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Business Product Manager Talent Analysis
JUNE 2019
22
Assumptions & Methodology
Please see the details below for assumptions and specifications for filtration criteria across various components :
• Roles & Skills Filtration: Walmart asked to analyze business product manager role across United States. We have categorized this job role into 3 buckets (some buckets consists of multiple industry bands) for the purpose of this analysis. See slide 3,6,7 and 12 for detailed job descriptions, related job titles in peer companies and
filtration criteria (skills and industry filters).
• Location analyzed: We have analyzed top 10 locations with highest business product manager talent i.e. San Francisco Bay Area, New York Metropolitan Area, Greater Chicago Area, Los Angles Metropolitan Area, Dallas-Fort Worth Metroplex, Greater Seattle Area, Greater Boston Area, Washington DC – Baltimore Area, Atlanta Metropolitan Area and Greater Houston. We have considered the MSA area for identifying talent numbers.
• Employed Talent Analysis: We have categorized the available talent globally and US specific. We have done location wise deep dive, mentioning the top employers for Bucket 2 – Adjacent talent (Contains talent from companies apart from Retail) and Bucket 3 – Directly relevant talent (Contains talent from Retail companies)
• Fresh Talent Supply Analysis: Universities offering courses relevant to product management, project management and courses related to digital skills in product management such as agile, scrum and design thinking.
• Talent Availability vs Cost Analysis: We have analysed top 20 US locations which have the highest BPM talent, with respect to the median salary of the talent. The salary has been taken for the talent whose work experience is less than 7 years. We have factored in other parameters such as Cost of Living and Average Commute time.
• Digital Transformation Maturity: We have analyzed the retail value chain and highlighted digital maturity across the value chain. Business Product Managers are present in the Planning and Merchandising segment. We have identified product manager roles which have seen digital transformation.
• Talent Cost Analysis : We have used DRAUP platform, as well as portals such as Glassdoor, Pascale, LinkedIn , Indeed and more to analyze talent cost. Median cost for each job category is calculated and average median cost for respective Job families is included.
Source : DRAUP
33
190,400 • Talent profiles which are non technical product managers ( don’t have a software
background )
• Excludes service providers
• Excludes service providers
• Industry wise filter – Excluded technical IT & Services, Enterprise Software,
Internet companies such as Microsoft, Google, Oracle, IBM etc
• Apart from Retail, includes industries such as BFSI, Consumer Goods, Travel
& Hospitality etc
Step-2: Location and Industry Filter
Harvesting Funnel Steps InvolvedStep No.
Methodology: Harvesting Relevant Talent Profiles
~53,000
Source : DRAUP’s proprietary methodology
Step-3: Product and digital
skill Filter
Filter
Manual QC to test
exhaustiveness of
title library
Component2 : For each of the shortlisted locations, analysis is comprised of the following major components:
Location Analysis Parameters
10 shortlisted locations were analyzed
Location Attributes
Demographics , Quality of
Life , Corporate Presence
Business Cost , Commercial Real
Estate CostTalent Availability, Median cost of talent, Top
employers ( Direct & Adjacent ), University talent
Talent Analysis
(Global BPM Talent)
US - BPM Talent)
Step-1: Role and non
technical PM Skill Filter
Broad Talent
Adjacent Talent
Directly
relevant Talent
• Includes companies which have built vendor/merchants/seller/B2B client
management products
• Includes digital skills such as design thinking, scrum, agile etc
~18,000US - BPM Talent)
• They have worked with vendor management products
• Includes Retail company profiles who have worked in retail product segments such
as category management, merchandising etc
Business Considerations
~8,200
44
Executive Summary
The study encompasses Business Product Manager (BPM) talent-pool across United States.• Globally, we have ~190, 400 BPM talent. 7 MSAs were identified as matured talent hotspots i.e. San Francisco, New York, Columbia, Sao Paulo, London, Paris and Bengaluru.• In United States, Total employed Talent Pool Size :
o BPM Talent: ~53,000o Adjacent BPM Talent: ~18,000o Directly Relevant Talent : ~8,200(We have defined the talent brackets in Slide 3. For more detailed understanding, please refer to Slide 12)
• US, Key BPM Talent Locations : Greater New York Area, Greater Los Angeles Area, San Francisco Bay Area, Greater Chicago Area and Greater Boston Area are the top locations with highest adjacent BPM talent. Dallas Fort Worth and Washington DC Metropolitan Area are emerging locations for BPM talent
• Key Employer analysis : • Broad Talent : Uber, Intuit, PayPal and Lyft are the top Software/Internet companies with scaled BPM talent. Liberty Mutual Insurance, Allstate, Bank of America and Wells
Fargo are the key employers having major BPM talent in BFSI Industry. The Walt Disney and Netflix are the top Media and Entertainment companies with high BPM talent.• Adjacent Talent : DHL, Scoular and McLane are top Logistics and Supply Chain companies with major BPM talent. • Directly Relevant Talent : Macy’s, The Home Depot, Target, Kroger and Costco Wholesale are few relevant retail players leading the industry in BPM talent.
• Fresh Talent Supply Analysis: New York University, Stevens Institute of Technology in Greater New York Area and Mount Saint Mary's University, Ashford University in Greater Los Angeles Area are few top universities with relevant BPM graduates in the top two locations.
