12 Young EntrepreneursYoung Entrepreneurs: Determining Business Location • Student Instructions...
Transcript of 12 Young EntrepreneursYoung Entrepreneurs: Determining Business Location • Student Instructions...
Project 12 of Investigating Your World with My World GIS • www.natgeoed.org/MyWorldGIS
Guiding QuestionHow do demographics influence business decisions? What spatial relationships contribute to the success of businesses?
Project Duration Three or four 45 minute class periods
Grade Level Grades 9-12+ (ages 14-18+)
Learning ObjectivesStudents will be able to:•analyzetheinterrelationshipsbetweenhumanandphysicalgeographiccharacteristics in the context of real-world decision-making
•analyzeeconomicanddemographicdata to determine the level of development and standard of living of a location
•analyzedatatounderstandtheeffectsofphysicalandhumanprocessesoneconomic conditions and resource distribution
•usegeographicinformationfromdatabases to answer geographic questions
•usemapsandgraphstomakedecisionsand communicate information
•evaluatetheimportanceofthelocationin the production of an economic good or service
Subjects•Geography•Economics
Young Entrepreneurs: Determining Business Location By Andrew J. Milson
12
Cop
yright
2012N
ationa
lGeo
grap
hicSoc
iety.Pho
tograp
hsbyiS
tock
photo.co
m(topleftand
top
right
);Tho
mas
J.Abe
rcrombie,N
ationa
lGeo
grap
hic(b
ottom)
Young Entrepreneurs: Determining Business Location • Teacher Instructions • Page 250
TEACHER INSTRUCTIONS
How do demographics influence business decisions? What spatial relationships contribute to the success of businesses?
Young Entrepreneurs: Determining Business Location
Activity OverviewThisprojectisasiteselectionanalysistaskinwhichstudents use geospatial data from the United States to determine the optimal location for a student-proposed business.Studentsperformasiteselectionanalysisbyusing GIS to determine the optimal location for a new business.Theyreviewanexamplethatusesdemographicand spatial information to narrow down an optimal businesssite.Teamsofstudentsperformasimilaranalysisfor their own business ideas and present the results of theiranalysisusingPowerPoint(oranothertool)todisplayaseriesofmaps,graphs,andtablesthattheycreatedtodefendtheirchoiceoflocationfortheirproposedbusiness.
Connections to National StandardsNATIONAL GEOGRAPHY STANDARDS• Standard1:Howtousemapsandothergeographic
representations,tools,andtechnologiestoacquire,process,andreportinformation.
• Standard9:Thecharacteristics,distribution,andmigrationofhumanpopulationsonEarth’ssurface.
• Standard11:ThepatternsandnetworksofeconomicinterdependenceonEarth’ssurface.
• Standard12:Theprocess,patterns,andfunctionsofhumansettlement.
• Standard15:Howphysicalsystemsaffecthumansystems.
• Standard16:Thechangesthatoccurinthemeaning,use,distribution,andimportanceofresources.
• Standard18:Howtoapplygeographytointerpretthepresentandplanforthefuture.
NATIONAL ECONOMICS STANDARDS • Standard1:Scarcity• Standard2:MarginalCost/Benefit• Standard3:AllocationofGoodsandServices• Standard4:RoleofIncentives• Standard6:SpecializationandTrade• Standard7:Markets-PriceandQuantityDetermination• Standard9:RoleofCompetition• Standard14:ProfitandtheEntrepreneur
NATIONAL SOCIAL STUDIES STANDARDS• Strand3:People,Places,andEnvironments• Strand7:Production,Distribution,andConsumption• Strand8:Science,Technology,andSociety• Strand9:GlobalConnections
Vocabulary• entrepreneur, noun—apersonwhoorganizesorownsa
business• demographic, noun—a particular sector of a population• standard of living, noun—thenecessities,comforts,and
luxuriesenjoyedoraspiredtobyanindividualorgroup
Teaching StrategiesNotethatthisprojectdoesnotincludestudentanswersheetsorananswerkey,asstudentscanfollowtheinstructions and use their own paper or word processing todeveloptheprojectproposal.Instead,an“ActivityExample”isincluded,whichhasadualpurposeasaexampleforyouandalsoforstudentsifyouchoose.Youcanprovidethiskeyasasampleexercisetohelpstudentsenvision the steps and possible results in the project proposalchecklist.
By Andrew J. Milson
TEACHER INSTRUCTIONS
Young Entrepreneurs: Determining Business Location • Teacher Instructions • Page 251
Itisimportanttoemphasizethatstudentsshouldreservejudgmentastheyconducttheiranalyses.Theyshouldnotselectacityfirstandthentrytojustifyitwiththedata.Studentsshouldfocusondevelopingcriteriafirst.Oneapproach to ensuring that students follow the process of decision-makingistohavethemcompletethefirstthreestepsofthelessonbeforetheylaunchMyWorldandbeginexploringdata.Encouragestudentstokeepanopenmind.Usethesampleanswersgivenintheactivitykeytopromptstudentthinking.
