Methods and apparatus for evaluating geographic market opportunity are disclosed. Embodiments of the invention provide scaled market index values that indicate relative market opportunity among geographic statistical areas. Data can be gathered from both internal sources and public sources and the data from the two types of sources can merged to create summarized data corresponding to the geographic statistical areas of interest. A linear regression can be used to determine a scoring equation and average revenue per market. The scoring equation takes into account a plurality of market variables. In example embodiments of the invention, a raw market index is calculated for each geographic statistical area using the scoring equation and the average revenue. A scaled market index can be produced for each geographic statistical area using the raw market index.