MARKET PLANNING SOLUTIONS, INC.

MARKET PLANNING SOLUTIONS, INC.

Previous company name
MPSI SYSTEMS, INC.
Name change date
4/16/2007
Company Overview
Market Planning Solutions, Inc., with registered office located in Tulsa, Oklahoma, provides decision support products and services, information databases, and consulting services to petroleum-oriented convenience retailers and other retail outlet networks. Its principal activities include the retail analytics, which encompass the development of computer software to model consumer behavior in convenience retail situations; and the development of strategic geographic information systems databases concerning specified markets designated by clients. The company also constructs customized market study databases, which are the primary informational sources used by the retail planning and pricing software. The company’s decision support services focus primarily on planning requirements for petroleum companies and other multi outlet retailers who are concerned with retail site selection and retail network optimization. The company also offers such professional services as database maintenance, consulting, support, training, key competition identification, and price tracking. Its products provide computerized models of specified retail markets, which enable its clients to predict sales volumes at proposed new retail sites. The company’s product suite includes Retail Explorer, a modular and generic spatial interaction model; StreetMetrix, a geo-spatial road network data set designed for use with various commercially available geographic information systems software; and TrafficMetrix, which provides the traffic volume data available for major markets in the United States. Market Planning Solutions was founded in 1970 by Ronald G. Harper as a company focused on providing a site selection model to petroleum retailers. The company also maintains support offices in Bristol, United Kingdom; Seoul, South Korea; Tokyo, Japan; Shanghai, China and Cape Town, South Africa.
Market Planning Solutions is the market leader in retail and consumer science, providing data, modeling and analytical solutions to more than 30 different retail sectors. It is also one of the world’s most recognized site selection providers, having evaluated more than 2,000,000 retail sites around the world. In addition, the company is also a leading provider of street files and online mapping. It has more than 400 customers in more than 85 countries, ranging from top Fortune 500 companies owning thousands of retail sites to retailers with one location. Other customers includes nearly half of the top 20 Fortune 500 companies. The company markets its services in the United States, Canada, the Caribbean Basin, Europe, Africa, South America, and Asia.
Business Summary
MPSI Systems Inc. is a multinational corporation whose principal line of business is providing decision support software, information databases and consulting services to businesses that have an investment in retail outlet networks. MPSI’s core competency is retail analytics, which encompasses the development of computer software to model consumer behavior in convenience retail situations, and the development of strategic geographic information systems databases concerning specified markets designated by clients. These products and services are designed to meet retail network planning requirements of clients that have traditionally managed large multi-outlet retail networks. Most of the Company’s business comes from the petroleum industry. Services are also provided for clients in the banking, convenience food, quick-service restaurant and government postal industries. In August 2004, MPSI became a private company.
Description and history
MPSI Systems Inc., founded in 1970, is a United States-based, multinational corporation whose principal line of business is providing decision support software, information databases and consulting services to businesses that have an investment in retail outlet networks. MPSI’s core competency is retail analytics, which encompasses the development of computer software to model consumer behavior in convenience retail situations, and the development of strategic geographic information systems (GIS) databases concerning specified markets (market studies) designated by clients. These products and services are designed to meet retail network planning requirements of clients who have traditionally managed large multi-outlet retail networks. The Company markets its products and services in North America, the Pacific Rim, Latin America, Europe and South Africa. Most of its business comes from the petroleum industry, including several customers who individually account for a significant portion of consolidated revenues. Services are also provided for clients in the banking, convenience food, quick-service restaurant and government postal industries. In August 2004, MPSI became a private company.

Data Services

The Company constructs customized market study databases that are the primary informational sources used by the retail planning and pricing software. MPSI has undertaken national databases in such countries as Japan and Korea, which databases include retail information throughout those countries. These databases are used by clients who possess a large number of retail sites and who wish to analyze market conditions and evaluate site locations in metropolitan areas on a regular basis. The supply and demand data used in this type of study is collected by the Company. National database projects generally involve segmentation of the target country into manageable regional sub-units to which MPSI then applies the same basic process in making market area studies (MAS).

MAS combine retail outlet survey data gathered by MPSI with street files, demographic data, digital outlet photos and traffic information. If the customer wishes, they may also contain client-specific information. Portions of the data can generally be leveraged as a major part of other projects. Mini-market area studies are similar to the MAS except the area studied does not contain more than 75 outlets. Likewise, the accompanying study deliverables are scaled down. Single-site studies are used to evaluate market conditions or the effects of various operating decisions at a specific location within a specified geographic area.

