Geospatial competitor analysis
Generate powerful insights by using the latest geospatial technology to understand the competitor infrastructure and quantify the value of investments.
The use of geospatial analytics has progressed significantly in recent years. The ability to collate location-based data, geographic coordinates and GPS points allows for powerful analysis.
Our client wanted to assess a potential investment into fibre optic infrastructure and asked us to investigate the total addressable market of the target and understand the competitive landscape.
The challenge
Our private equity client were looking to invest in fibre optic infrastructure and required our help in ascertaining the number of UK businesses that could be served by the target’s network, and to what extent these businesses were unique to the target with no competitor overlap.
With nearly 4 million registered active businesses in the UK, the data environment looked vast. The target had thousands of kilometres of fibre optic but there was limited publicly available data on it’s competitors.
The outcome
By using the latest geospatial technology and web scraping techniques, we tested the intersection of the target network with UK business sites and the competitors’ fibre optic networks. By compiling images of competitor networks and more than 10,000 street level image tiles, we digitised the images into longitude and latitude coordinates to create a powerful proprietary data set.
Working at deal pace, we were able to quickly determine the breadth of revenue potential and the competitor overlap of the target’s network and therefore quantify the value of the infrastructure.
By combining innovative geospatial analytics with our industry knowledge, our client was more confident in the value of the asset and better positioned to make their investment decision.
