Commerce 497New Enterprise Development :

Using secondary sources in your business plan

Christina Sylka David Lam LibraryJanuary 31, 2007

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Learning Objectives

Learn where secondary research fits in your business plan

Identify the best resources

Search those resources both on and off campus.

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Key Elements of a Business Plan

1. Business History & Industry Outlook2. Product/ Service3. Market Examination4. Competition5. Marketing Plan 6. Operations7. Executive Summary8. Administration & Management9. Risks10.Financial Information

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Information Categories

Market intelligence. What products compete with my product? How is my product superior or different? What should I charge for my product? Etc.

Competitor intelligence. Who else offers the product/service? What are their financials and ratios?

Consumer intelligence. Current and future demand for the product or service. Who is the customer? How much does he buy? When and how does he decide to purchase? How much will be needed in the future? Where is the largest market located? Etc.

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Use Google and Library Databases

GoogleVisible Web (Surface) Public material Press releases Uncontrolled material Imprecise searching

Library DatabasesInvisible web (Deep)“Gated” material (no free access)Journals, news, specialty dataControlled material Powerful search interfaces

http://www.newshoestoday.com/images-visuals/visual-deep-web-310x210.jpg 01/11/2006

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Be strategic about research

www.library.ubc.ca/lam

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Course Guide: http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=660

Your

guide to

specific

resources

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Industry research

1. Identify your industry, using words and or classifications (NAICS or SIC)

2. Look for industry and market profiles

3. Look for news articles

4. Research your competitors

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Industry Overviews

How do I find the big picture?

Retrieved from http://zebu.uoregon.edu/~soper/ImGalaxies/youarehere.gif Jan 25, 2007

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Industry overviews…. NAICS? SIC?

Numeric industry classifications

NAICS = North American Industry Classification System covers manufacturing, service & emerging industries

SIC = Standard Industrial Classification

In Google, combine your industry/service/product and combine with NAICS

Internet Service Providers NAICS

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Using NAICS for industry wide information

NAICS for Internet Service Providers in Canada is 518111

Search 518111 in Strategis

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Using NAICS for financial information

Performance Plus

On-line financial performance tool

Find industry averages

Compare your company

to its industry

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Using SIC for industry profitabilty

Dun & Bradstreet Canadian Industry Norms & Key Business Ratios

Solvency, profitability & efficiency ratios across industries, classified by SIC

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Industry Overview: Market Research Databases

Global Market

Information

Database

Sector

Performance

Competitive

Environment

Forecasts

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Industry Overview: Market Research Databases

Marketresearch.com Academic

Business Services

Consumer Goods

Demographics

Food & Beverage

Heavy Industry

Life Sciences

Public Sector

Technology & Media

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Industry Overview: Specialized Market Research databases

Forrester► Respected industry

source of data and opinion on information technology and e-business

► Significant market research and forecasting

► Statistics on products, services, companies and industries

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Industry sources for specific industries

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Research your market : Use Google Advanced

Advanced search feature enables more efficient searches

limit by Phrase “educational services” try alternate terms: “language schools” “business

schools” limit to Domain : site:.gov

site:.gc.ca, site:bc.ca

"educational services" market profitability site:gc.ca

limit to file format filetype:.ppt

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Research trends, competitors, growth opportunities, strategies, etc.

How do I find the details?

Retrieved from http://www.velvetartists.com/Burton/magnifying%20glass.jpg Jan. 25, 2007

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Article databasesStrengths:

- Reputable sources

- Variety

- Analysis

- Specific

- Current

Research

-opportunities

- trends

- markets

- consumers

- industries

- competitors

ABI Inform

Business Source Premier

Business & Industry

Canadian Newsstand

Factiva

Lexis Nexis

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Business Source Premier

Search 3,000+ journals

Includes academic, trade, popular magazines, SWOT analyses, industry profiles, and product reviews

Search internet service providers

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ABI Inform

2000+ academic, trade, popular magazines & newspapers.

Search with Canadian Newsstand

Strong subject indexing

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Research your market: Tablebase

Information on companies, industries, products, countries and markets

Covers market share,rankings, forecasts, and production and consumption statistics.

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Research the competition

What can you learn from your competitors?

Retrieved from http://www.answers.uk.com/images/spy-vs-spy.jpg Jan 25, 2007

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Research your competitors

Researching your competitors can give you valuable information about them and about the market and industry:

Identify competitors through Hoovers, Mergent FP AdvisorCanadian Company Capabilities BIV Book of Lists

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Learn from your competitors

Read the

corporate filings

of public

competitors

www.sedar.comAIF, Management

Discussion & Analysis

From Intrawest, MD&A, Sept. 2006

www.sec.gov10-K

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Consumer demographicsWhere do I find out about my customers?

Retrieved From: http://www.biochem.wisc.edu/raines/images/people/cartoon_2006.gif Jan, 25, 2007

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Statistics Canada / BC Stats Census

Best place to find demographics for specific geographic locations-Canada, Metropolitan Centres, regions, First 3 digits of the postal

code (Forward Sortation Area (FSA)), Dissemination Areas (DA), which can be limited to a 6 block area, or a highrise

Details:

income educational attainment

marital status ethnicityfamily occupationage dwellingsreligion

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Census

Census info via Census Profiles via Estat

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Bonus tip: E-Stat : includes access to CANSIM

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FP Markets : Canadian Demographics

FP Markets : Canadian Demographics

David Lam ReferenceHC 111 B8

Canadian city & town profiles

Population estimates,daytime population,income, retail sales,schooling, occupation, household expenditure,marital status, income class, PYSTE categories

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City of Vancouver – Local Area Statistics

Local area governments have local area statistics.

Check out the municipal web site for the area you’re interested in– Vancouver, Richmond, Burnaby…

Vancouver Economic Development - http://www.vancouvereconomic.com/

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Consumer Behaviour

What are my customers like?

Retrieved from http://www.icsc.org/srch/sct/images/9Crowdphoto1.jpg, Jan. 25 2007

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Consumer Behaviour Statistics Canada Electronic Publications

Information on spending patterns, industries, or analytical articles on social trends

Provides access to networked StatsCan serial publications, like -Retail Trade-Canadian Social Trends,-Canadian Economic Observer, -Spending Patterns in Canada, -Market Research Handbook

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Consumer Behaviour Market Research Handbook

Statistics Canada

current and extensive demographic indicators and data on Canadian markets.

In Print in David Lam reference, or online

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Consumer Behaviour

Print Measurement

Bureau – Canadian

Marketresearch.com

Academic – U.S.

Global Market

Information

Database

- International

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Canadian Office of Consumer Affairs

Consumer Trends Report

- analyzes macro-economic trends,

- changing retail markets

- Canadian consumer demographics, assets, income, debt, net worth, and spending habits

- making sense of trends

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Industry Associations: Canadian Restaurant & Food Services Association

Associations

often provide:

-Industry

Profiles

-Statistics

-Directories

-Trend reports, etc.,

- Legislation

- Regulations

- Licensing

- Analysis of consumers/cutomers

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Accessing Library Resources from off-campus

Many of the resources to which the library subscribes are for use by students, faculty and staff only.

Computers that have a UBC network address are automatically allowed access to these resources.

Access off-campus by UBC library cardholders who are is available through the Virtual Private Network (VPN)

http://www.library.ubc.ca/home/proxyinfo/#VPN

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Other things to remember:Cite your sources:

http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=673

Other Good Tools on the Lam Web site:

Business Plans

Industry ResearchIndustry Research for Specific Businesses

David Lam Librarians :

www.library.ubc.ca/lamAmber, Christina, Jan10-4 Monday to Friday