It is also important that students think about the limitationsofthedataavailabletothem.Remindstudentstoconsiderwhichdataaremostmeaningful,theaccuracyofthedataavailable,theageofthedata,howtheymighttransform their data to make it more meaningful (such as calculatingaverages,)andidentifyingotherdatathatmightbevaluableformakingtheirdecision.
The“ProjectProposalChecklist”isintendedtoguidethemthroughtheprocessofasiteselectionanalysis.Thisprocess will help to reinforce decision-making and critical thinkingskills.Itwillalsohelpstudentstogainabetterunderstanding of the forms of data that are used in real-worlddecisionmakingusingaGIS.
Extending the Learning• Oncestudentsidentifyadditionaldataneeds(suchas
layersthatarenotavailableinthe“canned”dataset,)have them use an online source to locate and download additionaldatafortheirprojects.
• Havestudentscreateadditionalfieldsbyperformingcalculationsusingtheexistingdata.Forexample,calculatepercentages,averages,area,ordistancesusingtwoormoreexistingvalues.
• Teamscanidentifytheexistingcompetitionfortheirbusiness and use that information to narrow the location fortheirbusiness.
• Teamscandevelopanadvertisingplanfortheirnewbusinessthatmakesuseofaparticular“appeal”technique.
Additional ResourcesSiteselectionanalysisisoneofthemostcommonusesforGISintheprivateandpublicsector.Forexample,retailbusinessesfrequentlyemploythisformofanalysisto evaluate their customer base and to determine where tolocateanewstore.AnexcellentexplanationofdifferentformsofspatialanalysiscanbefoundinGeographic Information Systems and SciencebyPaulA.Longley,MichaelF.Goodchild,DavidJ.Maguire,andDavidW.Rhind.
• U.S.Cities:Containslocationsforcitieswithpopulationsof10,000orgreaterandallstatecapitals.
• MajorHighways:Thisdatasetincludesonlythemajorhighwayroadsegmentsoftheoriginaldatasetandasubsetoftheattributes.
• U.S.Rivers:MajorriverswithintheUnitedStates.• U.SCounties:Representsallofthecountiesinthe
UnitedStates.• U.SLakes:Majorlakesandreservoirswithinthe
UnitedStates.• U.S.States:Representsall50statesplusthe
DistrictofColumbia.• Continents:Representstheboundariesforthe
continentsoftheworld.
• Climateclasses(Simple):illustratestherelationshipbetweenaverageannualtemperature,averageannualprecipitation,climateclass,dominantvegetation,andbiome.
• AveragePrecipitation:Averageprecipitation(rainand snow) for each grid cell based on averages and interpolationsfromstationmeasurements.
• AverageSunshine:Hoursofsunshineforalocationasapercentageofalldaylighthours.
• AverageTemperature:Averagesurfacetemperaturefor each grid cell based on averages and interpolationsfromstationmeasurements.Monthlydatasets reflect average values for that month for theyears1930-1960.
Data DictionaryAdditional information about each of the layers used in this project.
STUDENT INSTRUCTIONS
Young Entrepreneurs: Determining Business Location • Student Instructions • Page 252
InthisactivityyouwillusegeospatialdatafromtheUnited States to determine the optimal location for a proposedbusiness.Youwillperformasiteselection
analysisbyusingGIStodeterminetheoptimallocationforanewbusiness.Youwillbeginbyreviewinganexamplethatuses demographic and spatial information to narrow down an optimalbusinesssite.YouwillthenperformasimilaranalysisforyourownbusinessideasandwillpresenttheresultsofyouranalysisusingPowerPoint(orasimilartool)todisplayaseriesofmaps,graphs,andtables—createdtodefendyourchoiceoflocationfortheproposedbusiness.
New Business ChallengeAfriendlyandgenerousinvestorhasofferedtodonate$10milliontoateamofstudentsatyourschooltostartanewbusiness.Onlyonenewbusinesswillbefunded.Todeterminewhichteamwillreceivethemoney,theinvestorwantseachteam to present the results of a site selection analysis thatdescribeswherethebusinesswillbelocated,andexplainswhythatlocationwasselected.Theinvestorknowsthatthesuccessofanewbusinessdependsonthreethings:location,location,andlocation.
THE PROBLEMInordertoreceivethemoneyfromthisinvestor,youandyourteamneedtocarefullyconsiderwhereyouwilllocateyournewbusiness.YouwilluseMyWorldGIStoperformasiteselectionanalysisthatwillhelpyoutodeterminethebestlocationforyourbusiness.RefertotheProject Proposal Checklistfordetailedinstructionsonhowtoconductthesesteps.
