It looks as though the profiling tools are only available in the Premium and Ultimate editions of Visual Studio 2010.
Is there a reasonable alternative which is free
Good news is that, profiling tools are in the FREE Community edition of Visual Studio 2015 (and of course the Professional and Enterprise editions as well).
ALT + F2
You can download the standalone profiling tools here:
http://www.microsoft.com/en-us/download/details.aspx?id=23205
Follow the instructions here for how to run them via command-line. The guide is for 2008, you just need to replace Visual Studio 9.0 with Visual Studio 10.0 anywhere it is mentioned:
http://codeka.com/blogs/index.php/2009/03/21/got-visual-studio-2008-professional-want