What is the use of the Population & Household statistics summary in a business plan for a Landscape Contractor?

The population and household statistics summary section of the business plan for a Landscape Contractor like Green Lawn Landscaping, Inc. gives the reader of the plan a very good birds eye view of the target market of Allegheny, Pennsylvania. While there are other sections of the business plan that deal with other aspects of the target market for Green Lawn Landscaping, Inc.. This section presents a quick summary view of what the target market demographics for Allegheny look like.

The following is some of the information that we provide in the Population & Household statistics summary table for Allegheny and Pennsylvania:

1. The total resident population in 2008 (or more recent) as estimated for Allegheny and Pennsylvania.
2. The total resident population in 2000 as estimated for Allegheny and Pennsylvania.
3. The total resident population in 1990 as estimated for Allegheny and Pennsylvania.
4. The total resident population in 1980 as estimated for Allegheny and Pennsylvania.
5. The % change in population from 1980 to 2008 (or more recent) for Allegheny and Pennsylvania.
6. The median age of the population for Allegheny and Pennsylvania.
7. The total resident male population as estimated for Allegheny and Pennsylvania.
8. The total resident female population as estimated for Allegheny and Pennsylvania.
9. The total resident civilian labor force for 2008 ( or more recent) as estimated for Allegheny and Pennsylvania.
10. The total resident civilian labor force for 2000 ( or more recent) as estimated for Allegheny and Pennsylvania.
11. The total resident civilian labor force for 1990 ( or more recent) as estimated for Allegheny and Pennsylvania.
12. The % change in labor force from 1990 to 2008 for Allegheny and Pennsylvania.
13. The total number of households as estimated for Allegheny and Pennsylvania.
14. The average household size as estimated for Allegheny and Pennsylvania.
15. The Median Household Income for Allegheny and Pennsylvania.
16. The Income per Capita for Allegheny and Pennsylvania.
17. The number of in poverty as estimated for Allegheny and Pennsylvania.
18. The poverty rate for Allegheny and Pennsylvania.

What do the population estimates cover and how is the analysis relevant for Green Lawn Landscaping, Inc.?

The population estimates cover the population in the targert market of Allegheny from 1980, 1990, 2000 and the most recent available estimate. We also show the change in the population from 1980 to the most recent estimate in percentage terms. The reason we provide this analysis is that we feel that it demonstrates just much the target market has been shrinking or growing compared to the State in which the target market is located. Some may even make the argument that we should compare the local target market population metrics to national measures of population changes, but we think that is very difficult to look at national metrics and then overlay the local metrics, since there are many national trends affecting the national population estimate. In the event your business is national in nature, then by all means include the national market demographics as your metric.

If we are able to find in the table that the population in the target market of Allegheny is actually shrinking or not keeping up with the state's population growth rate then it raises a flag. Why are people migrating away from this target market but are not migrating away from the State? Could it be the tax regime, or the lack of affordable housing, cost of living etc? If we find folks leaving a target market it could also be due to a decrease in the quality of life measured by crime statistics, or due to a gradual decline in the quality of the school system measured by test scores of the schools in the target market. Many times we have found that a couple of key employers left the local target market and with that went the jobs that used to sustain the local economy. Since folks tend to go where the jobs are, they left the target market after the employers left and that resulted in a decrease in the population.

Why are the population trends for Allegheny so important?

The amount of people in the target market of Allegheny determines the size the target market for Green Lawn Landscaping, Inc. Thus in Allegheny, if you have more folks leaving the target market then coming in, the total market for Green Lawn Landscaping, Inc. just shrank. This of course means that competition just got a lot tougher than it used to be simply because other businesses in the Landscape Contractor will now have to fight with Green Lawn Landscaping, Inc. for a shrinking pie of the target market. If this trend were to continue, only the best businesses would survive. It is said in business that a rising tide will lift all ships and thus if you are in a good economy with plenty of disposable income in the hands of the customers that make up your target market, you stand to do well. On the other hand if you have a slow or slowing local economy and are having to fight for every sale with your competitors in the Landscape Contractor, being profitable will be very challenging.

Factors that impact population in a target market like Allegheny County:

1. Economic opportunities: small, medium and large employers in diverse industries that are able to provide folks with jobs.
2. Public safety: folks look for a stable, secure environment for themselves and their loved ones.
3. Transportation infrastructure: affordable and available public transportation allows folks to from all economic backgrounds to go move around. A good network of highways provides for the smooth movement of commercial and regular traffic.
4. Schools: a well reputed school district is a major attraction for families with children.
5. Healthcare: the presence of good quality medical facilities is important for families with children and senior citizens.
6. Lifestyle: the availability of restaurants, retail shopping and public parks can all make a target market like Allegheny County, an attractive place to live in.

What is the significance of Median Household Income and Income per Capital for Green Lawn Landscaping, Inc.?

The median household income and the income per capita in the target market of Allegheny, Pennsylvania are key for a business like Green Lawn Landscaping, Inc.. They have a direct impact on product or service pricing, positioning and branding. If you are selling a high valued item in a target market that has a middle class household income and per capita income, you are going to have a very tough time generating sales especially if you have stiff competition and don't have any novelty in the items that you are selling. For example if you are in the food business in Allegheny, Pennsylvania you must understand what is the most that folks in that target market will be willing to shell out for a meal before you price out the menu and spend money on interiors, equipment and anything else. Getting your pricing and positioning wrong can be the worst mistake a business owner can make and therefore we recommend that you understand these metrics about your local market well.

What impact does the povery rate in Allegheny have on the business plan for Green Lawn Landscaping, Inc.?

Poverty rate is a reflector of social problems in the target market. If you are planning to open a business that may have a retail presence in a target market that has a very high poverty rate, make sure you also check the crime statistics for the locality, since you will almost certainly have to deal with much higher business and property insurance and security costs, than if you were to locate in an area that had a comparitively lower poverty rate. There are many businesses that may not be able to pay the higher costs of insurance premiums and have their businesses exposed to the risk of theft, fire and water damage simply because many insurance companies do not want to take on the risk of insuring businesses in high poverty and crime ridden areas. On the other hand, as a business owner that is well known in the local community, you may be able to take advantage of the fact that other businesses do not want to locate in your target market and you could capitalize on that by offering products and services that nobody is ready to offer.

Quick Links:

1. Go to the Corresponding Template section for this industry.
2. Go to the Corresponding Business Plan section for this industry.