Introduction

介紹

The Background

的背景

Brazil is known for Rio de Janeiro or São Paulo. But one of the most southern states os Brazil has a peculiar capital on an island. Or most of the capital is on this island. I’m talking about Florianópolis.

巴西以里約熱內盧或聖保羅聞名。 但是，巴西最南部的州之一在島上擁有獨特的首都。 或大部分首都都在這個島上。 我說的是弗洛里亞諾波利斯。

Different from the idyllic idea of an island (rounded), the “Isle of Saint Catherine” is actually…lengthy. The north shore and the south shore are 54 km distant (approximately 33 miles).

與島嶼的田園風格(四捨五入)不同，“聖凱瑟琳島”實際上……很長。 北岸和南岸相距54公里(約33英里)。

The connection of this island with the main continent is near, with bridges in only one point and almost in the center of the island.

這個島嶼與主要大陸之間的連線近在咫尺，橋只有一點且幾乎位於島嶼的中心。

The center of the island is a big city, with everything a city has: big buildings, stores, traffic. But some places are very calm, allowing an “easy-going” life with beautiful beaches.

島的中心是一個大城市，城市擁有的一切：大型建築物，商店，交通。 但是有些地方非常安靜，可以在美麗的海灘上過上輕鬆自在的生活。

In the summer, lots of tourists go to enjoy the beaches, transforming this calm place in a crowded happy summer space. But to establish a business in the north shore, this movement through the year means a nightmare. Sometimes, being open during summer doesn’t mean being open during winter.

在夏天，許多遊客去享受海灘，在一個擁擠的快樂夏日空間中改變了這個寧靜的地方。 但是，要在北岸開展業務，這一年的運動意味著一場噩夢。 有時，夏季開放並不意味著冬季開放。

People who live in north shore complain about poor options for basic needs as a supermarket or a bakery. Distant from the downtown in the center of the island, this is a big problem.

住在北岸的人們抱怨超市或麵包店不能滿足基本需求。 遠離島中心的市中心，這是一個大問題。

The challenge

挑戰

So, I decided to analyze the Foursquare data to find what and where a new business could reach the population needs. The idea is to make a great data-driven analysis of new possibilities for business and people.

因此，我決定分析Foursquare資料，以查詢新業務可以滿足哪些人群需求以及在何處滿足人群需求。 這個想法是對企業和人員的新可能性進行出色的資料驅動分析。

Data and how I will solve the problem

資料以及我將如何解決問題

I’ll collect the data of the venues from the neighbors of Jurerê, Canasvieiras, Cachoeira do Bom Jesus, and Ponta das Canas from Foursquare. I’ll categorize from the type, plotting a map to understand the different needs.

我將從Foursquare的Jurerê，Canasvieiras，Cachoeira do Bom Jesus和Ponta das Canas的鄰居那裡收集場地資料。 我將根據型別進行分類，繪製地圖以瞭解不同的需求。

I’ll cluster those venues based on the kind and proximity, to conclude what is the business that already covers a good proportion of the space in those neighbors.

我將根據種類和鄰近度對這些場所進行聚類，以得出在這些鄰居中已經佔據很大一部分空間的業務。

I’ll also cluster the neighbors, to identify those who don’t have a uniform number of different venues.

我還將聚集鄰居，以識別那些沒有相同數量的不同地點的人。

In the end, I’ll list the categories of venues and places that will be differential in each neighbor, as a way to help anyone who whats to start a new business.

最後，我將列出在每個鄰居中會有所不同的場所和地點的類別，以幫助任何有意開展新業務的人。

Who will be interested in this project?

誰會對這個專案感興趣？

People who want to open a new business on the north shore of Florianópolis, Brazil.

想要在巴西弗洛里亞諾波利斯北岸開設新業務的人。

People who live on the north shore of Florianópolis and want to know more about the options of business in the neighborhood.

住在弗洛里亞諾波利斯北岸的人們，想進一步瞭解附近的商業選擇。

Methodology

方法

The choice is the Quantitative Methods.

選擇是定量方法。

How I got the data

我如何獲得資料

Using some popular Python libraries, I started defining my neighborhoods to analyze: Jurerê Leste, Jurerê Oeste, Canasvieiras, Cachoeira do Bom Jesus, and Ponta das Canas.

