{ "$schema": "https://json-schema.org/draft/2020-12/schema", "metric": "Share of Map", "abbreviation": "SoM", "version": "1", "published": "2026", "url": "https://shareofmap.com/", "developer": { "name": "Heady", "url": "https://useheady.com/" }, "license": "Published methodology. Free to implement and cite with attribution.", "definition": "Share of Map is a 0 to 100 score for how much of the available demand a business captures across the markets and categories it competes in, adjusted for whether it keeps the customers it wins.", "range": { "min": 0, "max": 100 }, "unit_of_measurement": { "name": "cell", "definition": "One product category in one local market. A single line in a single metro. A format in one trade area.", "note": "Cells are weighted by demand and strategic value before roll-up." }, "formula": { "plain_text": "Effective Share of Map = min(100, (0.40 * grid_share + 0.35 * longtail_share + 0.25 * capture_rate) * clamp(repeat_rate / category_benchmark, 0.50, 1.25))", "position_score": { "expression": "0.40 * grid_share + 0.35 * longtail_share + 0.25 * capture_rate", "range": { "min": 0, "max": 100 } }, "retention_factor": { "expression": "clamp(repeat_rate / category_benchmark, 0.50, 1.25)", "operation": "multiplies the position score; it is never averaged into it", "floor": 0.5, "cap": 1.25 }, "ceiling": { "value": 100, "note": "Position is already a share of a finite surface, so the result is capped at 100. A retention factor above benchmark closes the distance to the ceiling faster but cannot push a company past it." } }, "pillars": [ { "key": "grid_share", "name": "Grid share", "weight": 0.4, "unit": "percent", "definition": "Share of the visible slots across a geographic grid, on every surface that behaves like a map in the category: the local map pack plus the marketplaces and directories buyers actually browse.", "note": "For companies that sell through others, this is presence across the listings that carry them, multiplied by position within those listings." }, { "key": "longtail_share", "name": "Long-tail share", "weight": 0.35, "unit": "percent", "definition": "Share of the full category query universe by market, including brand and product searches and citations in AI answers to questions of the form 'where do I buy X in Y'." }, { "key": "capture_rate", "name": "Capture rate", "weight": 0.25, "unit": "percent", "definition": "Share of detected opportunities where a company reached the top three in that cell within 45 days.", "window_days": 45, "opportunity_types": [ "open cell", "competitor delisting", "new category", "demand spike" ] }, { "key": "retention_factor", "name": "Retention factor", "weight": null, "operation": "multiplier", "unit": "ratio", "definition": "Repeat rate divided by category benchmark, clamped between 0.50 and 1.25.", "rationale": "Repeat purchase is structurally low in some categories and high in others, so the comparison is relative to a category benchmark rather than to 100 percent." } ], "failure_modes": [ { "code": "no_listing", "name": "No listing", "definition": "The cell does not exist for the company. Not in the index for that category in that trade area.", "fix": "Create the listing or the localized page", "relative_cost": "lowest", "payback": "days to weeks" }, { "code": "thin_listing", "name": "Thin listing", "definition": "Present but incomplete: missing categories, hours, attributes, product feed or images.", "fix": "Complete the record and keep it fed", "relative_cost": "low", "payback": "weeks" }, { "code": "no_content", "name": "No content", "definition": "Nothing on the site resolves the intent behind the query.", "fix": "A page that answers the question", "relative_cost": "medium", "payback": "one to two quarters" }, { "code": "no_reviews", "name": "No reviews", "definition": "Present in the cell but losing the click on social proof.", "fix": "A review system rather than a review campaign", "relative_cost": "medium, ongoing", "payback": "compounds" }, { "code": "absent_from_browse", "name": "Absent from browse", "definition": "Ranking for the search but absent from the marketplaces and directories buyers browse.", "fix": "Distribution, feeds and placement", "relative_cost": "varies by surface", "payback": "immediate on placement" }, { "code": "no_repeat_purchase", "name": "No repeat purchase", "definition": "The cell is won and the customer is lost. Position is real and rented.", "fix": "Retention systems: lifecycle, loyalty, reorder", "relative_cost": "highest to build", "payback": "largest, and it multiplies" } ], "worked_example": { "note": "Illustrative. Six locations, three metros, twelve categories, roughly 1,000 cells.", "inputs": { "grid_share": 38, "longtail_share": 24, "capture_rate": 61, "repeat_rate": 22, "category_benchmark": 26 }, "steps": { "weighted_grid": 15.2, "weighted_longtail": 8.4, "weighted_capture": 15.3 }, "position_score": 38.9, "retention_factor": 0.85, "effective_share_of_map": 33, "upside_at_benchmark": "+6 points with no new visibility work" }, "data_sources": { "first_party": [ "analytics", "search console", "point of sale", "CRM" ], "external": [ "search visibility data", "competitive listing data", "marketplace and directory presence", "AI answer citations" ] }, "interpretation_bands": { "note": "Interpretive only. Not part of the formula.", "bands": [ { "range": "0-20", "label": "Renting" }, { "range": "21-40", "label": "Contested" }, { "range": "41-60", "label": "Holding" }, { "range": "61-80", "label": "Commanding" }, { "range": "81-100", "label": "Saturated" } ] }, "citation": "Share of Map (v1, 2026). Developed by Heady. https://shareofmap.com", "applies_to": "Any business that sells in more than one place: multiple locations, multiple metros, multiple categories, or a product line carried by other retailers. Vertical-neutral." }