Market Mapping Tutorial
Step 3 - Create 'Links'
Links created between Roots and Nodes typically represent trading links between
manufacturers and wholesalers or distributors. Similar Links can be created between Nodes. Within
Market Mapping Software V2, the number of links is conditioned
only by the number of Roots and Nodes.
Links are created on a Market Map by 'drag and drop' technique. Simply move the
cursor to the middle of a Root (cursor changes to a line arrow). Now click, and drag into a destination
Node. Note that the cursor must be dragged all the way into the destination Node; dragging it only as
far as the edge is not sufficient. The resulting arrow which connects the two components represents
the Link.
The 'Link' Data Editor
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Data corresponding to each Link is edited within the 'Link' data editor'. To open the 'Link' data
editor, select the required link and then click upon the ‘Data’ button (right) which is located
on the Toolbar.
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The structure and content of the 'Link' data editor will depend upon the type of map being created, but will
typically include:
- From (grey non-editable field): The name of the Root or Node, which represents the ‘start point’ of the Link.
- To (grey non-editable field): The name of the Node, which represents the ‘end point’ of the Link.
- Link / %: The % of ‘start point’ volume or value carried by the Link.
- Link / Volume: The actual volume carried by the Link.
- Link / Start Value (£): The start value carried by the Link, i.e. before value has been added.
- Added Value / fx: The added value function. Select Add, Multiply, Subtract or Divide from the drop-down list box.
- Added Value / Operand: The added value Operand.
- Added Value / To: Determines whether Value is added to the Unit or the Total. If a drop-down list box is displayed,
then select as appropriate.
- Unit Value (£) (grey calculated field): The unit value carried by the Link at the ‘end point’, i.e. after value has been added.
- Total Value (£): The total value carried by the Link at the ‘end point’, i.e. after value has been added.
The 'Link Properties' Dialogue
Properties of the Link are changed by means of the 'Link Properties' dialogue. To open the 'Link
Properties' dialogue, select the required Link and click upon the 'Properties' button (shown above)
on the toolbar. Properties such as style, weight, colour etc. can now be changed at will.
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 'SupplyMap' Example
In the 'SupplyMap' example there are nineteen different links amongst the Manufacturers, Channels
and End Users. Each link supports different volumes and mark-ups as shown in table below.
- Create 19 Links amongst Roots and Nodes as shown in the diagram above.
- Add data to the Links from the table below. Note that the 'Link Volume', 'Link Start Value (£)',
'Unit Value (£)' and 'Total Value (£)' fields are calculated fields. Also note that the field entitled
'Added Value To' is not enabled since the operator (fx) is 'multiplied' throughout. (The 'Added Value
To' field is only enabled if the opreator (fx) is 'add(+)' or 'subtract(-)').
- Properties are dealt with in Step 5 below.
- You are now ready to proceed to the next step of the tutorial.
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From
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To
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%
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Volume
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Start Value (£)
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fx
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Operand
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To
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Unit Value (£)
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Total Value (£)
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Bricks Manufacturer A
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Builder A
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10.00
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1,000.00
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100,000.00
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*
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1.00
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100.00
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100,000.00
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Bricks Manufacturer A
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Builder’s Merchant A
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50.00
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5,000.00
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500,000.00
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*
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1.00
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100.00
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500,000.00
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Bricks Manufacturer A
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Builder’s Merchant B
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10.00
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1,000.00
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100,000.00
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*
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1.00
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100.00
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100,000.00
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Bricks Manufacturer A
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Contractor A
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30.00
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3,000.00
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300,000.00
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*
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1.00
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100.00
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300,000.00
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Bricks Manufacturer B
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Builder A
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20.00
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4,000.00
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320,000.00
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*
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1.00
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80.00
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320,000.00
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Bricks Manufacturer B
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Builder B
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20.00
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4,000.00
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320,000.00
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*
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1.00
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80.00
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320,000.00
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Bricks Manufacturer B
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Builder’s Merchant B
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40.00
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8,000.00
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640,000.00
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*
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1.00
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80.00
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640,000.00
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Bricks Manufacturer B
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Contractor A
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20.00
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4,000.00
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320,000.00
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*
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1.00
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80.00
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320,000.00
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Builder A
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Domestic Buildings
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80.00
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7,720.00
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767,039.90
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*
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2.00
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198.72
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1,534,079.80
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Builder A
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Private Sector Buildings
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20.00
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1,930.00
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191,759.98
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*
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2.00
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198.72
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383,519.95
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Builder B
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Domestic Buildings
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20.00
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2,420.00
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263,799.84
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*
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3.00
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327.02
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791,399.53
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Builder B
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Private Sector Buildings
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60.00
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7,260.00
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791,399.53
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*
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3.00
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327.02
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2,374,198.60
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Builder B
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Public Sector Buildings
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20.00
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2,420.00
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263,799.84
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*
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2.00
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218.02
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527,599.69
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Builder’s Merchant A
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Builder A
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75.00
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3,750.00
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375,000.00
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*
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1.20
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120.00
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450,000.00
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Builder’s Merchant A
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Domestic Buildings
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25.00
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1,250.00
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125,000.00
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*
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2.00
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200.00
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250,000.00
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Builder’s Merchant B
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Builder A
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10.00
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900.00
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73,999.98
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*
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1.20
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98.67
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88,799.98
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Builder’s Merchant B
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Builder B
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90.00
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8,100.00
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665,999.82
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*
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1.50
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123.33
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998,999.73
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Contractor A
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Private Sector Buildings
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40.00
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2,800.00
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247,999.92
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*
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3.00
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265.71
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743,999.76
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Contractor A
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Public Sector Buildings
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60.00
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4,200.00
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371,999.88
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*
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2.00
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177.14
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743,999.76
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