使用一些流行的Python庫，我開始定義我的鄰域進行分析：JurerêLeste，JurerêOeste，Canasvieiras，Cachoeira do Bom Jesus和Ponta das Canas。

I got the geocodes with a function that could reach the ArcGIS services. With this information, I built a dataframe. To understand if my geocodes were right, I tested plotting a map.

我獲得了具有可以到達ArcGIS服務的功能的地理編碼。 有了這些資訊，我就建立了一個數據框。 為了瞭解我的地理編碼是否正確，我測試了繪製地圖。

Taking sure all was alright, I move on to the collect Foursquare data, using the Foursquare API. I normalize the data in a JSON, used a Pandas function to get the category type os the venues presented, and make every adjustment needed to get a dataframe with the neighborhood, the name of the venue, the category, and also de the geo positions.

確保一切正常，我繼續使用Foursquare API收集Foursquare資料。 我將資料標準化為JSON，使用Pandas函式獲取所顯示場地的類別型別，並進行所有必要的調整，以獲取具有鄰域，場地名稱，類別以及地理位置的資料框。

The first analysis showed the need for adjustments. So I got the unique values of the columns categories, dropping some that weren’t relevant for the purpose of the study, as “beach”, “resort” and “residential building”.

首次分析表明需要進行調整。 因此，我獲得了列類別的唯一值，並刪除了與研究目的無關的一些內容，例如“海灘”，“度假”和“住宅建築”。

Plotting a map, this was the new look:

繪製地圖，這是新外觀：

I wasn’t happy with the categories. Even describing the business, some of them were clearly too detailed, which made it difficult to visualize the necessities of the neighborhoods. So I created “classes”, a way to understand the kind of the categories, a “macro” category. They were: “Bar/Restaurant”, “Pharmacy”, “Entertainment”, “Fitness”, “Bakery”, “Nightlife”, “Store”, “Café/Snacks”, “Market”, “Pet” and “Lottery”.

我對類別不滿意。 即使描述了業務，但其中一些顯然太詳細了，這使得很難形象地反映出社群的必要性。 因此，我建立了“類”，這是一種理解類別的方法，即“巨集觀”類別。 它們是：“酒吧/餐廳”，“藥房”，“娛樂”，“健身”，“麵包店”，“夜生活”，“商店”，“咖啡廳/小吃”，“市場”，“寵物”和“彩票” 。

The Analysis

分析

I got those data in different kinds of dataframes to plot and understand the information. I decided to plot a horizontal bar chart to visualize what was the main kinds of business in each neighborhood.

我在不同種類的資料框中獲得了這些資料，以繪製和理解資訊。 我決定繪製水平條形圖，以視覺化每個社群的主要業務。

Also with this dataframe format:

同樣使用此資料框格式：

At this point, I noticed one important thing: not all the neighborhoods have a business in all the categories. I needed to add to the dataframe some rows that represented the categories with “0” businesses.

在這一點上，我注意到了一件重要的事情：並非所有社群都擁有所有類別的業務。 我需要在資料框中新增一些行，這些行代表“ 0”業務類別。

I created a function that scanned all the categories each neighborhood had and gave me the information on what are the categories that were missing in each neighborhood.

我建立了一個功能，可以掃描每個鄰域具有的所有類別，並提供有關每個鄰域中缺少哪些類別的資訊。

After adding all the “0” categories in each neighborhood dataframe, I moved to look close to the neighborhoods.

在每個鄰域資料框中新增所有“ 0”類別後，我移動到靠近鄰域的位置。

I started to plot new charts for each neighborhood, comparing with the closest neighbor.

我開始繪製每個鄰居的新圖表，並與最近的鄰居進行比較。

Jurerê Leste

JurerêLeste

Jurerê Leste is known as “Traditional Jurerê” — with lots of homes, this is a place to relax. The next neighborhood, Jurerê Oeste, is known as a “chic place”, full of rich homes and some nightclubs. But still being a tourist destination, the restaurants are the trend.

