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Case Studies

Case Study: Birds Barbershop

Marc Smookler

Company name: Birds Barbershop
Company type: Retailer/Service
Company category: Barbershop
Number of locations: 9
Cities they are in: Austin, Houston

Trying to find where to place the next retail location that matches their target audience of hipster millennial in a new city.

Through the use of better data and insights on demographics, traffic counts, consumer interest, and purchase intent, IdealSpot helped Birds Barbershop better triangulate on their target audience in new markets.

IdealSpot’s differentiated approach:
Birds Barbershop’s target audience are a mix of millennials and hipsters in transitioning neighborhoods. By combining IdealSpot’s Search and Social intent data (geo-located demand) with millennial demographics, IdealSpot was able to create for them their “treasure map” across Houston, Texas.

Birds Barbershop was started in 2006 by Michael Portman and Jayson Rapaport in Austin, Texas. Since then, they have opened up eight locations in Austin and another in Houston, and has been named the top 100 best salons in America by the Austin Chronicle on multiple occasions.

As Birds Barbershop was expanding to Houston, Michael reached out to IdealSpot to paint a picture of what the different areas of Houston looked like. Through the use of demographics reports, traffic counts, competition mapping, and data on consumer purchase intent and interest, Birds Barbershop was able to find their ideal location for their ninth retail location.

By seeing customized reports for specific categories related to his business, like how much consumer interest exists for barbershops in different neighborhoods, or how many times people have searched for keywords like “barbershops nearby”, or “beauty and hair salons”, Michael was able to narrow down his search to a couple of neighborhoods that showed the largest concentration of demand for people looking for haircuts.

Graphs like the one above can tell you quickly how many times people in an area have searched for one of over five-hundred products or service categories.

Get up-to-date traffic volume for your location segmented by time of day, day of week, and average speed.

Additionally, a secondary target audience that frequent Birds, Michael wanted to find pockets where the families with kids existed as a large percentage of his customers are kids coming in with their parents.

“Areas with kids are more promising… and being able to gather and cross-reference that information is important.”

Using IdealSpot’s demographics report, Michael was able to gather information on areas that have a large concentration of families with kids.

Inexpensive and Easy to Understand Reports
One of the main reasons Michael chose IdealSpot was the inexpensive and easy to use reports. He explains that on the one hand, software companies like Buxton were too expensive while gathering reports from the U.S. Census Bureau was too cumbersome and the data available was irrelevant to his business.

“The U.S. Census Bureau has [reports] that are very rudimentary and you can only narrow things down by pizza orders, or other random things that don’t necessarily equate to your business. So in between those two, IdealSpot was worth the money, for sure.”

Through the use of IdealSpot’s report on demographics, traffic counts, and its unique data on consumer demand for products and services relating to his business, Michael was able to clearly see and understand a snapshot of a new city and have data needed to make decisions based on facts and numbers.

Marc Smookler
Marc Smookler has founded 6 companies—2 of which have been acquired and 3 of which are market leaders in their respective spaces—the leading brick-and-mortar retail analytics company (, a leading online retailer (, and a cutting-edge marketing services platform ( Marc’s companies have generated over $300M in lifetime revenues and sold over 150,000 products worldwide.

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