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nil Community/0 <br />3. Matching Retailers and Restaurants to Ramsey's Market Potential <br />Once the site for retail matching has been selected and the consumer profiles in <br />Ramsey's trade area have been determined, the Community ID® process will <br />match these profiles against the customer profiles of 5,000 + retailers in our <br />proprietary database. <br />In Figure 4, the blue line indicates the customer profile of households in a <br />community's trade area. The red line represents a specific retailer's customer <br />profile. A similarity between the two profiles as shown in Figure 4 analyzed using <br />Buxton's proprietary retail matching algorithm concludes that this site is an <br />opportunity for a specific retailer to open a successful store. <br />This matching results in a list of possible retailers. To develop the preliminary <br />retail match list, Buxton analyzes a number of factors about eac h possible retailer <br />to qualify it. This analysis is designed to eliminate those retailers that for any <br />reason would not be a candidate for Ramsey. Considered in this analysis are <br />such factors as, verification of a retailer currently operating or expandi ng into <br />your market, location of operations in similar cities, and competition and <br />cannibalization from nearby locations. <br />Once this analysis is complete, the preliminary list of retailers will be discussed <br />and reviewed with Ramsey. Based on the selections by the sponsor, a final list of <br />up to twenty (20) retailers will be created for the developm ent of marketing <br />(pursuit) packages. <br />Figure 4: Example - Trade Area Consumers Matched with Retailer Customer Profil e <br />3 <br />0 <br />�o. <br />•. OI& ' _O ::1I <br />1 2 3 4 5 6 7 8 P i C.. i'. 7.- 5.:. _.: +F V2 2£+52f27i220231i233A33'..8373E34 61.14243iAd B0.743L251:5 15ZM. t555751P5@152531E556 <br />Buxton <br />DentifyIng Customers <br />13 <br />