• Talent Cost Analysis: Median cost has been analysed for BPM role for 20 US locations. Average Median Cost is calculated by taking the weighted average of median cost across all 3 buckets. Average Median Cost of BPM talent is ~80,235 USD and average years of experience ranges from 4 -7 years. Out of the 20 locations, Miami, Portland, Philadelphia are the locations with Low average median cost i.e $ 55,200, $ 60,100 and $ 60,600 respectively, due to presence of low cost of living and presence of lesser companies with these BPM roles. New York and Washington DC are the high cost location where the median salary is $ 115,000 and $ 110,000 respectively.
• BPM Job Progression : More than 20% of Account Managers and Product Leads progress to business product manager roles in Retail and Consumer Software/Internet companies. ~30% Business Analyst convert to BPM in their later career.
Source : DRAUP
5
Business Product Manager : Description and skills extracted from sample profiles
Job Cluster Description
Business Product
Manager (BPM)
• Drive product vision and strategy
• Provide constant feedback to team and help the team follow
the vision
• Build close relationships with key stakeholders
• Define user adoption of product
• Ensure customer-driven design considering user pain points
and usability test results, while using market & industry
knowledge to deliver a well-positioned product
• Exercise strong decision making mandate from executive
group to own the product end-to-end
• Collaborate with product marketing to drive product adoption
and end user engagement
• Approve each product feature and provide valuable feedback
for the team
Customer Obsessed: constantly
optimize product and services
according to customer needs
Industry knowledge: To predict future
trends
Business acumen
Analytical skills: analyze data
quantitatively, use customer research,
data and metrics to back up
assumptions and identify opportunities
Computer Skills: Excel and PowerPoint
skills, familiarity with databases and
SQL, Software skills preferred
(software life cycle/ product
management tools)
Skills Other Attributes
Analytical: ability to draw
quantitative insights and make
decisions
Good Communication Skills
Stakeholder Management
Passionate about Customer
Experience
Leadership Skills: To be able to
lead a team effectively towards
its vision and goal
Business Product Managers (Based on type of workload)
CUSTOMER CENTRIC
Business Product Managers always put the customer first and constantly innovate according to customer needs. They’re
constantly seeking feedback for their products to constantly improve. Business Product
Managers have a lot of empathy and work taking a people-first approach.
ANALYTICAL
The analytical nature of business product managers leads them to make data-
driven decisions to help achieve team end goals. They use data to analyze
trends and strategize towards achieving team goals.
COMMUNICATORBusiness Product Managers are great
communicators and good at managing multiple stakeholders. They need to
collaborate across different teams, with customers and vendors on a day-to-day
basis making their relationship management skills superior.
DESIGN THINKING
Business Product Managers are natural design thinkers. They understand, explore,
ideate and materialize.
Note: The above analysis is based on the DRAUP’s proprietary database and primary interviews of key stakeholders5
6
Business Product Manager Job roles: Core workloads and skills for Business Product Managers remain the same across Retail, Computer Software/Internet and BFSI industries
Industry Sample Roles Skills Sample Workloads
Retail
Computer
Software/
Internet
BFSI
• Product Manager
• Business Product Manager
• Merchandising Manager
• Product Merchandising
Manager
• Digital Merchandiser/
Merchant/ Merchandising
manager
• Product Manager
• Product innovation manager
• Product manager- Data and
Analytics
• Product Technology
Management
• Principal Product Manager
• Strengthen, ideate and implement merchandising strategies
• Read and react to in season analytics and identify
opportunities to adapt current business and inform future
assortments, merchandising strategies and strategic
initiatives
• Responsible for facilitating strategy from concept to
consumer
• Constantly improve products based on customer feedback
• In partnership with design, identify growth opportunities and
maximize returns
Advanced excel skills, PowerPoint skills,
strong analytical skills, product sensibility,
business acumen, business and product,
good communication skills, stakeholder
management, customer focused, root
cause analysis, goal oriented,
organizational skills, trend analysis and
industry awareness
• Responsible for leading the planning, development,
implementation and measurement of product offerings that
support an exceptional experience for customers
• Define, lead, and execute holistic strategy to work towards
strategic business goals, collaborating as needed across
regions, product areas, and functions.
• Engage closely with Engineering teams to determine the
best technical implementation methods as well as a
reasonable execution schedule.
