Two Ten

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.

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

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

• Retail strategy consulting
• Location intelligence services
• Customer intelligence analytics
• Site selection consulting
• Market development strategy

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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

Core 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

Named customers27 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct 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

• Facebookfacebook.com/TwoTen-Strategy-61568961992224
• LinkedInlinkedin.com/company/twotenstrategy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Two Ten