area

1

Markets are selected to be as near these criteria as possible, it is not always possible to find markets that hit every marker of the criteria.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Potential Estimates For Multiple Store Markets Individual Sub-Market projections are made as well as an overall GSA Projection:

Estimated ReStore Gross Sales Projections Donor Households

Total GSA

Sales Per Donor Household

Calculated Sales

Projected as:

Conservative Projection

27,943

$8.00

$223,544

$225,000

Moderate Projection

27,943

$12.00

$335,316

$350,000

Aggressive Projection

27,943

$22.00

$614,746

$600,000

Estimated ReStore Gross Sales Projections Donor Households 8,232

Sales Per Donor Household $8.00

Calculated Sales $65,856

Moderate Projection

8,232

$12.00

$98,784

$100,000

Aggressive Projection

8,232

$22.00

$181,104

$175,000

Ithaca Conservative Projection

Projected as: $75,000

Estimated ReStore Gross Sales Projections Donor Households 7,261

Sales Per Donor Household $8.00

Calculated Sales $58,088

Moderate Projection

7,261

$12.00

$87,132

$75,000

Aggressive Projection

7,261

$22.00

$159,742

$150,000

Cayuga Heights Conservative Projection

Projected as: $50,000

Estimated ReStore Gross Sales Projections Donor Households 5,476

Sales Per Donor Household $8.00

Calculated Sales $43,808

Moderate Projection

5,476

$12.00

$65,712

$75,000

Aggressive Projection

5,476

$22.00

$120,472

$125,000

Munsons Corners Conservative Projection

Projected as: $50,000

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Potential Estimate Definitions Conservative estimate: $ per year in 3rd year of operation of your ReStore.  Conservative estimate would include an acceptable climate controlled space in a safe part of town with perhaps smaller space or inadequate parking.  Minimum investment in marketing and donations procurement.  Conservative investment in personnel and equipment. Minimum staff training  Reactive donation procurement, answering the phone and picking up donations but not actively pursuing them. Moderate Estimate: $ per year in 3rd year of operation of your ReStore.  Moderate estimate would anticipate better real estate with adequate parking.  Advertising and procurement budget that allows for adequate but not outstanding donations.  Moderate budget for personnel training and equipment. Aggressive Estimate: $ per year in 5th year of operation of your ReStore.  Aggressive sales estimate would include strong real estate with good street frontage, adequate parking, high traffic counts, drive thru donation center and very visible signage to the street and building.  Proactive donation procurement program and marketing investment.  Aggressive investment in personnel and training, equipment to maximize sales within GSA.  Lower initial profit margins used to reinvest in business development to drive sales and profits.  A longer ramp up time is needed to achieve these sales projections, hence the 5 year time table. Limitations:  These are total GSA market potential calculations without regard to the number of ReStores required to achieve these projections.  This projection does not include business or trade donations. Business donations are a difficult number to project; this study anticipates that the larger the number of households making over $50,000 the more business and trade donations that are available.  These projections do not include accounting for competition such as non-profit thrift stores that have substantial furniture or building material components.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Components and Limitations B. Market Location Indicators Market location indicators: Analysis of where in the marketplace the potential donors and donations are possible. This study will map the higher incomes and homeownership rates within your trade area. The theory in this report is that the higher the income and home ownership rates the more likely a household is to donate acceptable merchandise to the ReStore. This can be organized by zip code or subdivision within a given GSA. This report emphasizes a donor driven model with real estate site selection focused on the convenience of donors rather than customers. Emphasis on Donor Households:  

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Analysis indicates that ReStore customers will often drive extended distances to shop and will view the ReStore as a destination. Analysis also shows that donors will drive no more than 15 minutes to a thrift store (or ReStore), including time at the store seeking assistance and unloading donations. Locating stores closer to donors increases the likelihood of donors bringing items to our stores. Having our store closer to the donor household population puts our trucks closer to their destination, improving the operational efficiency of a ReStore. Even if your truck is reserved to pick up the biggest and best donations for your ReStore, you can certainly make more frequent stops to pick up more materials the closer your store is to your donors. (Pickups can obviously also be made outside the 15 minute area from the store but location saves time and money). Being in an area where potential donors see our sign regularly improves the chances of them choosing the Restore when they have items available to donate. Being closer to where higher end homes are being renovated or remodeled provides the opportunity and convenience for contractors to drop off deconstructed items as donations.

