Commerce 497 New Enterprise Development : Using secondary sources in your business plan Christina Sylka  David Lam Library...
Learning Objectives <ul><li>Learn where secondary research fits in your business plan </li></ul><ul><li>Identify the best ...
Key Elements of a Business Plan <ul><li>Business History & Industry Outlook </li></ul><ul><li>Product/ Service </li></ul><...
Information Categories Market intelligence.   What products compete with my product? How is my product superior or differe...
Use Google  and  Library Databases <ul><li>Google </li></ul><ul><li>Visible Web (Surface)  </li></ul><ul><li>Public materi...
Be strategic about research <ul><li>www.library.ubc.ca /lam </li></ul>
Course Guide:  http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=660 <ul><li>Your  </li></ul><ul><li>guide to  </li></u...
Industry research <ul><li>Identify your industry, using words and or classifications (NAICS or SIC) </li></ul><ul><li>2. L...
Industry Overviews <ul><li>How do I find the big picture? </li></ul><ul><li>Retrieved from  http://zebu.uoregon.edu/~soper...
Industry overviews…. NAICS?  SIC? <ul><li>Numeric industry classifications </li></ul><ul><li>NAICS = North American Indust...
Using NAICS for industry wide information <ul><li>NAICS for  </li></ul><ul><li>Internet Service  </li></ul><ul><li>Provide...
Using NAICS for financial information <ul><li>Performance Plus   </li></ul><ul><li>On-line financial performance tool  </l...
Using SIC for  industry profitabilty <ul><li>Dun & Bradstreet  Canadian Industry Norms & Key Business Ratios </li></ul><ul...
Industry Overview:  Market Research Databases <ul><li>Global Market </li></ul><ul><li>Information </li></ul><ul><li>Databa...
Industry Overview:  Market Research Databases <ul><li>Marketresearch.com  Academic </li></ul><ul><li>Business Services </l...
Industry Overview:  Specialized Market Research databases <ul><li>Forrester </li></ul><ul><li>Respected industry source of...
Industry sources for specific industries
Research your market : Use  Google Advanced <ul><li>Advanced search feature enables more efficient searches  </li></ul><ul...
Research trends, competitors, growth opportunities, strategies, etc. <ul><li>How do I find the details? </li></ul><ul><li>...
Article databases <ul><li>Strengths: </li></ul><ul><li>- Reputable sources </li></ul><ul><li>- Variety </li></ul><ul><li>-...
Business Source Premier  <ul><li>Search 3,000+ journals </li></ul><ul><li>Includes academic, trade, popular magazines, SWO...
ABI Inform <ul><li>2000+ academic, trade, popular magazines & newspapers. </li></ul><ul><li>Search with Canadian Newsstand...
Research your market:  Tablebase <ul><ul><li>Information on companies, industries, products, countries and markets </li></...
Research the competition <ul><li>What can you learn from your competitors? </li></ul><ul><li>Retrieved from  http://www.an...
Research your competitors <ul><li>Researching your competitors can give you valuable information about them and about the ...
Learn from your competitors <ul><li>Read the </li></ul><ul><li>corporate filings  </li></ul><ul><li>of public  </li></ul><...
Consumer demographics <ul><li>Where do I find out about my customers? </li></ul><ul><li>Retrieved From:  http://www.bioche...
Statistics Canada / BC Stats  Census <ul><li>Best place to find demographics for specific geographic locations- </li></ul>...
Census  <ul><li>Census info via Census Profiles via  Estat </li></ul>
Bonus tip:  E-Stat :  includes access to CANSIM
FP Markets : Canadian Demographics <ul><li>FP Markets : Canadian Demographics </li></ul><ul><li>David Lam  Reference </li>...
City of Vancouver – Local Area Statistics <ul><li>Local area governments have local area statistics. </li></ul><ul><li>Che...
Consumer Behaviour <ul><li>What are my customers like?  </li></ul><ul><li>Retrieved from  http://www.icsc.org/srch/sct/ima...
Consumer Behaviour  Statistics Canada Electronic Publications <ul><li>Information on spending patterns, industries, or ana...
Consumer Behaviour  Market Research Handbook  <ul><li>Statistics Canada </li></ul><ul><li>current and extensive demographi...
Consumer Behaviour <ul><li>Print Measurement </li></ul><ul><li>Bureau  – Canadian </li></ul><ul><li>Marketresearch.com </l...
Canadian Office of Consumer Affairs <ul><li>Consumer Trends Report </li></ul><ul><li>- analyzes macro-economic trends, </l...