Project Management, Analytics, Product
Management, Supply demand planning,
UI/UX, Understanding of software/ web
technologies, strong decision making and
leadership skills, Relevant technical skills,
exceptional problem solving skills, customer
focused
• Provide business, product and design leadership for select
digital products and experiences, with a focus on customer
identity, access and entitlements management
• Document existing customer experience journey maps
(CXJM) and create target-state journey maps
• Provide strategic direction and oversight for user-centered
designs (aka user experience research, user experience
design, human-centered design, and more)
Strong knowledge of technical product
management or user experience research
and design (aka UX R&D, human centered
research and design, user centered design),
strong technical and business acumen,
customer focused, analytical skills, project
management
• Product Manager
• Digital Product Manager
• Commercial Digital Product
Manager
6
7
Business Product Manager role analysis in Peer Companies : Products, workloads and sample roles
Note: The above analysis is based on the DRAUP’s proprietary database and primary interviews of key stakeholders7
Company Workloads Sample Roles
Nordstrom
• Manage and develop a high performing digital merchandising team • Partner with a diverse group of stakeholders including the internal merchandising group teams to strategize and
work towards multichannel profitability • Maintain expertise of the e-commerce landscape and online competitors, identifying category trends and online
growth opportunities • Drive root cause analysis
• Digital Merchandising Director
• Manager, Merchandising Finance
• Analyst, Nordstrom Merchandising Group
• Product Manager, Merchandising
Amazon• Use marketplace trends and industry knowledge to predict future trends and map out strategies accordingly• Help execute, and deliver on detailed range plans, timelines and communicate to team leadership on status, risks,
and process changes
• Product Merchandising Manager
• Vendor Manager
• Program Manager
Target
• Responsible for defining the vision and roadmap for the services, data pipelines, and APIs our products are built on
• Ensure roadmap aligns to business objectives• leverage • Leverage knowledge of product, as well as customer feedback and other relevant data points to assess value,
develop use cases, and prioritize the direction and desired outcomes for product
• Product Owner
• Product Analyst
Lowe’s Company
• Prioritize, plan and manage product features through the product development process in support of the overall product domain strategy
• Use data and analytics to analyze business and prioritize product backlog appropriately• Uses analytics to monitor product KPIs and ensure success metrics are being met, identifies opportunities for
testing and product enhancements based on results
• Product Manager
• Merchandising specialist
• Merchandising Manager
• Merchandising Director
Hermes
• Manage the overall business of assigned categories by partnering with retail planner, boutique Directors and Paris • Execute seasonal strategies for category that meet or exceed the financial goals• Review and react to weekly business trends based on sales and feedback from each market• Provide quantitative (data) and qualitative (trend) research to determine seasonal assortments and promotional
strategies
• Merchandising Manager
• Product Data Manager
Macy’s• Responsible for driving merchandising excellence and growth for new projects• Develop and execute a strategic vision, with a progressive, customer centric-approach that delivers sales and
profit objectives
• Director, Integrated Merchandising
8
Digital Transformation Maturity of Business Product Manager:
SUPPLY CHAIN AND LOGISTICS
PLANNING MERCHANDISINGONLINE/ OFFLINE
STORE OPERATIONSMARKETING
CUSTOMER EXPERIENCE
Inventory management Real estate planningAssortment and category
managementPOS Location analytics
Loyalty and rewards management
Last mile logistics Space planning Markdown and discount management
Fraud detection
Sentiment analyticsCustomer feedback
managementTransportation management
Merchandise financial planning Product recommendation
engine
In-store inventory tracking
Personalized targeting Visual search engines
Supplier management Pricing and promotion optimization
Planogramming
Loss prevention
Customer behavior analytics
In-store navigation
Warehouse management Sales planning &
forecastingCampaign management In-store marketing
Customer relationship management
Store automation
Shipment tracking Clustering and profiling
Workforce optimization & management
1 2 3 4 5 6
Robotic Store AssistantBeacon Based Store Optimization
Dynamic PricingDigital StorytellingWarehouse DronesNeuro-based
Recommendations
Digitally-enabled Sales StaffSeamless Checkouts
AI Based Merchandising
Autonomous Delivery Vans
VR-based Shopping Aids
In-store Location-based TargetingRobotic Shelf
Management
Picker Route Optimization
DIG
ITA
L U
SE-C
ASE
S
Chatbots
High Maturity Medium Maturity Low Maturity
Category Manager Digital Product Manager
Manager- Planning & Forecasting
Merchandising Manager
Merchandise PlannerDigital Merchandising
Director
Business Product Managers are primarily present here
9
Job Transformation of a Business Product Manager: User experience , Agile Scrum, ML has transformed Business Product Manager’s skills, role & workloads
BS ComputerEast China University of Science and Technology
Sammamish, Washington
Digital Product Manager, Kroger
Business Analyst
• Core team member of Digital eCommerce Agile Scrum team Responsible for the support and quality of three eCommerce websites
Nicholas SetserDigital Product Manager, KrogerTotal Years of Experience: 15+ YearsExperience in Current Role: 1+ Years
• Working as a liaison among business units, technology and support teams• Eliciting, analyzing and documenting requirements, process improvement
and documentation and driving and managing client requests
Digital Product Manager, PNC
Product Development Manager Consumer Deposits
• Making PNC's digital account opening experience best in class through innovation, user research, UX enhancements, and digital first decision management.
• Develop new on boarding experiences around customers needs and dreams leveraging tablet technology combined with the human in branch experience
Chris LovettDigital Product Manager/Team Lead, PNCTotal Years of Experience: 19+ YearsExperience in Current Role: 1+ Year
MBA International BusinessPoint Park University
Greater Pittsburgh Area
Note: The above analysis is based on the DRAUP’s proprietary database and primary interviews of key stakeholders
BS ComputerEast China University of Science and Technology
Sammamish, Washington
AVP - Sr. Product Manager - Business Banking, U.S Bank
Buyer Merchant
• Overseeing the digital experience for the Business Banking Division• Improve the customer experience via utilization of data, analytics and
benchmarking, resulting in improvement in key customer KPIs.
Peter FitzkeAVP - Sr. Product Manager - Business Banking, U.S BankTotal Years of Experience: 16+ YearsExperience in Current Role: 2 Years
• Manage the merchandising portfolio for assortment selection, financial performance, vendor management and holistic category management
Sr. Manager (Product Management), Amazon
• Lead process improvement and business intelligence for the US Hardlines retail business• Manage the data infrastructure for the business, includes data-as-a-service for multiple
teams, and machine learning models to improve our business decisions and results
• Led the vendor management/buying team responsible for vendor negotiations, customer/site experience, and long-term growth strategy.