Project Proposal ChecklistYouwillneedtoutilizeGIStomakeentrepreneurialdecisionsforselectingabusinesssite.Thisformwillguideyouthroughthestepsanddecisionprocess,andyouwillfollowanexamplebusinessplantopracticeusingtheGIStoolsthatwillmakethatdecisionpossible.Aftergoingthroughthepracticeyouwillusethestepstothinkthroughabusinessideaofyourown.Youwillusethetoolsyouhavelearnedtodecidewhichsitehasthegreatestpotentialforyourbusiness.Lastly,youwillputtogetherapresentationtoexplainyourreasonsforselectingyourbusinesssite.
1.Determinethetypeofbusinessyouwouldliketoopen.Yourteamshouldconsiderwhatgoodsand/orservicesyouwouldliketosell.Mostsuccessfulentrepreneursdevelopabusinessbasedonsomethingaboutwhichtheyareinterestedandknowledgeable.Thinkabouttheinterests,talents,and“know-how”ofthemembersofyourteam.Writeabriefdescription of your business.
2. Thekeytosuccessforyournewbusinesswillbefindingtherightlocation.YourbusinesscanbelocatedinanycityintheUnitedStates.Keepanopenmindaboutwhichcitywouldbebestforthegoodsandservicesyourteamwillprovide.Inotherwords,don’tjustpickacityandthentrytoarguewhythatlocationisbest.AGIScanhelpyoutomakethis
Young Entrepreneurs: Determining Business Location By Andrew J. Milson
How do demographics influence business decisions? What spatial relationships contribute to the success of businesses?
Young Entrepreneurs: Determining Business Location • Student Instructions • Page 253
decision,butyouneedtoknowthecriteriathatwillguideyoursiteselectionanalysis.Thecriteriayouselectshoulddefineyourtargetcustomers.Whoarethepeoplewhowillwantyourgoodsandservices?Writeadescription of your ideal customer.
3. Thecriteriashouldalsodefinethecharacteristicsofthecitywhereyourbusinessislikelytosucceed.Whatsizepopulationshouldthecityhave?Whatclimatewouldbebest?Doesthecityneedtobenearcertainnaturalfeaturessuchasoceans,lakes,rivers,mountains,forests,etc?Doyouneedtobeclosetoaninterstatehighway,railroad,airport,etc.?Describetheideal city for your business.
4.Nowyourteamisreadytoexplorethedatathatareavailableforyouranalysis.LaunchMyWorldGIS;startanewproject,andaddthefollowinglayers:• U.S.Cities• MajorHighways• U.S.Rivers• U.S.Counties• U.S.Lakes• U.S.States• ClimateClasses• 30-yrAveragePrecipitation• 30-yrAverageTemperature• 30-yrAverageSunshine• Continents
5. Select the U.S. Citieslayertoactivateit,andchecktheboxnexttoittomakeitvisible.ClicktheShow Table of the Active Layer button.Scrollacrossthetopofthetabletoviewalloftheattributes,thecharacteristicsnamedinthecolumnheadings,thatareincludedinthisdataset.Thinkabouttheidealcitythatyoudescribedabove.Select 3-5 attributes that might be relevant for your analysis.
6. Select the U.S. Countieslayertoactivateandchecktheboxnexttoittomakeitvisible.ClicktheShow Table of the Active Layerbutton.Openthetableforthislayerandscrollacrossthetopofthetabletoviewalloftheattributesthatareincludedinthisdataset.Lateryourteamwillneedtodecideifyouthinkthecity-leveldataorthecounty-leveldataismoreimportanttoyourbusiness.Fornow,select 3-5 attributes that might be relevant for your analysis.
7.Noticethatyouhaveseveraladditionallayersofdataavailabletoyou:MajorHighways,U.S.Rivers,U.S.Lakes,ClimateClasses,30-yrAveragePrecipitation,30-yrAverageTemperature,and30-yrAverageSunshine.Thinkaboutwhichofthesefeaturesmightbesignificantindeterminingthelocationofyourbusiness.Willyourbusinessneedtobeclosetoamajorhighway,river,orlake?Howmightprecipitation,sunshine,andtemperatureimpactyourbusiness?Reviewthedataavailableintheselayersandselect 3-5 additional attributes that your team believes will be relevant for your analysis. Write the additional attributes in a list.
8. Yourteamshouldnowhave9-15attributeslistedthatcouldberelevantforyouranalysis.Reviewyourdescriptionofyouridealcustomerandidealcity.Comparethosedescriptionswiththenineormoreattributesthatyouhaveselected.Asateam,decidewhichattributesaremostimportantandwhicharelessimportant.Create a rank ordered list of your attributes. Write the name of the layer where the data can be found next to each attribute.
STUDENT INSTRUCTIONS
Young Entrepreneurs: Determining Business Location • Student Instructions • Page 254
9. It’stimetorunyoursiteselectionanalysis.Theprocedurethatyoufollowwilldependonthedatathatyouareusingandwhatyouwanttofindout.Clickthe Open Analysis Window button to view some of the forms of queries and operationsthatyoucanperformwithaGIS.Whenyoudoa“query,”youaresimplyaskingaquestionofthedatabase.
