Mapa de oportunidades
TAM × (1 − penetración Cesantoni). Plazas grandes con poca presencia Cesantoni = mayor opportunity score. Tamaño del círculo proporcional a TAM. Color: verde = sin saturar → naranja = saturada.
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Top 10 oportunidades
| # | Plaza | Tier | TAM MDP | Población | Cesantoni | Comp. | Penet. | Score |
|---|---|---|---|---|---|---|---|---|
| 1 | ZM Valle de México | T1 | $4,011 | 12,504k | 7 | 71 | 9.0% | 3,651 |
| 2 | ZM Tijuana | T2 | $753 | 2,049k | 3 | 32 | 8.6% | 689 |
| 3 | ZM Guadalajara | T1 | $501 | 4,847k | 3 | 260 | 1.1% | 495 |
| 4 | ZM Puebla | T2 | $475 | 1,985k | 5 | 154 | 3.1% | 460 |
| 5 | ZM Querétaro | T1 | $460 | 1,508k | 7 | 42 | 14.3% | 394 |
| 6 | Mexicali | T2 | $411 | 1,050k | 1 | 17 | 5.6% | 388 |
| 7 | Juarez | T2 | $460 | 1,512k | 3 | 16 | 15.8% | 387 |
| 8 | ZM Cancún | T1 | $792 | 1,245k | 11 | 10 | 52.4% | 377 |
| 9 | ZM Monterrey | T1 | $435 | 3,690k | 8 | 46 | 14.8% | 370 |
| 10 | ZM La Laguna | T2 | $388 | 1,257k | 2 | 22 | 8.3% | 356 |
Metodología
- Opportunity score = TAM_mdp × (1 − cesantoni_count / total_stores). Plazas grandes con poca presencia Cesantoni = mayor opportunity.
- TAM: pre-computed por terra_snapshots (pisos product, INEGI population × per-capita spend).
- Penetración: # sucursales Cesantoni / # total stores en plaza (Cesantoni + competidores DENUE).
- Bubble size: TAM en MDP. Color: score ratio (verde alta opp → naranja saturada).