Limitations: 

The highest income zip codes may not be where shopping and convenient traffic patterns are located. Every market is unique and the perceptions of the donors and customers as to where to shop for goods and services cannot be easily ascertained using only demographic data. A healthy dose of local market knowledge to confirm, modify or reject these market areas is required.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Zip Code Map

Zip Code Donor Households Total Households

13073 1,326 2,417

13077 1,491 2,766

13068 1,539 2,878

13045 4,809 11,100

14850 11,069 23,968

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Market Components and Limitations C. Location Analysis Location analysis: Analysis of a retail node or intersection where potential donations are within a given drive time, in this case ten minutes. Within a given GSA, there may be certain regional retail nodes2 or intersections that may have been identified as potential locations. This study maps a ten-minute drive time from that area or intersection to determine what portion of the population is most likely to donate at that store. In addition, it would identify cannibalization from one ReStore to another (when applicable) and potential gaps in the market place that may need to be serviced by additional stores. Limitations: 



The ten minute drive time does not take into account the significant amount of product that is picked up by ReStores. This is really focused on drive up donors although, as stated in the Market location indicators section, this does place ReStores closer to the potential donor base, which should significantly reduce drive times on the trucks. This location analysis is not property specific. Issues such as specific traffic counts, visibilities, access, co-tenants, adequate parking, and facility layouts are not within the calculations of this analysis.

Ithaca: yellow, Cayuga Heights: blue, Munsons Corners: red.

2

Definition: A cluster of retail locations and prime store spots within a given zip code or subdivision.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Analysis Demographic methodology and terms 

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For the purposes of this analysis, all demographics for the GSA (Tompkins & Cortland Counties) are taken at the County level with data from 2013 (sitesusa.com). The potential market area information is taken at the Block group level from 2013 (sitesusa.com). (See appendix B for data information) o Block groups are neighborhood-sized areas with similar demographic composition. They are the smallest mapping units available for most demographic data. For the purposes of this study, Donor Households are considered those making over $50,000 per year. This information is based off of the Cost of Living Index for this particular market. (See Appendix A)

Demographic Indicators Key Demographic indicators used in this Analysis:      

Total Number of Households Number of Households Donor Households Area Median Household income levels Crime levels Population Growth Median Age

Tompkins & Cortland Counties Market Indicators: GSA Population – 151,272 Potential Donor Households – 27,943 Cost of Living Index – 112.5

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview – GSA

Tompkins & Cortland Counties, Donor Households Total Household Income (2013) $200,000 or More $150,000 to $199,999 $125,000 to $149,999 $100,000 to $124,999 $75,000 to $99,999 $50,000 to $74,999 $35,000 to $49,999 Total Donor Households (Making over $50,000) Total Households Median Household Income

2,892 1,829 2,171 4,473 6,411 10,167 N/A 27,943 57,836 $50,807

Total Households

Household Income Distribution 11,000 9,000 7,000 5,000 3,000 1,000

The Tompkins & Cortland Counties GSA contains several submarkets of interest: The areas around Ithaca, Cayuga Heights, and Munsons Corners seem to provide the greatest opportunity for donor household capture. The following pages will outline the demographic indicators of these three areas.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview – Ithaca

Ithaca, Donor Households Total Household Income (2013) $200,000 or More $150,000 to $199,999 $125,000 to $149,999 $100,000 to $124,999 $75,000 to $99,999 $50,000 to $74,999 $35,000 to $49,999 Total Donor Households (Making over $50,000) Total Households Median Income