Skyler RamirezSr. Manager, Hardlines ACES (Product Management) & BI, AmazonTotal Years of Experience: 14+ YearsExperience in Current Role: 4+ Year
MBA, University of California, Los Angeles -The Anderson School of Management
Greater Seattle Area
Bachelor of Business Education, University of Minnesota-
Greater Minneapolis-St. Paul Area
Sr. Manager, Vendor Management
BS Information Technology
University of Cincinnati
Cincinnati, Ohio Area
9
10
Business Product Manager Job Progression: Talent gap created by digitalization is filled by Business Product Manager talent reskilling
Job Progression
PREVIOUS ROLES
PRODUCT LEAD
ACCOUNT
MANAGER
CONSULTANT
PRODUCT SETUP
MANAGER
BUSINESS
ANALYST
Required Skills and Certifications
Overlapping Skills
Existing skills that can be leveraged as an employee progresses towards a
tech adjacent role
Certifications Required
Professional certifications are a vital part of reskilling initiatives undertaken
by organizations to shift talent laterally and fill skill gaps
PROGRESIVE ROLES
IT talent are moving into tech adjacent roles by either gaining certifications,
upskilling or learning new tools
Required Skills
These are the core skills that an individual needs to learn to ensure that he can transfer successfully to
the new job role
SQL, Agile & Waterfall
Methodologies, SEO
Negotiation, Excel, Data
Analysis
Data Analytics, VBA, SQL
Visio, SDLC, Excel
Scrum, SAP, Six Sigma
Machine Learning, Data
Science, AI
ML, AI, Agile
Methodologies, Scrum
Certified Scrum Product Owner
Executive Product
Management Program
Certificate
User Interface Design,
Artificial Intelligence
Business Administration and
Management
Master of Business
Administration (Project
Management approach)
Certified Scrum Master
BUSINESS
PRODUCT
MANAGER Web Analytics, SEO,
Business Modelling, Trend
Analysis
Note: The above analysis is based on the DRAUP’s proprietary database and primary interviews of key stakeholders10
Cross Functional Team
Management , Design
Thinking, Product Road Map
Conversion Rate
30%
25%
20%
10%
10%
Others 5%Others includes Merchandising Manager, Category Manager, Business Intelligence Product Manager,
Portfolio Product Manager etc.
11
New York
Colombia
Sao Paulo
LondonParis
Bengaluru ChennaiHyderabadMumbai
Delhi Shanghai
ChileArgentina
Peru
Beijing
Tokyo
Chengdu
Singapore
Taipei
Moscow
Stockholm
HamburgBerlin
AmsterdamCologne
Frankfurt
Stuttgart
Munich
MadridBarcelona
Tunisia
Egypt
Nigeria
Johannesburg
VancouverSeattle
Portland
San FranciscoSalt Lake
Phoenix
Denver
Minneapolis
DallasAustin
Houston
TampaMiami
Orlando
Chicago
Atlanta
Montreal
ColumbusToronto
Raleigh
PhiladelphiaBaltimore
Sydney
Hong Kong
GLOBAL BPM TALENT: ~ 190,400
A total of 60+ talent hotspots were analyzed
Hotspots with
talent > 5,000
7 MSAs were identified as matured talent hotspots
Hotspots with
talent between
2,000- 5,000
27 MSAs were identified as emerging talent hotspots
Hotspots with
talent < 2,000
26 MSAs were identified as talent hotspots with less than 2,000 talent
Business Product Manager talent hotspots (60+ Global MSAs have been analyzed)
Note : DRAUP’s Talent Simulation Module. DRAUP’s proprietary talent module was used to analyse jobs by locations and skill type
Boston
Global Hotspots with Business Product Manager Talent : San Francisco, Bengaluru, New York, Colombia, Sao Paulo, London and Paris are the top locations with majority of BPM talent
12
United States - Business Product Manager Talent Buckets :
Source: Draup G500 skills mapping modeler – 2017, 2018Draup Proprietary Database
~8,200 ~8,200
~9,800
US – Talent supply
~8,200
~35,000
~9,800 Adjacent Talent
Directly Relevant
Talent
This is the product manager talent which is relevant for Walmart. It has
similar core skills i.e. non technical product managers and workload
involving product management of internal products. The industries are
different i.e. BFSI, Software/Internet, Media and Entertainment
Broad Talent
This is the product manager talent belongs to similar industries similar of
adjacent to Walmart. It has similar core skills i.e. non technical product
managers, workload involving product management of internal products,
vendor management. They have digital skills such as design thinking,
scrum, agile etc. They belong to adjacent industries i.e. Logistics &
Supply Chain, Consumer Goods, Ecommerce etc
This is the product manager talent belongs to Retail industry. It has similar
core skills i.e. non technical product managers, workload involving
product management of internal products, vendor management. They
have digital skills such as design thinking, scrum, agile etc. They work
with merchants/sellers/vendors. Category Managers, Merchandising
manager etc are included in this talent.