JurerêLeste被稱為“傳統Jurerê”，這裡有很多房屋，是一個放鬆的地方。 下一個街區JurerêOeste被稱為“時尚之地”，到處都是豪宅和一些夜總會。 但仍然是旅遊勝地，餐廳是潮流。

Jurerê Oeste

JurerêOeste

Seems the same? But is not! Jurerê Oeste, the chic and rich neighbor, shows almost the same number of restaurants (again, tourist destination!), but you can see the rich nightlife and some stores. Almost the same, but with clear biases showed by the kinds of venues.

看起來一樣嗎？ 但是不是！ 時尚且富裕的鄰居JurerêOeste展示的餐館數量幾乎相同(再次是旅遊勝地！)，但是您可以看到豐富的夜生活和一些商店。 幾乎相同，但場館的型別存在明顯的偏差。

Comparing Jurerê Leste and Jurerê Oeste

比較中JurerêLeste和JurerêOeste

Comparing the two neighborhoods side by side, you can understand the influence of each bias (glamour or housing), but also the influence of the idea of a tourist destination. With almost the same quantities of restaurants and cafés, we can see also some of the services needed that can be verified in one, but not in the other. The prior completion of the analysis shows a special need for laundry and lottery. Even Jurerê Leste showing a lack of markets or pharmacies is natural that people who live in one neighborhood move a few kilometers to see their needs achieved.

並排比較兩個社群，您可以瞭解每種偏見(魅力或住房)的影響，還可以瞭解旅遊目的地概念的影響。 在餐館和咖啡廳數量幾乎相同的情況下，我們還可以看到一些需要驗證的服務，但可以在另一箇中進行驗證。 先前完成的分析表明對洗衣和彩票的特殊需求。 即使JurerêLeste表現出缺乏市場或藥房，也很自然，住在一個社群的人們走了幾公里就能看到自己的需求。

Canasvieiras

卡納斯維埃拉斯

Canasvieiras is known as one of the most popular tourist destinations — especially for Argentinian and Uruguayan tourists. This place, with apparently more options, shows the same pattern: a lot of restaurants, but with some lack of other options. The proximity with Cachoeira do Bom Jesus can be, for both places, a good complement.

卡納斯維埃拉斯被譽為最受歡迎的旅遊目的地之一，尤其是阿根廷和烏拉圭遊客。 這個地方顯然有更多選擇，它顯示出相同的模式：很多餐館，但缺少其他選擇。 與Cachoeira do Bom Jesus的距離在兩個地方都可以很好地補充。

Cachoeira do Bom Jesus

Cachoeira do Bom Jesus

Cachoeira do Bom Jesus is known by almost two avenues with business and lots of houses. This, as we could imagine, reflects in a lack of different businesses. Again, the restaurants are the “star” of the neighborhood. A technological park (“Sapiens Park”) with more than 2 thousand workers affects also the crowds of restaurants: as everyone needs a place for lunch, is natural that business people decide to open restaurants.

Cachoeira do Bom耶穌以將近兩種營業方式和房屋而聞名。 正如我們可以想象的那樣，這反映出缺乏不同的業務。 同樣，餐廳是附近的“明星”。 擁有2000多名工人的技術園區(“智人園”)也影響著餐館的人群：由於每個人都需要一個吃飯的地方，因此商務人士決定開餐館是很自然的事。

Comparing Canasvieiras and Cachoeira do Bom Jesus

比較Canasvieiras和Cachoeira do Bom Jesus

Canasvieiras being a more “central” neighborhood shows more options. Cachoeira do Bom Jesus, the next neighborhood, have fewer options but, as the comparison with Jurerê Leste-Jurerê Oeste, can take some advantages of the proximity. By the way, the proximity is one of the factors that complement both neighborhoods: only three kinds of venues are shared between them.

Canasvieiras作為一個“中心”社群顯示了更多選擇。 下一個街區的卡喬埃拉·杜邦·耶穌(Cachoeira do Bom Jesus)具有較少的選擇，但是，與JurerêLeste-JurerêOeste進行比較，可以利用鄰近的優勢。 順便說一下，鄰近性是對兩個鄰域進行補充的因素之一：它們之間僅共享三種場所。

Ponta das Canas

蓬塔達斯卡納斯

Ponta das Canas shows only one kind of venue: fitness. As a continuity of the neighborhood of Cachoeira do Bom Jesus, Ponta das Canas don’t have a huge portion of territory, which could explain the lack of venues.

