Data product
Market Terrain
CFO Market Overview Dashboard — Power BI + Dataset (2022–2023, v1.0)
A ready-to-use Power BI dashboard built on U.S. county-level economic benchmarks. Four analytic lenses covering market size, labor costs, productivity, and operating risk — by county and NAICS sector. No data engineering required.
What this is and why it exists
Building a market benchmarking view from raw government data takes weeks: sourcing ABS and QCEW files, aligning FIPS codes and NAICS sectors across years, computing derived metrics, and getting it all into something a CFO can actually use. Market Terrain does that work upfront.
The dashboard ships as a .pbix file in Import mode. Open it in Power BI Desktop,
connect to your own data if needed, or use it as-is with the included dataset. No cloud credentials,
no BigQuery account, no setup beyond Power BI.
What's included
- Power BI
.pbixfile — four dashboard pages, ready to open - 16 pre-built DAX measures covering revenue, labor, productivity, and risk
- Integrated ABS and QCEW dataset at county × NAICS-2 × year grain
- 2022 and 2023 data for all U.S. counties with available coverage
- State-level benchmarks and within-state rankings built in
- Markdown documentation covering the data model and measure definitions
The four dashboard pages
Each page is filtered by year, state, and sector using a shared slicer rail. KPI cards summarize the selection; maps and charts show the distribution across counties.
Market Size & Revenue
Total receipts, firm counts, receipts per firm, and firm density by county. A filled map shows revenue concentration geographically; bar charts break it down by sector.
Labor Market & Cost Pressures
Average annual wages, wage delta versus state benchmarks, employees per firm, and total payroll. Identifies where labor is cheap or expensive relative to peer counties.
Productivity
Revenue per employee and output efficiency by sector and county. Surfaces markets where labor translates into real economic output versus markets propped up by headcount alone.
Operating Risk
Sector concentration, wage pressure signals, and environmental regulatory exposure by county. Designed for evaluating downside risk in a market before committing.
Data scope and coverage
- Years: 2022 and 2023
- Geography: all U.S. counties by 5-digit FIPS
- Sectors: NAICS 2-digit, including combined codes
- Grain: year × county FIPS × NAICS-2 sector
- ABS metrics: firm counts, employment, payroll, and receipts
- QCEW metrics: employment and average annual wages
- Derived metrics: more than 25 comparison-ready fields
- State benchmarks and within-state rankings included in the model
Intended audience
Best for
- CFOs and strategy teams evaluating market entry or expansion
- Corporate development and site selection teams
- Economic development and regional planning teams
- Analysts who want a working Power BI starting point
Not intended for
- Firm-level or establishment-level analysis
- Time series beyond 2022–2023
- Users needing imputed or smoothed values
- Teams without access to Power BI Desktop
About the underlying data
The benchmark integrates two U.S. government sources: the Census Bureau's Annual Business Survey (ABS) for firm counts, receipts, and payroll, and the Bureau of Labor Statistics Quarterly Census of Employment and Wages (QCEW) for establishment-level employment and wages. Both are joined at the county × NAICS-2 × year grain with no imputation or backfilling. You get the raw signal, pre-aligned and ready to use.
ABS is the correct source for firm counts. QCEW is the correct source for local wage and employment levels. The dashboard uses each for what it measures well and avoids conflating them.
License and updates
License terms are included in the download and available on the Gumroad product page. This is a v1.0 release covering 2022–2023. Future data vintages and dashboard updates will be published as new versions on Gumroad.