How to Map Your Market: Location Intelligence for the Coffee Marketplace

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How to Map Your Market:
Location Intelligence for the Coffee Marketplace

NCA Member Only Access
Webinar Recording   Presentation Slides

If you could get credible intelligence warning you why a prospective location was going to be less profitable than your other options, wouldn’t you want to know that before you locked yourself into a lease? If you could get age-cohort surveys and social media posts by coffee consumers in the local neighborhood explaining what they liked and disliked about an out-of-home coffee experience, wouldn’t you want to have that before you spent a lot of time and money on your menu and build-out?

This webinar will highlight the benefits of mapping your marketplace. Attendees will be instructed on how to find and use the necessary tools and data to be successful. Robert Aguirre of Aguirre Coffee will use a case study developed for the City of Seattle, which contains almost a thousand coffee shops competing for the out-of-home coffee consumer market.

    By the end of the webinar attendees will:
  • See a step-by-step demonstration on how a coffee business can find customer data and map target markets including competitors for those same markets, plus a look at future applications using social media data.
  • Understand the benefits of mapping your market, including knowing when to go with your well-honed instincts and when to listen to the data, particularly when the data does not confirm your beliefs.
  • Feel prepared to roll up your sleeves, no matter what your level of expertise with data, and start doing some hands-on learning about mapping coffee consumers in your market.
Dr. Robert Aguirre, Aguirre Coffee
Robert Aguirre

Robert Aguirre has been doing applied research and development in geospatial analysis and location intelligence for over 19 years. Before developing an in-house location intelligence capability for Aguirre Coffee Co., Robert earned a PhD in Geography from Louisiana State University, developed geospatial applications at the National Oceanic and Atmospheric Administration (NOAA) in Washington D.C. and Seattle, published research funded by the National Science Foundation (NSF), and most recently taught in the Master of GIS for Sustainability Management Program at the University of Washington.

For additional information or questions please contact Matthew Cariani at


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5 Reasons to Attend the NCA Convention

Here are 5 (of the many) great reasons to attend the NCA 2020 Convention:

1. Networking that's worth your time

One conversation with the right person can change everything.

We've designed our programming for 2020 to ensure that you'll have maximum opportunities to connect with the people you want to meet -- including a networking lunch for everyone, coffee breaks, and nightly social events like our industry happy hour and "Welcome to Texas" kickoff party.

2. Education for the real world

Coffee is complicated -- from market price fluctuation to understanding the latest food science and coffee trends. And, like most things, the best way to learn is to dive in headfirst. This year we've packed our program with dozens of speakers, panels, and educational breakout sessions to help you gain the knowledge and insights that are most relevant to you.

3. Professional development

Developing strong industry leadership is critical for the future of coffee.

Whether you're looking to grow your own career or develop talent within your organization, our Convention provides opportunities to strengthen leadership skills and learn more about the business of coffee - from the Next Generation Council to events where you could meet your next business partner.

4. Industry innovation

Ideas are like coffee - fresh is better.

Find new inspiration to bring back to the office, whether it's from a keynote speaker or exhibitor. Maybe you'll discover the next big thing in coffee - or come up with your own.

5. Get involved

Tap into the (well-caffeinated) energy of the NCA coffee community! Convention offers many opportunities to give back to the industry or local community, make new connections, and discover new ways to collaborate.

Consider signing up for the local Coffee Gives Back day of service, contributing a blog post on your experience, or join the conversation at a breakout session.


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