Ponta das Canas僅顯示一種場所：健身。 作為Cachoeira do Bom Jesus社群的延續，蓬塔斯卡納斯省(Ponta das Canas)的地盤並不佔很大比例，這可以解釋場地的缺乏。

Comparing Ponta das Canas with Cachoeira do Bom Jesus

比較蓬塔達斯卡納斯和卡喬埃拉做邦耶穌

Both residential and small neighborhoods, Ponta das Canas and Cachoeira do Bom Jesus present a lack of businesses. It could show a dependency of Canasvieiras for some needs.

蓬塔達斯卡納斯(Ponta das Canas)和卡喬埃拉·杜邦·耶穌(Cachoeira do Bom Jesus)住宅區和小型社群都缺乏業務。 它可能表明Canasvieiras對某些需求有依賴性。

Comparing all neighborhoods

比較所有街區

Even with a clear tendency to restaurants in practically all neighbors, is right to say that some of the other services could be difficult to find in a short distance. Some of them seem even unique in all areas. This shows a decisive necessity of new business, especially for those who actually live in these neighborhoods.

即使幾乎所有鄰居都有明顯的餐館傾向，也可以說在短距離內很難找到其他一些服務。 其中一些似乎在所有領域都獨一無二。 這表明了新業務的決定性必要性，特別是對於那些實際居住在這些社群中的人。

Conclusion

結論

About the business opportunities and needs in Florianópolis — North Shore

關於弗洛里亞諾波利斯的商機和需求—北岸

Based on the analyzed data, we can conclude:

根據分析的資料，我們可以得出以下結論：

Ponta das Canas, even being a very small neighborhood, needs many more businesses. We could only find a gym. Basic needs as markets, grocery store, pharmacies, and bakeries can be a good option in this neighborhood.

蓬塔達斯卡納斯橋，即使是一個很小的社群，也需要更多的業務。 我們只能找到一個健身房。 市場，雜貨店，藥房和麵包店等基本需求可能是該社群的不錯選擇。

Enough with restaurants and bars! We know that restaurants in a place that are a tourist destination (and also have big technology companies nearby) is an obvious choice — but that is saturated already.

足夠餐廳和酒吧！ 我們知道，在旅遊勝地(附近也有大型科技公司)的地方的餐館是顯而易見的選擇-但這已經飽和。

Bakeries are in a good number in the neighborhoods. But since Cachoeira do Bom Jesus just have one and Ponta das Canas have none, could be a great opportunity to open a bakery in Ponta das Canas. It would be accessible also to people who live in Cachoeira do Bom Jesus.

麵包店在附近很多。 但是由於卡喬埃拉·杜邦耶穌只有一個，而蓬塔·達斯卡納斯都沒有，所以這可能是在蓬塔·達斯卡納斯開一家麵包店的絕佳機會。 生活在卡喬埃拉·杜邦·耶穌的人們也將可以使用該服務。

The category “Café/Snacks” is highly represented in Jurerê (both Leste and Oeste) and Canasvieiras. Even knowing that the distance from Canasvieiras to Cachoeira do Bom Jesus and Ponta das Canas are not so big, a coffee shop in those neighborhoods can represent an interesting business project.

“咖啡館/小吃”類別在Jurerê(Leste和Oeste)和Canasvieiras中得到很高的代表。 即使知道從Canasvieiras到Cachoeira do Bom Jesus和Ponta das Canas的距離並不大，在那些社群中的咖啡店也可以代表一個有趣的商業專案。

The options of entertainment are poor, especially if you are thinking about a family, but the beautiful beaches are the big stars of those neighborhoods, so can be risky to invest in this kind of venue.

娛樂選擇不多，特別是如果您正在考慮一家人的時候，但是美麗的海灘是這些街區的明星，因此在這種場所投資可能會有風險。

Gyms and fitness centers are accessible in Jurerê Leste and Oeste, as in Ponta das Canas. Canasvieiras and Cachoeira do Bom Jesus are served for their neighbors, but a fitness center in the “central” part of Canasvieiras can be a good match!

