John GilbertJohn GilbertAddOptions.org.org

Business Information Business Information on the Interneton the Internet

How to FindHow to Find

Where is the Life we have lost in living?Where is the Life we have lost in living?

Where is the wisdom we have lost in Where is the wisdom we have lost in knowledge?knowledge?

Where is the knowledge we have lost in Where is the knowledge we have lost in information?information?

T. S. EliotT. S. Eliot

The Rock (1934)The Rock (1934)

ImportanceImportance

Market Research reduces Market Research reduces RISKRISK by by increasing the amount of increasing the amount of KNOWLEDGEKNOWLEDGE about about

Industry Industry ProductsProducts CompetitionCompetition Customers Customers

Links on AddOptions.orgLinks on AddOptions.org

Targeted GoalsTargeted Goals

Tell me how you Tell me how you measure me, and I measure me, and I will tell you how I will tell you how I will behave. If you will behave. If you measure me in an measure me in an illogical way....do illogical way....do not complain about not complain about illogical behavior. illogical behavior.

~ Eliyahu M Goldratt~ Eliyahu M Goldratt

Gmail Gmail Google ToolbarGoogle Toolbar

BookmarksBookmarks Spell Check Spell Check

Google TrendsGoogle Trends Google News AlertsGoogle News Alerts

Docs & Docs & SpreadsheetsSpreadsheets

Google ScholarGoogle Scholar Google PatentsGoogle Patents Google SketchUpGoogle SketchUp Google VoiceGoogle Voice Google AnalyticsGoogle Analytics

Search Helps

Boolean Operators AND NOT OR

Symbols “quotes”

Spelling

Twitter Current events Networking

TweetDeck Keyword tracking

Research ProcessResearch Process

Create a Research JournalCreate a Research Journal What are you looking for?What are you looking for? What did you find?What did you find? Where did you find it?Where did you find it?

Google DocsGoogle Docs

Types of ResearchTypes of Research

TechnicalTechnical MarketMarket FinancialFinancial Human ResourceHuman Resource

TechnicalTechnical

The product/service of a business

Industry AssociationsIndustry Associations Trade ShowsTrade Shows DesignersDesigners ManufacturersManufacturers NewLaunches.com WolframAlpha.comWolframAlpha.com

Intellectual Property

IP Handbook Patents

Google Patent US Patent and Trademark Office Free Patents Online

Copyrights Library of Congress – Copyright.gov

MarketingMarketingThe management process The management process

responsible for responsible for identifying, anticipating and satisfying identifying, anticipating and satisfying

customer requirements profitably.customer requirements profitably.(U.K. Institute of Marketing)(U.K. Institute of Marketing)

Entrepreneurship 101Entrepreneurship 101

Question # 1Question # 1 Do I have clients and who are they?Do I have clients and who are they?

Question # 2Question # 2 How do our clients find us?How do our clients find us?

Question # 3Question # 3 What does it take to make money from What does it take to make money from

these clients?these clients?

Customer InformationCustomer Information

GeographicGeographic DemographicDemographic PsychographicPsychographic

What is the greatest predictive What is the greatest predictive DemographicDemographic factor? factor?

Finding People

LinkedIn.com Jigsaw.com UtahsRight.com Tineye.com Facebook.com

Information AnywhereInformation Anywhere

Finding Industry InformationFinding Industry Information SWOTSWOT

WebsiteWebsite Domain NameDomain Name

Naming Name suggestions 10 Questions to ask when Naming a 10 Questions to ask when Naming a

product product

There are three levels of a product

1. Product or Service – What it is.

2. Features – What it has.

3. The Benefits – What does it do for my customer. Product

Features

Benefits

Product/Service VisionProduct/Service Vision

What are we selling?What are we selling?

Pricing

eBay.com Completed listings

Competitor pricing

Crossing the Chasm

2 1/2%Innovators

13 1/2%Early

adopters

34%Early

majority

34%Late

majority

16%Laggards

Time of adoption innovations

The Chasm

AwarenessI’ve heard of you

FamiliarityI know who you are

ImageI know what you stand for

InclinationI’ll look for you

TrialShow me what you can do

ReinforcementDid I make the right decision

SatisfactionI like you

ReferralI’ll tell my friends to try you

Product Performance now counts!

LoyaltyI’ll buy your product first

TheConsumer Thought Process:

Marketing News August 4, 1997

Product ConceptProduct Concept

LowLow HighHigh

HighHigh

LowLow

Affective Involvement

Cog

niti

ve I

nvol

vem

ent

CarCar

ShampooShampoo

SkinSkin LotionLotion

CollegeCollege

VideoVideo CameraCamera

MotorMotor OilOil

LaundryLaundry DetergentDetergent

PaperPaper TowelsTowels

GreetingGreeting CardCard

PizzaPizza

BreadBread

Emotion

Th

ou

gh

t

Primary Market Primary Market ResearchResearch

Marketing CampaignsMarketing Campaigns Email Marketing TrackingEmail Marketing Tracking Promotion CodesPromotion Codes

Flyers, Coupons, MailingsFlyers, Coupons, Mailings

Customer InformationCustomer Information SalesSales Q ScoreQ Score

Marketing Evaluations, Inc

SurveysSurveys

MethodsMethods In PersonIn Person WebsiteWebsite

QualitativeQualitative WordsWords SubjectiveSubjective

QuantitativeQuantitative NumbersNumbers

How many Surveys must you How many Surveys must you do?do?