~8,200 ~18,000 ~53,000TOTAL TALENT(in each bracket)
Core Skills: Product Management of internal products, vendor management, Digital Skills : Design Thinking, Scrum, AgileDomain: Industry use case
13
Business Product Manager Roles across relevant industries:
RETAIL
PRODUCT MANAGER
MERCHANDISING MANAGER
PRODUCT MERCHANDISING
MANAGER
DIGITAL MERCHANDISER
CATEGORY MANAGER
COMPUTER SOFTWARE / INTERNET*
DRIVER ONBOARDING PRODUCT MANAGER
LOGISTICS & SUPPLY CHAIN
PRODUCT LINE MANAGER
MEDIA & ENTERTAINMENT
PRODUCT INNOVATION MANAGER
TargetAmazon
e-BayNordstrom
Bed Bath & BeyondMacy’s
UberLyft
PayPalIntuit
WePay
LOGISTICS PRODUCT MANAGER
CATEGORY MANAGER
SUPPLY CHAIN INTELLIGENCE PRODUCT
MANAGER
SOURCING PRODUCT MANAGER
WayfairLogistech SolutionsDHL Supply Chain
FedEx Capstone Logistics
Penske LogisticsTNT Logistics
FLEET OPERATIONS PROGRAM MANAGER
VENDOR ENGAGEMENT PLATFORM MANAGER
PARTNER ENGAGEMENT MANAGER
NetflixHotstar
Amazon PrimeSpotify
ADVERTIZER SOLUTIONS PROGRAM MANAGER
PARTNER PLATFORM MANAGER
DIGITAL PRODUCT MANAGER
Note: *We have included primarily product companies
BFSI
DIGITAL PRODUCT MANAGER
DIGITAL SERVICES PRODUCT MANAGER
BUSINESS UNIT PRODUCT MANAGER
PRODUCT ENABLEMENT MANAGER
COMMERCIAL DIGITAL PRODUCT MANAGER
Capital OneAmerican Express
Fidelity InvestmentsWells FargoJP Morgan
USAAAIG
Ind
ust
ry U
se c
ase
DIRECTLY RELEVANT TALENT ADJACENT TALENT BROAD TALENT
SAMPLE COMPANIES
Note: We have included only few sample industries, roles and companies for better understanding of categories. This is not exhaustive.
14
Industry wise talent distribution - Business Product Manager : 34% of the Business Product Manager Talent in US belongs to Retail or related industries
15.0%
19.0%
66.0%
US - Installed Business
Product Manager Talent
53,000
Horizontal Split Relevant Talent
Adjacent
Talent
Broad Talent
Directly
Relevant
Talent
Top Industries Major US LocationsMajor Companies
employing relevant talent
Software
San Francisco Bay Area
Washington DC Metro Area
Greater Seattle Area
Greater Boston Area
Internet
San Francisco Bay Area
Washington D.C
Greater Seattle Area
Greater New York City Area
BFSI
Greater New York City Area
San Francisco Bay Area
Dallas/Fort Worth Area
Greater Los Angeles Area
Retail/ e-
commerce
Greater New York City Area
Greater Los Angeles Area
San Francisco Bay Area
Dallas/ Fort Worth Area
Logistics/
Supply Chain
Greater New York City Area
Greater Los Angeles Area
Dallas/Fort Worth Area
San Francisco Bay Area
15
Business Product Manager Talent Hotspot: US is home to ~53,000 business product manager talent ; New York, Los Angeles and SF Bay Area are the top locations with highest talent
53,000BPM Talent pool for 40+ analysed locations in USA
Adjacent Talent
Locations HC
New York 4,500
Los Angeles 3,100
Bay Area 1,900
Chicago 1,700
Boston 1,300
Atlanta 1,200
Dallas 1,100
Seattle 1,100
Philadelphia 1,000
Phoenix 1,000
San Diego 900
Houston 800
Washington 800
Denver 750
Minneapolis 700
Charlotte 650
Detroit 600
Portland 600
Miami 600
Orlando 400
Business Product Manager Talent Pool >2,000
Business Product Manager Talent Pool 1,000 -2,000
Emerging Locations with High Business Product Manager Talent Growth
Seattle
Portland
San FranciscoSan Jose
Los Angeles
San Diego Phoenix
Washington
Salt Lake
Minneapolis
Dallas
HoustonAustin
San Antonio
Atlanta
Chicago
Denver
Detroit
IndianapolisColumbus
RaleighCharlotte
Baltimore
Philadelphia New York
Boston
Jacksonville
Tampa
Miami
Orlando
Oklahoma City
Kansas City
St. Louis
Madison
Colorado Springs
Greenville
Milwaukee
Des Moines
Boise
Cincinnati
GreensboroLas Vegas
• Note : HC* - Includes Retail company profiles who have worked in retail product segments such as category management, merchandising etc• HC** - Includes Retail company profiles who have worked with vendor management products, solely product management roles
Locations HC
New York 1,400
Bay Area 1,000
Los Angeles 900
Chicago 600
Boston 500
Atlanta 450
Seattle 350
Dallas 350
Philadelphia 350
Minneapolis 300
Washington D.C. 250
Phoenix 250
Miami 250
Columbus 230
Houston 200
Portland 200
Tampa 150
Baltimore 150
Salt Lake City 150
Orlando 130
Austin 150
Directly Relevant Talent
16
0
1000
2000
3000
4000
5000
6000
7000
8000
50,000 60,000 70,000 80,000 90,000 100,000 110,000 120,000
Cost of Living
1.2 times
U.S. avg
< US
avg
Philadelphia
Atlanta
Denver
Minneapolis
Charlotte
Dallas
New York
Chicago
Portland
Seattle
Houston
Boston
Washington DC
Detroit
Phoenix
Orlando San DiegoMiami
Location Analysis Overview: Los Angeles, Dallas, Boston, Atlanta and Houston are preferred locations, considering good talent at relatively lower cost
Avg. Annual Salary
No
. of
Bu
sin
ess
Pro
du
ct M
anag
ers
(1-1.2)
times
U.S. avg
High
(>28 min)Moderate
(20-28 min)
Average commute time
Note: The talent numbers
San Francisco Bay AreaLos Angeles
Preferred Locations to hire from
UNITED STATES - LOCATION DEEP DIVE
18
Location Assessment: New York Metropolitan Area
3.5 hours from
XNA by plane
Location Attributes
DemographicsPopulation 20.2 Mn
Annual population growth1 0.4%