1,085 659 727 1,251 1,697 2,813 N/A 8,232 19,039 $45,976

Household Income Distribution

$10,000 to $14,999 6%

Under $10,000 15%

$150,000 to $199,999 3% $125,000 to $149,999 4%

$200,00 0 or More 6%

$100,000 to $124,999 6%

$75,000 to $99,999 9%

$15,000 to $24,999 11%

$25,000 to $34,999 11%

$50,000 to $74,999 15%

$35,000 to $49,999 14%

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview

Household Growth

Population by Age 2013 0 -14, 4,554

20,000

5,000

Median Age of 29

0

19,350

10,000

Census Households (2010)

19,039

15,000

18,960

15 -24 , 22,934 25 -34 , 8,288

Census Households (2000)

18,187

45 -54 , 3,925 35 -44 , 3,868

25,000 75 +, 65-74 , 2,668 2,410

Total Households

55 -64 , 4,190

Estimated Households (2013) Projected Households (2018)

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview – Cayuga Heights

Cayuga Heights, Donor Households Total Household Income (2013) $200,000 or More

1,078

$150,000 to $199,999

538

$125,000 to $149,999

601

$100,000 to $124,999

1,158

$75,000 to $99,999

1,430

$50,000 to $74,999

2,456 N/A

$35,000 to $49,999 Total Donor Households (Making over $50,000) Total Households

7,261 16,642

Estimated Median Household Income (2013)

$47,587

Household Income Distribution

Under $10,000 15%

$150,000 to $199,999 3% $125,000 to $149,999 4%

$200,000 or More 6%

$100,000 to $124,999 7%

$10,000 to $14,999 6%

$75,000 to $99,999 9%

$15,000 to $24,999 10%

$25,000 to $34,999 11%

$50,000 to $74,999 15%

$35,000 to $49,999 14%

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview

Household Growth

Population by Age 2013

15 -24 , 18,189 25 -34 , 7,706

12,000 10,000 8,000 6,000 4,000

Median Age of 29

2,000 0

16,913

14,000

Census Households (2000)

16,642

16,000

0 -14, 4,046

16,572

65-74 , 75 +, 1,960 2,056

16,156

45 -54 , 3,306 35 -44 , 3,507

18,000

Total Households

55 -64 , 3,511

Census Households (2010) Estimated Households (2013) Projected Households (2018)

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview – Munsons Corners

Munsons Corners, Donor Households Total Household Income (2013) $200,000 or More $150,000 to $199,999 $125,000 to $149,999 $100,000 to $124,999 $75,000 to $99,999 $50,000 to $74,999 $35,000 to $49,999 Total Donor Households (Making over $50,000) Total Households Median Income

455 237 343 870 1,502 2,069 N/A 5,476 12,369 $46,613

Household Income Distribution $15,000 to $24,999 11% $10,000 to $25,000 to $14,999 $34,999 7% 10% Under $10,000 10% $35,000 to $49,999 17%

$50,000 to $74,999 17%

$200,000 or More 4% $150,000 to $199,999 2%

$100,000 to $124,999 7%

$125,000 to $149,999 3%

$75,000 to $99,999 12%

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Demographic Overview

Household Growth

Population by Age 2013

14,000

8,000 6,000 4,000 2,000

Median Age of 35

0

12,500

25 -34 , 3,904

10,000

12,369

15 -24 , 8,606

12,345

35 -44 , 3,293

Census Households (2000)

12,000 11,966

45 -54 , 3,921

0 -14, 4,917 Total Households

65-74 , 55 -64 , 2,181 3,763

75 +, 2,239

Census Households (2010) Estimated Households (2013) Projected Households (2018)

