See the newsletter with all graphics at COMMON GROUND VOLUME 2 : ISSUE 3 NEWSLETTER ARCHIVE LINK.  Text only version provided below, links only work in the full archived version via the link above.

Volume 2 : Issue 3

March 2013

Welcome to Common Ground News

Upcoming Events:

• GeoMetrx will be attending the [1]Multi-Unit Franchising Conference at
Caesars Palace in Las Vegas, March 27-29. Come by Booth #627 to meet Kent
Hargesheimer, Rich Mithoff and Patrick O’Neill.

In this Issue:

* Feature Article – Home Organization Industry: A Clean Sweep

* Tips & Techniques – helping you get the most out of our online mapping
application at [2]GeoMetrx “How to Create a National Level Data Table of
Miscellaneous Geographies”

* Thematic Map – Consumer Attitudes: “Can’t Stand Untidiness”

* Trivia Challenge​​ – A Big Basket or…?

This and all our newsletters are available through our Knowledge Center resource
listed on our website. We encourage you to share our Common Ground News with
your friends and colleagues and we welcome your feedback. Visit our website and
make a comment on the [3]contact us page or send us an email
at [4]

—-Kent Hargesheimer,

Managing Partner


Phone: 1.888.848.4436

Web: [5]







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Blog: [15]Common Ground Blog

Newsletter Archives
• [16]February 2013
• [17]January 2013
• [18]December 2012
• [19]November 2012
• [20]Previous Issues

Home Organization Industry: A Clean Sweep


It’s that time of year when the sun starts to shine more, temperatures begin to
rise, birds are chirping, delicate flowers push through the earth, fresh breezes
gently waft through open windows and many of us are inspired to do our annual
spring cleaning, giving ourselves a fresh clean start to the season. For many
this also means uncluttering the clutter, and getting ourselves organized. As
Isabella Mary Betton wrote in The Book of Household Management, 1861:

“A place for everything and everything in its place”

It’s easy to become overwhelmed by clutter with the sheer amount of ‘stuff’ we
accumulate every day from junk mail to household sundries to all the other bits
and pieces that come through the door every day. Whether we are packrats who
have difficulty parting with things or minimalists who are compelled to toss out
the excess, organization is the key to maintaining one’s sanity. An entire
industry of both products and services has been built around our need to
organize our homes and offices, and that industry continues to grow even in a
sluggish economy.


According to the [21]Freedonia Group, a leading international business research
company, the US Demand for home organization products will increase 3.6%
annually, reaching $8.6 billion in 2015.

Decorative products such as bins, baskets and totes account for the largest
share of product sales at 37%, while modular unit products are expected to
exhibit the largest annual gains of nearly 5% annually through 2015. The dual
role of baskets,, being both decorative and functional, is particularly
appealing to consumers, as home organizers can easily add on to these storage
systems and rearrange them as their needs change. Modular units, while not
necessarily decorative in nature are also highly adaptable, making them a
popular choice as well.

Product market segments particularly driving the growth of the home organization
industry include closet systems and garage systems. Also, the impact of the
shifting lifestage of baby boomers is creating a growing number of empty nesters
who are moving to smaller homes at the same time their children are moving into
college housing. Both groups represent an increased opportunity for marketing
space-saving home organization products.

Source: The Freedonia Group, “Home Organization Products: US Industry Study”
June 2011

Garage systems are anticipated to grow most rapidly at 5.5% annually through
2015. The [22]Freedonia Group credits this growth to several factors including
the relative newness of the segment and increased product offerings combined
with larger garage spaces and consumer desires to modify garages into hobby and
other activity spaces. More information can be obtained through the full study


In January 2011, Office Max and Kelton Research teamed up to conduct a
[24]workplace organization survey of 1,000 adults. The survey assessed their
attitudes and behaviors regarding organization and revealed that “clutter at
home or the office plagues their productivity, mentality, happiness and
confidence as many feel embarrassed by how untidy they are.” ​Despite this,
actually getting organized is difficult for many of us.

Have no fear, there is help out there! The National Association of Professional
Organizers ([25]NAPO) is a non-profit association representing the home and
office organization industry around the world. The association has approximately
4,000 members, and 35 active chapters worldwide, representing the full spectrum
of the global industry including professional organizers, productivity
specialists, authors, educators, trainers, manufacturers, and more.

Professional organizers and productivity specialists serve both the home and
business sectors helping clients manage space, information, time, events, and
even photos and other collections. In 2007, the industry began certifying
professionals, and the resulting CPO world-class certification is recognized as
the industry standard. According to NAPO, the top five reasons professional
organizers are hired are:

• Too much clutter
• General disorganization
• Difficulty determining what to keep
and/or discard
• Difficulty finding things
• Selling a home or moving

There are many opportunities for entrepreneurs and franchisors within the
professional organizing industry from sole proprietorships to consultancy or
subcrontractor companies to multi-faceted corporations. Individuals with a
passion for order and efficiency are perfect for this industry. As with any
business, location is important. Our [26]GeoMetrx web-based mapping software is
loaded with rich demographic data for retail site selection, consumer profiling
and market analysis. For more information or a demo call us at 1.888.848.4436.

Tips & Techniques –

​How to Create a National Level Data Table of Miscellaneous Geographies

[27]GeoMetrx offers a variety of options for starting any project or analysis.
The ‘Geography Selection’ option is particularly useful when desiring to create
reports based on standard geographies such as states, counties, etc. as well as
creating custom regions, trade areas, labor sheds or territories.

This month’s Tip & Technique guide provides a walk-through on how to create a
National Level Data Table of Miscellaneous Geographies analysis report. In this
example we have generated an analysis report of ranked MSAs for Population and
Income across all states.

[28]”How to Create a National Level Data Table of Miscellaneious Geographies”


Consumer Attitudes:

“Can’t Bear Untidiness”


Whether at home or in the office, it is easy to become overwhelmed by clutter.
The amount of information and products bombarding us in our daily lives is
astounding. Controlling our environment is key to improving productivity, mental
sanity and overall happiness. According to a recent [30]study conducted
in January 2011, by Office Max and Kelton Research, only 32% of adults feel they
are very organized, and of the remaining 68%, only 1% claim they don’t want to
be. That means nearly 2 out of every 3 adults in the U.S. admit there is much
room for improvement. Men admit to being less organized than women, and women
admit to being more motivated to get organized.

At [31]GeoMetrx, we have a variety of consumer attitude datasets including the
one depicted below showing the percentage of adults who “can’t bear untidiness.”
The darker the brown, the higher the percentage of adults who feel this way
within that geographical region.


Click here to see a [33]larger version of this map.

For more information on how to obtain access to [34]GeoMetrx datasets, contact
us today at 1.888.848.4436.

March 2013 – Trivia Challenge

1) Where is the world’s largest basket and what is it?

[35]Click Here for the Answers