Business Overview:There is a single practitioner chiropractic office located in

a complex retail shopping center. Current customer based is significantly less than it was at the high point of the business. New customer acquisition has been a challenge. No longer able to process worker’s compensation claims which were at one point 40% of the business.Goal:

Provide the client with a three part assessment that includes (1) Demographic Profile, (2) Competitive Landscape and (3) Customer Insights. These will provide us the data we needed to make recommendations to the client that we believe to have a positive impact on his business.

Standard Business Intelligence Assessment

Business Intelligence

How is a Demographic Profile of my business going to help?

You know your typical customer because you see them every day. However, we can help you get to know them a whole lot better.

A demographic profile of the people living, working and shopping around you based on information from the recently completed 2010 US Census and from the various publicly available records and statistics. The data will help you validate the things you know and you do not about your customers. Some of the common data points include: gender, race, age, income, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership and employment and status. We will then use this data to identify customers and neighborhoods to bring your business the most “bang” for your buck.

(1) Demographic Profile:

Location Dr. Zylker Pleasant Hill

Martinez Concord Concord

ZI P Patients 94523 94553 94518 94520

Population 100 33,569 47,065 26,778 37,208

Median Age 45.0 40.7 41.9 40.6 31.1

% Male 50% 48.5% 49.3% 49.4% 51.7%

% White 100.0% 74.9% 76.8% 67.7% 53.1%

% Black 0% 2.1% 3.4 3.2 5.1

% Asian 0% 13.7% 7.6 12 8.6

% Filipino 0% 3.0% 2.9 4 3.7

% Hispanic 0% 12.0% 16.3 23 52.9

HH's 100 13,881 18,607 10,121 12,494

Avg HH Size 2.50 2.38 2.45 2.61 2.95

% Single Mom 10% 9.9% 12.7% 12.2 14.9

% w/ Child 33% 28.4% 30.2% 31.4 39.3

% w/ Senior 33% 24.3% 22.7% 26.2 17.9

% Renting 25% 38.4% 31.3% 32.2 60.9

% Unemployed 9.2% 9.2% 9.4% 9.8% 9.8%

Median HH I ncome

$75,000 $78,999 77,162 64,665 64,665

% w/ SS I ncome 23.9% 23.9% 21.1% 23.5% 23.0%

w/ Health I n 91.4% 94.4% 90.8% 85.6% 85.6%

Demographic Observations

1. The Median Age of the zip codes around Dr. Zylker's location are younger than his customer base.2. The ethnic makeup of the Dr. Zylker's potential customer base is not reflected in his cliental.3. The population around Dr. Zylker is less likely to have health insurance.

(1) Demographic Profile: Typical customer represents a smaller population

niche now the it did ten years ago. Customer based is from a fairly narrow demographic group.

(2) Competitive Landscape

You have an idea of who your competitors are, but do you know their customers? how much

they are charged, and what they pay for?

Using a variety of online search, telephone contact and in-person mystery shopping initiatives, we will map out the competitive landscape around your business. This data will help you validate what you know about your competitors and more importantly, what you don’t know.

Some of the common data points will include:pricing, service area, hours of operation, size of business, and clientele.

We will then use this data to identify where you have an advantage and where you are at a disadvantage. We will also make recommendations on things you can do increase your competiveness.

There is a significant amount of competition in the immediate area that offers a wider variety of services and appeal to broader demographics. Within a 15-20

minute drive of Dr. Zylker’s office, our internet search found over 80 chiropractic offices. Three quarters

have web sites and over 40 have multiple positive Yelp reviews.

(2) Competitive Landscape

(3) Customer Insights

You know you have satisfied a customer when they come back. How are you sure you know what

motivates them to come back?

Using the variety of phone, online, in-person and in-store survey methods, we will provide you a summary of your customer’s satisfaction level.

We will tailor the survey for your business, based on your guidance. The data will help you validate what you know. You will learn about the areas of your business they are very satisfied and not. We will highlight the key drives behind what makes your customers loyal with the information.

We will point out customer pain points that you can address to increase their satisfaction. We will also make recommendations on loyalty or rewards programs that will help keep them happy.

6 out of 7 Yelp reviews are positive. Dr. Zylker’s patients are generally impressed with how he educates them about the causes and the

solutions after the injuries. These are some typical feedbacks left on Yelp:

~”With Dr. Zylker's help I can go for about 15 minutes now, and finally got a decent explanation for why it happens. His prices are about the same as the other guy I went to, so I can go with the frequency I want. He's a great guy and very accommodating.”

~”Dr Zylker takes the time to listen to your concerns and explain thoroughly what he is doing and why he is doing it. I started making great progress after the first few visits, and now I feel better than ever before. ”

~”He is a very personable person, and he always took the time to listen to my feedback and respond to my needs. He gave a lot of advice on exercises I could do to prevent future injuries, which I found very helpful. His prices were very reasonable and was helpful to ensure I got the maximum amount of benefits for my insurance coverage. ”

(3) Customer Insights

Business Dashboard ~an easy to read, often single page, real-time user interface, showing a graphical presentation of the current status (snapshot) and historical trends of an organization’s Key Performance Indicators (KPIs) to enable instantaneous and informed decisions to be made at a glance."

Task: Design a 1 page rough draft using Power point a Dashboard for a business you want to help. Include visuals and narrative to help the owner drive their business. Here are you assignments:

Team 1 – Jollibee Team 2 – McDonald’sTeam 3 – Wendy's Team 4 – Burger KingTeam 5 – ChowKing Team 6 – Tokyo TokyoTeam 7 – Teriyaki Boy Team 8 – Chic Boy

Your dashboard should include the following components: 1. The company’s logo2. Data visualization of the competitive landscape3. Sample customer insights4. Customer demographics

Build A Dashboard Exercise

Most of Jollibee’s customers are children and teens.

Customer’s Feedback

Sample Business Dashboards

Build A Dashboard Exercise