This independent study is divided into two separate works. The first focuses on the importance of a small retail business’s location when determining where to site its operations. Through an economic utility framework, academic research identifies ten neighborhood amenities that indicate and support a physical location’s ability to attract and retain residents; individuals who may ultimately define the business’s target market population and support the likelihood of the venture’s profitability.

The second work applies the findings of the previous section to construct a professional business plan for Deerhaus Decor LLC, a furniture and home decor boutique I intend to launch post-graduation. In addition, primary market research is conducted to verify the suitability of the small retail business’s location in an urban Cincinnati neighborhood experiencing revitalization. The business plan applies questionnaire findings to provide a more cohesive vision for the business, helping better construct the roadmap of its operations while answering the optimal amount of questions regarding the business’s structure.


Abramo, Peter

Second Advisor

Sell, John


Economics; Business Economics; Interdepartmental


Accounting | Advertising and Promotion Management | Business Administration, Management, and Operations | Business Intelligence | Entrepreneurial and Small Business Operations | Finance and Financial Management | Marketing | Real Estate | Sales and Merchandising

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



© Copyright 2016 Benjamin Deering