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Retail Indicators Strong retail indicators in real estate location include but are not limited to:  Proximity to established retail trade area  Traffic volume and accessibility  Crime levels - This an attempt to quantify safety or perception of safety for the average female donor or customer.  Population numbers of workers as well as those living in the area For determining the right market and market penetration of the ReStore, focus is on examining the sales figures in the areas of furniture, building materials, and electronics and appliances. When examining potential retail sites, proximity to large retailers such as Home Depot, Lowes and Best Buy are taken into account as well as regional malls and town centers. The location of other post market retailers, such as Goodwill is also considered.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Retail Indicators

Tompkins & Cortland Counties Retail Potential Indicators Ithaca

Cayuga Heights

Munsons Corners

Total in GSA

Regional Mall > 800,000 sq. ft.

1

1

0

1

Goodwill Retail Stores

0

0

0

0

Home Depot

1

0

0

1

Lowe’s Home Improvement

1

1

1

2

Best Buy

1

1

0

1

Bed Bath And Beyond

1

1

0

1

Pier One

1

1

0

1

TJ Maxx*

1

1

0

1

Marshalls*

0

0

0

0

TJ Maxx and Marshalls are owned by the same company and often split the market between the stores.

Some locations are within ten minutes of more than one study area. In addition, some retail locations are outside of the GSA but within a ten minute drive time of a study area; those locations will be counted in the individual market area column but not in the Total GSA column.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties

Retail Market Maps Ithaca: yellow, Cayuga Heights: blue, Munsons Corners: red.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Retail Indicators Crime Maps With all demographic data provided, remember to also consider local market knowledge. In interpreting data for crime it is important to consider not only the statistical data provided below but also area perception by potential donors and customers. If a female shopper or donor perceives an area to be unsafe, they will not travel there. These perceptions are not always in line with statistical data but are equally, if not more, important. It is crucial to consider both when making a site selection decision.

Total Crime Indices for Tompkins and Cortland County are 32 and 31, respectively. The National Average is 100.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Retail Indicators Traffic Maps Traffic data, just as with crime data, needs to be interpreted with a certain amount of local knowledge. Areas that are perceived as high traffic and slow, with congested travel times may dissuade people from dropping off donations.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Traffic Maps

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Traffic Map

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Recommendations Tompkins & Cortland Counties has two recommended potential markets, Ithaca and Cayuga Heights. Through analysis of market retail and demographic indicators in this analysis, we recommend: 



One store for the GSA o Based on the area population, donor household density, and retail density areas one store is recommended for the service area. o Opening a ReStore in either the Ithaca or Cayuga Heights areas, more specifically near the retail area of either of these markets as available and affordable, provides the greatest proximity to local donor households as well as outside donors who travel to and through the area to shop o Almost 70% of GSA donor households are in Tompkins County and nearly 40% are within the ten minute drive areas of either Ithaca or Cayuga Heights. o Searching Ithaca and Cayuga Heights simultaneously for the most optimal location and building will allow the affiliate flexibility and options. Finding the right specific retail location that fits the needs in terms of building size, traffic counts, parking, and street accessibility is vital in the success of the ReStore operation. o It is not recommended to try to split the market by placing the ReStore in a location in between main retail areas. Often in an effort to become accessible for everyone a location becomes convenient for no one. Site Selection o While it’s important to work within the theoretic framework of the ReStore expansion matrix there are very real challenges facing you in an urban real estate market. Significant compromises and creativity are going to be necessary to find acceptable real estate at prices we can afford. o While you can compromise on a number of criteria to the degree possible you should avoid major compromise on the following criteria:  Adequate parking- A ReStore can be as low as 3 spaces per 1000 sqft as opposed to traditional retailers who typically need 5 per 1000 sqft. In an urban setting this may be even further compromised and will inevitably be an inhibitor to sales. Solutions may include offsite parking for staff and volunteers on high volume days like Saturdays. The ability to compromise in this respect will allow the ReStore to compete with traditional retailers who require more parking.