Industry Associations:  Canadian Restaurant & Food Services Association <ul><li>Associations </li></ul><ul><li>often provi...
Accessing Library Resources from off-campus <ul><li>Many of the resources to which the library subscribes are for use by s...
Other things to remember: <ul><li>Cite your sources: </li></ul><ul><li>http://toby.library.ubc.ca/subjects/subjpage2.cfm?i...
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New Enterprise Development: Using secondary sources in your business plan

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  • Introduction – Glad to be here.
  • New Enterprise Development: Using secondary sources in your business plan

    1. 1. Commerce 497 New Enterprise Development : Using secondary sources in your business plan Christina Sylka David Lam Library January 31, 2007
    2. 2. Learning Objectives <ul><li>Learn where secondary research fits in your business plan </li></ul><ul><li>Identify the best resources </li></ul><ul><li>Search those resources both on and off campus. </li></ul>
    3. 3. Key Elements of a Business Plan <ul><li>Business History & Industry Outlook </li></ul><ul><li>Product/ Service </li></ul><ul><li>Market Examination </li></ul><ul><li>Competition </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Operations </li></ul><ul><li>Executive Summary </li></ul><ul><li>Administration & Management </li></ul><ul><li>Risks </li></ul><ul><li>Financial Information </li></ul>
    4. 4. 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.
    5. 5. Use Google and Library Databases <ul><li>Google </li></ul><ul><li>Visible Web (Surface) </li></ul><ul><li>Public material </li></ul><ul><li>Press releases </li></ul><ul><li>Uncontrolled material </li></ul><ul><li>Imprecise searching </li></ul><ul><li>Library Databases </li></ul><ul><li>Invisible web (Deep) </li></ul><ul><li>“ Gated” material (no free access) </li></ul><ul><li>Journals, news, specialty data </li></ul><ul><li>Controlled material </li></ul><ul><li>Powerful search interfaces </li></ul><ul><li>http://www.newshoestoday.com/images-visuals/visual-deep-web-310x210.jpg 01/11/2006 </li></ul>
    6. 6. Be strategic about research <ul><li>www.library.ubc.ca /lam </li></ul>
    7. 7. Course Guide: http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=660 <ul><li>Your </li></ul><ul><li>guide to </li></ul><ul><li>specific </li></ul><ul><li>resources </li></ul>
    8. 8. Industry research <ul><li>Identify your industry, using words and or classifications (NAICS or SIC) </li></ul><ul><li>2. Look for industry and market profiles </li></ul><ul><li>3. Look for news articles </li></ul><ul><li>4. Research your competitors </li></ul>
    9. 9. Industry Overviews <ul><li>How do I find the big picture? </li></ul><ul><li>Retrieved from http://zebu.uoregon.edu/~soper/ImGalaxies/youarehere.gif Jan 25, 2007 </li></ul>
    10. 10. Industry overviews…. NAICS? SIC? <ul><li>Numeric industry classifications </li></ul><ul><li>NAICS = North American Industry Classification System covers manufacturing, service & emerging industries </li></ul><ul><li>SIC = Standard Industrial Classification </li></ul><ul><li>In Google, combine your industry/service/product and combine with NAICS </li></ul><ul><li>Internet Service Providers NAICS </li></ul>
    11. 11. Using NAICS for industry wide information <ul><li>NAICS for </li></ul><ul><li>Internet Service </li></ul><ul><li>Providers in </li></ul><ul><li>Canada is </li></ul><ul><li>5 18111 </li></ul><ul><li>Search 518111 in Strategis </li></ul>
    12. 12. Using NAICS for financial information <ul><li>Performance Plus </li></ul><ul><li>On-line financial performance tool </li></ul><ul><li>Find industry averages </li></ul><ul><li>Compare your company </li></ul><ul><li>to its industry </li></ul>
    13. 13. Using SIC for industry profitabilty <ul><li>Dun & Bradstreet Canadian Industry Norms & Key Business Ratios </li></ul><ul><li>Solvency, profitability & efficiency ratios across industries, classified by SIC </li></ul>
    14. 14. Industry Overview: Market Research Databases <ul><li>Global Market </li></ul><ul><li>Information </li></ul><ul><li>Database </li></ul><ul><li>Sector </li></ul><ul><li>Performance </li></ul><ul><li>Competitive </li></ul><ul><li>Environment </li></ul><ul><li>Forecasts </li></ul>
