Most communities don't have an “industry targeting” problem. They have a focus problem.
A targeted industry study isn't a report you put on a shelf. It's a decision tool — built to answer one question:
What types of projects are we most likely to win in the next 12–36 months, and what do we need to do to win them?
One nuance that matters: if your targets aren't grounded in your site and building inventory reality — control, zoning, utilities, timelines — your target list can look great and still underperform.
This post breaks down what a targeted industry study should include, what “good” looks like, and how to use it to drive real business recruitment outcomes.
What is a targeted industry study (really)?
A targeted industry study is a structured analysis that narrows the universe of possible industries into a short list of best-fit targets based on:
- Your community’s real competitive advantages (not just aspirations)
- Site/building inventory and readiness (the “can we actually deliver?” test)
- Workforce and labor dynamics
- Utility capacity and constraints (often the hidden deal-killer)
- Supply chain adjacency and market access
- Risk factors that derail projects late (permitting, infrastructure, housing, timelines)
The output shouldn't be “10 industries.” It should be something more useful:
- 3–6 priority targets you can defend with data
- A second tier of “watch list” targets (worth monitoring, not spending heavily on)
- A recruitment plan that connects targets to companies, decision-makers, and messaging
Why most industry studies fail to drive results
In my experience, industry studies fall flat for predictable reasons:
- They confuse “interesting” with “winnable.” A sector can be exciting and still be a poor fit for your sites, utilities, or workforce.
- They rely on generic conclusions. If the study can be copy/pasted from one community to another with minimal edits, it won’t change outcomes.
- They don’t translate into action. A good study ends with a plan: who does what next, what gets built, and what gets marketed.
- They ignore fatal flaws. If your utility timeline, site control, zoning, or infrastructure reality can’t support the target, the target is fiction.
What a high-performing targeted industry study includes
Here's what we look for when the goal is recruitment performance, not just insight.
1) Start with an inventory reality check (not brochure copy)
Before we talk targets, we pressure-test the assets the way a real project will:
- Site/building readiness (control, zoning, environmental, timelines)
- Infrastructure and utilities (capacity, deliverability, lead times)
- Transportation and market access
- Development constraints that create schedule risk
This isn't “site marketing.” It's making sure your targets align with what you can actually put under contract and deliver.
2) Workforce and wage competitiveness — without hand-waving
Not just “you have a strong workforce,” but:
- Occupation-level availability and churn risk
- Wage pressure and competing employers
- Training pipeline and time-to-competency realities
- Where you’re strong and where you’re vulnerable
3) A scoring model that forces tradeoffs
A real target list requires saying “no” to good ideas.
We typically score targets across categories like:
- Inventory and utility fit
- Workforce fit
- Speed-to-market
- Supply chain adjacency
- Risk profile
- Competitive positioning vs peer regions
The point isn't the math — it's the discipline.
4) A short list with clear “why us” positioning
For each priority target, you want:
- The project types you’re aiming for (size, power needs, labor profile, building vs greenfield)
- The value proposition that’s actually credible
- The proof points you can use without over-claiming
- The objections you’ll face and how to answer them
5) A company universe and outreach roadmap
A study should make it easier to recruit tomorrow morning:
- Example company profiles (HQ, expansion patterns, site drivers)
- Lead sources and trigger events (capex announcements, supplier moves, lease expirations, etc.)
- A practical outreach plan for the next 90 days
How to use a targeted industry study (so it doesn't become shelfware)
A targeted industry study should leave you with:
- A prioritized target list you can defend
- Messaging that aligns with what you can deliver
- A recruitment plan your team can execute
- A clear list of “if we fix these 2–3 constraints, we unlock better targets”
Then treat it like a living tool:
- Revisit it as new sites come online
- Update assumptions when infrastructure timelines change
- Adjust targets as your inventory (and deliverability) improves
When should you commission a targeted industry study?
A few common triggers:
- You’re updating your strategic plan and want targeting tied to reality
- Your board/community wants “new industries,” but you need a defensible path
- Your lead flow is inconsistent and you want proactive recruitment
- You’re investing in site development and need targets aligned to what you’re building
- You’re getting ruled out late and need to identify the real constraints
If you want a target list that converts, start with the truth
If you're ready to move beyond generic targets and build a list that reflects your assets, constraints, and real competitive position, a targeted industry study is one of the highest-leverage tools you can commission.
If you're considering one, a quick fit check is usually the best first step: what we'd analyze, what data you'll need, and what a useful deliverable should look like.
Ready to build a target list grounded in reality?
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