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties 



A location that is easy to find- Simply described online, in email or over the phone. A description in less than three easy to follow instructions is preferable.  A building that is climate controlled.  Most importantly the location should be perceived as safe by female shoppers and donors. Our sense is that because shoppers and donors in the GSA are used to going to non-conventional locations they are even more aware of the perception of safety than in a more suburban setting. As we search out these non-conventional but easy to find locations we must constantly test the perception of safety by polling non Habitat (staff, volunteers) women who live in a particular trade area as it is important to understand that this is more about perception of safety than the actual crime rates. The simple fact is women shoppers control a significant majority of discretionary income in American households and if they are not comfortable coming to your location then you have limited the growth and profitability of your store dramatically. o Searching for a space with the least desirable shape and size (in terms of traditional retail use) will also aid in finding space in better retail areas at an affordable price. Rent Calculations o Ideally, ReStores should have total occupancy costs between 14% and 20% of gross income. ReStores with occupancy costs above 20% of gross income often have significantly lower profit margins. Occupancy costs include rent, common area maintenance, common area insurance, property taxes and any other landlord charges. It does not include utilities, tenant building maintenance or other tenant specific costs. o Based on projections established in the Market Potential section, maximum Occupancy Costs are outlined below:

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties

Gross Income Projections Total GSA $225,000 Conservative @ $8.00 $350,000 Moderate @ $12.00 $600,000 Aggressive @$22.00

Occupancy costs at 14%-20% of Gross Income Not to Exceed Conservative Projection Occupancy Costs Moderate Projection Occupancy Costs Aggressive Projection Occupancy Costs

14% $31,500

20% $45,000

$49,000

$70,000

$84,000

$120,000

Caution Projected sales, to a large degree, will be dependent on factors beyond site selection, including, but not limited to:    

Hiring, training and retaining a high quality store manager and team A focus on donation procurement A strong grand opening, with an integrated PR and marketing campaign to raise awareness and increase donations and sales Demographic and Retail Location Data is Based on AGS 2013 Data, this data is current and should be used as a time sensitive resource. Continued growth or decline of market areas, as well as future retail and development is not reflected in the demographics used.

The ReStore portion of My Habitat has resources for an affiliate and ReStore: http://my.habitat.org/kc/home/restore Information on a grand opening done right: http://my.habitat.org/kc/audiorecordingdetail/g35520/ReStore-Grand-Opening-Done-Right-2011-59-minutes A collection of resources on starting a store: http://my.habitat.org/kc/collectiondetail/g33246/ReStores--Starting-your-first-ReStore

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Market Analysis Habitat for Humanity of Tompkins & Cortland Counties Appendix A A. Cost of Living Index a. The ACCRA Cost of Living Index is a measure of living cost differences among urban areas in the United States compiled by the Council for Community and Economic Research. First published in 1968, the index compares the price of goods and services among areas that participate in their surveys. The index is widely used by economists, researchers and corporations to measure relative cost of living. The US average on the COLI is 100. b. ReStore market analysis will divide potential market donor households based on this index using the following methodology:

For Market Areas GSA

Donor Household Income Level

COLI 105-and lower COLI 106-139 COLI 140+

$35,000 $50,000 $75,000

Market Examples

Cost of Living Index

Boston MA New York (Brooklyn) NY San Francisco CA Lexington KY Asheville NC

139.4 183.1 166.5 90.6 101.0

Appendix B B. Demographic Sources a. AGS (Applied Geographic Solutions) maintains both current and historical census data going back to 1970; it also fully incorporates the Census Bureau’s American Community Survey (ACS) results. The ACS is an annual survey which over the course of the next few years will result in a national rolling estimates database which will be the replacement for the decennial SF3 sample database. b. The ACS results at the county scale are an excellent means of tracking demographic attributes over the course of the decade. All databases are derived from superior source data and the most sophisticated, refined, and proven methodologies. The majority of AGS data is available down to block group levels.

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