    15. 15. Industry Overview: Market Research Databases <ul><li>Marketresearch.com Academic </li></ul><ul><li>Business Services </li></ul><ul><li>Consumer Goods </li></ul><ul><li>Demographics </li></ul><ul><li>Food & Beverage </li></ul><ul><li>Heavy Industry </li></ul><ul><li>Life Sciences </li></ul><ul><li>Public Sector </li></ul><ul><li>Technology & Media </li></ul>
    16. 16. Industry Overview: Specialized Market Research databases <ul><li>Forrester </li></ul><ul><li>Respected industry source of data and opinion on information technology and e-business </li></ul><ul><li>Significant market research and forecasting </li></ul><ul><li>Statistics on products, services, companies and industries </li></ul>
    17. 17. Industry sources for specific industries
    18. 18. Research your market : Use Google Advanced <ul><li>Advanced search feature enables more efficient searches </li></ul><ul><ul><li>limit by Phrase “educational services” </li></ul></ul><ul><ul><li>try alternate terms: “language schools” “business schools” </li></ul></ul><ul><ul><li>limit to Domain : site:.gov </li></ul></ul><ul><ul><li>site:.gc.ca, </li></ul></ul><ul><ul><li>site:bc.ca </li></ul></ul><ul><ul><li>&quot;educational services&quot; market profitability site:gc.ca </li></ul></ul><ul><ul><li>limit to file format filetype:.ppt </li></ul></ul>
    19. 19. Research trends, competitors, growth opportunities, strategies, etc. <ul><li>How do I find the details? </li></ul><ul><li>Retrieved from http://www.velvetartists.com/Burton/magnifying%20glass.jpg Jan. 25, 2007 </li></ul>
    20. 20. Article databases <ul><li>Strengths: </li></ul><ul><li>- Reputable sources </li></ul><ul><li>- Variety </li></ul><ul><li>- Analysis </li></ul><ul><li>- Specific </li></ul><ul><li>- Current </li></ul><ul><li>Research </li></ul><ul><li>-opportunities </li></ul><ul><li>- trends </li></ul><ul><li>- markets </li></ul><ul><li>- consumers </li></ul><ul><li>- industries </li></ul><ul><li>- competitors </li></ul><ul><li>ABI Inform </li></ul><ul><li>Business Source Premier </li></ul><ul><li>Business & Industry </li></ul><ul><li>Canadian Newsstand </li></ul><ul><li>Factiva </li></ul><ul><li>Lexis Nexis </li></ul>
    21. 21. Business Source Premier <ul><li>Search 3,000+ journals </li></ul><ul><li>Includes academic, trade, popular magazines, SWOT analyses, industry profiles, and product reviews </li></ul><ul><li>Search internet service providers </li></ul>
    22. 22. ABI Inform <ul><li>2000+ academic, trade, popular magazines & newspapers. </li></ul><ul><li>Search with Canadian Newsstand </li></ul><ul><li>Strong subject indexing </li></ul>
    23. 23. Research your market: Tablebase <ul><ul><li>Information on companies, industries, products, countries and markets </li></ul></ul><ul><ul><li>Covers market share,rankings, forecasts, and production and consumption statistics. </li></ul></ul>
    24. 24. Research the competition <ul><li>What can you learn from your competitors? </li></ul><ul><li>Retrieved from http://www.answers.uk.com/images/spy-vs-spy.jpg Jan 25 , 2007 </li></ul>
    25. 25. Research your competitors <ul><li>Researching your competitors can give you valuable information about them and about the market and industry: </li></ul><ul><li>Identify competitors through </li></ul><ul><li>Hoovers, </li></ul><ul><li>Mergent </li></ul><ul><li>FP Advisor </li></ul><ul><li>Canadian Company Capabilities </li></ul><ul><li>BIV Book of Lists </li></ul>
    26. 26. Learn from your competitors <ul><li>Read the </li></ul><ul><li>corporate filings </li></ul><ul><li>of public </li></ul><ul><li>competitors </li></ul><ul><li>www.sedar.com </li></ul><ul><li>AIF, Management Discussion & Analysis </li></ul><ul><li>From Intrawest, MD&A, Sept. 2006 </li></ul><ul><li>www.sec.gov </li></ul><ul><li>10-K </li></ul>
    27. 27. Consumer demographics <ul><li>Where do I find out about my customers? </li></ul><ul><li>Retrieved From: http://www.biochem.wisc.edu/raines/images/people/cartoon_2006.gif Jan, 25, 2007 </li></ul>