LandmarkLandmark Benchmark Benchmark

Online Survey CompaniesOnline Survey Companies

ZapSurvey SurveyMonkey Qualtrics

Google FormsGoogle Forms

Secondary Market Secondary Market ResearchResearch

DatabasesDatabases White PapersWhite Papers Press ReleasesPress Releases WebsitesWebsites Competitive Competitive

IntelligenceIntelligence Government Government

AgenciesAgencies Consumer GroupsConsumer Groups

LibraryLibrary trade journals and trade journals and

periodicalsperiodicals published papers - published papers -

research studiesresearch studies Company Company

InformationInformation NewslettersNewsletters Trade PublicationsTrade Publications

DatabasesDatabases

SBDCNet James J Hill Research Library Scarborough Research Dun & Bradstreet

Zapdata.com Manta.com Hoovers.com

Financial ResearchFinancial Research

Start-up ExpensesStart-up Expenses Equipment PurchasingEquipment Purchasing Initial MarketingInitial Marketing

Operating ExpensesOperating Expenses RentsRents UtilitiesUtilities BudgetsBudgets

HR ResearchHR Research

Who is doing the work?Who is doing the work? What will they be paid?What will they be paid? Benefits offered?Benefits offered? Utah Employment Info

Sources of Business Sources of Business InformationInformation

1.1. GovernmentGovernment2.2. AcademicsAcademics3.3. EntrepreneursEntrepreneurs4.4. Marketing / MediaMarketing / Media5.5. CustomersCustomers

Beware of Source BiasBeware of Source BiasExampleJames Croft Video

Industrial ClassificationsIndustrial Classifications SICSIC

Standard Industrial ClassificationStandard Industrial Classification Browse or search SIC codes

NAICSNAICS North American Industrial Classification SystemNorth American Industrial Classification System

International Classification SystemsInternational Classification Systems The United Nations Statistical DivisionThe United Nations Statistical Division International Standard Industrial Classification International Standard Industrial Classification

(ISIC)(ISIC) EU Classification System (NACE)EU Classification System (NACE) Global Industry Classification Standard (GICS)Global Industry Classification Standard (GICS)

GovernmentGovernment

Utah.gov Business InformationBusiness Information

Firm Find Firm Find Pioneer Online Doing Business in Utah Workbook

USA.gov SEC EDGAR corporate financial report corporate financial report

filings filings Publicly traded software companies in Utah.

AcademicsAcademics

LibrariesLibraries UVU library Pioneer Online Library of Congress Rensselaer at Hartford University

University PublicationsUniversity Publications Harvard Business ReviewHarvard Business Review BYU – Marriott MagazineBYU – Marriott Magazine

Shopping Online

Demographic Demographic InformationInformation

Melissa Data

Real Estate SourcesReal Estate Sources Coldwell Banker OnBoard, LLC homefair

Utah County Salt Lake County

Demographics

Nation Master / / State Master

US Census BureauUS Census Bureau

Census.gov American Factfinder QuickFacts County Business Patterns Economic Census American Community Survey Statistical Abstract of the US

Internet Competitive Internet Competitive IntelligenceIntelligence

Track your business and your Track your business and your competitorscompetitors

Google Toolbar toolbar.google.comtoolbar.google.com

Alexa Toolbar download.alexa.comdownload.alexa.com

Manta Jigsaw.com: contacts and company infoJigsaw.com: contacts and company info Nameboy

Use this service for web domain info

Competition ProfileCompetition Profile

DescriptionDescription NumberNumber SizeSize Strengths & WeaknessesStrengths & Weaknesses

Comparison with Proposed VentureComparison with Proposed Venture

Industry Information & Industry Information & AnalysisAnalysis

Valuation Resources White papersWhite papers

Business White Papers

Special Interest OrganizationsSpecial Interest Organizations U.S. Religious Landscape Survey

Market Research Firms Market Research Firms

Harris Interactive NewslettersNewsletters

Gallup Polls FindArticles

Look for research abstracts.Look for research abstracts. Beware of stringers.Beware of stringers.

International Market International Market AnalysisAnalysis

Translation tools CIA World Fact book Search Engine Colossus

Marketing / MediaMarketing / Media

NewslettersNewsletters TelevisionTelevision

KSL NewspapersNewspapers

Deseret News Business MagazinesBusiness Magazines

Business Connect

Other resources at Other resources at AddOptions.org

Online PROnline PR

News is ContentNews is Content Using the News to get your message Using the News to get your message

out.out. Online Press ReleasesOnline Press Releases

UtahNewsSource.com PRWeb.comPRWeb.com

Have a Good Newsworthy pitch.Have a Good Newsworthy pitch.

Where Am I Going?

E-Commerce Development E-Commerce Development FlowchartFlowchart

Optimized Website

Marketing 7 C’s

ContextContent

CommunityCustomization

CommunicationConnectionCommerce

Hosting Company

MultipleDomain Names

Company Name& Trademarks

Productand/or

Service

Payment Gateway

Supply System

Merchant Account

BusinessBank Account

Tax ID #

Articles of Incorporation

Management Team

Financial Accounting

Programming & Design

Market Research

Shopping Cart

Business Plan

Government

Where Do I Start?What Have I Got?

Viral MarketingViral Marketing

If you dig straight through the earth, where will you come out at?

They're Taking The Hobbits To Isengard

Will It Blend? Will It Blend?