Quality of Life
Cost of Living relative to national average⁵
33% higher
‘Best Cities to Live In’ rank (out of 100) 81
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
89
Avg. commute time 35 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
75
Business Considerations
Business Cost
Business costs relative to U.S. average
34% higher
Effective corporate tax rates⁹ (Low/Moderate/High)
High
Commercial Real Estate
Real estate cost $ 51/sf/yr
Annual growth of real estate cost¹⁰ 6%
Commercial real estate vacancy rate
12%
Annual growth of commercial real estate vacancy11 -2%
Overall Assessment: New York
Metropolitan Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
EST time zone
18
University Talent
Universities Graduates
New York University 50-100
Stevens Institute of Technology 20-50
Pace University 20-50
Talent Analysis
Talent availability
Directly Relevant Talent 1,400
Adjacent Talent 4,500
Cost oftalent Directly Relevant Talent $115,000
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Macy’s 100-150 JPMorgan Chase 30-50
The Home Depot 20-50 AIG 20-40
GAP 20-50 Amscan 10-20
Ross Stores, Inc 20-50 LG Electronics 10-20
SAS Retail Services 20-50 PSEG 10-20
Old Navy 20-50 Chubb 10-20
19
Location Assessment: Los Angeles Metropolitan Area
3 hours from
XNA by plane
Location Attributes
DemographicsPopulation 13.3 Mn
Annual population growth1 0.5%
Quality of Life
Cost of Living relative to national average⁵
66% higher
‘Best Cities to Live In’ rank (out of 100) 88
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
86
Avg. commute time 30 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
23
Business Considerations
Business Cost
Business costs relative to U.S. average
7% higher
Effective corporate tax rates⁹ (Low/Moderate/High)
High
Commercial Real Estate
Real estate cost $ 37/sf/yr
Annual growth of real estate cost¹⁰ 5%
Commercial real estate vacancy rate
14%
Annual growth of commercial real estate vacancy11 -4%
Overall Assessment: Los Angeles
Metropolitan Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
PST time zone
19
University Talent
Universities Graduates
Mount Saint Mary's University 20-50
Ashford University 100-150
National University 100-150
Talent Analysis
Talent availability
Directly Relevant Talent 900
Adjacent Talent 3,100
Cost oftalent Directly Relevant Talent $80,400
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Macy’s 50-100 Farmers Insurance 30-50
The Home Depot 20-50 Bank of America 20-30
SAS Retail Services 20-50
The Walt Disney Company
10-20
Target 10-20 Riot Games 5-10
Smart & Final 10-20 DIRECTV 5-10
Newegg 10-20 Wells Fargo 10-20
20
Location Assessment: San Francisco Bay Area
4 hours from
XNA by plane
Location Attributes
DemographicsPopulation 6.7 Mn
Annual population growth1 1.2%
Quality of Life
Cost of Living relative to national average⁵
143% higher
‘Best Cities to Live In’ rank (out of 100) 10
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
90
Avg. commute time 29 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
44
Business Considerations
Business Cost
Business costs relative to U.S. average
18% Higher
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $61/sf/yr
Annual growth of real estate cost¹⁰ 10%
Commercial real estate vacancy rate
8%
Annual growth of commercial real estate vacancy11 -8%
Overall Assessment: Bay Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
PST time zone
20
University Talent
Universities Graduates
University of San Francisco 5-10
Golden Gate University- San Francisco 10-20
Naval Postgraduate School 10-20
Talent Analysis
Talent availability
Directly Relevant Talent 1,000
Adjacent Talent 1,900
Cost oftalent Directly Relevant Talent $94,900
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Macy’s 50-100 Wells Fargo 30-50
GAP 50-100Pacific Gas and
Electric Company30-50
Costco Wholesale 20-50 CSAA Insurance Group 10-20
The Home Depot 20-50 First Republic Bank 10-20
Target 10-20 Netflix 10-20
Victoria’s Secret 5-10 JPMorgan Chase & Co. 10-20
21
Location Assessment: Greater Chicago Area
2 hours from
XNA by plane
Location Attributes
DemographicsPopulation 9.5 Mn
Annual population growth1 0.0%
Quality of Life
Cost of Living relative to national average⁵
11% higher
‘Best Cities to Live In’ rank (out of 100) 83
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
86
Avg. commute time 31 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
23
Business Considerations
Business Cost
Business costs relative to U.S. average
1% lower
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $30 /sf/yr
Annual growth of real estate cost¹⁰ 2%
Commercial real estate vacancy rate
15%
Annual growth of commercial real estate vacancy11 -3%
Overall Assessment: Greater Chicago Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
EST time zone
21
University Talent
Universities Graduates
University of Wisconsin-Platteville 50-100
Cornerstone University 20-50
Saint Mary's University of Minnesota 50-100
Talent Analysis
Talent availability
Directly Relevant Talent 600
Adjacent Talent 1,700