如在蓬塔達斯卡納斯一樣，在於勒勒萊斯特(JurerêLeste)和厄斯特(Oeste)，也設有健身房。 Canasvieiras和Cachoeira do Bom Jesus為他們的鄰居服務，但是Canasvieiras的“中心”部分的健身中心可能是一個不錯的選擇！

As we already told, lotteries in Brazil represent more than just gamble. His meaning for the community, that can do easily some bank action in the lottery spaces, represents that they are very utile. Since we have just one lottery in Canasvieiras, this can be one of the best business opportunities.

正如我們已經說過的，巴西的彩票不僅僅是賭博。 他對社群的意義可以很容易地在彩票空間中進行一些銀行操作，這表示他們很有用。 由於我們在Canasvieiras只有一張彩票，因此這可能是最好的商機之一。

The region of Jurerê Leste and Jurerê Oeste just have two businesses in the “market” category. It’s approximately 2,58 km² (27.750.257,61 ft²) with just two markets. It’s a good opportunity.

JurerêLeste和JurerêOeste地區僅在“市場”類別中有兩家。 大約有兩個市場，面積約為2,58平方公里(27.750.257,61平方英尺)。 這是一個很好的機會。

Nightclubs and lounge spaces are closing in the wintertime. We have only two options: one in Canasvieiras and one in Jurerê Oeste. Since this can be a risky business to open all year, it would need more data to understand if it is a good opportunity.

冬季，夜總會和休息室關閉。 我們只有兩個選擇：一個在Canasvieiras，一個在JurerêOeste。 由於這可能是一個全年營業的冒險業務，因此需要更多資料來了解這是否是一個很好的機會。

Pet shops are also scarce: with one in Cachoeira do Bom Jesus and another in Jurerê Leste, we can imagine that this “central points” could be a good place to meet the demand. But is still a good opportunity for more research and plan a new business.

寵物商店也很稀少：在Cachoeira do Bom Jesus的一家商店和在JurerêLeste的另一家商店，我們可以想象到，這個“中心點”可能是滿足需求的好地方。 但是，這仍然是進行更多研究和計劃新業務的好機會。

Pharmacies are one of those businesses that everyone someday will need to reach. In Brazil, only pharmacies can sell medicine. So, having just two (one in Canasvieiras and one in Jurerê Leste) show a lack. It can be a good business opportunity — even needing a pharmacist to open one.

藥房是每一天每個人都需要達到的業務之一。 在巴西，只有藥店可以出售藥品。 因此，只有兩個人(一個在Canasvieiras中，一個在JurerêLeste中)表明缺乏。 這可能是一個很好的商機-甚至需要藥劑師來開啟。

Stores can fill the necessities of everyone and make life easier for anyone who lives in the North Shore of Florianópolis. But we only could find three (two in Canasvieiras and one in Jurerê Oeste). Just this topic can be the origin of another big analysis, but shows a need for new stores and also a great business opportunity.

商店可以滿足每個人的生活必需品，並使住在弗洛里亞諾波利斯北岸的人們的生活更輕鬆。 但是我們只能找到三個(在Canasvieiras中兩個，在JurerêOeste中一個)。 只是這個主題可能是另一項重大分析的起源，但表明了對新門店的需求以及巨大的商機。

About the study

關於研究

The choice in the methodology field was right. The data could assist with ideas for new business, even the analysis was not profound. But Foursquare data does not seem trustworthy. Analyzing the data, was clear the uncertainty about the accuracy of the information. Living in one of those neighborhoods, I could remember more business than Foursquare could give me. It’s not a bad idea to see the Foursquare data (since they are available for free). If I was hired for this analysis, I would try other APIs and resources to give me more information.

方法論領域的選擇是正確的。 資料可以幫助您開展新業務，即使分析不夠深入。 但是Foursquare資料似乎並不可信。 分析資料，很清楚資訊準確性的不確定性。 生活在這些街區之一中，我想起的生意比Foursquare給我的還多。 檢視Foursquare資料不是一個壞主意(因為它們是免費提供的)。 如果我被僱用從事此分析，我將嘗試其他API和資源來為我提供更多資訊。

Interested in the Notebook?

對筆記本感興趣？

Access in my GitHub!

在我的GitHub上訪問！