Forexample,youmightwanttonarrowyoursearchtocitiesthathaveapopulationgreaterthan50,000.Todothis,youwouldperformaquerythataskstheGISdatabasetotellyouallofthecitieswithapopulationgreaterthan50,000.Select the Open Analysis window and choose Select…By Value. Youwillseeaseriesofdropdownmenusthatwillallowyoutomakeyourselections.WhileselectingrecordsfromU.S. Citiesselectthosewhosepopulationin2007isgreaterthanorequalto50,000.Givetheresultthename“Pop>50K”andclickOK.
Eachofyourqueriesshouldnarrowyourresultsevenfurther.Toaccomplishthis,youwillneedtoperformeachquerybyselectingfromtheresultsofthepreviousquery.
Forexample,nowthatyou’veselectedallofthecitieswithpopulationsgreaterthan50,000,youwillwanttoperformyournextqueryonthoseresults.Maybeanotherofyourcriteriaisthatthecitymustbewithin10milesofamajorhighway.YouwouldwanttoasktheGIStotellyouwhichcitieshaveapopulationgreaterthan50,000andarewithin10milesofamajorhighway.Toperformthisquery,youwouldclick Select…By Spatial Relationship…By Distance. In the “SelectRecordsFrom”menu,youwouldchooseyourpreviousresult,inthiscase“Pop>50K,”thatarelessthan10miles;fromRecordsinU.S.InterstateHighways.Nametheresult“Pop>50Knearhighways.”
10. Runeachofyourqueriesandsaveyourresults.Youshouldbeabletonarrowyourlistofpossiblecitiestoareasonablenumber(probablylessthan10.)Ifyou’veperformedyourqueriesonyourtop5attributesandstilldonothaveareasonablenumberofcities,thenperformqueriesonafewadditionalattributestoseeifyoucannarrowtheselectionfurther.Youmightalsowanttoadjustyourcriteriatomakethemmoreselective.Forexample,ratherthancitieswithapopulationgreaterthan50,000orwithin10milesofahighway,youmighttrycitieswithpopulationsgreaterthan100,000orwithin5milesofahighway.Onceyouhavenarrowedyourlistofcities,save your final result as a new layer with the name “Target Cities” and write the list of cities.
11. YourteamwillneedtomakeafinalselectionfromthelistofTargetCities.ThisdecisionmightbebasedoncriteriathatarenotcurrentlyavailableintheGISdatabase.Forexample,maybeoneofthecitiesisinastatethathaslowtaxesfornewbusinesses,affordablerealestate,oralowcrimerate.Youmightalsowanttomakeadecisionbasedonfactorssuchaswhereyouthinkyouwouldliketoliveandwork.Brainstorm a list of additional criteria that your team would want to search for that would help you in making your decision.
12.Chooseonecityasyourfinalchoice.Explain why your team chose this city over the other “Target Cities.” Also, describe any additional information that you would want to know about this city.
13.YourteamisreadytoprepareapersuasivePowerPointpresentationfortheinvestor.Reviewthelistofrequiredelementsunderthe“Deliverables”below.Createyourmapsaslayouts;savethemasjpegimages,andimportthemintoyourPowerPointslides.Usescreencapturestosaveyourgraphsandtablesasjpegimages.
STUDENT INSTRUCTIONS
Young Entrepreneurs: Determining Business Location • Student Instructions • Page 255
DeliverablesYourteamwilldocumentyourprogresswiththeProject Proposal Checklist. Asyoucompleteeachstepoftheprocess,writeyourresponsestothequestionsonthechecklist,andchecktheboxnexttotheitemwhenitiscomplete.Youwillsubmityourchecklistattheendofeachclassperiodsothatyourprojectmanager(teacher)cankeeptrackofyourprogress.
EachteaminyourclasswillpresentaPowerPointpresentationtotheinvestorthatincludesthefollowinginformation:• Thenameofyourproposedbusinessandthenamesofyourteammembers.• Abriefdescriptionofwhatgoodsand/orservicesyourbusinesswillprovidetocustomers.• Alistof5criteriaforselectingthelocationforthebusiness.• Amapshowingthe“TargetCities”thatweretheresultofyoursiteselectionanalysis.• Amapofthefinallocationthatyouhaveselected.• MapsandgraphsfromMyWorldGISthatdemonstratehowthelocationyouselectedmeetyourcriteria.• Alistofadditionalinformationthatyouwouldneedinordertomakeafinaldecisionaboutwhereyourproposedbusiness
willbelocated.
STUDENT INSTRUCTIONS
Young Entrepreneurs: Determining Business Location • Activity Example • Page 256
New Business ChallengeAfriendlyandgenerousinvestorhasofferedtodonate$10milliontoateamofstudentsatyourschooltostartanewbusiness.Onlyonenewbusinesswillbefunded.Todeterminewhichteamwillreceivethemoney,theinvestorwantseachteam to present the results of a site selection analysis thatdescribeswherethebusinesswillbelocated,andexplainswhythatlocationwasselected.Theinvestorknowsthatthesuccessofanewbusinessdependsonthreethings:location,location,andlocation.