MPSI offers a variety of options for customers who may wish to acquire only certain data components rather than integrated data/technology. StreetMetrix is a geo-spatial road network data set designed for use with a variety of commercially available GIS software. Although other more expensive systems are available for users who require a high degree of spatial accuracy or secondary street information, StreetMetrix is a cost-effective tool for retailers whose primary interest is the road network applicable to likely retail outlet locations. TrafficMetrix provides current traffic volume data available for markets in the United States.

In addition to the standard data service projects, MPSI undertakes custom survey activities. A prime example of such services is MPSI’s PriceTracker service. Clients select a customized list of outlets in given markets and specify the frequency of price determination. MPSI collects that data and provides regular data downloads to the customer who can then refresh any databases used in operational decision making.

Software Technology

The Company’s primary convenience retailing applications software is Retail Explorer (REX), the initial version of which was released in the United States in September 1999. REX versions were released in all MPSI service regions by the end of fiscal 2002. REX allows clients to maximize their capital planning in the areas of new retail site location where the system provides an objective measure for comparing available sites based on competition and convenience to demand, identification of outlets to divest where the system isolates and evaluates client locations that have poor performance, identification of outlets to be rebuilt by identifying sales potential to be realized by remodeling or reformatting specified outlets and assessing multiple profit centers by forecasting the potential benefits of retailing complementary products and services. Capabilities include quadrant analysis (evaluate potential sites as investment and/or divestment candidates), updated or extended databases (revise the data set to reflect ongoing or theoretical supply and demand changes in the market) and customization (enhanced marketing strategies based on imported proprietary data or third-party data). REX products are generally licensed on a perpetual basis and joined with MPSI market study databases selected by the user.

In 2002, MPSI released its first Web-enabled retail planning software, LocationXpert. It is an online modeling, analysis and mapping tool designed specifically for retailers. This package incorporates a gravity-based model that generates relative site strength indices. It combines expenditure variables the user considers important with embedded street files, demographic data and traffic information to assess sites within a five-mile trade area that appear to have the best market potential for the user’s retail concept. LocationXpert is available in a variety of subscription options, which allows the user to obtain proven retail analytics technology tailored to planning needs and budget.

MPSI’s Data Manager system is designed as a simple and straightforward way to turn massive amounts of data into meaningful market intelligence in situations where modeling is too expensive or beyond the user’s level of sophistication. This robust, customized information system correlates and geographically displays such diverse information as retail outlet survey data, digital outlet photographs, average daily traffic counts, demographics and customer segmentation data.

In the pricing arena, MPSI offers decision support software to meet several client planning needs. Price Zones software allows a client to establish different pricing zones within major markets relative to supplying its dealer networks with petrol fuels. PriceIt! Pro allows a client to react to competitive price changes on a daily/hourly basis at the individual outlet level in order to set prices for the ultimate consumer. MPSI’s newest product, the StreetBack Pricing system incorporates Price Zone methodology in order to group outlets for the purpose of identifying competition.

Retail Analytics/Consulting

In recognition of the fact that some retailers may prefer assistance from a retail expert to help meet their planning challenges rather than technology and data, MPSI provides retail analytic consulting services. Such services might include market entry strategies (Preferred Market Analysis, benchmarking and S-curve strength/weakness analysis), optimization analyses (Capital Optimization, Price Optimization or Operational Optimization) and market exit strategies (divestment analyses). In contrast to typical opinions from traditional consultants, MPSI’s retail analytic services are based upon application of proprietary mathematical analyses that provide verifiable substance to retail recommendations.

Founded by Ronald G. Harper as a company focused on providing a site selection model to petroleum retailers

Business Line
Provides decision support products and services, information databases, and consulting services to petroleum-oriented convenience retailers and other retail outlet networks
Subsidiary
MPSI SYSTEMS K.K.
Advisor
TULLIUS & TAYLOR
IPO date

US SIC Code
7372
Company Address
4343, South 118th East Avenue

City province or state postal code
74146, TULSA, OK
Phone: +1 918 877 6774
Fax: +1 918 254 8764
Country address: UNITED STATES OF AMERICA
Website url: www.mpsisys.com