Marketing Feasibility

First Columbia is unique in its in-house capability to thoroughly analyze the feasibility of proposed facilities, including office buildings, medical buildings, apartments, senior housing and long term care facilities. First Columbia also does economic profiles and economic impact analysis for a variety of project types.

Office Buildings

  • Analyze the origin of existing employees producing maps showing employee origin and profiles of employees.
  • Determine the primary draw area.
  • Using detailed data from the Census 2000 and updated data from Claritas, analyze the area’s demographics including population, growth, income distribution, distribution of the educated population, distribution of businesses and working population.
  • List and map area resources such as restaurants, day care centers, retail centers, banks, etc. important to employees
  • Evaluate like office buildings already existing in the area. Each complex is visited and profiled to determine the class of building, leasing rates, type of tenants and the condition of their physical facility. This data is used to prepare to approach area business that may become prospective tenants in a new facility.
  • Develop a marketing plan.

Medical Buildings:

  • Analyze the existing patient base producing maps showing patient origin and profiles of existing patients by type of service, by age, sex, diagnosis, procedure, payer and physician.
  • Determine the primary market draw area.
  • Determine market share utilizing outside data sources such as SPARCS
  • Using detailed data from the Census 2000 and updated data from Claritas, analyze the area’s demographics including population, growth, age distribution and income distribution.
  • Evaluate physician practices and services already existing in the area. Each practice is visited and profiled to determine the number and type of physicians, services offered hours, hospital affiliation and the condition of their physical facility. This data is used to prepare to approach area physicians that may become prospective tenants in a new facility.
  • Determine the future need for physicians and services in the market area using models based on national utilization surveys. This information can be valuable in determining whether physicians from outside the area should be recruited.
  • Interview selected physicians to determine interest in relocating or expanding their practice. Physicians will be interviewed to assess the amount of space needed, strength of interest, conditions of interest, desired clinical services, and current office rent.
  • Develop a MOB marketing plan.

Apartments, Senior housing and Long Term Care Facilities

  • If available, analyze the existing resident base producing maps showing patient origin and profiles of existing residents.
  • Determine the primary market draw area.
  • Analyze the proposed site reviewing its relationship to the target market, accessibility, visibility, proximity to health care and related services, and neighborhood characteristics.
  • Using detailed data from the Census 2000 and updated data from Claritas, analyze the area’s demographics including population, growth, age distribution and income distribution.
  • Evaluate existing facilities already in the area. Each facility is visited and profiled to determine the services offered, costs, occupancy and the condition of their physical facility. Maps showing the location and type of facility are produced.
  • Determine the penetration percentage and net number of units the market can support by correlating the size of the qualified target market and the amount of competition
  • Based on the above make recommendations on the marketability of the proposed project
  • Develop program of services
  • Work with selected architect to develop preliminary drawings
  • In conjunction with our sister construction firm, Bette and Cring, develop cost estimates
  • Develop financial pro formas including project budget and 10 year cash flow projection



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First Columbia
22 Century Hill Drive Latham, NY 12110
--Phone: 518 213-1000
Email: info@firstcolumbia.com