THE PROBLEMInordertoreceivethemoneyfromthisinvestor,youandyourteamneedtocarefullyconsiderwhereyouwilllocateyournewbusiness.YouwilluseMyWorldGIStoperformasiteselectionanalysisthatwillhelpyoutodeterminethebestlocationforyourbusiness.RefertotheProject Proposal Checklistfordetailedinstructionsonhowtoconductthesesteps.
Project Proposal ChecklistYouwillneedtoutilizeGIStomakeentrepreneurialdecisionsforselectingabusinesssite.Thisformwillguideyouthroughthestepsanddecisionprocess,andyouwillfollowanexamplebusinessplantopracticeusingtheGIStoolsthatwillmakethatdecisionpossible.Aftergoingthroughthepracticeyouwillusethestepstothinkthroughabusinessideaofyourown.Youwillusethetoolsyouhavelearnedtodecidewhichsitehasthegreatestpotentialforyourbusiness.Lastly,youwillputtogetherapresentationtoexplainyourreasonsforselectingyourbusinesssite.
1.Determinethetypeofbusinessyouwouldliketoopen.Yourteamshouldconsiderwhatgoodsand/orservicesyouwouldliketosell.Mostsuccessfulentrepreneursdevelopabusinessbasedonsomethingaboutwhichtheyareinterestedandknowledgeable.Thinkabouttheinterests,talents,and“know-how”ofthemembersofyourteam.Writeabriefdescription of your business.
SampleAnswer:IwouldliketoopenanicecreamrestaurantthatspecializesinflavorsanddessertsthatarepopularinLatinAmerica.IthinkIwillbesuccessfulinthisbusinessbecauseI’veworkedinanicecreamrestaurantbefore.ItisalsouncommontofindarestaurantintheU.S.thatspecializesinthetastydessertsthatarefoundinLatinAmericancountries.Iwillcallmynewbusiness“Andy’sCasadeHelado.”
2. Thekeytosuccessforyournewbusinesswillbefindingtherightlocation.YourbusinesscanbelocatedinanycityintheUnitedStates.Keepanopenmindaboutwhichcitywouldbebestforthegoodsandservicesyourteamwillprovide.Inotherwords,don’tjustpickacityandthentrytoarguewhythatlocationisbest.AGIScanhelpyoutomakethisdecision,butyouneedtoknowthecriteriathatwillguideyoursiteselectionanalysis.Thecriteriayouselectshoulddefineyourtargetcustomers.Whoarethepeoplewhowillwantyourgoodsandservices?Writeadescription of your ideal customer.
SampleAnswer:MyidealcustomerwouldbeHispanicorsomeonewhohasbeentoLatinAmericaandlikesthedessertsthere.Thisisafamily-orientedbusiness,somyidealcustomerswouldbefamilieswithyoungchildren.
Young Entrepreneurs: Determining Business Location Andrew J. Milson
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 257
3. Thecriteriashouldalsodefinethecharacteristicsofthecitywhereyourbusinessislikelytosucceed.Whatsizepopulationshouldthecityhave?Whatclimatewouldbebest?Doesthecityneedtobenearcertainnaturalfeaturessuchasoceans,lakes,rivers,mountains,forests,etc?Doyouneedtobeclosetoaninterstatehighway,railroad,airport,etc.?Describetheideal city for your business.
SampleAnswer:IwillneedacitywithalargeHispanicpopulation.BothmycustomersandmypotentialemployeesarelikelytobeHispanic.Theoverallpopulationofthecitydoesn’tneedtobeverylarge.I’malsolookingforacitywithplentyofkidsorfamilies.Thecityshouldhaveplentyofsunshine,warmtemperatures,andnotmuchrainsincemorepeoplebuyicecreamwhentheweatheriswarmandsunny.Aplacewithverylittletonosnowwouldbegood.Itmightalsobehelpfulifmybusinessislocatedinaplacethatattractstouristssincetheywouldalsobelikelytospendmoneyonicecream.Itdoesn’treallymatterifmybusinessisclosetoariver,airport,orrailroad.ItwouldbegoodtobeclosetoahighwaysoIcanhaveingredientsandothermaterialsshippedtomystoreeasily.Itdoesn’treallyneedtobeclosetoanyparticularphysicalfeatures,butalocationclosetotheoceanandabeachmightbegood.
4.Nowyourteamisreadytoexplorethedatathatareavailableforyouranalysis.LaunchMyWorldGIS,startanewproject,andaddthefollowinglayers:• U.S.Cities• MajorHighways• U.S.Rivers• U.S.Counties• U.S.Lakes• U.S.States• ClimateClasses• 30-yrAveragePrecipitation• 30-yrAverageTemperature• 30-yrAverageSunshine• Continents
Datafromwhichoftheselayersmightbehelpfulinyoursiteselectionanalysis?
