updated data products in readme

Author: acdick

README.md

@@ -20,21 +20,21 @@ These teams can increase overall company effectiveness because they strengthen t
 ## Project Features
 PET CARE INDUSTRY | BUSINESS INTELLIGENCE | BCG GROWTH-SHARE MATRIX | FEATURE ENGINEERING
 
-[View the interactive plot of The BCG Growth-Share Matrix in Plotly...](https://plot.ly/~adam.c.dick/2/growth-share-matrix-of-licensed-dogs-in-new-york-by-neighborhood/)
+[View the interactive chart of The BCG Growth-Share Matrix in Plotly...](https://plot.ly/~adam.c.dick/2/growth-share-matrix-of-licensed-dogs-in-new-york-by-neighborhood/)
 
 <p align="center">
   <img src="/img/01_Growth_Share_Matrix_of_Licensed_Dogs.jpeg" title="BCG Growth-Share Matrix">
 </p>
 
 - [x] **The BCG Matrix**<br>
 Data-driven visualization of the pet care industry in New York City based on constituent growth rates and market share, creating four quadrants called Dogs, Question Marks, Stars and Cash Cows.
-- [x] **Dogs**<br>
+- [x] **The BCG Matrix: Dogs**<br>
 Low-growth, low-share markets that typically struggle to break-even. The conventional wisdom of analysts is to liquidate business in this area.
-- [x] **Question Marks**<br>
+- [x] **The BCG Matrix: Question Marks**<br>
 High-growth, low-share markets that have both potential and risk. New businesses target this area through a select and divest strategy.
-- [x] **Stars**<br>
+- [x] **The BCG Matrix: Stars**<br>
 Question Marks that have been widely adopted to become market leaders. Continued growth pushes firms to invest due to high competition.
-- [x] **Cash Cows**<br>
+- [x] **The BCG Matrix: Cash Cows**<br>
 Mature markets where entrenched players can maintain their position with minimal investment, allowing them to milk reliable cash flows.
 - [x] **Competitor Concentration**<br>
 Concentration Ratios (CR) and Herfindahl-Hirschman Index (HHI) of the total market share held by the top firms in the industry as well as the geographic density by neighborhood.
@@ -47,7 +47,9 @@ YELP FUSION API | NYC OPEN DATA | REQUESTS
 The American Pet Products Association (APPA) [estimates](https://www.americanpetproducts.org/press_releasedetail.asp?id=191) that the pet care industry will exceed $75 billion in 2019, increasing by 3.9% over the previous year. Consumer spending categories are led by pet food ($32 billion), veterinary care ($19 billion) and supplies & OTC medicine ($16 billion).
 
 **[New York State Department of Health Zip Codes](https://www.health.ny.gov/statistics/cancer/registry/appendix/neighborhoods.htm)**
-* 42 NYC neighborhoods
+* 5 Boroughs
+* 42 Neighborhoods
+* 178 ZIP Codes
 
 **[Yelp Pet Stores and Pet Services](https://www.yelp.com/fusion)**
 * 1,502 unique pet stores and services actively operating in 2019
@@ -97,8 +99,8 @@ PYTHON | PANDAS | SQL | SQLITE3 | JSON | TIME | PLOTLY | SEABORN | MATPLOTLIB |
 </p>
 
 **Concentration Ratios for the Top 8 Neighborhoods in the New York Pet Care Industry**
-* CR4 of top four firms of 30.6%
-* CR8 of top eight firms of 49.9%
+* CR4 of top four neighborhoods of 30.6%
+* CR8 of top eight neighborhoods of 49.9%
 * HHI of 448 out of 10,000 (high competition)
 
 <p align="center">