Two Ten
TwoTen Strategy is a private, founder-led boutique consultancy providing customer intelligence, location intelligence, and growth strategy services to retailers, hospitality brands, real estate developers, and investors, delivered through a four-phase Expansion Lifecycle methodology.
- Company typePrivate
- Founded2018
- HeadquartersBoise, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Two Ten does
TwoTen Strategy is a private, founder-led boutique consulting firm founded in 2018 by JJ Perino, a former Nike strategy and retail executive. The firm provides customer intelligence, location intelligence, and growth strategy services to retailers, hospitality and service concepts, real estate developers, and investors. Its core methodology is a four-phase Expansion Lifecycle (Listen, Locate, Launch, Learn) that combines client first-party data with external intelligence and behavioral signals to produce transparent, brand-specific analytical deliverables, including Target Customer Profiles, Site Scoring Models, White Space Analyses, Market Development Plans, and Site Evaluations. TwoTen's stated differentiators are bespoke (never off-the-shelf) work, full transparency of inputs and calculations, and decision-ready outputs designed for board-level execution rather than consulting decoration.
The firm is led by a small senior team: Founder and President JJ Perino (Idaho), Partner Ben Witten (Fort Worth, joined 2025, previously Head of Real Estate at Placer.ai and seven years at Trademark Property Company), and Intelligence Production lead Justin Apuan (joined 2023). TwoTen has no institutional investors, parent company, or disclosed funding and operates with a direct, consultative sales motion targeting enterprise and mid-market clients in the United States. Its client roster spans approximately 25 named brands, including Adidas, Walgreens, Bloomingdale's, Ray-Ban, Hershey, Sunglass Hut, Vuori, Everlane, M2G Ventures, Majestic Realty, and several multi-unit hospitality concepts.
TwoTen generates revenue through professional services engagements with quote-based, custom pricing and no disclosed subscription or productized offering. Distribution is direct and expert-led, with no self-serve channel or marketplace presence, and the firm relies on its website (twotenstrategy.com) for primary demand generation. No APIs, software products, AI/ML capabilities, or international operations are disclosed in the source material.
Two Ten firmographics
Firmographics- Name
- Two Ten
- Website
- https://twotenstrategy.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TwoTen Strategy is a private, founder-led boutique consultancy providing customer intelligence, location intelligence, and growth strategy services to retailers, hospitality brands, real estate developers, and investors, delivered through a four-phase Expansion Lifecycle methodology.
- Ownership category
- akta.pro rank
Two Ten industry classification
Industry- Product category
- Retail Strategy Consulting
- NAICS
- Management Consulting Services (54161), Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Strategy & Corporate Development Consulting (BPAHACAA)
- akta.pro secondary industry
- Corporate Strategy Advisory (BPAHADAA)
Keywords
Where Two Ten is headquartered
LocationHeadquarters
- HQ city
- Boise
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Two Ten business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Professional Services - Advisory and Analytics: Bespoke consulting engagements delivering customer intelligence, location intelligence, growth strategy, and site evaluation services. Engagements are tailored to client needs with deliverables designed for board support and operational execution.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels1 record
Two Ten product offering
Product offeringCore offering
TwoTen Strategy is a retail and real estate consulting firm that delivers bespoke customer intelligence, location intelligence, and growth strategy services. Using a proprietary Expansion Lifecycle methodology (Listen, Locate, Launch, Learn), the firm combines client first-party data, external intelligence, and behavioral signals to produce decision-ready deliverables such as Target Customer Profiles, White Space Analyses, Site Scoring Models, Market Development Plans, and Site Evaluations for retailers, hospitality brands, developers, and investors.
Product overview
TwoTen Strategy is a retail strategy and marketplace intelligence consultancy that operates as a unified platform combining data science, customer research, and real estate expertise. The core offering consists of six interconnected services: Customer Intelligence, Growth Strategy, Site Scoring Model, White Space Analysis, Market Development Plan, and Site Evaluation. These services are delivered through a four-phase Expansion Lifecycle methodology (Listen, Locate, Launch, Learn) that provides clients with decision-ready intelligence for location selection and expansion planning. The company serves four industry verticals—Retail, Hospitality & Services, Real Estate & Development, and Investors—offering tailored analytical deliverables including Target Customer Profiles, Fleet Analysis, Competitive Analysis, and Market Impact assessments. The approach emphasizes transparency, showing all inputs, assumptions, and calculations to build client trust with their first-party data.
Differentiator
Problem solved
Functional benefit
Products and services
- Customer Intelligence A bespoke analytical service that uses client first-party data and external signals to build actionable Target Customer Profiles and quantify customer behavior and lifetime value for retailers, hospitality brands, developers, and investors.
- Location Intelligence An analysis service that evaluates market-level performance drivers and pinpoints the geographies where a brand is most likely to succeed, supporting site selection and expansion decisions.