SampleAnswer:U.S.Cities,MajorHighways,U.S.Rivers,U.S.Counties,U.S.Lakes,U.S.States,ClimateClasses,30-yrAveragePrecipitation,30-yrAverageTemperature,30-yrAverageSunshine,Continents.
5. Select the U.S. Citieslayertoactivateit,andchecktheboxnexttoittomakeitvisible.ClicktheShow Table of the Active Layer button.Scrollacrossthetopofthetabletoviewalloftheattributes,thecharacteristicsnamedinthecolumnheadings,thatareincludedinthisdataset.Thinkabouttheidealcitythatyoudescribedabove.Select 3-5 attributes that might be relevant for your analysis.
SampleAnswer:Elevation,Hispanic,Age5-17,Marriedw/ChildrenHouseholds
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Examples • Page 258
6. Select the U.S. Countieslayertoactivate,andchecktheboxnexttoittomakeitvisible.ClicktheShow Table of the Active Layerbutton.Openthetableforthislayerandscrollacrossthetopofthetabletoviewalloftheattributesthatareincludedinthisdataset.Lateryourteamwillneedtodecideifyouthinkthecity-leveldataorthecounty-leveldataismoreimportanttoyourbusiness.Fornow,select 3-5 attributes that might be relevant for your analysis.
SampleAnswer:Population(2000),MedianAge,Families,AverageFamilySize
7. Noticethatyouhaveseveraladditionallayersofdataavailabletoyou:MajorHighways,U.S.Rivers,U.S.Lakes,ClimateClasses,30-yrAveragePrecipitation,30-yrAverageTemperature,and30-yrAverageSunshine.Thinkaboutwhichofthesefeaturesmightbesignificantindeterminingthelocationofyourbusiness.Willyourbusinessneedtobeclosetoamajorhighway,river,orlake?Howmightprecipitation,sunshine,andtemperatureimpactyourbusiness?Reviewthedataavailableintheselayers,andselect 3-5 additional attributes that your team believes will be relevant for your analysis. Write the additional attributes in a list.
SampleAnswer:Interstatehighways,Lowprecipitation,HighAveragetemperature, HighAverageSunshine
8. Yourteamshouldnowhave9-15attributeslistedthatcouldberelevantforyouranalysis.Reviewyourdescriptionofyouridealcustomerandidealcity.Comparethosedescriptionswiththe9ormoreattributesthatyouhaveselected.Asateam,decidewhichattributesaremostimportantandwhicharelessimportant.Create a rank ordered list of your attributes. Write the name of the layer where the data can be found next to each attribute.
SampleAnswer:1. Hispanicpopulation(U.S.Cities)2. HighAverageAnnualTemperature(AverageTemperature)3. Marriedw/ChildrenHouseholds(U.S.Cities)4. InterstateHighways(U.SHighways)5. Population2000(U.S.Counties)6. AverageSunshine(AverageSunshine)7. Families(U.S.Counties)8. AverageFamilySize(U.SCounties)9. LowPrecipitation(AveragePrecipitation)10.MedianAge11. Age5-17(U.S.Cities)12. Elevation(U.S.Cities)
9. It’stimetorunyoursiteselectionanalysis.Theprocedurethatyoufollowwilldependonthedatathatyouareusingandwhatyouwanttofindout.Clickthe Open Analysis Window button to view some of the forms of queries and operationsthatyoucanperformwithaGIS.Whenyoudoa“query,”youaresimplyaskingaquestionofthedatabase.
Forexample,youmightwanttonarrowyoursearchtocitiesthathaveapopulationgreaterthan50,000.Todothis,youwouldperformaquerythataskstheGISdatabasetotellyouallofthecitieswithapopulationgreaterthan50,000.Select the Open Analysis window and choose Select…By Value. Youwillseeaseriesofdropdownmenusthatwillallowyoutomakeyourselections.WhileselectingrecordsfromU.S. Citiesselectthosewhosepopulationin2007isgreaterthanorequalto50,000.Givetheresultthename“Pop>50K”andclickOK.
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 259
Eachofyourqueriesshouldnarrowyourresultsevenfurther.Toaccomplishthis,youwillneedtoperformeachquerybyselectingfromtheresultsofthepreviousquery.
Forexample,nowthatyou’veselectedallofthecitieswithpopulationsgreaterthan50,000,youwillwanttoperformyournextqueryonthoseresults.Maybeanotherofyourcriteriaisthatthecitymustbewithin10milesofamajorhighway.YouwouldwanttoasktheGIStotellyouwhichcitieshaveapopulationgreaterthan50,000andarewithin10milesofamajorhighway.Toperformthisquery,youwouldclick Select…By Spatial Relationship…By Distance. In the “SelectRecordsFrom”menu,youwouldchooseyourpreviousresult,inthiscase“Pop>50K”,thatarelessthan10miles;fromRecordsinU.S.InterstateHighways.Nametheresult“Pop>50Knearhighways.”
