Contents

Introduction / Getting Started

Improving the Process

Part I: Understanding Market Conditions

1. Creating a Building and Business Inventory
2. Surveying Business Operators
3. Analyzing Your Business Mix
4. Analyzing Your Trade Area
5. Analyzing Local Economics
6. Analyzing Customer Demographics and Lifestyles
7. Focus Groups
8. Conducting Consumer Surveys

Part II: Identifying Market Opportunities by Sector

9. Evaluating Retail Opportunities
10. Evaluating Service Business Opportunities
11. Evaluating Restaurant Opportunities
12. Evaluating Theater Opportunities
13. Evaluating Residential Opportunities
14. Evaluating Office Market Opportunities
15. Evaluating Lodging Opportunities

Part III: Drawing Conclusions and Developing Recommendations

16. Business Retention and Expansion
17. Niche Recommendations
18. Space Utilization
19. Marketing Plan
20. Business Recruitment Recommendations

Data Links

Industry Links

Market Analysis Examples

First Impressions Program

Innovative Downtown Business examples

This toolbox was developed as a cooperative effort between the Wisconsin Main Street Program and the University of Wisconsin-Extension

This toolbox is based on and supportive of the economic restructuring principles of the National Trust for Historic Preservation's National Main Street Center