- Growth Strategy Strategic planning engagement that converts expansion goals into clear, prioritized, board-ready plans grounded in customer, market, and location data.
- Site Scoring Model A transparent, brand-specific scoring model that ranks any potential site against the performance-driving factors unique to a brand, enabling data-driven location decisions.
- White Space Analysis Analysis that identifies the gap between a business's current footprint and its true potential, mapped to its specific business and customer data to surface untapped expansion markets.
- Market Development Plan Market-by-market build-out strategy sequenced to demand and tuned against cannibalization, providing a phased expansion roadmap.
- Site Evaluation A deep, rigorous analysis of a specific location providing decision-ready recommendations suitable for real estate committee review.
- Merchandise Strategy Real estate service for owner-developers to evaluate prospective categories and tenants and determine fit with their project and target customer.
- Tenant Targeting Real estate service that demonstrates market fit to prospective tenants using customer and location performance data.
- Market Intelligence
Companies that use Two Ten
Customer profileNamed customers27 records
Segments4 records
Ideal customer profiles5 records
Two Ten technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Two Ten partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Two Ten competitors and assessment
Company assessmentDirect peers
- PiinPoint: PiinPoint provides location analytics and site selection software for multi-unit retail and restaurant operators. It competes with TwoTen in white space identification and market development planning for consumer brands.
- Customer Growth Partners: Customer Growth Partners is a retail strategy consultancy focused on growth, expansion, and customer analysis for major U.S. retailers. Its bespoke customer and growth strategy work parallels TwoTen's Customer Intelligence and Growth Strategy practices.
- Buxton: Buxton provides customer intelligence, site scoring, and white space analytics for retail and restaurant chains. It is the most direct competitor to TwoTen's Expansion Lifecycle offering, with overlapping products around Target Customer Profiles and trade area analysis.
- Barrington Consulting Group: Barrington Consulting Group provides retail real estate and site selection consulting for major brands. It competes with TwoTen on enterprise site evaluation, market planning, and expansion strategy engagements.
- Kalibrate (formerly SiteZeus): Kalibrate offers location intelligence and predictive site selection for retail and restaurant brands. Its white space, cannibalization, and site scoring capabilities directly overlap TwoTen's Location Intelligence and Market Development Plan services.
Emerging players
- Placer.ai: Placer.ai is a leading foot-traffic and location intelligence platform used by retailers, REITs, and PE firms. It overlaps TwoTen's data foundation and increasingly bundles analytics that compete with parts of TwoTen's site scoring offering; TwoTen's new Partner Ben Witten previously led Real Estate at Placer.ai.
Broad incumbents
- Green Street Advisors: Green Street is a leading real estate research and advisory firm for retail and commercial REITs. It overlaps TwoTen's Real Estate & Development and Investors segments with commercial real estate intelligence and advisory services.
- Esri (Business Analyst): Esri is the dominant GIS platform whose Business Analyst product underpins much of the retail site selection industry. It is a broad incumbent alternative to TwoTen's bespoke location intelligence and site scoring work.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Two Ten social profiles
Digital presenceTwo Ten financial estimates
Financial estimateRevenue estimate
Valuation estimate
Two Ten leadership team
Management profileNumber of profiles
Profiles3 records
Two Ten funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Two Ten M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Two Ten
What does Two Ten do?
TwoTen Strategy is a retail and real estate consulting firm that delivers bespoke customer intelligence, location intelligence, and growth strategy services. Using a proprietary Expansion Lifecycle methodology (Listen, Locate, Launch, Learn), the firm combines client first-party data, external intelligence, and behavioral signals to produce decision-ready deliverables such as Target Customer Profiles, White Space Analyses, Site Scoring Models, Market Development Plans, and Site Evaluations for retailers, hospitality brands, developers, and investors.
Is Two Ten a public or private company?
Two Ten is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Two Ten founded?
Two Ten was founded in 2018. It employs 1 to 10 people.
Where is Two Ten based?
Two Ten is headquartered in Boise, United States, in the North America region.
How does Two Ten make money?
One revenue line is on record: professional Services - Advisory and Analytics.
Who are Two Ten's main competitors?
Direct peers on record are PiinPoint, Customer Growth Partners, Buxton, Barrington Consulting Group and Kalibrate (formerly SiteZeus). Placer.ai is listed as an emerging player. Broad incumbents are Green Street Advisors and Esri (Business Analyst).
Does Two Ten have an API?
No public API is recorded for Two Ten.
What industry is Two Ten in?
Two Ten's product category is Retail Strategy Consulting. Its primary akta.pro industry code is BPAHACAA, Strategy & Corporate Development Consulting, with a secondary code of BPAHADAA, Corporate Strategy Advisory. Its NAICS code is 54161 and its SIC code is 8742.