10. Runeachofyourqueriesandsaveyourresults.Youshouldbeabletonarrowyourlistofpossiblecitiestoareasonablenumber(probablylessthan10).Ifyou’veperformedyourqueriesonyourtop5attributesandstilldonothaveareasonablenumberofcities,thenperformqueriesonafewadditionalattributestoseeifyoucannarrowtheselectionfurther.Youmightalsowanttoadjustyourcriteriatomakethemmoreselective.Forexample,ratherthancitieswithapopulationgreaterthan50,000orwithin10milesofahighway,youmighttrycitieswithpopulationsgreaterthan100,000orwithin5milesofahighway.Onceyouhavenarrowedyourlistofcities,save your final result as a new layer with the name “Target Cities” and write the list of cities.
SampleAnswer:Belowisthesequenceofqueriesusedforthe“Andy’sCasadeHelado”siteselectionanalysis.(Note:EncouragestudentstosavesomeoftheirqueriesandresultsasscreencapturestouseintheirPowerPointpresentations.)
1. MyfirstcriterionisahighHispanicpopulation.ThedataintheU.S.CitiestableprovidemewithnumbersofHispanicsineachcitybutnotwiththepercentageofthepopulationthatisHispanic.SinceIwantapopulationwithahighpercentageofHispanics,Iwillcalculatethispercentage
AddField(s)tolayer… ByMathoperation
Addtofieldtableof:U.S.Cities BycomputingaQuotient(division) Hispanic(humans)/Population(2000)(humans) Computefor:AllRecords ResultName:PercentageHispanic AftercompletingyourqueryselecttheU.S.citieslayersanddisplaythefollowing: Shape: Circle Size:percentageHispanics Color: red bar Categorylist:Name Highlight mode: Hide unselected
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 260
2. IwanttonarrowmyselectionofcitiestothosewithaHighHispanicPopulation.Iwillselectgreaterthan60%asmydefinitionof“High.”Thinkaboutthesecut-offnumbersforyourownanalysis.Thecut-offpointshouldmaximizethevalueofyoursearchcriteriabyremovinglessfavorablecitiesfromyourlistbutnotnarrowthingssomuchthatyouhavetoofewcitiestoworkwith;andthereforegiveyoutoofewoptions.Oneapproachistoviewthedatatableandsorttherecordsfromhightoloworfromlowtohigh.Thiswillgiveyouasenseforthedistribution of the data and can help inform a choice about a good number to use when selectingtherecordstokeepandtherecordstoexclude. Select…ByValues SelectRecordfrom:U.S.Cities Whose:PercentageofHispanics\ Isgreaterthanorequalto:0.60
ResultName:HispanicPop>60%
AftercompletingyourqueryselecttheU.S.Citieslayersanddisplaythefollowing: Size:percentageHispanics Color: red bar Categorylist:Name Highlightmode:HideunselectedandHispanicpop>60%
3. Mynextcriterionisahighaverageannualtemperature.
(Note:Ifstudentsusethislayer,theywillneedtonoticethatthetemperaturevaluesareindegreesCelsius,notFahrenheit.Ifyouwishforthemtogainmorepracticewithcalculations,thestudentscangothroughtheprocessofconvertingallofthevaluestoFahrenheit.Ifthecalculationprocessisnotasimportant,thendirectthestudentstoconsultanonlineCelsiustoFahrenheitconversiontableorcalculator).
Ihavedecidedthatmytargetaverageannualtemperatureshouldbegreaterthan20°C(about68°F).
Select…ByValues SelectRecordfrom:30-yrAverageSurfaceTemperature Whose:AverageAnnualTemperature Isgreaterthanorequalto:20Celsius
ResultName:AverageTemperature>20Celsius
Andonthe30-yrAverageSurfaceTemperaturelayerHighlightmode:HideunselectedandAverageTemperature>20Celsius
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 261
4. SinceIamonlyinterestedinlocationsthatareintheUnitedStates,IwillselectonlythoserecordsfrommypreviousresultthatareatleastpartlycontainedbyrecordsintheU.S.Countieslayer.
Select…SpatialRelationship,ByContainment SelectRecordfrom:AverageTemperature>20Celsius Which:AtLeastPartlyContain RecordsIn:U.S.Counties
ResultName:U.S.CountieswithAverageTemperature>20Celsius
Andonthe30-yrAverageSurfaceTemperaturelayer: Highlightmode:HideunselectedandU.S.CountieswithAverageTemperature>20Celsius.
