Commerce 497 New Enterprise Development : Using secondary sources in your business plan Christina Sylka David Lam Library January 31, 2007

Learning Objectives Learn where secondary research fits in your business plan Identify the best resources Search those resources both on and off campus.

Learn where secondary research fits in your business plan

Identify the best resources

Search those resources both on and off campus.

Key Elements of a Business Plan Business History & Industry Outlook Product/ Service Market Examination Competition Marketing Plan Operations Executive Summary Administration & Management Risks Financial Information

Business History & Industry Outlook

Product/ Service

Market Examination

Competition

Marketing Plan

Operations

Executive Summary

Administration & Management

Risks

Financial Information

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.

Use Google and Library Databases Google Visible Web (Surface) Public material Press releases Uncontrolled material Imprecise searching Library Databases Invisible web (Deep) “ Gated” material (no free access) Journals, news, specialty data Controlled material Powerful search interfaces http://www.newshoestoday.com/images-visuals/visual-deep-web-310x210.jpg 01/11/2006

Google

Visible Web (Surface)

Public material

Press releases

Uncontrolled material

Imprecise searching

Library Databases

Invisible web (Deep)

“ Gated” material (no free access)

Journals, news, specialty data

Controlled material

Powerful search interfaces

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

Be strategic about research www.library.ubc.ca /lam

www.library.ubc.ca /lam

Course Guide: http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=660 Your guide to specific resources

Your

guide to

specific

resources

Industry research 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

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

Industry Overviews How do I find the big picture? Retrieved from http://zebu.uoregon.edu/~soper/ImGalaxies/youarehere.gif Jan 25, 2007

How do I find the big picture?

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

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

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

Using NAICS for industry wide information NAICS for Internet Service Providers in Canada is 5 18111 Search 518111 in Strategis

NAICS for

Internet Service

Providers in

Canada is

5 18111

Search 518111 in Strategis

Using NAICS for financial information Performance Plus On-line financial performance tool Find industry averages Compare your company to its industry

Performance Plus

On-line financial performance tool

Find industry averages

Compare your company

to its industry

Using SIC for industry profitabilty Dun & Bradstreet Canadian Industry Norms & Key Business Ratios Solvency, profitability & efficiency ratios across industries, classified by SIC

Dun & Bradstreet Canadian Industry Norms & Key Business Ratios

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

Industry Overview: Market Research Databases Global Market Information Database Sector Performance Competitive Environment Forecasts

Global Market

Information

Database

Sector

Performance

Competitive

Environment

Forecasts

Industry Overview: Market Research Databases Marketresearch.com Academic Business Services Consumer Goods Demographics Food & Beverage Heavy Industry Life Sciences Public Sector Technology & Media

Marketresearch.com Academic

Business Services

Consumer Goods

Demographics

Food & Beverage

Heavy Industry

Life Sciences

Public Sector

Technology & Media

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

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

Industry sources for specific industries

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

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

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

How do I find the details?

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

Article databases Strengths: - 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

Strengths:

- 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

Business Source Premier Search 3,000+ journals Includes academic, trade, popular magazines, SWOT analyses, industry profiles, and product reviews Search internet service providers

Search 3,000+ journals

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

Search internet service providers

ABI Inform 2000+ academic, trade, popular magazines & newspapers. Search with Canadian Newsstand Strong subject indexing

2000+ academic, trade, popular magazines & newspapers.

Search with Canadian Newsstand

Strong subject indexing

Research your market: Tablebase Information on companies, industries, products, countries and markets Covers market share,rankings, forecasts, and production and consumption statistics.

Information on companies, industries, products, countries and markets

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

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

What can you learn from your competitors?

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

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 Advisor Canadian Company Capabilities BIV Book of Lists

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

Identify competitors through

Hoovers,

Mergent

FP Advisor

Canadian Company Capabilities

BIV Book of Lists

Learn from your competitors Read the corporate filings of public competitors www.sedar.com AIF, Management Discussion & Analysis From Intrawest, MD&A, Sept. 2006 www.sec.gov 10-K

Read the

corporate filings

of public

competitors

www.sedar.com

AIF, Management Discussion & Analysis

From Intrawest, MD&A, Sept. 2006

www.sec.gov

10-K

Consumer demographics Where do I find out about my customers? Retrieved From: http://www.biochem.wisc.edu/raines/images/people/cartoon_2006.gif Jan, 25, 2007

Where do I find out about my customers?

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

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 ethnicity family occupation age dwellings religion

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 ethnicity

family occupation

age dwellings

religion

Census Census info via Census Profiles via Estat

Census info via Census Profiles via Estat

Bonus tip: E-Stat : includes access to CANSIM

FP Markets : Canadian Demographics FP Markets : Canadian Demographics David Lam Reference HC 111 B8 Canadian city & town profiles Population estimates, daytime population, income, retail sales, schooling, occupation, household expenditure, marital status, income class, PYSTE categories

FP Markets : Canadian Demographics

David Lam Reference

HC 111 B8

Canadian city & town profiles

Population estimates,

daytime population,

income, retail sales,

schooling, occupation,

household expenditure,

marital status, income

class, PYSTE categories

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 /

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 /

Consumer Behaviour What are my customers like? Retrieved from http://www.icsc.org/srch/sct/images/9Crowdphoto1.jpg , Jan. 25 2007

What are my customers like?

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

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

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

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

Statistics Canada

current and extensive demographic indicators and data on Canadian markets.

In Print in David Lam reference, or online

Consumer Behaviour Print Measurement Bureau – Canadian Marketresearch.com Academic – U.S. Global Market Information Database - International

Print Measurement

Bureau – Canadian

Marketresearch.com

Academic – U.S.

Global Market

Information

Database

- International

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

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

Industry Associations: Canadian Restaurant & Food Services Association Associations often provide: -Industry Profiles -Statistics -Directories -Trend reports, etc., - Legislation - Regulations Licensing Analysis of consumers/cutomers

Associations

often provide:

-Industry

Profiles

-Statistics

-Directories

-Trend reports, etc.,

- Legislation

- Regulations

Licensing

Analysis of consumers/cutomers

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

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

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 Research Industry Research for Specific Businesses David Lam Librarians : www.library.ubc.ca /lam Amber, Christina, Jan 10-4 Monday to Friday

Cite your sources:

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

Other Good Tools on the Lam Web site:

Business Plans

Industry Research

Industry Research for Specific Businesses

David Lam Librarians :

www.library.ubc.ca /lam

Amber, Christina, Jan

10-4 Monday to Friday