Cost oftalent Directly Relevant Talent $95,300
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Sears Holding Corp 20-50 Allstate 30-50
Macy’s20-50
Blue Cross and Blue Shield of Illinois
20-50
The Home Depot 20-50 Bank of America 10-20
Costco Wholesale 10-20 Lawson Products 5-10
Target10-20
Robert Bosch Tool Corporation
5-10
Sam’s Club 10-20 Wilton Brands 5-10
22
5.5 hours from
XNA by plane
Location Attributes
DemographicsPopulation 4.8 Mn
Annual population growth1 0.8%
Quality of Life
Cost of Living relative to national average⁵
70% higher
‘Best Cities to Live In’ rank (out of 100) 8
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
89
Avg. commute time 30 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
11
Business Considerations
Business Cost
Business costs relative to U.S. average
22% Higher
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $36/sf/yr
Annual growth of real estate cost¹⁰ 5%
Commercial real estate vacancy rate
14%
Annual growth of commercial real estate vacancy11 -2%
Overall Assessment: Boston
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
EST time zone
22
University Talent
Universities Graduates
Harvard University 5-10
Brandeis University 20-50
Granite State College 10-20
Location Assessment: Boston Area
Talent Analysis
Talent availability
Directly Relevant Talent 500
Adjacent Talent 1,300
Cost oftalent Directly Relevant Talent $80,200
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
The TJX Companies 20-50Liberty Mutual
Insurance 40-50
Macy’s 10-20 Bose Corporation 10-20
BJ’S Wholesale Club 10-20 Citizens Bank 10-20
Staples 10-20 Procter & Gamble 5-10
Old Navy 10-20 Reebok 5-10
Stop & Shop 10-20 Fidelity Investments 5-10
23
Location Assessment: Atlanta
2 hours from
XNA by plane
Location Attributes
DemographicsPopulation 5.8 Mn
Annual population growth1 1.5%
Quality of Life
Cost of Living relative to national average⁵
2% higher
‘Best Cities to Live In’ rank (out of 100) 50
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
68
Avg. commute time 31 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
23
Business Considerations
Business Cost
Business costs relative to U.S. average
12% Lower
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $24/sf/yr
Annual growth of real estate cost¹⁰ 4%
Commercial real estate vacancy rate
17%
Annual growth of commercial real estate vacancy11 -6%
Overall Assessment: Atlanta
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
EST time zone
US
23
University Talent
Universities Graduates
Brenau University 20-50
Talent Analysis
Talent availability
Directly Relevant Talent 450
Adjacent Talent 1,200
Cost oftalent Directly Relevant Talent $74,600
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
The Home Depot 50-100InterContinental
Hotels Group10-20
Kroger 20-50 Anthem 10-20
Macy’s 20-50 SunTrust 10-20
Sam’s Club 10-20 AIG 10-20
Belk 10-20 UPS 5-10
Old Navy 5-10 Turner 5-10
24
Location Assessment: Dallas Fort-Worth Area
1 hour from XNA
by plane
Location Attributes
DemographicsPopulation 7.2 Mn
Annual population growth1 1.9%
Quality of Life
Cost of Living relative to national average⁵
7% lower
‘Best Cities to Live In’ rank (out of 100) 15
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
85
Avg. commute time 27 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
34
Business Considerations
Business Cost
Business costs relative to U.S. average
9% lower
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $ 24/sf/yr
Annual growth of real estate cost¹⁰ 6%
Commercial real estate vacancy rate
19%
Annual growth of commercial real estate vacancy11 -1%
Overall Assessment: Dallas Fort-Worth
Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
CST time zone
24
University Talent
Universities Graduates
Dallas Baptist University 20-50
University of Houston 20-50
University of Phoenix-Texas 10-20
Talent Analysis
Talent availability
Directly Relevant Talent 350
Adjacent Talent 1,100
Cost oftalent Directly Relevant Talent $80,700
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
JCPenney 20-50 Bank of America 20-50
The Home Depot 20-50 State Farm 10-20
Macy’s 10-20 JPMorgan Chase & Co. 10-20
Sam’s Club 10-20 Travelocity 5-10
The Exchange 10-20 Travelers 5-10
Sally Beauty 10-20 TXU Energy 5-10
25
Location Assessment: Greater Seattle Area
5.5 hours from
XNA by plane
Location Attributes
DemographicsPopulation 3.8 Mn
Annual population growth1 1.7%
Quality of Life
Cost of Living relative to national average⁵
77% higher
‘Best Cities to Live In’ rank (out of 100) 6
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
74
Avg. commute time 29 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
12
Business Considerations
Business Cost
Business costs relative to U.S. average
3% higher
Effective corporate tax rates⁹ (Low/Moderate/High)
High
Commercial Real Estate
Real estate cost $ 32/sf/yr
Annual growth of real estate cost¹⁰ 5%
Commercial real estate vacancy rate
12%
Annual growth of commercial real estate vacancy11 -7%
Overall Assessment: Greater Seattle Area