20°CandthatarewithintheUnitedStates Select…BySpatialRelationship,ByContainment SelectRecordfrom:HispanicPop>60% Which:AtLeastPartlyContain RecordsIn:U.S.CountieswithAverageTemperature>20Celsius ResultName:HighHispanicPopandHighAverageTemperature
SelectU.S.CitiestoactivatethelayerandclicktheShowTableofSelectionbutton.Thesearethepotentialcitieswehaveidentifiedsofarfromthousandsofoptions.Thisisagoodtimetoconvertthisresulttomakeanewlayerfromourtable.ClicktheConverttoLayer…optioninthetableanditwillbringyoutotheAnalyzemenuoptionthatallowsustoConvertSelectiontoLayer.
5. Mythirdcriterionis“MarriedwithChildrenHouseholds.”ThedatawillbemoremeaningfulifIcalculatethepercentageoftotalhouseholdsinthecitythatare“MarriedwithChildrenHouseholds.”Todothis,IwillfollowthesameprocedureasIdidinStep1exceptthatIwillperformthequeryonmyTargetCitieslayerinsteadoftheentireU.S.Citieslayer.
AddField(s)tolayer… ByMathoperation
Addtofieldtableof:TargetCities BycomputingaQuotient(division) MarriedwithChildrenHouseholds/Population(2000)(humans) Computefor:AllRecords ResultName:PercentageMarriedwithChildren
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 262
6. WhenIsortthetableofmyresults,Ifindthatthepercentageofhouseholdsthatare“MarriedwithChildren”ineachofthesecitiesrangesfromapproximately16%to44%.Ineedtodecidewheremy“cut-off”pointshouldbe.Thiswouldbeanotheropportunitytoencouragestudentstothinkthroughvariousstrategiesformakingthisdecision.Iamgoingtosimplycutmypoolinhalfroughly(abovethemedian)andselectthetop15cities.
Select…ByValues SelectRecordfrom:TargetCities Whose:PercentageMarriedwithChildren Isgreaterthanorequalto:0.34
ResultName:PercentageMarriedwithChildren>0.34
7. MyfourthcriterionisproximitytoanInterstateHighway.Wewillselectbydistancethosecitieswithin5milesofInterstateHighways.
Select…BySpatialRelationship,ByDistance SelectRecordfrom:PercentageMarriedwithChildren>0.34 That:Arelessthan:5mi(Mile) FromRecordsIn:InterstateHighways
ResultName:Citieswithfamiliesnearhighways.
Fromherewewilllookatourtableandseethatwestillhave8cities.Wewillchooseonlythosethathavemorethan25,000people.
Select…ByValues SelectRecordfrom:Citieswithfamiliesnearhighways. Whose:Population Isgreaterthanorequalto:25,000
ResultName:FinalTargetCities
8. MyFinalTargetCitiesareLaredo,Texas;TheHammocks,Florida;KendallWest,Florida;andRichmondWest,Florida.
11. YourteamwillneedtomakeafinalselectionfromthelistofTargetCities.ThisdecisionmightbebasedoncriteriathatarenotcurrentlyavailableintheGISdatabase.Forexample,maybeoneofthecitiesisinastatethathaslowtaxesfornewbusinesses,affordablerealestate,oralowcrimerate.Youmightalsowanttomakeadecisionbasedonfactorssuchaswhereyouthinkyouwouldliketoliveandwork.Brainstorm a list of additional criteria that your team would want to search for that would help you in making your decision.
ACTIVITY EXAMPLE
Young Entrepreneurs: Determining Business Location • Activity Example • Page 263
SampleAnswer:Imightalsowanttolookatwhichofthesecities:• attractsmoretourists• hasavailableandaffordablecommercialandresidentialrealestate• doesn’talreadyhaveicecreamstores• hasalowcrimerate• hasthehigherpercentageofHispanicsandfamilies• wouldbeaniceplacetolive• hasgoodschools• providesbettersupportfornewbusinessownersintermsoftaxincentives,restaurantowners’
associations,andreasonablecommercialrealestateregulations.
12. Chooseonecityasyourfinalchoice.Explain why your team chose this city over the other “Target Cities.” Also, describe any additional information that you would want to know about this city.
SampleAnswer:IchoseLaredo,TexasbecausebetweenthefinalfourcitiesLaredohasalargerpopulationwithalargerpercentageofHispanicsandMarriedwithChildrenHouseholds.LaredoislocatedontheRioGrandeRiverandInterstate35.LaredoisalsowheremanypeoplecrosstheborderbetweentheU.S.andMexico.It’slocationonI-35andtheborderprovidesagreatlocationforreceivinggoodsfromboththeU.S.andMexico.
Istillneedtoknowmoreabouttherealestatemarket,crimerate,taxes,competitionfromothericecreamshopsandrestaurants,andthespecificlocationsinthecitythatwouldbesuitableformybusiness.
13. YourteamisreadytoprepareapersuasivePowerPointpresentationfortheinvestor.Reviewthelistofrequiredelementsunderthe“Deliverables”below.Createyourmapsaslayouts,savethemasjpegimages,andimportthemtoyourPowerPointslides.Usescreencapturestosaveyourgraphsandtablesasjpegimages.
ACTIVITY EXAMPLE