    28. 28. Statistics Canada / BC Stats Census <ul><li>Best place to find demographics for specific geographic locations- </li></ul><ul><ul><li>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 </li></ul></ul><ul><li>Details: </li></ul><ul><li>income educational attainment </li></ul><ul><li>marital status ethnicity </li></ul><ul><li>family occupation </li></ul><ul><li>age dwellings </li></ul><ul><li>religion </li></ul>
    29. 29. Census <ul><li>Census info via Census Profiles via Estat </li></ul>
    30. 30. Bonus tip: E-Stat : includes access to CANSIM
    31. 31. FP Markets : Canadian Demographics <ul><li>FP Markets : Canadian Demographics </li></ul><ul><li>David Lam Reference </li></ul><ul><li>HC 111 B8 </li></ul><ul><li>Canadian city & town profiles </li></ul><ul><li>Population estimates, </li></ul><ul><li>daytime population, </li></ul><ul><li>income, retail sales, </li></ul><ul><li>schooling, occupation, </li></ul><ul><li>household expenditure, </li></ul><ul><li>marital status, income </li></ul><ul><li>class, PYSTE categories </li></ul>
    32. 32. City of Vancouver – Local Area Statistics <ul><li>Local area governments have local area statistics. </li></ul><ul><li>Check out the municipal web site for the area you’re interested in– Vancouver, Richmond , Burnaby… </li></ul><ul><li>Vancouver Economic Development - http:// www.vancouvereconomic.com / </li></ul>
    33. 33. Consumer Behaviour <ul><li>What are my customers like? </li></ul><ul><li>Retrieved from http://www.icsc.org/srch/sct/images/9Crowdphoto1.jpg , Jan. 25 2007 </li></ul>
    34. 34. Consumer Behaviour Statistics Canada Electronic Publications <ul><li>Information on spending patterns, industries, or analytical articles on social trends </li></ul><ul><li>Provides access to networked StatsCan serial publications, like - Retail Trade </li></ul><ul><li>-Canadian Social Trends, </li></ul><ul><li>Canadian Economic Observer , </li></ul><ul><li>Spending Patterns in Canada, </li></ul><ul><li>Market Research Handbook </li></ul>
    35. 35. Consumer Behaviour Market Research Handbook <ul><li>Statistics Canada </li></ul><ul><li>current and extensive demographic indicators and data on Canadian markets. </li></ul><ul><li>In Print in David Lam reference, or online </li></ul>
    36. 36. Consumer Behaviour <ul><li>Print Measurement </li></ul><ul><li>Bureau – Canadian </li></ul><ul><li>Marketresearch.com </li></ul><ul><li>Academic – U.S. </li></ul><ul><li>Global Market </li></ul><ul><li>Information </li></ul><ul><li>Database </li></ul><ul><li>- International </li></ul>
    37. 37. Canadian Office of Consumer Affairs <ul><li>Consumer Trends Report </li></ul><ul><li>- analyzes macro-economic trends, </li></ul><ul><li>- changing retail markets </li></ul><ul><li>- Canadian consumer demographics, assets, income, debt, net worth, and spending habits </li></ul><ul><li>- making sense of trends </li></ul>
    38. 38. Industry Associations: Canadian Restaurant & Food Services Association <ul><li>Associations </li></ul><ul><li>often provide: </li></ul><ul><li>-Industry </li></ul><ul><li>Profiles </li></ul><ul><li>-Statistics </li></ul><ul><li>-Directories </li></ul><ul><li>-Trend reports, etc., </li></ul><ul><li>- Legislation </li></ul><ul><li>- Regulations </li></ul><ul><li>Licensing </li></ul><ul><li>Analysis of consumers/cutomers </li></ul>
    39. 39. Accessing Library Resources from off-campus <ul><li>Many of the resources to which the library subscribes are for use by students, faculty and staff only. </li></ul><ul><li>Computers that have a UBC network address are automatically allowed access to these resources. </li></ul><ul><li>Access off-campus by UBC library cardholders who are is available through the Virtual Private Network (VPN) </li></ul><ul><li>http://www.library.ubc.ca/home/proxyinfo/#VPN </li></ul>
    40. 40. Other things to remember: <ul><li>Cite your sources: </li></ul><ul><li>http://toby.library.ubc.ca/subjects/subjpage2.cfm?id=673 </li></ul><ul><li>Other Good Tools on the Lam Web site: </li></ul><ul><li>Business Plans </li></ul><ul><li>Industry Research </li></ul><ul><li>Industry Research for Specific Businesses </li></ul><ul><li>David Lam Librarians : </li></ul><ul><li>www.library.ubc.ca /lam </li></ul><ul><li>Amber, Christina, Jan </li></ul><ul><li>10-4 Monday to Friday </li></ul>

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