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
PST time zone
25
University Talent
Universities Graduates
City University of Seattle 20-50
Columbia Basin College 50-100
Edmonds Community College 20-50
Talent Analysis
Talent availability
Directly Relevant Talent 350
Adjacent Talent 1,100
Cost oftalent Directly Relevant Talent $95,300
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Nordstrom 30-60 JP Morgan Chase &
Co.10-20
Amazon 20-50 BECU 5-10
Starbucks 10-20 Wizards of the Coast 5-10
SAS Retail Services 10-20Liberty Mutual
Insurance 5-10
Target 5-10The Walt Disney
Company 5-10
Fred Meyer 5-10 Wells Fargo 5-10
26
Location Assessment: Washington DC
3 hours from
XNA by plane
Location Attributes
DemographicsPopulation 6.1 Mn
Annual population growth1 1.1%
Quality of Life
Cost of Living relative to national average⁵
59% higher
‘Best Cities to Live In’ rank (out of 100) 4
Cultural diversity and LGBTQ tolerance (out of 100) ⁷
77
Avg. commute time 34 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
10
Business Considerations
Business Cost
Business costs relative to U.S. average
21% Higher
Effective corporate tax rates⁹ (Low/Moderate/High)
High
Commercial Real Estate
Real estate cost $37/sf/yr
Annual growth of real estate cost¹⁰ 8%
Commercial real estate vacancy rate
17%
Annual growth of commercial real estate vacancy11 4%
Overall Assessment: Washington DC
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
Talent Analysis
Location Attributes
Business Considerations
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
EST time zone
US
26
University Talent
Universities Graduates
University of the Potomac-Washington DC Campus 5-10
George Washington University 50-100
Georgetown University 150-200
Talent Analysis
Talent availability
Directly Relevant Talent 250
Adjacent Talent 800
Cost oftalent
Directly Relevant Talent $110,000
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Macy’s 20-30 Capital One 10-20
SAS Retail Services 10-20 GEICO 10-20
The Home Depot 10-20 NPR 5-10
Nordstrom 5-10 Marriott International 5-10
Costco Wholesale 5-10 VOX Media 5-10
Plow and Hearth 5-10 Allstate 5-10
27
Location Assessment: Houston, Texas
Talent Analysis
Talent availability
Directly Relevant Talent 200
Adjacent Talent 800
Cost oftalent Directly Relevant Talent $85,400
Note: ¹current world population review; ²For talent employed by a firm only; 2011-2016 CAGR; ³Quality is concentration of workers with > 3 years experience who graduated from a top 20 computer science program; All locations in this analysis scored as High, Very High, or Exceptional. ⁴Based
on % of total occupations that are tech occupations. Scoring is relative to full set of locations in this analysis: “Low” is < 4%, “Medium” is 4%-6%, “High” is > 6%; More details in Appendix 1. ⁵’PayScale ⁶Ease of Living Index' based ranking by Ministry of Housing & Urban Affairs
(easeofliving.niua.org); ⁶Avg. annual cost includes benefits, non-wage compensation and real estate costs per worker. Firm-employed workers only; 2011-2016 CAGR. ⁷ Based on Cultural Diversity Index from WalletHub (75%) and Municipal LGBT Equality Index from Human Rights Campaign
(25%); ⁸ Fortune Global (http://fortune.com/global500/ ) ⁹Effective rate includes corporate income taxes, fuel taxes, sales taxes, property taxes; “Low” rates are <10%; “High” rates > 20%, all others “Moderate” ¹⁰ 2018 - Cushman & Wakefield, 11 2018 – Cushman & Wakefield, Office market
Snapshot; Sources: U.S. Census Bureau, Sperling’s Best Places, U.S. News Best Cities Ranks 2017 , WalletHub, Human Rights Campaign, CBRE Scoring Tech Talent 2017, Tax Foundation, Airline websites, U.S. Bureau of Labor Statistics
Top Employers
Directly Relevant Talent Adjacent Talent
Company Name Talent Company Name Talent
Macy’s 30-40 Star Pipe Products 10-20
The Home Depot 20-30 Wells Fargo 10-20
Kroger 20-30Zions
Bancorporation10-20
Sam’s Club 10-20 Amegy Bank 10-20
Best Buy 10-20 Tokio Marine HCC 5-10
Fiesta Mart, Inc 10-20Center Point
Energy5-10
27
University Talent
Universities Graduates
University of Houston 10-20
Sam Houston State University 5-10
LeTourneau University 5-10
1.5 hours from
XNA by plane
Location Attributes
DemographicsPopulation1 6.8 Mn
Annual population growth1 2.3%
Quality of Life
Cost of Living relative to US Avg⁵ 2% higher
'Quality of Living’ rank (out of 100) 20
Cultural diversity and LGBTQ tolerance (out of 100)⁷
81
Avg. commute time (one way) 29 min
Corporate Presence
Number of Fortune 500 company headquarters⁸
43
Business Considerations
Business Cost
Business costs relative to U.S. average
1% lower
Effective corporate tax rates⁹ (Low/Moderate/High)
Moderate
Commercial Real Estate
Real estate cost $30/sft/yr
Annual growth of real estate cost¹⁰ 5%
Commercial real estate vacancy rate
17%
Annual growth of commercial real estate vacancy10 3%
Overall Assessment: Houston
Early
findings
raise no
concerns
Limited
concerns, likely
not significant
Early findings
raise
significant
concerns
• Talent Analysis
• Location Attributes
• Business Considerations
CST time zone