CompassMap™ is a powerful method to custom segment, quantify, analyze and visualize factual information about your customers, current or potential markets, products and your competitors.

Strategic Segmentation is the process, by which an organization investigates, evaluates and formulates its future business framework and defines its focus areas. It touches on many issues such as customers, needs, products, markets, competitors and distribution channels. It is a crucial step to find qualified business opportunities. You can choose from a wide spectrum of variables to customize and scale it to your specific definitions of Strategic Segmentation, for example:

• your current market coverage areas (incl. branch & ATM locations)
• your market segmentation definitions (e.g. age-groups and income definitions)
• your selections of demographic and customer behavioral variables
• your own custom performance variables (e.g. member and/or product penetration)
• your candidate areas for potential geographic expansion

Segmented Market Assessment provides a quantitative window onto the relevant facts for certain geographic areas, either your existing market areas or new potential target areas. It provides the data to quantify specific opportunities and progression of initiatives.

Using a highly customizable set of parameters, CompassMap™ can produce a wide array of segmented geographic profiles. The basic Market Assessment Set consists of the following four customizable geographic profiles:

Market Profile : distribution of Household-income & Age-groups (as default)
Ethnicity Profile : distribution of ethnic composition in the population
Population Projection : distribution of projected population size & age in e.g. 2020
Competitive Density : distribution & density of branches of financial institutions

Another crucial aspect of future success is ‘to know thyself’. CompassMap™ has the flexibility to produce geographical profiles of any appropriate financial or operational performance parameters that can be tallied by state, county, ZIP or neighborhood. Some of the more common examples are:

• penetration or distribution of membership and/or products
• historical or projected growth profiles
• performance profiles of profitability, utilization, effectiveness, etc.

The possibilities are plentiful and DSI can work with you and your IT department to produce such geographic profiles. They are a very powerful and efficient way to assess and monitor relevant performance parameters for your credit union. A picture is still a thousand words, both to your management team and your board of directors. And clear communication is key.

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*This Market Assessment method can be part of a DSI Scenario Planning engagement or ordered separately.