Module 2, Page 6

Community Overview/Introduction
This section provides an introduction to the community and an overview of current conditions. Discuss any
signifcant issues facing the community here, such as loss or gain of a major employer, or other event or condition
that has the potential to impact the community in the next several years. Present in narrative form-one page
maximum.
Indicator Description Sources
General
description of
community
Location, proximity to metropolitan areas; brief history,
major changes to community in last 10 years; regional
economic conditions; major industries; current issues
afecting the community, such as major employer loss
or gain, school consolidation.
City, region and state
websites; library news
databases; community leader
presentation, community
literature; retailer interview.
Community Residents
This section will provide insight into the potential/underserved target markets in the community.
Present data information in a table.
Indicator Description Sources
Population change Population change 2000-present; compare to state
population change.
American Factfnder
(U.S. Census).
Households Number and percentage of family and nonfamily
households.
American Factfnder
Age distribution Describe the population of the community by age
category, median age. Condense age categories to no
more than fve categories.
American Factfnder
Working age
population
Present number and age distribution of residents of
working age. Condense age categories to no more than
four categories.
American Factfnder
Ethnic diversity Describe ethnic and racial makeup of the community. American Factfnder
Education Describe residents by educational attainment. Group
data by no more than 3 categories.
American Factfnder
Economic Stability
Data in this section gives an overview of the economic conditions in the community that impact consumers
purchasing power. Compare to state data in a table where appropriate.
Indicator Description Sources
Employment rate Percent of labor force unemployed. Compare to state
data.
American Factfnder.
Families above
poverty level
Percentage of families living above poverty level in
2000. Compare to state data.
American Factfnder
Employment by
industry
Present top 3 industry sectors by number and
percentage of residents employed number and
percentage of total employment. Compare to state
data.
American Factfnder
Income
distribution
Income by dollars and percentage. Condense
categories to no more than four. Compare to state data.
American Factfnder
Community Analysis Guide
Use this worksheet as a guide for collecting information about the target community.
Module 2, Page 7
Quality of Life
Describes the community in terms of its attractiveness as a place to live and work.
Present fndings in table format.
Indicator Description Sources
Amenities Describe the physical features (natural and human-
built) of the community and nearby areas that draw
residents and visitors to the community.
Personal observations,
community literature,
internet search See USDA
ERS Rural Development
Rural Amenities at http://
www.ers.usda.gov/Briefng/
RuralAmenities/
Community
stability
Percentage of residents living in same house for the last
5 years.
American Factfnder
Housing Availability of afordable, quality housing. American Factfnder, real estate
advertisement, community
literature, community leader
presentation.
Number and
quality of schools
Include public school and private school information.
Per pupil spending compared to state.
Internet search, telephone
directories, community
literature. For example: http://
www.relocationessentials.com
Arts &
entertainment
Presence of local museums, community theaters,
festivals.
Internet search, telephone
directories, community
literature.
Hospital/medical
facilities
Presence of hospital and medical facilities in the
community.
Internet search, telephone
directories, community
literature
Cost of Living Compare cost of living (groceries, housing, utilities,
health care, transportation, etc). Use a cost of living
calculator to compare community to a nearby metro
area.
Internet search, telephone
directories, community
literature. For example: http://
www.relocationessentials.com
Public safety Describe police and fre protection.
Crime rate Crime rate compared to nearest major metropolitan
area.
http://www.areaconnect.com/
crime/compare.htm
Community Resiliency
Does the community have the potential to bounce back from adversity? This information will provide
support for the potential for resiliency in the community.
Indicators Description Sources
Community
networks
Presence of social organizations, community centers,
community library, volunteer organizations.
Internet search, telephone
listings, community literature.
Community social
support
Presence of public and human service agencies (teen
center, senior center).
Internet search, telephone
listings
Economic
Development
support
Presence of an economic development agency such
as downtown development authority, retail merchant
association, small business incubators.
Community leader
presentations, internet search,
community literature.
Regional
partnerships
Does the community have regional partnerships? Community leader
presentation, internet,
community literature.
Module 2, Page 8
Community Values
What are community attitudes toward change? What is the level of support for local businesses in the
community? Do local businesses support the community? This information will be gleaned from the local retailer
interview and from community leader presentation.
Indicators Description Sources
Community
residents support of
local businesses and
community.
Do community residents support local businesses?
Describe support/problems.
Retailer interview; community
leader presentation
Community leader
support of local
businesses and
community.
Do the leaders in the community support local
retailers? Give examples.
Retailer interview; community
leader presentation
Retailer support of
community
Do local retailers support the community? In what
ways?
Retailer interview; community
leader presentation
Community
openness to change
Does the community embrace positive change? Are the
residents and leaders open to new ideas?
Retailer interview; community
leader presentation
Retail Sector Analysis
This section describes the location, mix and quality of the retail sector in the community.
Indicator Description Sources
Location of
retail centers
Describe where retail centers are located in the
community.
Personal observation,
community literature, online
maps/GPS.
Retail mix Describe the mix of retailers in the community. US Economic Census (2007)
Internet, telephone directories,
community literature, personal
observation.
Local retail quality Assessment of local retailer merchandising, product
oferings, customer service strategies. Describe
strengths and weaknesses.
Personal observations during
community visit.
Competitors outside
the community
Identify major shopping destinations outside
community.
State maps, internet search,
personal observation.
Infrastructure Analysis
This section presents a description of the physical qualities of the community that have the potential to impact
businesses. Present in table format. Take photos of the community and use them in your report
Indicator Description Suggested sources
Buildings What is the general condition of commercial buildings
in the business district? Have facades been updated?
Are interiors well designed and merchandised? Is there
space available for new businesses?
Personal observation during
community visit.
Technology Access to broadband, cell phone service. Internet search
Roads Describe the quality of the roads and access to major
highways, airports, rail transportation.
View maps, personal
observations